EOC Week 7: Excitement, Ad x 4

EOC Final Project: First Thought

First thought about this final project is definitely go with some kind of fashion themed project. What I should do absolutely escaping me right now. Not a very good idea right this second. So here are some ideas:

• Metal Mulisha Maidens
• O’neill
• Rusty

Metal Mulisha is definitely something that not only have people not heard of around here but the only advertisements are for the MM athletic team, and for the Men’s clothing line. O’neill is very much the same. That’s their main focus but it gives me the opportunity to come up with an ad campaign for the female lines especially the Metal Mulisha Maidens.

But there is also untapped parts of the fashon market that should be brought up to their full potential.

EOC Week 6: Make 'Em Laugh

The hilarious commercials are definitely always the advertisements we tend to remember. They tickle our funny bone and make a connection with us, the consumers, by making us laugh. A commercial that I personally find hilarious and can never forget was the Heineken Walk-In Fridge commercial.

Beer commercials tend to always be the funniest commercials and are always selling the experience. Ranging in selling the girls or just the fun time at a game, beer companies tend to make it very humorous. But Heineken just made me always think of them first when thinking of beer with this commercial.

Me, I love fashion so I’ve never really seen a beer commercial even associated with fashion unless you count the endless models they always put in their commercials. One day out of nowhere after watching I think, a Project Runway episode, I see this commercial. It starts with a lady having a housewarming party and showing her friends her apartment when they all walk and she shows them the prize!! No not beer not yet! She shows them the Walk-In closet! We women love giant closets. You hear the ever present squealing! So then we hear even more amazed squealing and happy yelling but it is no longer the ladies. It’s the men! Yelling and screaming over what? The Walk- In fridge full of Heineken! To any men this fridge is most definitely worth squealing, giddy laughter, a few, “Oh my God’s,” and even tears.


The part that just makes me crack up every time I even think about this commercial is that it compares the two genders. This compares a woman’s excitement for a walk-in closet to a man’s excitement for a refrigerator full of beer. I know that when I saw my walk in closet I was extremely excited and giddy. Maybe the feeling I got would be the same as what my husband would feel to have a walk in fridge full of beer!

How much does a six pack of Heineken cost you? Well the men's reactions in this commercial are PRICELESS.

EOC Week 6: Jerry Metellus

At the Art Institute the students in the photography major in what they want to do with their career. Today there was a time when I was considering not coming in just to hear a speech. Then a wise little birdie told me that hearing this guy give a speech was completely worth it and I could not miss it. That wise little birdie was completely right. Photography while it isn’t my chosen career is such a big part of fashion and vice versa, I am absolutely glad I did not miss this. Hearing a real person who has been in the business and knows this business means that much more to me than just learning about people. We hear what they did, with their art. Today we heard about how fun and even rewarding our careers can be but we also learned that at the end of the day it is show business not just show. Marketing yourself doesn’t have to be huge to start with. In fact, all you really have to do is talk, show your work, and work like a dog; when you do you learn and find the next step, what comes next. Another thing I learned is just the attitude of not putting any person above you or yourself above anyone. The teams photographers have on set are there for a reason. I learned that today, you can’t do everything by yourself and it will help to have a team you can trust and get along with behind you. Having that team with you or behind you is necessary. Yet despite having said team you must always handle your business yourself and never seem at all desperate. Thank you to Jerry Metellus for opening our eyes to a reality we needed to see. Also for his humor and honesty and time spent here with us today.

EOC Week 5: Ad Categories

There are many kinds of advertisements. Three of the many categories are Fantasay, Misdirection, and Slice of Life.

Fantasy: People find fantasy compelling and a Mexican Ad agency hit the target by advertising the PS3 by letting you know of the possibility of fighting villains that have the mother- in- laws head on them.

Misdirection: You think its going one way but it goes in a completely different direction. Like the Heineken campaign of "For a Fresher world." We think it's one of those "go green" commercials and it's actually for beer. What a world we live in.

Slice of Life: This is actually one of the most effective categories of advertisements is the Slice of Life in which it shows something of an actual life experience. When you see an Oreo advertisement like this one you remember the taste of an Oreo cookie as a kid and how you too wanted to stuff a hundred cookies in your mouth at one time. Anyone else want a cookie?

EOC Week 4: Bob Isherwood, why is he important?

Alright so maybe I am going to have to study much more about people in advertising because some of the modst important men in advertising and I have never heard of either of them. Jerry Della Famina was one thing but i truly had no idea as to who Bob Isherwood was. Let's just say that the information I found on the internet was not a very big help in any way, shape, or form. So what was the problem? Was Jerry Della Famina more important? Not really. Bob Isherwood has a 35 year career in advertising under his belt and as for his work,"his work has been well documented in many books and endorsed by the industry's most prestigious national and international award shows." (http://www.conference.net.au/auiac2002/speakers/isherwood.htm)
As of 1995 he became the Chairman of the Worldwide Creative board, and as of 1996 he is the Worldwide Creative Director and member of the Executive Board for Saatchi & Saatchi. “Bob’s work has been documented in many books and endorsed by the industry’s most prestigious national and international award shows.”(http://www.abeopartners.com/bob_isherwood/) I am honestly almost never impressed by awards. But for someone to have won awards like the very first Gold lion for cinema, be one of the few people to have actually won a British Design and Art Direction gold award, and not having to mention a Clio Lifetime Achievement award is a very big deal. What I find even more impressive than these awards is the hard work and creativity this man has had to put into his work to even be nominated for these awards. So lets take a closer look at this Clio award. The Clio award is, “, in recognition of outstanding and ongoing contribution by an individual who is leading the industry forward.”(http://www.saatchi.com/news/archive/clio_lifetime_achievement_award_for_bob_isherwood) Bob Isherwood seems to be very aware of the path he must take to keep the advertising industry moving forward.

BOC Week 4: Jerry Della Femina. the Big Idea

Jerry Della Femina I’ve never heard of until today. I typed his name into Google and all of a sudden I am bombarded with “From Those Wonderful Folks Who Gave You Pearl Harbor.” Here is the story. The company Della Femina worked for was given an account from their new client, Panasonic. They had to sell Panasonic’s televisions. “It was Della Femina's first day on the job and he was surrounded by account executives, art directors and copywriters awaiting his direction. Finally he cleared his throat. "I've got it! How about this for a headline: 'From Those Wonderful Folks Who Gave You Pearl Harbor.'" (http://www.designobserver.com/observatory/entry.html?entry=14668) So who was this guy who on his first day came up with such an big idea. Years before, back when he was trying to break into the business, Jerry Della Femina was practically an Italian nobody from Brooklyn, trying to get into a world where clients like Ford didn’t want to work with, “his kind.” (http://www.npr.org/templates/story/story.php?storyId=128695927) “He muscled his way into his first job by sending weeks of samples signed only with his initials before presenting himself triumphantly at the agency's door, announcing, "I'm J.D.F." He immediately went to work creating not just ads but his own image.” He came out on top with shocking and unexpected ideas for advertising. Like his idea for Panasonic’s televisions he also came up with things like using Hitler and the holocaust as an example of not reading. Who would’ve come up with that before? “The irreverence that characterized much of his work obscures the fact that Della Femina's creative upstarts demonstrated strengths that included determination, a sense of humor, dedication and a love of advertising.” (http://adage.com/century/people071.html) I believe that the sense of humor ever present in his ads might have been a bit scandalized but if I had seen them it would’ve won me over completely.

EOC Week 3: Tobacco

The very first tobacco advertisement to come out in America was in the year 1789, "when the Lorillard brothers advertised their snuff and tobacco products in a local New York daily paper." (http://library.duke.edu/digitalcollections/eaa/tobacco.html) them for about 70 more years Tobacco ads looked the same. There were some pretty typical ads promoting that smoking was sexy, sophisticated and cool. The one ad I found pretty, um, interesting was an ad for Marlboro which is targeted at parents and features babies in the campaign. In 1950, Marlboros were promoted as a cigarette for mothers as stress relievers, but thank goodness it never caught on. The problem was that they still needed a target audience to sell their products to. Their strategy failed because they didn’t think through that mothers wouldn’t want their children exposed to smoke. So they had to quickly call on a brilliant advertising guru to come up with something new. “Famous advertising guru Leo Burnett helped the company to reposition Marlboro as a rugged man’s cigarette by inventing Marlboro Man. You know, rugged men galloping on fast horses on rugged countryside. Until then, filter cigarettes were not for real men.”(http://www.quitsmokingpainlesslynow.com/cigarette-advertising/marlboros-for-mummy/) Since these men wanted to be ‘real men,’ the Marlboro man was the perfect example for them to want to emulate. They didn’t have to outright say, smoke Marlboro’s and you’ll be this man. The way the Marlboro man was who men wanted to be and who women simply wanted. But I digress, back to the baby campaign. It actually does say that the miracle of Marlboro was that you never feel “over- smoked.” Wow what does that even mean? I’m not saying it’s horrible to smoke; I would be a hypocrite because I smoke, but to use babies to sell cigarettes I feel is like saying you would sell your own grandmother to make a quick buck. I’m just glad they ditched the babies for the Marlboro man.