to be successful don’t do what you love – love what you do
edit: Since this original post, MailChimp’s been acquired by Intuit, best known for the Quicken line of financial software.
MailChimp founder Ben Chestnut talks about his path to success as the creator of one of email marketing’s best known brands in this enjoyable, entertaining, and informative 40-minute Creative Mornings video. What works for Ben might not work for everyone, but he makes a great case for including creative as part of a business that succeeds using a non-conformist approach.
In yet another example of how outclassed domestic powersports marketing is, now comes this head-turner from BMW Germany in the form of what could be tagged an alternative form of neuromarketing. The spot stars factory Superbike rider Ruben Xaus onboard an S1000RR in a black and white film noire quick cut that by itself is less than remarkable. Pretty, pouty, and predictable.
but on the other hand
The other hand is a fascinating little tidbit of technology more amusing than motivational. Using what appears to be relatively simple rear screen technology to flash project a logo, the spot, by German uber agency serviceplan, creates an afterimage on the retinas of the audience. Yeah, it’s going to get attention.
A BMW spokeswoman said, “We literally got inside people’s heads, involving them instead of boring them and generating a more intensive connection to our target group. Our brand should be innovative, emotional and dynamic.”
Hmmm. Given how twitchy German bureaucracy is about any kind of Orwellian influencers, let alone a method requiring YOU MUST OBEY! to interpret the eyeball afterglow, this may not be a long lasting campaign. But it will be memorable, make no mistake. And as for the subliminal alarmists: uh, if you have to direct behavior to experience behavior, it’s not.
quit picking up mud
When I see efforts like this, efforts that accept the challenge of creatively differentiating the brand from the same old same old, I say hell yes, go for it! Like Leo Burnett famously said, “When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”
As The Motor Company continues to lurch from marketing pillar to advertising post, this new message for Jeep Chrysler nicely summons the Zeitgeist Harley historically fails to communicate. The 60-second ad from Wieden+Kennedy (Nike) introduces Jeep’s new slogan, “The Things We Make, Make Us.” Wow. Perfect. And perfectly positioned. Continue reading →