Beijing, August 2010 – In an article titled “Textappeal: the Advantage of Talents”, the leading Chinese industry publication Modern Advertising (affiliated to Advertising Age) has introduced the notion of transcreation to China.
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The News:
New facial-recognition technology created by NEC is currently being tested in Japan: interactive billboards equipped with hidden cameras that determine the gender and age group of people who pass in front of them. The goal is to display advertisements that are tailored to each individual, so that they are better suited to their interests.
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The news:
On billboards in Buenos Aires, Argentina, next to the familiar red, white and blue Pepsi logo, there is an eye-catching spelling mistake: “Pecsi”.
The spelling change is accompanied by slogans promoting “freedom of pronunciation” (“el libre albedrio pronunciativo”) and “the beautiful democracy of pronunciation” (“la hermosa democracia pronunciatoria”).
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THE NEWS:
Have you ever heard a child tell you that he will cut mean people into pieces, put the bits into bags and hide the corpses so that nobody will find them – just like his daddy does? This is how an ad on French radio begins, for the American drama series Dexter and Canal +. It was adapted from what was initially a successful print and outdoors campaign. Dexter, broadcast in France by the TV channel Canal +, features a sexy policeman during the day who is driven by an uncontrollable urge to kill murderers at night.
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The News:
Venus Williams, the world’s No.2 women tennis player, has successfully gained attention from all over the world by her appearance at this year’s French Open, not by her tennis playing (even though she won the match), but because of the outfit she was wearing. Williams, who also designs tennis wear, wore an original lacy corset-like dress in the spirit of the Moulin Rouge with flesh-coloured underwear underneath. Gasps of shock were to be heard from the courtside viewers each time her skirt flipped up during play, wondering if she was wearing underwear or not.
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The News:
To reverse a drop in sales, Fanta has launched a new campaign with a compelling call to action: ‘Grab a Taste of Friday’.
The Coca-cola brand’s first global campaign in 5 years features a countdown to Friday clock on an ad screen in London’s Piccadilly Circus, and a variety of fun, engaging activities for a day that one brand executive calls “the beginning of the most enjoyable, less serious part of the week”.
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The News:
To promote edgy Devassa blond beer (“devassa” means “naughty” in Portuguese), the brand convinced Paris Hilton to be videoed partying non-stop for three weeks in Brazil.
Daily Youtube uploads got an enthusiastic following, and the event was amplified by media coverage of her more unguarded moments.
Devassa went on to produce a sultry TV commercial, with Paris in a short black dress, sensually rubbing a can of Devassa beer on herself, delighting onlookers who watch through her apartment window.
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The News:
While “serious” brands such as Accenture and Gatorade dropped Tiger Woods like a hot potato when his extramarital affairs suddenly went public, the more edgy global footwear brand Nike took a calculated risk and stood behind him.
On the back of Tiger Woods’ emotional apology and return to the US Masters green, Nike aired a commercial that directly addresses his behavior and subsequent penitence. In the ad, the golf champion’s late father Earl returns from the dead and asks Tiger what he was thinking – and what he has learned.
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The news:
Last year the FT broke the story of outrage in India over the launch of a new Mont Blanc pen because of its name: “Gandhi”. Mont Blanc has now apologized and decided to withdraw the luxurious limited series.
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The lead story in a major media outlet in the UK, Skynews, features citizen outrage against McDonald’s.Skynews reports that a single word in a McDonald’s ad has provoked incensed debate and outcry. It is not an insulting or offensive word, and looks like a perfectly innocent choice by McDonald’s. But online chat rooms are buzzing with indignation.
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