Monthly Archives: May 2010

Will Cute and Cool Hamsters Sell the Kia Soul?

The Kia hamsters are now doing their thing in a video featuring Black Sheep’s “The Choice Is Yours.” It’s a cool little video that I think could go far in selling the Kia Soul.

Here are the upsides to this spot:

Cool feeling. The music and the characters are cool — in a cute, fuzzy sort of way. Which is the feeling Kia probably wants people to have when they think of the Soul.

Good branding. Kia marketers are doing a good job of creating the brand of the Soul, along with some mascots.

Good differentiation. Kia is differentiating itself by saying the Soul is better than their competitors’ vehicles that are in the Soul’s class — comparing them to toasters and boxes and washing machines.

Cool Tagline. “A new way to roll.” Enough said.


Yes, my Twitter account is currently down.

Twitter claims I deleted it, even though I know I didn’t. I suspect foul play. Oh well. Not the end of the world.

If I can’t get to the bottom of it, I’ll just start a new account from scratch, build followers again, and keep you posted!

Want to sell tools? Use them to make music!

This is pretty cool. Craftsman’s “Music Experiment” video was created entirely from the sounds of Craftsman tools. No Slogans or taglines. No copy. Just the metallic and electric rhythm of tools.

The good things about this video are:

1.) It shows Craftsmen tools and the Craftsman logo (3 or 4 times) throughout the video, and not just at the very end.

2.) It will make people think of a catchy, industrial beat when they see Craftsman tools. It’s a cool beat that may inspire consumers to want to work harder with their tools, and to use quality Craftsman tools that will enable them to work harder.

A small criticism

The one criticism I have is that it would have been even more effective if all the tools in this video were being used as they’re intended to be used. But then again, the beat may not have been as cool if that were the case!

Land Rover’s new commercial is funny, but misses the mark

Land Rover’s crazy-sword-guy commercial has two positive things going for it: It’s definitely funny, and it’s definitely original. But funny and original won’t necessarily sell a product.

I see two potential weaknesses with this commercial.

1. Its main selling point is that it will keep you safe. However, they portrayed the product’s safety by using a totally unrealistic example. Rather than showing a family that has survived an accident, or reasons why it’s safer than other vehicles, it showed an office worker hiding in it from a crazy sword collector. Could you imagine a Land Rover salesman painting such a picture for a customer in the car lot?

2. It takes way too long to introduce what the product even is. We don’t find out till the very end that it’s A) a commercial about a vehicle, and B) about a Land Rover specifically. The problem this creates is that people will probably laugh at the commercial (as I did; it’s funny!), but have no recollection of what this funny commercial was advertising. Which won’t create many sales.

Simple copy with a giant blanket for AT&T’s re-branding campaign

This AT&T spot is, in general, a good commercial. There’s an effective approach employed here.

It uses a simple and bold six-word line of copy —“AT&T covers 97% of all Americans” — with dramatic visuals of a giant blanket that seems to be engulfing the planet (or at least the whole U.S.) Short, simple copy is the best approach whenever possible. As a general rule, less is more. (Unless the product is so complex that it needs a substantial amount of explanation.)

I think this will be effective. It’s not so cluttered that the viewer will walk away saying “Cool commercial. Now, what was it advertising again?”

A potential concern is that the statistic seems just a little vague, or a bit “spun.” Some people may falsely assume this means that 97% of Americans use AT&T plans. But, if AT&T’s legal department isn’t worried about using the stat, it must be safe.