Ecclesiastes - aka King Solomon, that famous guy from the Bible - once wrote:
“Whoever watches the wind will not plant; whoever looks at the clouds will not reap.”
I don’t care of you’re Christian, Jewish, Muslim, Buddhist, or celebrate Festivus… that holiday for the rest of us, the quote applies to anyone trying to figure out that perfect time to post on Facebook, Twitter, Instagram, YouTube, their blog or whatever.
Whoever watches the wind will not plant - They’re afraid their seeds will blow away. But by the time the wind subsides, the rain starts and then their seeds will wash away, or the birds will eat them.
Whoever looks at the clouds will not reap - Apparently it isn’t good to reap in the rain. I’m not a farmer, but after you wait for the crops to dry out, the next thing you know it’s fire season and your crops get all burned up, or the birds eat them.
Apparently birds hate social media updates.
There’s ALWAYS going to be some good reason not to update at certain times and contradicting reasons to update at those same times. Don't update between this time or that because people are in meetings, eating lunch or... Read more
My agency / production company Supercool Creative recently produced an animated video for a cool, functional, new product called Swoon - part scoop, part lip gloss applicator. Before that experience, I seldom equated beauty or cosmetics marketing with comedy, but rather pouty lipped stick figures stalking a runway amidst a barrage of camera flashes.
Probably the closest I got to comedy is when one of the models had a heel malfunction and took a topple. I don’t want to see anyone get hurt, but I do love me some physical comedy.
Well here's how you do it:
Set up the consumer problem / what's the challenge?
Create an amusing story to explain it
Deliver a sitcom-like conflict for comedic effect
Get as edgy as you can
Use good natured violence if possible
Let the consumer know how to buy the product! - most important!!
Show two girls kissing awkwardly at the end, with a creepy accountant lurking (optional)
So, the answer is yes! The typical beauty / cosmetics / fashion spot is about as compelling and original as the typical car spot with the obligatory shots of the car making a hairpin turn against a scenic background, or sitting in a perfect soundstage with perfect lighting. All cars can make... Read more