Ads I Admire: iPhone 4 - FaceTime Commercial

Above is the full version of the iPhone 4 FaceTime commercial. I really do love this commercial for a number of reasons. On the surface this is a commercial about an iPhone app which really is not very novel considering all of their "there's an app for that" commercials and variations. However, this commercial is not really selling the app, but rather a defining feature of the new iPhone 4. It highlights a main differentiator between the new version and the 3GS (which you upgraded to not so long ago), and more importantly a feature that you do not get from just upgrading your OS.

Their focus on the unique selling proposition is not where the genius lies however. What I love about the commercial is the way that they are able to really showcase how the feature, and by extension the phone, enrich and contribute to you have a more fulfilling life. I know, this is super cheesy, but the creative actually makes me buy it. This is particularly impressive considering that we are currently in a state where much of society consider their mobile phones to be a necessary evil that we have to deal with. It is also executed in a much better way than the heavy handed AT&T commercials (you know the one where changing your train ticket on your quick phone leads to you meeting the woman you are going to marry and having a child that will become the first ambiguously ethnic President of the United States). I personally also love the song and the fact that they are able to convey this message using it as the only real audible component. Congrats to TBWA/Media Arts Lab LA for creating this. All, be on the lookout for all of the variations of this full version that are being rolled out.

Update: The new shorter versions of the FaceTime commercials are seriously lame. Telling the father you're pregnant over the phone is even more tacky than making out at a bar, and no one cares about your husband lying about how he hates your too short hair. In fact if you couldn't see him at least he wouldn't have to give convincing "FaceTime". I suggest a return to less dialogue and emotional music.

Social Media is Taking Over My Life

Social Media has taken over the advertising world. Everyone is looking to capitalize on the success of blogs, MySpace, Facebook, Linked In, Twitter, and their ilk.

At first I was very skeptical. I had to be dragged in to every social network that I have been apart of. I do love my blogs, but I think it is more that I just need an outlet for myself, rather than me being interested in blogs in general. I guess my greatest issue from an advertising perspective, is the return that you get from such efforts is dwarfed by the amount of of time spent.

However, I went to a luncheon on social marketing a couple of months back and my opinion, while not completely changed, has been altered a bit. I think that the answer lies more in that more people within an organization should be allocating a little bit of time to these efforts so that the time commitment does not seem so great, but you are still utilizing this new channel.

On a personal level, I love my blog, it is here to stay, and I am going to make more use of it as a social media tool (hence this blog and the newly installed google analytics code, aka I am watching you). As for the social networks, I have been dragged into them (to see the shmack my friends were saying about me), but I have found a place in my heart for them.

Linked In is kind of worthless. It's fine for what it is, an online resume, but it ain't that much. I have not fully immersed myself in Twitter, but I'm not that excited. I do think that it has some implications for businesses that are interesting.

Now for the biggies. MySpace was my first love. My page is freaking awesome, and it is beautiful. I do have to say though, it is much more of an outlet for me creatively, and I get little about my friends at this point.

Facebook was something that I joined reluctantly after the luncheon because the info for an event that I was going to was only on there. At first I hated it. Everyone's page looks pretty much the same, and really I am not that interested in the comings and goings of everyone in the universe. However I have began to fall in love. At the very least I know what is going on with people. I have learned so much about old friends in such a short amount of time. Recently my number of friends on Facebook has eclipsed that of MySpace, and after only about a month. I guess I had to add my Facebook link to the top of my blog. Plus I suggested that Richter develop a group page and a blog of their own, which they are doing.

I guess my point is that social networks and media have their place, but it doesn't need to take over our lives. Do as much as you want, either way. I do think that we need to be open to more forms of communication instead of writing them off as impersonal, or too technical. Try it out, and you just might like it.

If you want to visit my MySpace or Facebook page, follow the tabs at the top of the blog. You know the way to my blog obviously, but here are some of the blogs that I follow:

Richter7 Interactive Blog - See some the fantastic work that we put out here at R7.

Richter7 Social Media Blog - Slowly But Surely

You Like Me. You Really Like Me!

So I have been away for a bit. Between the 24th holiday, my family being in town, and work I haven't had time to get to the blog. I will make sure that I never leave you in distress again.

Normally I wouldn't have worried because I just assumed no one was reading my musings, but a bit ago I found out that I had at least one reader. One of the partners as Richter7 said that he liked reading my blog. After the panic moment where you go through the past blog posts in your head (just kidding, I learned long ago never to publish anything publicly on the internet that you would be ashamed of when as former boss commented about my MySpace page), I rejoiced that someone actually cared. Welcome Dave, and the rest of you better leave some comments.

I have so much to cover. There is an update on the New York Times photo shoot, my family was here, Datamark Happy Hour (most of which will be relegated to MySpace to protect the innocent ;) ), and we are coming into the busy end of the summer. Alas I am tired and I have agency meeting in the morning so I am going to opt for bed. I swear I will make some time for your guys tomorrow to fill you in. Don't worry. I still love you.

Shorts Means Easy Access... To Advertising Silly

Hope you all remember my previous post about being required to wear shorts at work for the next month. While it was yet another interesting quirk from my awesomely creative company, I knew from the cameras at the announcement and already created press release that there were some PR advantages to be had here.

Yes the Trib came in and took pictures, and I knew that some blogs had picked up the story, but I didn't understand the extent of this viral campaign until I got "The Email". The partner in charge of PR tell us that tomorrow, The New York Times is sending a photographer to take our picture for a story about our quirky little agency that makes their employees wear something other than long pants in order to beat the heat and boost morale. I then knew the power of PR.

I decided that I would do a Google search of "Richter7 No Pants" and see what came up. I went 3 pages deep before I just gave up, with every link being about the Richter7 policy. Mostly it was sites or blogs that had just picked up the press release. However, mixed in there were CNBC and USAToday. My favourite comment about the story, and one that summed up my sentiments, was from one Sean P. Means, the "Culture Vulture" writer of the Trib. Sean says,

The "No Long Pants" policy may not save the planet, but it may prove something to clients: If Richter7 can drum up publicity for its clients half as much as it drums up publicity for itself, customer satisfaction is guaranteed. –Sean P. Means

When I first told people that this was clearly a PR effort for the company they asked, "Why would you do PR for yourself?" I responded,"Because we consider ourselves a client." How can you sell anybody else if you can't sell yourself (not on the street you dirty people)?

Anyway, in other somewhat related news, the people that I work with are crazy. I swear each person is a character and each one is different. We have whiny, spazzy, giddy, prudy, stylish, reclusive, and dementia. We are like the Richter 7 dwarfs. It is hilarious and awesome. (As a side note, I am not sure how they keep it so cold in this building. It is like an icebox, and the windows are massive and old, and the doors are made of glass.)

Another somewhat related issue is my feelings about jean shorts. Jean shorts are one of the worst fashion faux pas of all time. However, I am giving a pass this summer to the long, cut off, frayed, tight jeans that the "emos" are wearing. I have seen a lot of these lately. Now I will not stand for the additional roll up, but the fray is okay I guess. However, I am giving a one season limit to this pass, and posers need not apply (i.e. I will not be wearing these as I am not an emo).

"Don't you guys think Jarett looks like a model?"

Wow, lots of posts today, but when things happen, they happen. Last week a did a photo shoot for a stock photo company. No it was not Zoolander style, although I could work that. The "concept" was basic young office people doing office type things (at least this is how I describe it). One of the partners told me the photographer said they turned out well and I did a good job. I called BS on this as most of the time I thought we were doing a light test and not actually being filmed. However, I did make it in all of the shots that they liked. Okay I love self-promotion, but even I am about to throw up. Here's a sample:

Take Off Your Pants and Jacket

One day I was walking in the house after work and Nate asks,"Is this casual Thursday or something," referring to the fact that I was wearing shorts and flip flops that day. I explained, as I do to everyone, that one of the great things about my job is that I can wear anything I want as long as I don't have a client meeting scheduled.

Today Richter took it a bit further. They called us all into a meeting and announced that for the next month we are not allowed to wear long pants or we will be fined. Yes, that's right, I must wear shorts, or a skirt, or a dress to work or I will be fined. The reason you ask. Well because it's hot, and it will help us to be more creative. To push this even further, they are going to purchase a pair of shorts for all of us. We just need to buy them and expense them. They have even issued a press release to the media about this (if it gets picked up I will link it).

Oh I love my job and everyone knows it. However, even I have to admit we get a little bit crazy. It is nice to work in an environment that encourages creativity and out of the box thinking.

On another note, I had a dream last night that I went back to Datamark. It had completely changed and people worked in big groups in different rooms. I spent the day checking in on everyone else's group because I did not want to go work with my team. Me and my therapist will be discussing this week.


... So since I originally posted this blog, the Trib is coming in to take a picture of us on in our shorts on Thursday. PR is a wonderful thing.