As many readers of this blog know by now, I am a HUGE proponent of creative branding. I definitely touched on this on the Authenticity & Pop Culture post this Spring when I brought up a simple-yet-genius Pedigree internet ad. The time has come once again to talk about creativity.
Ok. Let’s say you have a product that, unlike wine, is completely un-sexy. Let’s say for example your product is a car battery.
I mean, your name is Die Hard – that’s cool – but you’re a car battery. There’s not a whole lot you can do with that.
Unless of course, you are a marketing genius. Then you might think about how you can combine the insane potential of a creative interned vid with the current DIY zeitgeist that is fascinating people today. In fact you might look at the following video and say “I want that for my car battery.”
http://www.youtube.com/watch?v=qybUFnY7Y8w
This OK GO music video from March 1st of this year has over 15 MILLION views. And that’s just from the official posting.
And if you’re truly a marketing genius, you might call up the company that made that video for OK GO and say again, “I want that for my car battery.”
And if you did that, this is what you would get:
http://www.youtube.com/watch?v=vktqUM0VDtU
And then you would be my personal hero. I find this ad brilliant and awesome on about a ba-zillion different levels. I will not wax poetic here, but if you want to hear why I think this is such a big deal just call me and carve out about an hour of your time.
WARNING: I’m about to get cranky, so if you don’t want to hear me cranky on a Friday, I bid you a happy weekend.
<rant>If you’re still with me, here’s my beef. I’m SO TIRED of people in EVERY ASPECT of the wine industry automatically handcuffing wine to media and branding that has been used for the last 40 YEARS. If you want new consumers then you have to do something new. PERIOD. DONE. Don’t tell me that wine can’t be awesome and fun and hip and irreverent when a CAR BATTERY can.</rant>
Go be creative and awesome. If you’re not creative and awesome, find someone who is. A few months from now I want to be writing about a video like this for a wine. And you know what? I will. Maybe I’ll just make it myself. If you want in, let me know.
