Facebook Goes Old-School With Metphor Ad
The best you can say about Facebook’s 90-second spot celebrating its 1-billionth user is that it’s early to marketing. The social service played it by the book with the video, deploying Wieden + Kennedy to do an arty metaphor-laden “film,” done by Babel director Alejandro Inarritu, that aims to pull at your heartstrings and slam home the notion that Facebook is uniting this empty universe.
The video starts off, incredibly, by comparing Facebook to a chair. This is a classic ad agency move to explain a product. Here’s the problem: everyone knows Facebook. The more modern approach would be to take a page out of the advertising that’s come out of Apple and Google. Both have leaned heavily on product demonstrations, telling a story not through metaphor but showing how these products can improve lives. Google’s “Parisian Love” Super Bowl spot was a classic in this genre. It’s continued this mash-up of product demo and heartwarming story with its Chrome ads, such as how a father uses Google products to calm his daughter who just left for college.
From Takeovers to Topview ads, what it costs to advertise on TikTok
For advertisers looking for cheap and cheerful ads, TikTok isn’t a viable option. Rather, it’s a premium media buy for those with deep pockets.
How Bloomberg Media has changed its events business
"From a sponsorship perspective, everything we knew had changed. We asked [clients] 'what are you solving for?' We aim to be the strategic partner, so we ask 'how do you want to be in this space, what does success look like?'"
Member ExclusiveThe premature funeral for events
Events were always a means to an end for media. The driving force of a successful events model was stitching together a community with a common interest.
SponsoredVideo advertisers are turning to format innovation to push beyond interruptive experiences
In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive.
What changes (and accelerates) in ad tech during a recession
“Regardless of which player you are in the ecosystem, everyone is challenging the status quo about who adds value.
How Pop-Up Magazine pivoted from events to video
The plug was pulled on Pop-Up Magazine's Spring Issue tour nine weeks ago and at that point the playbook was thrown out the window. Pop-Up is bowing to reality with its first video edition, a "video graphic novel."