"Without culture, and the relative freedom it implies, society, even when perfect, is but a jungle. This is why any authentic creation is a gift to the future."
"you've seen the ad. now get the looks."
Have you seen the new Gap commercial starring Joss Stone? It's a sign of things to come, as marketers dump traditional advertising and appropriate popular culture to sell their wares.
Here's how it works: The Gap pays Joss to record and star in a hot little number wearing Gap white jeans. The audience is exposed to it either through broadcast television or via the web, and then is directed to the Gap website where they can download a free copy of the song and order their own white jeans.
It's a win-win. The Gap gets a cultural icon. The icon gets massive exposure. Can you imagine other scenarios? How 'bout this? Levi's hires a popular graffiti artist to spray paint kickin' designs on jeans. See the ad on TV or the web, and then go to Levi's website to purchase your own custom pair.
The possible scenarios are limited only by one's imagination. Can you think of any? And what are your thoughts on the convergence of art/entertainment and advertising?
Posted May 24, 2005
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Tom Asacker is getting his Advertainment groove on. Have you seen the new Gap commercial starring Joss Stone? It's a sign of things to come, as marketers dump traditional advertising and appropriate popular culture to sell their wares. Here's how... [Read More]
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Hi Tom
Good topic my friend.
Is this really new?
David Beckham is a massive high profile icon over here. David has been used to promote and advertise everything from razors to trainers over the last few years.
Just one comical thought from my not very original mind;
Elton John advertising wigs through a catchy little song ... redirection to the web site for a free 'rug' might be an attractive option for some :-)
Personally I would rather go bald gracefully - I am already well on the way of course :-)
Posted by: Trevor Gay | May 25, 2005 at 04:01 AM
have i read somewhere that gap has lost it completely...
probably.
borrowing second-hand identity brings us right back to the infant days of advertising...
telly savalas for black velvet whiskey.. http://www.tellysavalas.com/business/campaigns.htm
never mind the gap! not even irony in this one.
hire an englishman (trevor) as strategy consultant - no kiddin.
Posted by: jens | May 25, 2005 at 06:54 AM
and - to talk in a different way - but also productively about "convergence of art/entertainment and advertising"...
there are some out there, who are really making a statement.
for example...
http://www.bmwfilms.com/clap.asp?template=international&country=&film=
http://www.bmw-werk-leipzig.de/leipzig/deutsch/lowband/com/en/index.html
http://www.bmwgroup.com/e/nav/?/e/0_0_www_bmwgroup_com/homepage/0_home.shtml - (use the search function for art or culture)
Posted by: jens | May 25, 2005 at 08:03 AM
It really is new, Trevor. Check out this NY Times article: http://www.nytimes.com/2005/05/24/business/media/24adco.html?ex=1274587200&en=bacb72b27a258314&ei=5088&partner=rssnyt&emc=rss
Posted by: Tom Asacker | May 25, 2005 at 08:08 AM
And what do you think about this?
Ad Age reports that as part of a product placement deal in Broadway's Sweet Charity, playwright Neil Simon approved a script change to promote Gran Centenario tequila.
“I’ll have a double scotch on the rocks” was changed to a mention of the premium tequila. "We didn’t bastardize the script, and [playwright Neil Simon] OKed the change," Barry Weissler, the show's producer said.
Posted by: Tom Asacker | May 25, 2005 at 08:12 AM
has been a huge discussion on the tequila-thing on tompeters.com. the best comment - to my concern - pointed out that this has already happened since the beginning of the last century (infact, those were the hay-days.
if you look at german fine arts and performing arts in the 1920s-1930s... you will find quite some witnesses to that..
Posted by: jens | May 25, 2005 at 08:21 AM
Ok Tom - you have convinced me my friend
This is 'new' - but really I still think it is just an extension of something that has been around for decades? - but then I guess that is true of many things.
For instance in the world of management the PDSA cycle (Plan Do Study Act) which I just love was developed by William Shewhart in the 1930's and is now apparently being marketed and touted as a wonderful new idea by some unscrupulous people. Long live Shewhart I say ...phew I feel better for that little rant!
Back to the point ......
As regards this latest 'marketing through the stars and icons' it is just the timing that seems to be the main difference from 40 years ago.
BTW ....Jens, you are very kind in offering me a job as strategy consultant :-) is the pay good???!!! :-) just joking ...
Warm regards from over the water.
Posted by: Trevor Gay | May 26, 2005 at 05:54 AM
what i wanted to say was:
gap, hire an englishman...!
but a soccer enthusiast is always welcome with me too (got a lot to learn on the subject) - just affraid that gap can pay you better...
btw
sir david beckham... isn't it funny how his apperance has nothing, not one little thing, in common with his voice...
i always thing he is dubbed by some insecure 17yearold
has enland gotten used to this weird (brand-)inconsistency? or is it even considered sweet, funny or a sign of character?
Posted by: jens | May 26, 2005 at 11:54 AM
Nice post. I just gave The Gap my e-mail info to get the Stone song. But no! The download didn't work.
What do I think of Broadway Advertainment? I think's it all one slate to be filled. Advertising, New York's media establishment, the publishing empire, Hollywood...It's all one game. Mixing mediums is sampling the other's wine. Natural and good.
Now, if the character in the play didn't really drink that kind of booze. Well then, I might really need to question it, and examine it carefully.
Posted by: David Burn | May 26, 2005 at 06:54 PM
Thanks Jens - maybe I need to ring GAP :-)
David Beckham is a briliant footballer and he has 'grown up' over here through all his fame so to us I guess we have got used to his voice. He has got much better as he has got older and now comes across much better in interviews than perhaps five or six years ago.
I am a great fan of David both on and off the field - he has handled intense awesome pressure really well in my view.
He was a very ordinary lad from a pretty average background and capitalised brilliantly on the talent he was given.
Apart from some indiscretions in the last year or so - according to the press that is - David is a wonderful role model for aspiring young footballers over here in England.
I am biased by the way as a lifelong fan of my beloved Manchester United who first discovered David Beckham
Warm regards from England
Posted by: Trevor Gay | May 27, 2005 at 05:48 AM
I've taken this one step further. I've trademarked a brand name, Ballad, for a new fragrance. What makes this name fascinating is that its literal definition, a romantic love song, can also be defined aurally, by associating ballad music with this brand name from any genre of music, from any culture in the world. I call it the Pied Piper Strategy.
No matter what age or sensibility you are, I can always find a ballad that articulates feelings of love in a language that emotionally engages you.
Nike and VW may use music in their ads, but its merely for the buzz factor. The brand name itself has no relationship to the music selected, thus there is no true brand identity derived from the relationship between the brand name and the music; its an imposed sensibility.
Michael Wolf has said a brand name today "must have acess to the media." Choosing a brand name that derives its meaning from a global communication system like music AND represents a set of feelings people want to "possess" is 21st Century marketing that takes full advantage of the branded entertainment experience.
Now if only the cosmetics companies would get off their designer high horses and ride the high speed digital bullet train, they could earn their own ipod profits.
Any record label or cosmetic company executives listening?
I also have a patent-pending bottle that carries this notion even further.
chris peterson
860-542-1977
Posted by: Christopher Peterson | June 14, 2005 at 12:18 PM
What I think is interesting here is the process of how one can acquire the jeans. That's what is new in my view. How that particular pair of jeans is so inextricably linked to the artist to the point that you can go to a site and order that very same pair of jeans as you download the music...right here right now.
.....imagine a car manufacturer in the future commissioning a film where the car (with a few exclusive features) features prominently. In this future, TVs
are fully interactive, you can point and click at the car and here comes a window in a corner of your gigantic screen where you can buy the car with the fancy features right her right now, online, while you continue to watch the film...
Roland
Posted by: Roland | June 16, 2005 at 06:24 PM