Tag Archives: wtf

Anatomy of An Insight: +46 771 793 336

swedish number

Insight: When thinking about travelling to other country, you don´t necessarily know how the people are like. What if you could talk to the people before you are booking your holiday? In the spirit of being the first country in the world to ban censorship Sweden enables you to have unfiltered conversations with swedes, just because they can.

That number above works, but it is regarded as international call so you might need to pay for the privilege. Thus far there have been already over 150k calls and callers from 182 countries. As a Finn, cannot say anything else but Swedes beat us again (luckily we were better in ice hockey this year).

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Recipe for An Internet Hit: Cross-Section of Highbrow Concept and Lowbrow Vulgarity

Beautiful landscapes combined with pair of men´s balls. That is the latest phenomenon among guys. Being a huge fan of infantile humor myself, I am naturally delighted by this art.

nutscapes

There is nothing surprising with this phenomenon. We know that males are naturally leaning towards below the belt every time there is an opportunity. Generally the best coping mechanism in this world is to try to take the piss out of everything. At the same time it is weirdly empowering and disgusting. Like all the great memes, the “nutscaping” is inclusive and the creator has been helpful enough to give tutorial how to create your own “Nutscape” on his website.

HOW TO NUTSCAPE:

  1. Find yourself somewhere awesome.
  2. Turn your back to the awesome scene.
  3. Drop your pants.
  4. Bend over and shoot Nutscape back through your legs.

Other helpful hints include adjusting width of stance to accommodate hanging state (either high or low) of nuts. When you are nutscaping at height, use free hand the anchor and remember to “mind the tip” (so that it does not turn to dickscape).

Obsev.com turned Nutscapes into motivational posters

Obsev.com turned Nutscapes into motivational posters

The cross-section of inspiring and repulsive is something that catches like wildfire in the Internet. Instagram has already suspended Nutscapes, because essentially they are hypocritical and lack any sense of humor. What could be a new energy boost for photography is now crippled by censorship.

“I believe Nutscapes has great artistic depth because it touches upon both a low-brow vulgarity and a high-brow concept. Simply, testes are f*cking funny. Always have been; always will be. They add humor to a subject matter, landscape photography, that is typically a little dry.”

Clancy Philbrick (Creator of Nutscapes)

This highlights the dilemma brands have when they want to go viral. Extremes are interesting, but only handful of brands can truly take it to the max (and even should try to it). Quite often sharable content lacks any deeper meaning, purpose and any substance whatsoever. It is just fun because people can sense that there a no hidden agenda. Great brands are all about agenda, not even hidden one. Agenda is seldom something you want to share unless it is your agenda.

What makes a good meme does not make a good brand.

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Ideas Are Like Farts

Ideas are like farts.

You should let the flow free.

If you force them, they turn out to be shit.
You should not also force them on other people.
Even though your own ones are always the best.

Ideas are like farts.
They can come from anywhere, anytime.
But it can be tricky to capture them.

No matter what people say everyone has them.
But quite often they stink.
Although those that make the biggest noise seldom do.
But silent ones can linger with you for a long while.

Even amateur can release good one once in a while.
But it takes skill to create good ones constantly.
It takes vision to turn them into a profitable business.

There is a thin line between a truly great and a really shitty one.
And you don´t know until you have released them.
You should not be afraid to rip them apart.

It takes courage to share them to public.
But those who have that courage will always be remembered.

Ideas are like farts.

“One must never own up to a fart in public.
That is the unwritten law, the single most stringent protocol of American etiquette. Farts come from no one and nowhere: they are anonymous emanations that belong to the group as whole, and even when every person in the room can point to the culprit, the only sane course of action is denial.”
– 
Paul Auster (Brooklyn Follies)

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Why Advertising Still Matters?

Just when you thought that all the advertising is lacking the feeling, media innovation and overall passion, you come across to this fine out-of-home execution from Sheffield.

ooh

I assume that Lisa did the strategy and concept for this. This has important lessons for us professionals as well:

  1. Content: Don´t write for the masses. Write for the one person in mind. The succinct and sharp message trumps the visual gimmicks.
  2. Context: Know your audience behavior and habits and tailor your message according to that. Do not only generally target traffic, know whether your audience is on their way or way back from work.
  3. Go big or go home: With small media budget, it is better to invest in one big thing than to spread yourself too thin.

Great example that even traditional advertising can still move and surprise.

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Why People Root For Deez Nuts?

 racepolldeeznuts

How far are you willing to take this practical joke?
As far as America wants to take it.
Deez Nuts in Rolling Stone interview

If you ever doubt the power of Internet, just check the rise of Deez Nuts. This “presidential candidate” is currently the highest-polling independent since Ross Perot. What could be a viral campaign for Straight Outta Compton (Deez Nuts is originally a song from Dr. Dre´s The Chronic) was just a funny idea from an 15-year old teenager. He realized that anyone can file to run for president with Federal Elections Commission and you don´t even have to use your real name or address.

deeznutsfecfiling

The hype has just begun. Warren G (the originator of Deez Nuts) has volunteered to become vice president for Deez Nuts. The search interest for Nuts has surpassed Hillary Clinton and is almost as high as Donald Trump.

searchtrendsdeeznuts

Why Deez Nuts has become such a phenomenon?

  1. It is funny. It is hard to think about more serious decision than selecting your new president. That does not mean that people would not want take the piss out of it.
  2. People adapt to everything. Donald Trump´s candidacy shocked people at first, but now it is already old news. You need constantly some new stimulus or otherwise you get totally numb to the whole election (and we have not even entered the primary phase). There is so long time till the actual election that people will get bored to pretty much everything: eventually even to Deez Nutz.
  3. Shareability. People share things that instantly make them laugh. If newscaster pronouncing “Deez Nuts” does not make you laugh a little bit, you must be too cynical for your own good. The name and the backstory is a perfect example of digital age and what makes people tick in 2015.

It remains to be seen how long Deez Nuts will remain hot topic in US election. For non-voting fans of practical humor hopefully quite long.

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Fight for Your Balls

fightforyourballs

Regular readers of my blog know my appreciation of lowbrow humor and brands who take piss out of everything.

That is why I am a strong supporter for the Norwegian underwear brand Comfyballs. Lately they have been fighting US patent office, because they cannot register their name because it is considered “vulgar”. The reason for that being:

In the context of the applicant’s goods… Comfyballs means only one thing – that a man’s testicles, or ‘balls,’ will be comfortable in the applicant’s undergarments.
The mark does not create a double entendre or other idiomatic expression.
When used in this way, the word, ‘balls’ has an offensive meaning.

I wish more brand, would be as clear as Comfyballs.

Their main product benefit is in their brand name. Double entendre would actually be more offensive, because you try to hide something. Comfyballs is truly honest brand and not hiding behind marketing jargon. When you wear them your balls will be comfortable, because their patented design PackageFront™ reduces heat transfer and restricting movement. There is not anything offensive of having comfortable underwear, on the contrary. Using badly designed underwear when jogging is a truly offense to your crown jewels.

Comfyballs has not just been scratching their balls, but also actually risen to a challenge and they are trying to get their name registered officially in US. They launched the site “Fight for Your Balls” and also created video to celebrate comfortable balls:
Comfyballs has not just scratched their balls, but also actually risen to a challenge and they are trying to get their name registered officially in US. They launched the site “Fight for Your Balls” and also created video to celebrate comfortable balls:

Legalize Comfyballs from Fantefilm on Vimeo.

Naturally the ad was banned in YouTube (those US hypocrites), but again more buzz for the brand. At least the visitors in the site seem to be in their favor.

immoralballs

There are things in the life you should fight for, your balls are one of them.

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Send A Message, Send A Dick

If I had a shiny gun,
I could have a world of fun
Speeding bullets through the brains
Of the folk who give me pains;
 
Or had I some poison gas,
I could make the moments pass
Bumping off a number of
People whom I do not love.
 
But I have no lethal weapon-
Thus does Fate our pleasure step on!
So they still are quick and well
Who should be, by rights, in hell.
Dorothy Parker (Frustration)

Advertising industry is obsessed by positivity. All the ads are filled with shiny happy people pointing their fingers at computer screen. Everyone is smiling. Everyone has friends. No one is fighting. There is no politics, grudge or evil. Everyone cares about the brand and how that special toothpaste comes to save the day.

The advertising reality is pure fiction.

Same time the best advertising is based on truth:

listerine_new

You can dramatize the truth and make it interesting. But there has to be truth in it, otherwise it is meaningless: not connected to the real life, only connected to advertising life. The truth above is simple: bad breath is disgusting and ruins your social chances*. Nothing positive about that, but the message is powerful.

Advertising life should never be separated from the real life. The truth is that your life is filled with annoying tasks, annoying people and annoying circumstances. If more brands would recognize that we would have more truthful advertising. More truthful is also more powerful and resonates with real audience (not focus groups).

There is something profoundly truthful with this new service called “Dicks By Mail”.

dicksbymail

The brand promise is simple:

“In only a few minutes you can send a literal Bag of Dicks to that special asshole in your life.” 

The “dicks” in question are actually candy, which you can send in anonymous package:

candy

This is a great politically incorrect idea. The truth is that everyone could come up with quite long list of people (who are dicks) to whom this jolly gift should be sent (to let the whole world know that they are dicks).

Sometimes the truth hurts.

* Of course advertising played vital role in making halitosis a social problem. That would not have been possible, if Listerine ad message would have been positive. Ad below is naturally revolting when analyzed from today´s point-of-view, but it is based on truth. Sometimes truth is hard to swallow, even harder than Listerine.

listerine_old

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Singaporean Viral Surprise

This week Singaporean social media has been buzzing about this “viral” video:

The reaction to the video caught Singapore Tourism Board (STB) by “surpise” and they removed the video. The discussion has not stopped though.

I don’t argue that the ad is quite hideous. I actually first bumped in the video in my FB newsfeed with the caption “I can´t stop vomiting”. Overall I think there is no reason to panic about, there is three lessons for every brand to learn about this “fiasco”:

1. Best way to draw attention to video is to remove it
Removing the video was total overreaction from STB. Firstly there is no such thing as removing something from Internet. Removed content is like Arnold Schwarzenegger: it will be back. Removing something just draws attention to it. Secondly it just draws more attention to it. If STB had left the video to its YouTube page, some people would maybe have found other STB content inspired by that. Even this newly upped version has gained over 60k views, which is quite good amount for advertising content in Singapore.

2.There is more horrible things in the world than doing a one horrible ad
Unfortunately the reality is that many firms do ads like this every day and no one raises an eyebrow. STB has done quite a lot of good content as well, such as this:


Singapore Board of Tourism from Yellow Box Studios on Vimeo.

3.Parody is the highest form of flattery

You can go viral from good and bad reasons, but this is quite far cry from a real full-blown social media crisis. The real problem for brands is not that people talk negative things about them. The problem is that no one is talking about them at all. When you start getting your first negative comments that just means that enough people have seen your content. If you spark any kind of emotion, it shows that people care about the brand. Snarky blog posts and parodies are an opportunity to join the conversation. STB should have taken more lighthearted attitude to the whole hoopla and turn these parodies into their own advantage.

I think overall Singapore Tourism Board should be happy that this video has raised so much emotion and conversation. It shows that people care deeply on what kind of message Singapore conveys abroad. Also it raises hope for Singaporean advertising scene. People should raise hell more often when they see a bad ad. There is still too much mediocrity around in advertising. Hopefully this gives us more opportunities to do more good and relevant advertising.

That is not only right for the brands, it is right for the audience as well.

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Fart with Confidence and How There Is Demand for Pretty Much Anything

When you market is the whole world you can pretty much sell anything and there is demand for what you do. I think it is a question of point-of-view whether this thought is comforting or disturbing. I was reminded about this when colleague, whose identity I want to protect, because he was probably buying them for himself, put me up on this:

Fart with Confidence

Shreddies
So basically it is underwear, which neutralizes your farts, so they do not smell. Apparently it uses high-technology carbon cloth “Zorflex”, which dissolves the odor.  It was originally used in chemical warfare suits, but now everyone can use that technology when releasing their own private “chemical warfare”.

Chemical Warfare

I understand that severe flatulence is no laughing matter (or it should not be), but I still it hard to not found this a little bit amusing. Especially because their tagline is “Fart With Confidence”.

This odd product raise couple of questions:
– If flatulence causes you uncomfortable social situations, why do you want to use underwear product with such as a prominent branding?
– Who are those perverts who smell each other when they are farting (referring to the picture)?
And if you have decided to practice those weird activities, what is the point of smelling the fart if you cannot smell it (referring to the picture as well)? Is it some kind of vibration thing? 
On the philosophical tip, if you fart and no one smells it, did you really fart?
Will they next upgrade the product to remove the noise as well?
Have they considered using this chap as their spokeperson? Or sponsor this event?

Shreddies have big potential target audience, as normal person farts approximately 14 times a day. Also if you would fart consistently for 6 years and 9 months, you would produce enough gas to produce atom bomb. I found this in the Internet, so it must be true.

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