Leo Burnett - Cultural Fuel

There’s been a massive campaign in Germany for a new type of Insurance company called ERGO. The campaign shows a guys talking about what went wrong between people and insurance companies. It’s a well executed sentiment that everyone can easily understand.

Now there is a viral going around that is claiming that 60% of the copy for the Ergo TV commerical comes from a Hollywood movie “High Fidelity” starring John Cusack. In fact, not only the copy but also the scenes are exactly the same. Also the voiceover of the commerical seems to be spoken by the same guy who dubbed the movie in German.

Is this what happens when you run out of ideas, or is this (as some one suggested on Youtube), a matter of the agency bringing in High Fidelity as a mood film, and the client “wanting it exactly like that”. We’ll never know.

To be honest, I haven’t been able to verify if the spoken text is in fact the original text in the movie. But if it is, what a crass blunder!

via Matthias Lauten

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(via swissmiss)

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As part of a US$300 Million+ ad campaign, Microsoft engaged Jerry Seinfeld to do a commercial with Bill Gates. The commerical takes place in a shoe shop. It’s quirky, geeky, and well, actually, somehow honest about Microsoft.

Just a few weeks ago I had a discussion with Tom Acland, on why the hell tech brands (such as Dell, for example) try to be as cool and suave as Apple, when, in reality, they can’t pull it off. They come out with advertising and products that reek of copycat advertising and product strategy, which is not credible, and, even worse, kills the good stuff those brands do have. I guess their inability to develop their own strong brand purpose that is rooted in what people need and like about their brand creates a sense of reactive copying of another brand’s recipe. Problem is, you can’t copy Apple’s product and marketing innovation, you gotta come up with your own!

So how do you respond to Apple’s PC vs. MAC commericals when you are Microsoft?

I think they did a good job with Jerry (who somehow is a geek, too) and Bill does a good job of personifying Microsoft’s geeky brand character. After all, Microsoft is modeled after him, no point in pretending it’s something else. It has personality and of course, it has Jerry’s odd humor to transport it. Plus, it features little clues to Bill Gates trivia, such as a real (grinning) Mugshot of him in 1977 when he was arrested in New Mexico for a traffic violation, on the customer loyality card. Or, naming the shoe “The Conquistador” (repeated in Spanish by a Latin American family), as an obvious innuendo to Mircosoft’s corporate take-over plans. Nice.

I do think this might help Microsoft’s brand reputation in that it actually is truly a Microsoft thing to do. It’s honest, yet funny, and for once, doesn’t bombard you with boring product USPs. Microsoft personified, will still be the geek at the party, but at least true to himself and competent in his own right.

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