Puma has come up with a series of clips to demonstrate its commitment to motorsport, golf, running and fitness. I would have been tempted to highlight their new range a little more (as you’ll see it’s quite subtle apart from the giant Puma sign). Plus I don’t know if a retro feel is the way to go for a brand in desperate need of modernising (IMO). But the soundtrack is very catchy and the clever stage set-ups make me smile. They’d make good idents for Puma-sponsored events and sports coverage.
Google Creative Lab has put together a kick butt presentation to showcase creative uses of You Tube.
Most of it’s stuff I wish I was doing. But for all the big budget projects the one I really loved was the story of Lauren Luke (Slide 15), a self-taught make-up artist who defies many people’s perception of beauty in the cosmetics industry yet still attracts more than a million viewers. The crime is she hasn’t worked out a way to monetise her popularity. I hope she does!
Full page fashion ads in GQ don’t do much for me – you know the ones – same Blue Steel stare, different label. But I do enjoy opportunities to learn more about brands, a case in point being this You Tube clip to celebrate Paul Smith’s collaboration with Evian. On the one hand I think ‘wow cool new bottle, I might buy some’. And on the other I go ‘that Paul Smith guy seems quite decent, maybe I will look twice at his $448 jeans’. The challenge with these sorts of branding exercises, that aren’t really viral, is coming up with cheap, effective ways to drive traffic. I guess that’s where seeding comes into play.
Showtime recently promoted season 4 of its very cool show, Dexter, with a simple, cheap-as-chips game that makes great use of You Tube. Give it a go and see if you can spot the lead character on Level 4 - I still can’t (duh!) but lucky for me the TV channel has since posted the trailer itself.
Loading ...