Originally published every Friday at www.click2view.asia.
This week I have been reading all about trends; how and why brands should use or avoid them. Nostalgia, authenticity and social justice are, like, so hot right now but should they be used to sell burgers and soft drinks? See what you think below:
- First up, after years of criticism for selling burgers with half-naked women and cheap innuendo (see: https://youtu.be/RRUZ3_1N8eM), Carl’s Jr. has decided to “reverse ferret” with this piece of content that manages to be both utterly contemporary and comfortingly nostalgic at the same time – but can it Make Carl’s Jr. Great Again? #MCJGA
- Next up, one of the Kardashian progeny (technically a Jenner!), Kendall gets “woke” in Pepsi’s tone deaf take on the current social activism sweeping the globe in opposition to right wing populism. Should politics be used to sell Pepsi? Here’s the hilarious argument against: http://www.independent.co.uk/arts-entertainment/tv/reviews/pepsi-ad-advert-commercial-kendall-jenner-police-protest-black-lives-matter-review-a7667486.html
- Pepsi probably won’t be winning any awards for that but ten other brands are up for the Tribeca X Award, which is entering its second year of recognising “the best in storytelling at the intersection of advertising and entertainment from the past year”. Find out more at https://www.nytimes.com/2017/04/02/business/media/ads-short-films-shot-on-an-iphone.html
- Speaking of branded content, Contently has done an in-depth (a very VERY in-depth) study of the effectiveness of branded web series here: https://contently.com/strategist/2016/02/23/study-branded-web-series/ Educate yo’self!
- And finally, my favourite piece of storytelling this week comes from the geniuses behind hit NPR podcast Serial and it’s called S-Town. If your jaw doesn’t hit the floor by end of episode two you must be dead inside: https://stownpodcast.org/.
If you’ve got any suggestions for what else I should have read this week let me know in the comments below.