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OffSet Media
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I unfortunately can not update my username on this, so check out my new account:  http://offsetmedia.livejournal.com

After nearly eleven years writing ad copy for practically every product category under the sun, I should have known better.

I’m one of the guys who sold consumers on the environmental benefits of driving an SUV back in the days before we learned “An Inconvenient Truth.”  You’ve seen the commercials. While there wasn’t time to mention MPG or carbon emissions in these thirty-second fantasies, the environmental message managed to get across. COUCH POV: a gas-guzzling tank trucking through the purple mountains majesty, spewing invisible toxic exhaust in its wake. You could practically see the golden aspens wilt as the SUV passed - delivering its occupants to their next everyday adventure (white water kayaking, base jumping from the Grand Canyon, a day of mountain climbing followed by a night of clubbing with international celebrities).  Oh, the dirty secrets I’ve hidden beneath my pretty words!  Which is why I REALLY should have known better than to be duped by the promise-laced copy of practically every online real estate estate ad I’ve ever read.  These one-page fictions, complete with chocolate-frosted stills of every room, easily transform a rundown bungalow into a mansion worthy of Bill Gates.

In this foreclosed market, there are ten times the number of houses on the market as buyers in search of them.  Now that the offending mortgage companies have been exposed, only a handful of those people willing to risk a purchase in this economy actually qualify for a loan.  Consequently, there are....................


Current Mood: complacentcomplacent


NBC Universal’s unprecedented multi-platform coverage of the 2008 Summer Olympics, like its successful multi billion dollar bidding to cover future summer and winter games, offer a fairly clear glimpse of media’s transition toward full multi-platform convergence.  NBC’s Olympics rights include broadcast, cable, Internet, video-on-demand, pay-per-view, and other services.  The International Olympic Committee’s preference for NBC is not limited to the financial attractiveness of NBC Universal’s bids.  The IOC cites NBC as “obviously” the “best choice in terms of the audience, the platforms, (and) the reach ….”   

Before and following its merger with Universal, NBC adeptly honed a multi-media presence after having smartly added.........


Current Mood: creative

 I recently came across these ads for Manix, a French based condom company.  Now, I know that European culture is more accepting of edgier and sexy advertising, but these are just wrong.  I have no problem with the people being completely naked.  It’s the glowing beams of light streaming from their crotches and the part where the couples are fused into a two-legged, double torsoed sex creature I have the issue with.  This ad in no way entices me to buy their product.  I don’t want any part of sex that melts my partner and I together at the pelvis, but that could be just me.

I get it, it’s so close it melts you into one being.  But isn’t this visual solution just a little too obvious?  What do you guys think?  Funny and innovative?  Or weird and off the mark?


Current Mood: chipperchipper

 I went on a course recently where the speakers were all incredibly well-established editors from the BBC, The Guardian, Channel 4 news (very highbrow) and the Daily Mail. The course was for us PRs from the charitable sector to learn the best ways to pitch news stories to editors.

Each editor spoke about the best way they felt to pitch. Each had their own variations but the main consensus was that none of them would ever open a press release unless they had heard of the organization - and that they knew the author was a good source. As for the phone, forget it.

Having spent the earlier part of my career in.........................


Current Mood: bouncybouncy

 I don’t know what channel it is that I like to watch that seems to play the new Chemistry.com commercial every other 30 seconds, but I can’t stand it. However, I shrugged it off. Until about 10 minutes ago when my CD sent the link to the TV spot on YouTube (to hear the voiceover for a commercial of ours, not to hawk Chemistry). The sounds of hearing that commercial play several times through the office - with the stupid beatboxing line - I almost lost it. So what better way to vent my aggression than by posting my dislike for all to see. Of course, I’m sharing the video for those fortunate enough to have not seen this yet. If you don’t like it… I won’t say I told you so.


Current Mood: bouncybouncy

As Miller Lite returns to its ho-hum tagline — “Great taste, less filling” — category leader Bud Light continues to kick ass with commercials that tap into the beer drinker’s mindset. In the latest spot “Swear Jar”, DDB Chicago adds a new spot that shows what people will do for a Bud Light. It’s funny, memorable and simply brilliant.

For some reason, people at MillerCoors continue to believe that choosing a light beer is a rational decision. As if guys belly up to the bar and perform taste tests of which beverage delivers the right essence of hops and barley, or whatever. Makes me wonder if the marketing folks over at MillerCoors ever spend any time sharing a six-pack with friends and neighbors.

Beer drinking isn’t about complementing a five-course meal at a fancy establishment. Beer drinking is all about getting alcohol in your body. Why? Because alcohol makes you feel better. So if you’re beer’s image makes you smile before you even take the first sip, then your brand is head and shoulders above the others. Sure, taste matters. But in a category where most can’t discern one brand from another in a blind taste test, image is more important.

The “Taste Great! Less Filling” commercials of the past were a smart way to introduce a new category to consumers. But this market is now mature. We all know that light beer can taste good. So why hasn’t Miller Lite moved on?


Current Mood: bouncybouncy


I received a comment on my last post, and it made a lot of sense. And I thought, instead of addressing the comment directly, I would address it in my next post. Here's the comment in its entirety.


I completely agree that writing is critical for online marketing success; in order to get more traffic of good intent to your site vs your competitors' sites. And I agree that one of the first things that even a small business should do is dedicate resources to writing on the web. However, I do not agree that this person needs to be a specialized writer. Isn't writing a basic..........






Current Mood: chipperchipper


Her name is Emily.
Well, actually I don't know 'her' name but the article says that it's Emily! and by sweet god they sure did a number on her. I love animation, in any form possible, computer generated or oldschool hand drawn, I have great respects for the artists who work night over night making something out of nothing. I know it's not an easy task to draw or animate and to make it look real has always been a challenge for any animator.

So, what do we have here today? basically the best lifelike animation I have seen in a long time................




Current Mood: cheerfulcheerful


Interviewer Etiquette: It seems redundant to a degree, but I have noticed that over the past ten years it is sorely absent from the advertising scene. What was Personnel has now become Human Resources and we're all nothing more than a commodity to be pulled from the ground like minerals that are covered in dirt and mined out of the ground. If we creatives are perceived to be at a strata that others walk upon, it is not a good start to begin with. What was the human science of evaluating character, professionalism, qualifications and impressions has now disintegrated into buzz word synchronization, pursuing every flawed and faulty formulaic approach in pursuit of faux shortcuts instead of doing the hard work of getting to know who is interviewing for a job. Remember when "gut instinct" went a long way in the decision making process? I think it died just after common sense and customer service as a result of attitude - the signature brand positioning and mood of the lazy and the ignorant.

This presents an especially big problem for creative people because the worst person we can have evaluating us is a non-creative. They don't get it, never have and never will. No matter how many times we tell HR types what to look for, what to ask candidates for and what to talk about, they get all pissed off. I've actually had an HR person say to me after they sent me a completely...........




Current Mood: cheerfulcheerful
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