From the start

I went back to DJ in Iowa over the weekend and spend a little face time with the fam. My mom and I were hiding from a dinner party run awry when I saw Oberto’s new campaign. This is their first foray into national advertising and though I guess it launched about 2 weeks ago I had yet to see it.

What they done did

This new direction was spurred on by Tom Ennis, the new VP of Marketing for Oberto. Ennis made the jump from Brinker International–you know the national restaurant chain behind such “giants of the industry” as Chili’s and Romano’s Macaroni Grill–about a year ago. In his words this campaign goes a little something like this:

…the campaign was preceded by months of research, including segmentation and ethnographic studies, to determine the self-confident “leader of the pack” young males to target. “They like being guys’ guys, and they’re a little more sophisticated than the typical beef-jerky guy. They love their meat snacks,” he said.

Still, Ennis credited the Jack Links advertising for “talking to regular Joes” and “stimulating the category.” He said that competitor enjoys an estimated 35 percent market share lead, compared to Oberto’s 12 percent. Despite the No. 1 venue for sales occurring in convenience stores typically attached to gas stations, the category is still growing within those outlets, despite fewer customers due to high gas prices.

Because Oberto targets a “more upscale, ex-urban, suburban male, not the traditional camper/fisher/hiker type,” the spots are often set in an office environment, like in one commercial where a Japanese executive is lauded by an acolyte before subserviently suggesting that he’d accompany the executive to the bathroom. “Woodsiness,” says ecd Curt Detweiler, “is a self-imposed limit on the category. We’re opening it up to an afternoon outing, the workplace, to an exchange as casual as a pack of gum.”

“Our challenge is to find what will grow the category,” said Anyssa Bromley, account director at the agency here. “That is, thinking of Oberto in an everyday context and making it relevant to everyone.”

The spots, directed by Smuggler’s Randy Krallman, ed: that site has some really worthwhile moments on it, check it out.) will run on ESPN, Comedy Central and Spike TV, among other male-oriented outlets.

(thanks ad week).
The spot was designed by LA based Firm Ground Zero.

Does it work?

The first viewing is really funny, like pretty damn funny, maybe I was really burnt out but I had a hearty full body laugh; my mom also really liked it–though she isn’t the target demographic, doesn’t hurt I’m sure. Additionally working to its credit was the fact that their choices for network and programming to air the spot during work well. I saw it during The Sarah Silverman show and the segue from episode to ad was really good which I think enhances the effect of the ad. So yeah, all of that is pretty spot on; but I’m not sure that the ad stands up to repeated viewing once you know the gag, the payoff just isn’t there. It is stronger than most freshmen efforts and I think shows an aptitude for creating creative ads that get people talking, and really thats the whole point right? Its funny–for the most part–the cop one is the winner for me, and shows real promise.

Have a look

xo

i’m a little slow on the uptick on this one, but i still think it warrants a tip of the digital cap.
so i spent a lazy day flipping through TV and generally procrastinating yesterday. in the midst of CBS’s evening line up of police/FBI centered dramas I make out the faint hints of a dance floor jam known all to well.
bump…bump bump

thats right. spank rock has licensed BUMP to…wait for it….Wish Bone salad dressing.


video and slightly more info here


there doesn’t seem to be a whole lot out there about it.
more than anything i think it is hilarious. spank rock are just some of the dirtiest dogs in the pool; lewd, lascivious panty droppers. which makes their usage in a salad commercial just too funny.

i’d have liked to be in the meeting where this got pitched, someone probably feels like they have their finger RIGHT on the pulse. All I know is all I want is some of that gross ass looking salad dressing, and I want to slather it on asses….wait.

xo

Perhaps it is because I live a somewhat “digital” life, or the fact that my commute doesn’t really provide for a chance to flip through papers, magazines or the like… Whatever the reason I guess it is no surprise that it wasn’t until the environmental component of the new Canadian Club campaign launched that I became aware of these wonderfully cheeky ads. I noticed it popping up at bus stops along Damen Ave; and I was smitten at first sight.

You’ve probably seen them, Energy BBDO’s new effort to elevate Canadian Club into the whiskey that your Dad DID drink. Full of heady innuendo that your pops was van driving Lothario that bagged strange by the backseat-full. With creative that smacks of the little known spin off “Wonders Years: After Hours” as viewed through the lens of an unwashed highball glass with a thin wash of Canadian Club lingering on the bottom (aka vintage simplicity, hazy family memories of men being MEN). In reality the images used in the ads are taken from the albums of actual employees of Beam Global (the parent company). It makes me want to take a trip to my parents basement, see what kind of treasures are hiding in those stacks of albums.

Does this campaign work?

Stylistically-simply put-yes. I think it is creative and eye catching. While it’s subject matter may alienate some, it is decidedly trying to wedge itself into the market as the “mans” drink. If it steps on some toes, offends some nobler sensibilities then…so be it. Overall I think that all the components of the ad work well together. Some have said that the use of ‘cocktails’ in the copy is out of place, particularly that it belies the overt macho tones in the rest of the copy. While I don’t think this is totally without merit, it is in keeping with the rest of the ad, these drinks were and are cocktails. That they are ‘whiskey cocktails’ keeps them I suppose keeps them safely masculine.

What about the bottom line?

I’m not going to switch my whiskey drinking, but according to Ad Age, enough other people are to consider this a success.

The early returns suggest it may be working. Case volume of Canadian Club in food, drug and liquor stores rose 4.4% in the 13 weeks ending March 8, outpacing the category and its dominant brand, Diageo’s Crown Royal, during the same stretch, according to AC Nielsen data.

Those gains may sound modest, but in the context of Canadian Club’s performance over the past two decades, they border on a revelation. Case shipments fell from 3.9 million in 1980 to 1.5 million in 1995, trickling down to 1.3 million last year, according to Impact’s Annual Spirits Study.

WOW. So this simple, well crafted primarily PRINT (!!) campaign is working. Its not viral, but it does have word of mouth (the original viral?); it is sure of itself and kind of cocky. These ads might try and play a little game of grab ass after a long lunch and one too many cocktails but, shit, sometimes you want to hang out with that guy.

When it is all said and done kudos to BBDO, once again they show excellent prowess for delivering imaginative and unique creative. I’ll tip back a cocktail to that.

wow. this week has been one bend over to the next. thankfully its friday, which hopefully will usher in a whole new week of fun, relaxing times and general good cheer.
in the spirit of smiling here are a few things that i think will start the weekend off with a BANG:

(note this video, though it is shown on french tv, is NSFW)

jesus talk about dirty, sexy fruit. wow, i need to run to the grocery. that spot was made by lupo productions. they are based in paris, they do good work.

on the music front i’ve been really into lykke li for a while now. i might hllr at one of my cousins and stay on their couch while i hunt through sweden, then i will win her over and be her stay at home man. i will totally cook for her all the time. plus sweden is lovely, i can always use an excuse (as if family wasn’t enough) to head across the pond.
here is the video for her first single:

here is the sumo remix of her latest track i’m good i’m gone.

if you’re interested you can pop over to youtube to check out the video for the original track. its pretty good AND acoustic. theres a lot more there, seek and ye shall find.

keeping it swedish here is a mix by dj digitalex. CHECK it out! the mix is pretty decent, its made the rounds a bit, but maybe you missed it.