• 'Meat Mythcrushers' Is Everything Its Name Implies, And, Yet, Somehow More
    Most days, this column shoots for thoughtfulness and relevance. It seizes on a single brand video as indicative of a grander trend within digital marketing, or uses a pair of clips to contrast disparate approaches to achieving a common goal. To that end, its diligent curator combs the Internet to find the newest and neatest brand videos before they've clogged your Facebook feed. When he's not feeling sad and frowny, anyway.
  • The Case Of Latest New Belgium And Beautyrest Campaigns
    My problem with New Belgium Brewery has nothing to do with its branding (consistent and imaginative) or its products (assuming they don't own a secret stake in the Lime-a-Rita franchise). Rather, it's that for all the company's efforts to distinguish itself, I still end up confusing New Belgium with the 65 other craft brewers vying for my not-Coors dollar. These companies have become increasingly bold and visible with their marketing; given the volume of messages and brand propositions flying hither and yon, I can barely discern which beverages are truly, authentically sub-micro-brewed in Brooklyn anymore.
  • GoPro's Latest Campaign Lacks Ambition
    I don't know exactly what to make of GoPro's most recent web-busting superclip, "GoPro HERO4 Session: So Small. So Stoked." I am a member and corresponding secretary of the "brand videos in which a product is used in a manner consistent with the way it would be used by normal beings" fan club, and "So Small. So Stoked" toes that line. It's nearly five minutes of rapid-cut highlights from activities that involve the intersection of water, cliffs and narrow footpaths, the types of leisure turbo-pastimes for which GoPros were invented to chronicle. There's no artifice here. We see what the ...
  • Latest Grey Goose Campaign Tastes Desperate
    So while I admired the frankness of Grey Goose's initial branding, I stuck to my usual routine of drinking only those vodkas in which one could still taste a hint of potato. In the meantime, the market caught up to Grey Goose, with a number of other double-super-premium vodkas (and gins and tequilas) battling for real estate in backlit bar displays. That's why I view the brand's recent video campaign, a tie-in with the inaugural Mic 50 list of "fearless young leaders putting our generation on the map" ("our generation" = "not yours, Grandpa Larry"), as a sign of desperation.
  • Buffalo Wild Wings And TGI Fridays Debut New Campaigns For Sports And Appetizer Fans
    It turns out that Buffalo Wild Wings isn't content to be perceived as a vibrant venue for watching the big game while inhaling deep-fried vittles; it wants to be known as "B-Dubs," a totally outrageous bunch of itinerant wingmeisters who are up for anything, except vegetables. Similarly, TGI Fridays is no longer a food-n-friends post-work destination; it's a place for urbane sophisticates who can grasp the Algonquin-esque wit embodied by anthropomorphized appetizers who sing.
  • Lexus Develops A Hoverboard Prototype
    It appears we're finally about to enter the hoverboard era. Did you see this thing yesterday? Lexus, of all manufacturers, claims that it has developed a hoverboard prototype. The company plans on drawing out the reveal until October 21, the day in Back to the Future in which Marty McFly traveled back in time to prevent Bill and Ted from terminating John Connor.
  • Dove Comes Off As Judgmental And Obnoxious In Father's Day Video
    Heading into Father's Day 2015, I am bulletproof. I am battle-hardened. I am capable (wife-certified). I am the platonic ideal of modern daddyhood, from the tackle-hugs I absorb to the juice-box straw holes I perforate. And even if I weren't, I'd still have a whole lot to say about Dove's latest desperate, cloying piece of "like" bait.
  • Listerine's Total Care Videos Hit The Mark
    The subject of today's little exercise, a series of videos designed to serve as a brand pick-me-up for Listerine Total Care, was filmed at my sister's house.
  • 'Ari Gold Is Back' In Entourage/Cadillac Campaign
    If you go see Entourage in the movie theater, I will not judge you - just as I won't judge you if you go see Spy, Aloha, Ant-Man, Tomorrowland or Meryl Streep, Laura Dern and Bradley Cooper in ACTING!!!!! Nobody needs an Entourage movie, you say? Allow me to counter with the suggestion that nobody needs any movie - no, not even Magic Mike XXL. They're movies; they're not organ-replacement surgeries.
  • Axe Sinks To A New Low With The 'Matte Effect'
    So you'll forgive me if, for today's exercise, I feast on the fruit so low-hanging that it's practically subterranean and babble once anew about the world's easiest brand to unpack, Axe. Before I even click on "New Axe Matte Effect Styling," the company's most recent offering to the Gods and Goddesses of mindless virality, I know exactly what I'm going to get. Fumes! Genial crassness that borders uneasily on misogyny! Winks at the audience so overt that they might as well be accompanied by actual winking!
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