Morning Update: Apple wants your mum in ads; serving ads in bots; Gap’s confused campaign; Budweiser to rebrand as America
https://youtu.be/NFFLEN90aeI
Creativity Online: Insert Mom Here: Apple Invites You to Personalise Its Mother’s Day Ad
Apple and TBWA/MAL recently introduced this quiet, touching Mother’s Day film promoting the iPhone. Its premise is simple: Moms, shot on iPhone, and it features a series of photographs and video clips of moments between mother and child, all captured on the device. Beneath each one is a line crediting the name of the photographer. The film is set to the pensive track, Because You Are Who You Are, by K.S. Rhoads.
This week, Apple invites viewers to personalise the film by adding a photo of their own mothers to the mix. The site asks you to upload a shot (not necessarily one taken on an iPhone), your first name and last initial, to create your bespoke film, which can be shared with Mom and the rest of the world on Facebook. See one example here.
Venture Beat: It begins: BotRevenue.com to serve ads in bots
We’ve just noticed the appearance of a site called BotRevenue.com, which is setting itself up as a platform that allows chatbot owners to promote other bots and get traffic back. The service hasn’t launched yet. When we applied for access, we got a message saying it wasn’t live yet, but that we’d be contacted when it is.
So we’re left with the basic info the site provides: BotRevenue says it will take a 25% commission and that for every 1000 clicks you send to another bot, you will receive 750 clicks back. It specifies that ad messages will be limited to promo text of up to 140 characters and will link to the advertised product.
AdWeek: Gap Baffles NASA Fans by Featuring the Space Shuttle in an Ad About 1969
Gap’s been running ads celebrating “iconic Americana moments” and playing up the chain’s founding in 1969. But one of its retro choices left NASA fans flummoxed.
A tweet from the recent campaign, posted on March 1, featured a photo of a space shuttle liftoff, emblazoned with the text “1969.” As any fan of space history knows, that was the year Apollo 11 went to the moon on a Saturn V rocket, more than a decade before the space shuttle made its debut.
Ad Age: A-B InBev Looks to Replace Budweiser With ‘America’ on Packs
Budweiser, which has dressed bottles in stars and stripes in previous summers, could be poised to make one of its biggest patriotic plays yet. The brand has sought approval for new labels that replace the Budweiser name with ‘America’, according to a filing with the Alcohol and Tobacco Tax and Trade Bureau.
The labels don’t stop there. They include phrases such as ‘E Pluribus Unum’ and ‘from the redwood forest to the Gulf stream waters this land was made for you and me’, as well as ‘indivisible since 1776’.
Venture Beat: Open letter to CMOs: Stop all mobile advertising immediately
Dear Chief Marketing Officers: Mobile advertising in its current state is a complete boondoggle. Consumers hate it, the metrics are awful, and the ad agency community is doing a disservice to clients by promoting it.
That’s a bold claim considering that mobile advertising is booming right now. Billions of dollars are being sunk into the idea that mobile ads will bring in more sales. Hear me out. I’ve been in the advertising industry for 20 years, starting with print and then transitioning to online advertising in 2000.
Mumbrella Asia: Why Japan’s legacy media industry is ripe for disruption
As Japan’s well-entrenched traditional media industry is disrupted by changing consumer behaviour, companies with legacy ties are being left increasingly exposed, suggests Anthony Plant in this guest article.
On 7 September, 2013, the IOC announced Japan as the 2020 host of the 32nd Olympiad to the delight and jubilation of 126 million Japanese. The games come with a promise of accelerated growth and fervour, which has eluded Japan for a while owing to deflationary pressures. Japan, the country which all innovators look to for its technological advancement, is poised to deliver and even exceed the expectations and take the world by storm.
