adidas Presents the Fashionable Dystopian Future

In advertising even the dystopian future is filled with ridiculously good-looking and fashionable humans.  When looking from a sci-fi purist point of view,  Terence Neale short film for adidas is not the most realistic portrayal of a dystopian future but it is still a beautifully shot and well imaged film.

I like it and I think that adidas’ target will like it too.

 

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Social Media Stupid of the Week: El Furniture Warehouse Toronto

Around 3 pm yesterday I saw my first “El Furniture Warehouse posted a transphobic, distasteful Caitlyn Jenner post” on my social feed.  By that point, Warehouse Group had taken down the original post, but I quickly found the screen shot taken by @chefgrantsotoin question.

Even for a dive bar that has an established a “DGAF” image, whose social feeds mostly contain staff selfies and frat-boy humour, the Caitlyn Jenner post crossed a line.  But, what really put the nail in the coffin in this unfortunate situation was the response of the anonymous poster behind the Warehouse Group account to Instagramers who called out the post for being inappropriate.

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For the love of Joan Didion

Since becoming the face of Celine, Joan Didion has been getting a lot of love online.  Her packing list has become a Tumblr must-have. The Washington Post did a piece on Joan Didion representing the triumph of “the Smart Girl. i-D explored Didion’s Tumblr Currency.   Then there is the infamous $1,200 Joan Didion jacket, which has sold out in case you were rushing for your credit card to get it.

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Why I don’t like ads in my Instagram Feed

This morning as I was having my morning coffee and casually scrolling through my Instagram feed of friends holiday parties, artistically shot snow scenes and tropical sunrises, when a photo of a coffee maker popped up.

My reaction was shift, “Wtf?? I unfollowed this brand. What is this doing here???” mobwiveswtf

And then it dawned on me.  It was a Sponsored Instagram Post. Yes, I had just been served with an ad.

Instagram Curation Ruined

To put into context my reaction to seeing a coffeemaker in my feed – I am one of those people who have carefully curated my Instagram feed. I am very particular about who I follow and it is usually for one of three reasons:

  1. I really like you as a person
  2. I really like your photography / vision / how you see the world
  3. I like your brand and enjoy how you visually communicate your brand personality

The curation of my feed has been something I have worked on since first joining Instagram, so I most certainly noticed the bad catalogue quality photo of a coffeemaker from a brand I do not follow (for a reason I might add) in my feed.

really ron burgendy

To be honest, the unwelcome ad also felt like a bit of a violation.  I had not realized until that moment, that I had become quite happily accustomed to the non-ad experience of Instagram. I had come to really enjoy having full control of what I saw in my feed and having this choice taken away from me did not sit well.

Conclusion: Ads in my feed? Umm no. No, thank you

This morning I have concluded that I do not like ads in my feed.

But, I really do not like ads of sub-par catalogue shots of a product I don’t want to buy, from a brand who is boring and unimaginative enough to take a shot from their flyer and cross-promote it on their “social media.”

And you know what Instagram? My experience is contrary to how you have positioned the introduction of advertising on your platform to be, and I quote:

“we’ve worked with a handful of top brands to draw creative inspiration from the community and create ads that were engaging and felt natural in people’s feeds.”

The ad I received most certainly did not feel natural or engaging. Had I seen an ad from a brand I do follow, I probably wouldn’t have noticed it and I probably would have grudgingly excepted the intrusion of ads into my feed. But, that would have been too logical right? Or not as “sellable” enough maybe?

But mostly, I am disappointed.  I thought you had more creativity then this. More imagination and more of a desire to serve as a platform of inspiration.

I guess I was wrong, Instagram.

Because no matter how good your filters are (they do have a special ingredient in making any persons complexion look dewy and youthful) this mornings experience has soured my relationship with you.

I don’t know what I’m going to get in my feed anymore.  It was only a coffee maker this time, but what will be next? Detergent?

I am not interest gif

The Takeaway

Lesson here Instagram is to launch your new advertising platform slowly, like a soft breeze rather than a January night squall.  Everyone likes soft breezes. They feel good.  But, no one likes January squalls.

How to turn a Ad about a Supermarket into a 3 minute music video

Ingredient 1: Get a cool song song by a charismatic ageing Rock-Star.

Ingredient 2: Sing in a cool German accent.

Ingredient 3: Include a lot of innuendo’s.

Ingredient 4: Include some hot models.

And presto you have EDEKA’s  Supergail ad, making the least sexy thing on earth (Grocery Shopping) as sexy as a Techno video. 

Well done Germany.

Now does anyone know who the agency behind this brilliance is?

 

Hotness: Mad Men’s Jon Hamm gives advice to Teenage girls

Not like we needed another reason to find Jon Hamm hot, his Mad Men suits do that on a weekly basis, but in case that didn’t “do it” for you, maybe this will.  This being, a scruffy John Hamm giving advice to teen girls as part of Rookie’s “Ask a Grown Man” series, making it clear that men are just human beings who have opinions and get obsessive crushes.

Why do we want brands to inspire us?

“Only 20 percent [of brands] made a notably positive impact on people’s lives.”

From the GOOD article What’s So Great About IKEA Anyways? Why No One in the World Likes Brands.

It use to be that as long as a brand was able to make you look good or feel good, you were satisfied and didn’t need more from them.  But, the times are changing and now we expect much more from our brands. We expect them give us confidence, to improve our lives, to inspire us and to give us hope.

As consumers we hold our expectations up as obvious truths to brands.  We feel frustrated when they do not see the obvious or fail to respond to our online-mob outrage.  We get angry and start a personal boycott campaign, as we try to convince everyone in our social circle of the evil nature of the brand who disappointed us.

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Dear Brand, I think you’ve been faking your feelings.

What is a brand? A brand is a product you are willing to pay for because it makes you feel something.  Owing it makes you feel good about yourself in some way. You feel satisfaction or pride or just plain happiness.

Which is different from fulfilling a need.  You need to eat, you need to drink, you need to take care of you bodily needs.  Not the type of things you’d spend your extra dollars on, well except maybe the “to eat” part.

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