Posted by Shirley Brady on February 10, 2013 08:25 PM
Ford's Hello, Again project for the relaunched Lincoln brand and its new MKZ model was promoted with a new commercial, above, that premiered during the Grammy Awards broadcast on CBS Sunday evening. The description:
"We revisited our 90-year history of making automobiles to introduce the Lincoln Motor Company. We filtered our past greats through a fresh vision to say, 'Hello, Again' to the luxury motorcar. But we haven't stopped with automobiles. With 'Hello, Again' we'll commence a series of projects with artists who share our vision of reimagination. And along with you, watch as they explore familiar territory to return with original creations we’ve never met before."
Celebrating the art of sound, the Lincoln brand invited musician Beck (a master of reinvention himself) and director Chris Milk to reimagine the composition of David Bowie's classic tune, "Sound and Vision." The Feb. 6th recording session involved 167 musicians playing a set list from a series of rotating platforms, creating a 360-degree immersive event for a "new digital experience" as the audience (including Australian musician Sia) circled the performance.Continue reading...
Posted by Sheila Shayon on February 8, 2013 03:24 PM
The list reads like a Who’s Who of A-list celebrities: Justin Timberlake, Beyonce, Alicia Keys, Lady Gaga, Victoria Beckham, Swizz Beatz, will.i.am. But it's not a concert bill.
Instead, it's a list of stars who have recently agreed to serve as creative directors for brands — a trend that seems to blur the lines between star bling and business acumen.
Bud Light Platinum is the latest, announcing this week that it's inked deal with Justin Timberlake “to provide creative, musical and cultural curation for the brand.” The collaboration is to debut at Sunday’s 55th Grammy Awards via an ad, "Platinum Night," which features his latest single, "Suit & Tie." "Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing," Timberlake stated in a press release.Continue reading...
Posted by Dale Buss on February 6, 2013 06:12 PM
BlackBerry recently announced it's tapping the creative mind of Alicia Keys as "global creative director". Polaroid did the same with Lady Gaga.
As of today, combine another major brand with a celebrity "creative director:" American fashion designer Marc Jacobs and Diet Coke. The soft drink, which is celebrating its 30th anniversary this year, made the announcement just as Fashion Week is ready to kick off in New York.
Jacobs will provide general creative input and what Women's Wear Daily called "whimsical, feminine" packaging for the brand, according to the Stylecaster blog, while Diet Coke's new commercial ("Photo Booth Break") reveals Jacobs as its latest fashion designer collaboration.Continue reading...
Posted by Johnny Trinh on February 1, 2013 03:52 PM
A Bathing Ape (also known as BAPE) creator Tomoaki Nagao (who's also known as NIGO®) has linked with Beams creative director Hiroshi Kubo to produce a limited-edition collection of retro-styled Coca-Cola vendor wear.
NIGO®’s newest label, Human Made, is inspired by pre-1960s Americana. He’s placed a huge emphasis quality and authenticity while still keeping a whimsical nature to the brand with the addition of lighthearted graphics provided by Sk8thing.
As an avid collector of vintage memorabilia, it’s a no brainer that a collaboration with Coca-Cola — ranked currently by Interbrand as the world's best global brand — is a natural fit for both parties. In an interview, NIGO® reveals that he was once a Japan Coca-Cola yo-yo champion back in the '80s and also pulled from his bespoke collection of Coca-Cola memorabilia to inspire this new line.Continue reading...
Posted by Sheila Shayon on January 29, 2013 06:46 PM
Target is taking "online only" to a new level.
Last week, the retail giant hosted the Target Everyday Show, an interactive event on Twitter leveraging its tongue-in-chic “Everyday Collection” TV campaign by creating a virtual runway show that drew on people’s tweets about everyday products submitted via hashtag.
Calling the event its Tweet-to-Runway Show, Target chose its favorite tweets by fans to be featured on its YouTube channel and on a microsite, EverydayShow.com.
Witty tweets won the day, including “Why does my chocolate milk taste like bananas?” as one tweet chic model asked to the camera. “Monday, you saucy minx you. Coffee me,” cited another.Continue reading...
Posted by Dale Buss on January 28, 2013 06:45 PM
It's not exactly the USA versus the USSR over which country could get to the moon first. (Actually, the technology involved is, in many ways, more complicated.)
But the sudden rivalry between two coalitions of global automakers over fuel-cell technology will be an interesting and important struggle over the next few years. Which team — Daimler, Ford and Nissan, or BMW and Toyota — will be first to jointly bring an affordable, zero-emission car to market powered by hydrogen?
"We believe we were never as close to reaching a breakthrough in fuel-cell cars as today thanks to this partnership," said Thomas Weber, Daimler's head of research and development, according to Automotive News.
The age of mass-market, affordable fuel cell electric vehicles may soon be here thanks to a unique, three-way agreement among Nissan, Daimler and Ford. The three auto giants have joined forces to share Research & Development and investment for this next-generation, zero-emission technology.Continue reading...
Posted by Dale Buss on January 25, 2013 01:16 PM
Many politicians, actors and sports stars have experienced an annus horribilis. But when it comes to corporate CEOs, few have ever had as bad a year as Ron Johnson of JCPenney.
It's been about a year since the former Apple retailing executive blew into Penney's headquarters in Dallas believing that he had a secret formula that would do even more than rescue the company from its threatened place in the nation's retailing industry. Eager to start a "retail revolution," Johnson sought to simplify the company's structure and re-program the American consumer's attitude toward store pricing, discounting and promotional tactics.
A year ago today, at a splashy two-day press event in New York, Johnson outlined his vision for transforming the 110-year-old department-store chain over four years through "Fair and Square" pricing as part of a rebranding and repositioning for the company. But it's not working.Continue reading...
Posted by Mark J. Miller on January 8, 2013 03:19 PM
Ron Howard has wanted to be in the marketing business for decades now, but his wife told him that if he had time to take away from his work as a famous director, producer, and actor, he better fork it over to his wife and kids.
Well, the kids are all grown up now and Howard must have gotten buy-in from his wife because the partnership of Howard and producer Brian Glazer – the duo behind such classic films and TV series as Splash, Apollo 13, 8 Mile, A Beautiful Mind, Friday Night Lights, 24, and Arrested Development – are bringing their storytelling savvy to the marketing world, according to Fortune.
The appeal of working with brands, Howard told Fortune, is that marketers are “wide open” about their how they deliver content, using "long form, short form, live events.” They're also eager for better quality storytelling, and eager to bring Hollywood-honed creativity to their brands. Down the road, Howard says, "We could bring in an Academy Award-winning screenwriter to work on a brand."Continue reading...