Little Baby’s Ice Cream | This is a Special Time
Certainly an interesting ad from Philadelphia based creamery Little Baby’s Ice Cream. The team here at Seedwell know the folks at Little Baby’s intimately, having worked with them in an episode from the Philly section of our American Hipster documentary series. This ad is so peculiar and out there, it fits the humorous sensibilities of the folks at Little Baby’s perfectly! But the video also illustrates an important Internet rule of thumb: strange is good.
When people see a deranged, chalk-white man who seems incapable of blinking as he shovels ice cream from the top of his head into his mouth, it triggers a strong innate reaction in people to share that vision with others. No use fighting it, it’s just in our biology. So enjoy, and spread the gospel of Little Baby’s far and wide!
Carlton Draught | Beer Chase
The nature of contemporary advertisements have fundamentally changed with the proliferation of streaming video. As sites like YouTube commercialized over the past five years they have, in turn, influenced the formatting, style, and distribution of mainstream commercials. Traditional fifteen and thirty second television spots are by no means gone, but they are no longer the central focus of advertising campaigns. Long format commercials – a minute or two in length – intended for online distribution (and later edited into shorter TV spots) are increasingly important to brands. One of the many benefits of this approach is it allows for a more engaging and creative advertisement.
Certainly these sorts of ads have become increasingly cinematic in recent years: instead of offering us trailer-like glimpses of a pseduo-film, these long format commercials feature complete mini-narratives. The new spot for Carlton Draught is a perfect example. It takes a film convention (the getaway car chase), pokes fun of the cliches associated with it, and is branded in a way that is entertaining but not distracting.
Four bank robbers stop in for a pint after a successful heist. It’s only after they’ve ordered their beers that they realize the bar is full of cops. The chase is on! But it’s a footrace: the robbers, beers in hands, have the good sense not to use their getaway vehicle (because drinking and driving is a guaranteed no no!). Despite being on foot all the tropes of the high-speed car chase appear: getting air over hills, avoiding glass-carrying window repairmen, and barreling through a police blockade. The video ends happily for our anti-heros; the quartet, having attempted to jump the gap of a bridge, land on a boat full of attractive women and more Carlton – safe from the wrath of the police. Unfortunately they seemed to have left all the money behind at the bar…
Old Spice | Muscle Music
Ohhh Old Spice, you’re at it again. And in such a fantastically interactive manner. Terry Crews, the king of Old Spice randomness, is back – this time with his muscles hooked up to a variety of a musical instruments. When Crews flexes, a particular note or drum plays. Soon he is using his body to create a symphony of sound. Needless to say, it’s a lot of fun to watch.
But it’s even more fun to do. After the video ends, Crews engages the viewer directly, encouraging them to click his muscles to make their own jam. You can record your original tune and even download it to show off to your friends at a later date. But alas, all good things must come to an end. Eventually, the excitement of playing Crews’s body as an instrument wears off we are left staring at our computer screens wondering, what will Old Spice think of next?
Intel & Toshiba | The Beauty Inside Offical Trailer
Intel and Toshiba have come together to create an ambitious branded video project that combines online interactivity, original YouTube content, and Hollywood filmmaking. The premise revolves around a man, Alex, who wakes up everyday in the body of a different individual. Talk about first world problems!
The campaign incorporates aspects of different media to create an interactive and unique branded experience. In an attempt to build word of mouth buzz like a viral video “The Beauty Inside” utilizes audience engagement by giving viewers the opportunity to audition online to play one of the “Alexes”. The short is broken up into six episodes that follow the basic format YouTube has pioneered with its Original Content Initiative. But “The Beauty Inside” has all sorts of film pedigree: it is directed by Sundance award-winner Drake Doremus, features Topher Grace as the voice of Alex, and has the aesthetic & production value of a Hollywood-produced film.
“The Beauty Inside” campaign is a creative and original experiment in online advertising. It’s generated a lot of buzz thus far but we will have to wait and see if that excitement continues for the duration of the “film”.