Recently formed agency Mash+Studio decided to practice what it preaches to brands by creating a clever piece of content to get its point across.
The new studio, formed by former Carrot Creative executive creative director Daryl Ohrt, wants brands to stop being afraid of people and start talking to people like normal human beings.
The cartoon is called “Jenny and the Chicken,” and it features a clueless brand, represented by a dorky exec, who tries to figure out how to be friends with precocious little Jenny. Jenny obviously could care less about Mr. Brand and his lame attempts to win her attention, like asking her to like him on Facebook or making a commercial for “a bajillion dollars” just for her. Jenny, like most normal people, could care less about Mr. Brand.
Just when Mr. Brand is getting desperate and ready to give up, he finds out that Jenny likes chickens, for some reason, and magically a chicken appears. Well, he’s kind of a chicken, and kind of a man, but more of a metaphor? Just check out the cartoon and you will understand. The chicken dude shows Mr. Brand that it’s not about forcing people to like you; it’s about creating content and experiences they’d actually like. Things that are fun. Like a talking chicken man.
“Everyone in our industry struggles with brands that don’t get it — at every level in the business,” said said Darryl Ohrt, global creative director at Mash+Studio. “Brand execs are surrounded by hundreds if not thousands of their coworkers who are all shouting the same message: ‘We’re all excited about our new product release — why wouldn’t our fans be?’ So we thought we’d take on the challenge by illustrating it in terms that even a kid could understand and that no brand could really refute.”
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.