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Everyone in This Ad (and Who Worked on This Ad) Was Paid in Meat Restaurant tests the limits of barbecue bartering

Ah, the barter system, humanity's oldest economy. And it's alive and well in the modern marketplace—at least if you're using slow-cooked meat as currency.

Canadian restaurant chain Montana's Cookhouse & Bar has created an entire ad paid for with meat to promote its Best of BBQ Sampler. The crew offered Montana's smoked meat spread to a wide range of merchants in exchange for goods and services ranging from massage and yoga lessons to a manicure and permanent tattoo.

Even the ad agency (One Twenty Three West) and production company (OPC Family Style) agreed to work on the project in exchange for barbecue. 

When the crew went door to door, not everyone said yes. But they seemed to have a pretty good success rate, and it's good to know that if I'm ever strapped for cash and need an MMA lesson, I can always bring a billfold full of brisket.

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July 29, 2014, 12:32 PM EDT

Agency Tries to Make an Ad That's All but Unskippable as YouTube Preroll Doing more in those precious first five seconds

The numbers don't lie: When a YouTube preroll ad comes on, users are primed to click the "Skip Ad" button the very millisecond it appears on screen. Research says 94 percent of preroll gets skipped shortly after the first five seconds (which are unskippable). And frankly, that number seems low.

The seemingly obvious solution is to make the first five seconds so compelling that people have to watch the rest—rather than just post your TV spot and hope for the best. Embracing the former, ad agency Nail in Providence, R.I., did a simple experiment. It tried to come up with an unskippable YouTube preroll ad.

See the results below.

It's not very subtle, and it uses a trick from an old National Lampoon magazine cover. It's also super low budget. Yet it got a view rate of 18 percent, which is impressive. And it made a few bucks for charity along the way.

What do you think? Is it worth building ad executions specifically to work better as YouTube preroll? Or is that just too much of a bother?



Here is Nail's blurb about the dog video:

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July 29, 2014, 11:22 AM EDT

David Duchovny Daydreams of Life as a Russian in Beer Ad Exalting the Motherland Serious? Satire? Lengthy spot tries for both

Is Special Agent Mulder looking to defect? In a decidedly unexpected career move, David Duchovny appears in this two-and-a-half minute rah-rah-Russia commercial for Siberian Crown beer.

The spot's schmaltzy patriotism and odd humor combine with Duchovny's earnest-yet-goofy acting style to create an entertaining viewing experience for the A-B InBev brand. Will you be hitting replay? Da! (It's topped 2 million YouTube views since posting late last week.)

We open on a stateside rooftop party among the beautiful people where the X-Files and Californication actor gets distracted by deeper thoughts: "There is another country where I got my family name from. And sometimes I wonder: What if things turned out differently? What if I were Russian?" (He's actually of Ukrainian/Polish/Scottish extraction … but close enough, and those probably fall under Putin's mental map of Russia, anyway.)

What follows is an extended montage that plays out like a Saturday Night Live spoof of a Central Committee propaganda reel. Our hero takes on a host of stereotypically Russian personae, including a cosmonaut, a hockey star (missing a tooth, naturally), a ballet choreographer and, most unsettlingly, the bass player in a Russian rock band, having a bad hair day on both his head and upper lip.

The intended tone seems to have been muddled in translation, or maybe the spot just feels awkward when viewed with American sensibilities. At times, the concept's clearly played for laughs, strictly tongue-in-cheek. Then, suddenly, it gets all heartfelt and serious. ("I found out that being Russian, I’d have many things to be proud of.")

Duchovny's performance heightens this schizophrenic effect. His approach is best described as Shatner-light: hammy, but on the lean side. He manages to be wink-wink self-conscious and intensely self-important at the same time.

It's also, of course, an awkward time for a Western icon to be aligning himself with Russia, whose government is perennially one of the world's least admired and is currently facing increased sanctions over its support of rebels in eastern Ukraine. But clearly this is not an ad aimed at foreigners, and Russians seem to be feeling just fine about how their government's being run.

All told, it's the kind of dubious escapade Dana Scully would've debunked ("Mulder, this commercial—Nyet!"), so it's a good thing she's not around to spoil the fun.

July 29, 2014, 10:28 AM EDT

Sink Into the Comforting Folds of the 'Skin Chair,' Which Looks and Smells Like Human Flesh Or, you know, don't

At last, you don't need to be a degenerate military dictator (or Ed Gein) to soak up the luxuries of sitting on piles of human skin. Or at least, creepy facsimiles thereof.

London-based designer Gigi Barker has made a leather "Skin Chair" that looks (and smells!) like actual human flesh, thanks to the modern miracle that is pheromone-infused silicone. The design and smell of the chair are apparently modeled after an actual individual's body, and it probably feels a lot like sitting on Jabba the Hutt.

Barker made these for the London Design Festival in September, but they're for sale to the public as well, just in case you have $2,500 lying around. (The ottoman, though, officially called the "Skin Stool," is a steal at $675.)

July 29, 2014, 10:22 AM EDT

Bad Idea: Baby Brand Hands Out Candy in Realistic Pill Bottles at BlogHer The response is about what you'd expect

Photo: Morgan Shanahan

Coming up with promotional freebies that will stand out in the sea of swag at BlogHer is always a challenge. But one brand may have taken its creativity a bit too far this year.

Bright Starts, a major producer of toys and toddler gear, was apparently on hand at the massive mom-blogger conference this weekend—and giving out realistic-looking pill bottles promoting its Baby Laugh Index microsite. Inside were Red Hots, packaged as some sort of giggle pills that "may cause serious laughter."

These were promotional items created for adults attending the conference, and not something you can expect to see on store shelves. Still, as blogger Morgan Shanahan points out, it's a bad idea to put candy in medicine containers, especially when you know they're likely to end up back in homes with children.

"Pills are not funny. They’re not toys. They’re not even swag," Shanahan writes. "They’re deadly when placed in the wrong hands. So what were you thinking, Bright Starts?"

UPDATE: An AdFreak reader points out that Sam's tried something similar in 2009 and quickly apologized for the promotion.

We reached out to representatives of Bright Starts parent company Kids II and will update if we hear back.

UPDATE 2: Miles Bohannan, vp of marketing communications for Kids II, sent the following statement to AdFreak:

Our “prescription for laughter” in a pill bottle was part of a booth experience designed to support Bright Starts' “Fun Comes First” campaign, which also featured a “Baby Laugh Index” quiz and a “dress as a baby” photo booth—all very tongue-in-cheek reminders of the importance of baby laughter.

Once we realized that the giveaways were concerning to some, we immediately stopped passing them out. We certainly understand and regret any misunderstanding this has caused, and welcome the opportunity to visit further should that be helpful.

Hat tip to Heather Spohr on Facebook.

July 28, 2014, 3:48 PM EDT

ESPN Uses Golden Girls Theme Song to Salute the SEC's Animal Mascots Let's thank each one for being a friend

Do you enjoy looking at adorable animals and singing along to "Thank You for Being a Friend," the Andrew Gold song whose cover by Cynthia Fee rightfully belongs to Blanche, Rose, Sophia and Dorothy from The Golden Girls?

Then ESPN's new spot by McKinney is for you.

Well, you and the mascots for Mississippi State ("Bully"), Arkansas ("Tusk"), Texas A&M ("Reveille"), Auburn ("War Eagle"), Louisiana State ("Mike"), Georgia ("Uga"), South Carolina ("Sir Big Spur") and Tennessee ("Smokey").

The ad, "Animals," features the mascots for the Southeastern Conference schools to help launch the SEC Network, a new national sports network from ESPN that debuts Aug. 14.

Credits below.





CREDITS
Client: ESPN
Spot: "Animals"
Agency: McKinney
Chief Creative Officer: Jonathan Cude
Associate Creative Director: Matt Trego
Art Director: Jordan Eakin
Copywriters: Roger Fish, David Sloan
Agency Producer: Naomi Newman
Director: Michael Lawrence

July 28, 2014, 3:15 PM EDT

Dunkin's Shark Week Donut Is Not for Use as a Flotation Device In fact, it may actually shorten your life, but in a good way

Dunkin' Donuts has partnered with Discovery Channel's beloved Shark Week to bring you the offering above, the Shark Bite donut, a yeast confection iced with a red-and-white pattern resembling a life preserver.

The partnership extends to the Dunkin' logo on the Shark Week homepage—it's mostly the same, except it shows a missing bite and the slogan reads, "Shark Week runs on Dunkin'" rather than "America runs on Dunkin'".

The donut is going out to select stores across the country, says Harold Morgenstern, svp of national ad sales for Discovery. "Very rarely does Dunkin' Donuts change its logo," he said. The deal is part of a larger Discovery partnership for the restaurant: "They'll be in all of our higher-rated premiere shows across the network," said Morgenstern. "For Shark Week, [Dunkin' is] new. They've been on and off the network for quite some time." Morgenstern says the partnership will also include a billboard in Times Square and ways for fans to interact.

"We're going to have 'Take a Bite, Take a Pic,' encouraging fans to take a bite and take a picture of it [for social media]. During Shark After Dark, we'll show some of those and have some prizing involved," he said.

Accordingly, we thought of some suggestions for future donut/show integrations.

Nude Donut (Naked & Afraid) — It's free, but you don't get a napkin.

Crab Surprise (Deadliest Catch) — A box with 11 mousetraps and one donut inside.

Lucky Donut (Gold Rush) — Available to groups of 10 or more. One customer gets a delicious donut of his or her choice, and everyone else gets cold french fries.

Hide-a-Donut (Moonshiners) — Actually a flask.

Experimental Donut (Mythbusters) — Explodes.

We expect to hear back from Discovery about these suggestions any moment now. Shark Week comes back Aug. 10; you can get your life preserver donut at Dunkin' from Aug. 4.

July 28, 2014, 2:42 PM EDT

Here Are the Best (and Worst) Personalized Coke Bottle Hacks So Far Open happiness? More like jealousy and rage

When we were kids, we were told that we were all special snowflakes—unique individuals with our own distinct characteristics. Coca-Cola thinks so, too. Sort of.

The company has flooded retailers with bottles of its flagship soda adorned with people's names as part of its #ShareaCoke promotion (this idea was first introduced in Australia in 2011). It's one of the smarter brand activations in recent memory. But of course, every brand's pop-culture success is met with throngs of people hacking the idea with Photoshop, sharpies or just clever juxtapositions and posting them all over the Internet.

Sure, there are people earnestly posing with their name-cans, but that would be the most boring AdFreak post ever. And I, for one, empathize with those who were left out—those who don't have a can named for them, who are not special snowflakes, and who will have to resort to duct tape to make it right. (Yes, I am bitter.)

Below, check out some of the best (and worst) hacks of the campaign we found in social.

Click to Read More →

July 28, 2014, 12:17 PM EDT

Those Bizarre Ads on Brooklyn Buildings Are Actually Marketing for Colossal Media Fun fakery from a shop that hand paints its projects

Faced with the task of marketing itself, Colossal Media has gone big and deliciously cheesy with giant fake ads popping up on the sides of buildings in Brooklyn, N.Y. 

It's a familiar canvas for the outdoor ad painter, which is based in Brooklyn and works for the likes of Stella Artois, Comedy Central, Vans and Red Bull. Each house ad—created with help from another Brooklyn shop, Doubleday & Cartwright—includes a phone number (1-844-COL-OSAL), which connects to a gravelly voiced and, at times, profane message about Colossal.

Perhaps the most absurd (and effective?) ad resembles a missed-connection poster and aims to reunite a bespectacled nerd in a plaid sweater with a woman he saw "sipping Kombucha by the L train." Why? Because they share the same hairstyle, they wear the same cut of Levi's, and he wants to paint her. Sounds like a perfectly good justification for a 40-foot-wide ad on a brick building in Williamsburg.

Below are some other executions provided by the agency:

 

 

Click to Read More →

July 28, 2014, 10:55 AM EDT

Stare at This Ford Print Ad for 30 Seconds, and It Will Suddenly Make Sense Optical illusion promotes park assist

BBR Saatchi & Saatchi created this print ad for Ford Israel that also happens to be an optical illusion. It promotes the Ford Explorer's Park Assist feature in a way similar to those email forwards from your aunt that ask you to stare at an image until you see the face of Jesus or the outline of Elvis.

"Stare at the black dot for 30 seconds. Move your eyes to the empty parking space. See how easy it is to park," says the copy.

Thirty seconds may be a long time to look at an ad, and my eyes kept ramming the SUV into the parked cars. But it's still a fun way to highlight a feature without using jargon that just feels like a lot of empty words ("aerodynamic space material for precision control!").

What do you think? Are you into it?

Via Digital Synopsis.

July 28, 2014, 10:41 AM EDT

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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.

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