Mo 5/15 - Depp Is In Deep | Lipton Brews Up Bad Ads | The Happiest Place On Earth Masterclass

It's Monday, May 15 2023. And it's time to nerd out.

The ad nerds podcast delivers that industry news every weekday. We're the go to source for people who spend money on advertising, covering Big brands, small businesses, and the latest marketing trends. It's me Spanky Moskowitz, the show is hosted in a nearly 40 year veteran of the ad industry. I've created campaigns for Budweiser m&ms. Frito Lay the NFL NBA, I've created over 100,000 campaigns generating hundreds of billions in client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news. The ad nerds podcast is the perfect place to start.

This one is a holy crap start. Johnny Depp signed a record breaking deal with Dior for their men's fragrance. It's a jaw dropper. Now we all know Johnny Depp has been through some really rough patches lately, right he faced a bunch of heat in the press, loss of movie roles all of all because of abuse allegations. But Dior stood by their man. They stood by him through thick and thin and they never let Johnny go. Johnny has been the face of Dior's servoz men's cologne since this launch ad in 2015.

Despite the drama, Dior was feeling pressure to drop Gianni after he lost his libel case in 2020. But the things took a sharp turn when Johnny came back swinging and won a high profile defamation case against his ex wife Amber Heard Well, suddenly his image skyrocket rocketed and guess what happened next? Dior servoz sales went along for the ride? So now Johnny has just signed a three year deal with Dior Worth a mind blowing $20 million? Yes, $20 million. It is the single largest men's fragrance contract ever. Now usually celebrities with fragrance deals bring in between two and $4 million a year. Johnny, because he's a rock star just shattered those numbers. And there's more videora deal could not have come at a better time for Johnny. Right now. He's making waves at the Cannes Film Festival this week with the world premiere of his latest flick John Newbery and he's also set to perform at the Jeff Beck tribute in London alongside Eric Clapton and Rod Stewart. And after 25 years, he's making his directorial comeback with Modi at the Cannes Film Festival. You know, something I say all the time and you've heard this a lot. They say there's no such thing as bad PR right.

Our UK audience is in for a treat. With this story. Aston Manor cider and McCann Birmingham joined forces to give frosty Jack cider the spotlight it deserves. With their very first TV ad. It's time to crack open the unexpected and witness the glorious rise of a true Z list celebrity none other than Hans Henderson. The maestro of hand modeling

Henderson with his perfectly manicured hands takes you on a great journey that celebrates all things frosty Jack. And here's the cherry on top there's no need for pricey celebrity endorsements, Aston Manor cider and McKean McCann Birmingham wanted to keep it real and save those hard earned pounds for their cider loving folks. across the UK. By the way, did you know you can make a simple ad like this for your business? It's not hard once you have the concept. It's the happiest place on earth and it's not where you think. Find out why and how to get in next.

Oh, would you like to take a happiness masterclass in the happiest place on earth, and it ain't no Mickey Mouse operation either. Finland is known for being the world's happiest country for six consecutive years, and they decided to share their secret to happiness with the rest of the world. Visit Finland in collaboration with agency SEK launched an initiative to train people in the art of being happy, and the response was overwhelming. The lucky chosen few were offered the opportunity to attend a four day masterclass in finished Lakeland, aptly named find your inner fin. The masterclass focused on four key themes, nature and lifestyle, health and balance, design in everyday life, and food and well being. Picture yourself surrounded by fragrant pines in the luxurious, who resort by it's a beautiful dream setting. But that's not all. Visit Finland also released a 45 second campaign across various social media platforms showcasing the breathtaking natural landscapes of the country and to participate. Social media users on Instagram and Tiktok were encouraged to share their first thoughts about Finland. Influencers from around the world join in creating a buzz and spreading awareness about the initiative

The team that STK shared how they leverage the strengths of Instagram and Tiktok allowing participants to unleash their creativity and have fun. The response was incredible, with about 150,000 video entries pouring in from over 190 countries and the campaign gained organic traction and the message of Finnish happiness reached a diverse national community or international committee already, but the impact didn't stop there. The initiative also got tons of media coverage with over 900 media outlets including CNBC and CBS News, sharing the story. So what started as a simple desire to promote tourism and Finland turned into a global movement teaching people the art of happiness.

By the way, visit Finland believes that happiness is a skill that can be learned. So they want to empower more individuals to connect with nature embrace balance and discover their inner fin. So now take a moment to imagine a masterclass in the stunning finished Lakeland. Can you feel the serenity and joy washing over you? Right? It's beautiful there, you've got to see the ads.

Now let's talk about simple pleasures in life like drinking iced tea. Well Lipton, known for its traditional iced tea, decided to venture into the alcohol market with their hard iced tea. They launched a new campaign aiming to promote their boozy interpretation of the summer cooler with deadpan comedy. But the campaign sucks. The campaign, created by the agency founders features outlandish situations like a man showing up in swim trunks to a billiards party. A boss having his chair at his desk replaced with the mechanical writing bolt, and a couple posing in a photo booth for an oil painting. Each scenario sets up a repeated punch line emphasizing that Lipton is the quote, obvious choice for hard tea. And I know that humor is subjective and what may not be funny to some is amusing to others. Well, it seems that the campaign may not universally deliver the comedic impact expected. Additionally, the campaign has zero entertainment value. The campaign by the way, goes live and select markets now. And Lipton plans to hit the entire US in 2024. Now, I'm gonna make a prediction here. My prediction is that the ads will not have the impact they're hoping for, and that Lipton will pivot before they burn through their entire 2024 budget. Let Lipton be a lesson for you small business owners. If you value engaging, innovative marketing strategies that capture the attention and make a lasting impression, you're going to when you do something boring and stupid, you're going to burn through money.

And while the Lipton campaign is aiming to position a product in a different light than their current non alcoholic, iced teas, it just doesn't hit the mark. It's not captivating. It's not disruptive. Remember, time and attention are valuable. And you've got to invest in aligning your marketing campaigns, and your content and your preferences with the goals of your audience. When I talk about agencies that have like no new ideas that are stale ideas, this is a prime example of what not to do in your marketing. No matter what you do in your advertising, stay true to your brand's values and look for innovative marketing approaches. craft stories that captivate your audience that, that leave a lasting impression. And for God's sake, don't do what Lipton is doing. Okay. It's terrible. Coming up, you know what I can do in 1.3 seconds. I just did it. And I'll tell you how next time.

Once upon a time in the realm of advertising. A remarkable discovery was made about the attention span of Gen Z. It was foundry to believe that the attention span of this generation is a mere 1.3 seconds. Yes, you heard that right 1.3 seconds. Now you may be wondering why this is so important in the world of advertising? Well, let me tell you a tale that sheds some light on the importance of grabbing attention quickly, and three clever ways to achieve it. So in a world, where endless streams of content inundate Gen Z's mobile phones for like over six hours a day, capturing their intention capturing their their eyeballs becomes an art form. And marketers need to adapt to this short attention span and seize the opportunity to engage with Gen Z effectively. I've said this before, and I'm going to say it again, Gen Z are going to be your customers for the next 40 5060 years. don't diminish this audience to not disrespect it. First and foremost, storytelling is a powerful tool. Crafting a compelling narrative. Within those initial 1.3 seconds can create an immediate emotional connection. You can trigger curiosity evoke strong emotions, the brand can captivate the Gen Z, fleeting 1.3 Second attention span and want them leave them wanting more. You can do it fast. Think of it as like a titillating trailer for a movie right? They want to know what happens next.

Second, visuals play a huge role in grabbing the attention fast. Gen Z has grown up in the most visually stimulating digital landscape ever. So make sure you use eye catching graphics, vibrant colors, bold typography, and create visually striking ads. You know incorporating dynamic or unexpected elements that instantly grabbed their attention can actually help the scroll stop the scrolling thumbs, right where they are on their screen. Finally, incorporate interactive elements that could be a game changer. Gen Z craves activation. They want engagement and participation. So integrate interactive features like quizzes, polls, or challenges. Right challenges are great, too, that allow them to be part of the ad experience. By involving them directly. You can tap into their desire for interaction and make a lasting impression. It's like turning an ad into a mini game. Right? They won't be able to resist taking part of it. They want to take part in it. So go on embark in your own advertising journey. Tried to get the attention of Gen Z. It's easier to do if you start by knowing you've got 1.3 seconds to grab their attention.

Hey, if you liked the ad nerds podcast I know I do. Please subscribe on Apple Spotify or wherever you listen. Give it a five star rating and a great review. I'd appreciate it. That's the app nerds podcast for Monday, May 15 One e 23. Spanky out thanks for listening

Attribution Links:
Johnny Depp's Dior deal: https://adland.tv/adnews/johnny-depp-inks-record-breaking-20-million-dior-deal-mens-fragrance
Frosty Jack's Cider TV ad: https://adland.tv/adnews/frosty-jacks-crack-open-unexpected-2023-30-uk
Visit Finland's Happiness Masterclass: https://www.adweek.com/social-marketing/visit-finlands-happiness-masterclass-drives-150000-entries/
Lipton's Hard Iced Tea campaign critique: https://adage.com/article/marketing-news-strategy/how-lipton-marketing-its-hard-iced-tea/2494666
Gen Z attention span (Link 1): https://www.mckinsey.com/~/media/mckinsey/email/genz/2022/11/29/2022-11-29b.html
Gen Z attention span (Link 2): https://www.insiderintelligence.com/content/gen-z-has-1-second-attention-span-work-marketers-advantage