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For when I need more than 140 characters to finish a thought on marketing, media or message.


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REWIND: J’adore, tu adores: Charlize Theron for Dior’s J’adore

ED’S NOTE: This post was originally published December 2011. It reflects my interest as a marketing student in advertising, search-engine optimization, and viral marketing. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.

In what is a nice break from the nearly insufferable, panic-inducing holiday ads of the season, EDITED 11-30-2012 Prime-time viewers are getting an eyeful of glamour, thanks to Dior’s J’adore “film” by Jean-Jacques Annaud, that features the always-gorgeous Charlize Theron, and co-stars such greats as Grace Kelly, Marlene Dietrich, and Marilyn Monroe.
 

 
The commercial, which was filmed in the Galerie des Glaces at Versailles, isn’t new; it was released in early September. However, it’s getting airtime this holiday shopping season, as it should, because the spot easily and smartly appeals to both sexes: the women who want to be Charlize Theron, and the husbands and boyfriends who want to be with Charlize Theron.

What caught my attention was the music that propelled the viewer through the couture-show setting: 2009’s Heavy Cross by Gossip — with Beth Ditto‘s punk princess vocals and Brace Paine’s hypnotic bass riff — was compelling enough to make me grab my iPhone and Shazam it. (I have since played this song to death.)

At the time of this writing, this clip on YouTube had 1,211,325 views, 4,404 likes, 84 dislikes, and 474 comments.

From the YouTube comments:

I have a theory, each of the girls represent a perfume:

Grace Kelly (Miss Dior Cherie)
Marlene Dietrich (Hypnotic Poison)
Marilyn Monroe (Dior Addict or J’adore)
Charlize Theron (J’adore obviously)

❤ Dior!
 

~ franzchick66,
YouTube member

 

Nice theory, franzchick66. I can’t afford to smell that good, so I’ll have to take your word.

The subscribers to Dior’s YouTube channel are active and enthusiastic about the “films.” I’ll readily admit that I know nothing about couture, but even so, I still remember Dior’s 2007 smokin’ hot, 30-second “film” that has Charlize striding through a mansion, elegantly disrobing as only she can to Marvin Gaye’s 1978 Funky Space Reincarnation.

And that, kids, is what they call an impression.
 

 
About the Dior Channel
(As of Dec. 13, 2011)

  • Total Upload Views: 3,535,200
  • Joined: Oct. 14, 2005
  • Subscribers: 7,288


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Kenny Powers is back in ‘Eastbound’

UPDATE FEB. 1, 2012: Adds Eastbound & DownDrum Tease” clip and updates numbers of views and likes for clips.

Rejoice has-been athletes everywhere! Kenny Powers is back in Eastbound & Down, and from the looks of this promo, it looks like he’ll be pitching the rawhide in Myrtle Beach, S.C., this season.  Nice to know he found time to shoot the HBO series between pitching Tubes for shoemaker K-Swiss (NASDAQ: KSWS).

Season 3 debutes Feb. 19 on HBO with the tagline urging viewers to “Get F**king Ready.”
 

 
At the time of this update, this clip had 175,270 views, 460 likes, and 9 dislikes. It had 1,500 when I first posted this Jan. 31.

Meanwhile, the Season 3 “Drum Tease” for Eastbound & Down has 436,081 views, 745 likes, and 15 dislikes.
 

 

EARLIER: Kenny Power still gainfully employed in 2011

 

EARLIER: More on Kenny Powers

 

EVEN EARLIER: K-Swiss recruits Kenny Powers

 


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J’adore, tu adores: Charlize Theron’s ad for Dior’s J’adore

ED’S NOTE: This post reflects my interest as a marketing student in advertising, search-engine optimization, and viral marketing. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.

In what is a nice break from the nearly insufferable, panic-inducing holiday ads of the season, prime-time viewers are getting an eyeful of glamour, thanks to Dior’s J’adore “film” by Jean-Jacques Annaud, that features the always-gorgeous Charlize Theron, and co-stars such greats as Grace Kelly, Marlene Dietrich, and Marilyn Monroe.

The commercial, which was filmed in the Galerie des Glaces at Versailles, isn’t new; it was released in early September. However, it’s getting airtime this holiday shopping season, as it should, because the spot easily and smartly appeals to both sexes: the women who want to be Charlize Theron, and the husbands and boyfriends who want to be with Charlize Theron.

What caught my attention was the music that propelled the viewer through the couture-show setting: 2009’s Heavy Cross by Gossip — with Beth Ditto’s punk princess vocals and Brace Paine’s hypnotic bass riff — was compelling enough to make me grab my iPhone and Shazam it. (I have since played this song to death.)

At the time of this writing, this clip on YouTube had 1,211,325 views, 4,404 likes, 84 dislikes, and 474 comments.

From the YouTube comments:
 

I have a theory, each of the girls represent a perfume:

Grace Kelly (Miss Dior Cherie)
Marlene Dietrich (Hypnotic Poison)
Marilyn Monroe (Dior Addict or J’adore)
Charlize Theron (J’adore obviously)

❤ Dior!

~ franzchick66,
YouTube member

 
Nice theory, franzchick66. I can’t afford to smell that good, so I’ll have to take your word.

The subscribers to Dior’s YouTube channel are active and enthusiastic about the “films.” I’ll readily admit that I know nothing about couture, but even so, I still remember Dior’s 2007 smokin’ hot, 30-second “film” that has Charlize striding through a mansion, elegantly disrobing as only she can to Marvin Gaye’s 1978 Funky Space Reincarnation.

And that, kids, is what they call an impression.
 

 
About the Dior Channel
(As of Dec. 13, 2011)

  • Total Upload Views: 3,535,200
  • Joined: Oct. 14, 2005
  • Subscribers: 7,288


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Marketing tools for good

ED’S NOTE: This post reflects my interest in advertising as a marketing student. It does not endorse any product, services, organizations, campaigns or agency. The opinions expressed here are mine and in no way reflect the opinions of my employers.

The Demi and Ashton Foundation’s new “Real Men” interactive campaign begins this week, using A-listers such as Justin Timberlake to educate the public about the child sex trade in the USA.

Certainly it’s a cause more worthy than, say, aiding a Kardashian or a Real Housewife — the foundation’s efforts to raise awareness aren’t without merit. But doesn’t there seem to be a huge disconnect here between the very serious subject of child sex slavery and the flippant tone of the ad’s script?


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Kenny Powers is f-in’ IN March Madness

Tournageddon: Experience March Madness the Kenny Powers wayED’S NOTEThis post reflects my interest in advertising as a marketing student. It does not endorse any product, services or agency. The opinions expressed here are mine and in no way reflect the opinions of my employers.

Kenny Powers is back hawking K-Swiss Tubes during the sweat-soaked, beer-stained, testosterone-fueled insanity that is March Madness.

Yes, this news is about as fresh as a towel on a locker room floor  — I have to admit that I had forgotten about our loveable anti-hero and his side job for K-Swiss (NASDAQ: KSWS). Even so, I want to quickly examine  the most recent leg of the campaign I wrote about last summer. “Tournageddon” is a balls-to-the-wall social-media push that starts on Facebook and ends up on Yahoo Fantasy Sports.

Fans can submit their picks, pore over team analyses, get recaps filled with Kenny’s insights and — ultimately — they can spend more times him and his Tubes. And when fans are done killing time mourning their busted brackets, they can download the Muscle Machine app from iTunes or let Kenny manage their Facebook page with the Workout Wingman app. The idea behind the Wingman app is you’ll be “training in K-SWISS Tubes like a true frickin’ champion” instead of Facebooking (fat chance) and Kenny will answer your friends’ posts (“You’re f-in’ OUT, MOM!”).

Since I last wrote about Kenny Powers and Tubes, the Tubes site has been overhauled with a very masculine red and black theme. Very fiery. Powerful. Like Hell. Makes me want to go buy some Axe body wash or something. Lame jokes aside, it’s a very comprehensive e-commerce portal: Shoppers can customize a pair of Tubes, watch the very funny advertising spots featuring Patrick Willis and Jeremy Shockey, connect with Kenny on Facebook and Yahoo, and even order season one of Eastbound & Down, the critically acclaimed six episodes that introduced us to a foul-mouthed has-been ballplayer that somehow stole our hearts.

I think what I appreciate most about the Tubes campaign is how all the copy maintains Kenny’s voice, such as it is outside of the HBO series, while promoting the athletic shoes. It’s unlikely actor/Kenny creator Danny McBride was available to whip up copy for 72andSunny, the agency behind the Tubes campaign, so props to the writers for keeping Kenny real and an appropriate PG-13. He’s still a crass buffoon, even when he’s not dropping the f-bomb after every third utterance.

Finally, here’s Kenny in the spot “Gravity,” featuring New Orleans tight end Jeremy Shockey. I had planned to post this a long time ago, but I couldn’t find it and then I eventually lost interest. Perhaps the lackluster second season of Eastbound & Down played a role in my forgetfulness.

 

 


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Keira Knightley’s Chanel Coco Madamoiselle ad

The lovely-but-severely-undernourished Keira Knightley sort-of sells Chanel Coco Madamoiselle in this super-slick advertising mini-film that is complete with streets without traffic, sexy motorcycles and hot photographers.

The spot is directed by Joe Wright, who worked with Knightley on Atonement and Pride & Prejudice.


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Charlie Sheen’s #winning social media offer

I’ve often said — but not here — that too many businesses rely on the interns to run their social media efforts, essentially putting a brand in the hands of a child. (My agent even told me I’m right about this, so I must be.) Leave it to Charlie Sheen, Hollywood’s reigning douchebag, to prove my point.

This is me #winning.

Trey Barrineau at USA TODAY’s LifeLine blog is reporting that Sheen is taking applications for a social media intern. Have a Twitter account and big dreams of playing lackey to a loser? Want to apply? The ad is here.