Friday, March 22, 2013

Top virals as of March 2013 - Creative Excellence Fridays

Remember when promotions meant buying a giant, hot air inflated gorilla that would hover in the parking lot in front of a grand opening?

 Welcome to 2013. Google Trueview and adwords videos and strategically created and placed viral videos are the new chimp on the block. AdAge Digital recently released a fresh list of the hottest virals. I'll qualify this by adding, I think they should create sub categories for competition. There are videos with more views. But a cat jumping on to a skateboard doesn't count.

 They should consider calling them the hottest Corporate Virals. Many of these are regular ol' television commercials, but the less edited, non constricted takes.

This is my favourite of the week.  The mousy domestic engineer by day, and imaginary tigress by night.  I love the part where she unravels her hair to do the sexy shake and her hair squirrels into a string and gets stuck in her mouth.



The Barry White style voiceover is the capper. A great spot.  Credits.  DDB San Francisco.


With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

Friday, March 15, 2013

Gildan underwear shares the naked truth - Creative Excellence Fridays

I've never heard of Gildan underwear. But thanks to a cleverly produced viral ad that was picked up on various marketing sites, I have.  That's kind of the point of advertising and more specifically viral video isn't it.  To create awareness; but also to build brand.  This ad is edgy, but it's also harmless and pure fun.



The young actors play it off perfectly, being believable, normal and real, in a world where it is acceptable to strip down in public.  Gildan, out of Montreal, has been around for a while selling tshirts and fleece directly to retailers.  But they decided to create more of a public awareness for their company.  This is a great start.


With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

Friday, March 8, 2013

Editing. How important is it in film and commercials? Creative Excellence Fridays

Editing. It's considered important enough that it deserves and academy award category. But isn't editing just taking what the director shot and "popping it together?" If only it were that easy. Countless films over the years have won best picture, or best story because of the editing. And have you ever noticed how directors tend to use the same editors? A director likes to be made to look good just like anyone else. Quentin Tarantino's devotion to Sally Menke was legendary. She cut all of his films right up until her death in 2010. InGlorious Basterds was the last film she worked on with Tarantino and it was an epic sign off. Tarantino was so dedicated to Sally that he would have several shout outs to her in each film as a way of involving her and keeping her morale high in those long edit sessions. Here several actors from Inglorious Basterds say hello to Sally so the footage would just pop up while she was going through it.



Who took over for Sally? Fred Raskin,a former assistant editor under her on “Kill Bill” and the editor of the last three “Fast & Furious” films. He edited the Oscar winning “Django Unchained."
In the commercial world, we sometimes don't recognize the importance of editing. But watch this spot for AT&T.



AT&T - "Sharing" from Raúl B Fernández on Vimeo.
Yes the performances make the film. But count the edits. 19 back and forth edits and a closing graphic animation. The edits are as important as the performers comic timing. Occasionally I'll see a spot and say to myself "if only..." This spot works on every level. Editing. It's as important as grandma's pinch of this and pinch of that in the kitchen. But a lot more precise.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

Friday, March 1, 2013

Gay nazi commercial is hilarious - Creative Excellence Fridays

Creative Excellence is a so subjective. It's like rating a dress at the Oscars.  Who gets to decide it's a beautiful dress?  And by who's standards? This dress ....
is...ugly I would think by most standards. But only Sarah Jessica Parker could pull it off.  And she has a reputation for being different.  A dress that looks like a wolf pack ravaged bagpipe is not my idea of beautiful.  But being different...is a beautiful thing.

Commercials? Same problem. One mans gold is another man's "what the hell was that?".   It's the objective of an advertiser to calculate who their best market is and craft a message that speaks directly to them; and say to hell with anyone who doesn't buy in to the humour, drama, visuals or approach. It's  "going for it" that wins awards, and drives consumers. You need to say "that worked." And know in your heart of hearts, it was a home run for your key audience.

National Geographic has a home run here.



Gay Nazi's. It's impossible to not want to watch this ad a few times. And forward it on to friends.   I'm not sure who came up with the concept, but it's pure funny. And, it gives the audience enough time at the end to absorb what the message is about and who is paying the tab.

Brilliant. And a CEFriday 10 out of 10.

Credits.  JWT Delhi.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.