Friday, April 28

#LaptopLifestyle


To me, there's a whole new meaning to the term "Laptop Lifestyle," so I explored the topic on HuffPost. Click here to read it there.

What's your experience? JIM

Baby Dove



The Dove brand just sent me this moving piece of content for its new line of baby products...Baby Dove.  It features dads. #RealDads.


My first job in brand management was on Johnson's Baby Products back in the late '80's, so you can imagine how excited I am to see this. Back in the day, we didn't culturally really recognize dads in the marketing baby picture and I wasn't even a dad yet myself.

I recently attended and spoke at the Dad 2.0 Summit where Dove Men+Care was a title sponsor. The support from the brand for dads was and continues to be incredible. As a community of fathers, we've never seen so much support before. So you can imagine how excited I am to see this.

And most importantly, I am a dad. Granted my kids are older now, both graduating from graduate school and undergrad college respectively this May, but I'm still a dad. Most of the time I was raising them, there was very little if any acknowledgement of the role that dads play in the physical and emotional well being of our children. Little if any from those around us and little if any from the brands we were using.

Quite the contrary, back then dads were portrayed societally as bumbly fumbly fools who couldn't handle the rigors of parenting. Babysitting, maybe, but just for a few hours if absolutely necessary. Mowing the lawn, absolutely necessary.  So you can imagine how excited I am to see this.

Times have changed, thankfully.

What I love about this film more than anything is the simplicity of the messaging. No complicated or polarizing politics or social statements. No long winded list of product benefits. Simply dads bonding and caring for their kids...in their own style, in the manner that feels natural and real to them.

#RealDads. On brand, certainly.

Because as long as there's love and caring, it doesn't matter how you parent. On point, certainly.

Thank you Baby Dove! What's your experience? JIM

Thursday, April 27

Nespresso and George Clooney


Nespresso launched a new piece of advertising yesterday morning...this is hot off the presses. One of my students at NYU clued me in so I clicked in as soon as I could.

It's a collaboration with George Clooney...yes Hollywood George Clooney, who we don't really see endorse many products. At least not a ton in the US.

Well it turns out that good 'ole George has been working with the brand for over ten years, as an international spokesperson.


He's been a coffee lover since he was a kid, and he's a big fan of the brand. And it seems like he's pretty deeply embedded, at least according to this behind the scenes footage:


In the creative execution, he shows that he's such a Nespresso lover that he'll travel great lengths to get a custom cup...all through the history of Hollywood even:


Cute, clever, great cinematic style. Very Hollywood for sure. But impressive more than anything is his commitment to the brand. He's not just a paid spokesperson, but truly a brand ambassador.

This isn't his first Hollywood turn with the brand by any means. Here's last year's take with Danny Devito:


I don't see any references to George on the brand's site and not a lot on their Facebook page other than a post, so it'll be interesting to see if this becomes a more integrated part of their overall brand campaign across outlets.

Then we'll really see that Hollywood marketing magic across channels.

What's your experience? JIM

PS - for a little fun, here's another behind the scenes reel from when they were shooting the footage:


Wednesday, April 26

Balenciaga's "IKEA Bag"

After chatting about Jeff Koon's new line for Louis Vuitton, it seems all too appropriate to also comment on this new bag from Balenciaga.





Although retailing for over $2,000, it strikes a noticeable resemblance to the classic bag from IKEA that retails for $.99.



Now while Balenciaga has not publicly made the connection, certainly IKEA has with this cute little ditty that seems to be in response:


I've gotta say as a recurrent and loyal user of the IKEA bag for just about everything (I lived with them when my kids were younger), I love the new Balenciaga bag too. The only thing I love more is the ad from IKEA...because of their sense of humor and their sense of their own placement in our world of pop culture.

Bravo on all fronts. What's your experience? JIM.