Beverage: Coke vs “The Road”, RangTang vs Urban Dictionary

    an interesting addition to the Coke Happiness advertising collection. During the filming of the Viggo Mortensen movie The Road (opened quietly last year in the U.S. and then big in the UK), we are told the actors and crew took a a break during filming to create this Coke Happiness commercial. It’s entirely believable too. After all, Coke is just bottled chemicals. There’s no reason it wouldn’t taste “good” even after years inside an old, decrepit vending machine.

    RangTang Vodka Tainted by Slang Definition
    So a new orange- and tangerine-flavored extension from Proximo’s Three Olives brand — which already offers a “citrus” and an “orange” — faced a tough task in trying to find a name that could differentiate it in an overcrowded market. They came up with “RangTang,” described as “a delicious blend of imported English vodka and the bold taste of outrageously juicy oranges and tangerines.” And that sounds tasty enough, if you can get past the “English vodka” bit. The problem for Proximo — which also markets 1800 Tequila — is that RangTang has another, less appealing definition, according to Urban Dictionary (see second, original definition). One so awful, we can’t even think about typing it on this site.

      Viggo Mortensen Will Take David Cronenberg’s ‘Talking Cure’ (
      Day 42 Drink: Three Olives Rangtang Vodka (

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      Nerds: Star Wars Fans, Star Trek Hands

      A new crowdsourced initiative invites fans to remake Star Wars. People can sign up on Star Wars: Uncut to recreate up to three of the 1,313 fifteen-second clips that make up the epic space film. They then have 30 days to film and upload their segment before the slot is offered to someone else. The 337 contributions submitted so far range from live action and animation to stop motion and cardboard shadow-puppetry. Submissions can be viewed on Star Wars: Uncut, side-by-side with the original. Eventually, the site’s administrator—Casey Pugh, a Vimeo staff member—will stitch all of the pieces together, letting the project reach its ultimate goal of recreating the the entire movie.
      Now you can share in the genius of extra terrestrial logic for yourself with this fine Live Long & Prosper Foam Hand. Simply insert hand and start waving.
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      New Consumer Journey, Heineken Mixtapes, Live Ads, Brands v British Films

      Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer.
      Picture 1
      This summer, every 6-pack of Heineken comes with a USB stick designed to look like an old school music cassette. These USBs give access to three free song downloads, and five different music styles are reflected in the USB designs
      Says the show’s writer and star: “In this new world we live in, it’s not enough just to be funny or talented, but you also have to understand the business side of it,” he said. “I’m all for Comedy Central making tons of money off of advertisers doing our show. I want to make it as easy for them as I can. But if it ever seems weird on our show, that we’re holding product X in our right arm and it takes you out of the show, that makes it not good.”
      Maybe it’s because marketers, just like the rest of us, are looking for an escape these days, that Augmented Reality (or AR) has exploded onto the marketing scene in recent weeks. In the simplest terms, AR combines real time images with virtual ones, to create entirely new 3D computer-generated graphics, often with parts that the consumer can control.

      UK Film Council looks to brands to help fund British films
      Although box-office takings reached a record £850m last year, British filmmakers are struggling to secure funding from broadcasters and traditional City backers. The Council is seeking to establish a third-party venture to facilitate relationships between brand owners and filmmakers. Any such tie-ups would be likely to give some creative control to the brands concerned, as well as ownership rights. John Woodward, chief executive of the UK Film Council, said a sponsoring brand would be able to speak directly to filmmakers about projects that fit with its values.

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      Facebook: The Movie

      • Aaron Sorkin, who co-created The West Wing and films like Charlie Wilson’s War, has agreed to produce a screenplay about the birth of Facebook. To facilitate the project — and hopefully draw feedback from the site’s vocal userbase — Sorkin’s researcher Ian Reichbach started a Facebook group called Aaron Sorkin & the Facebook Movie. In the group’s description, Sorkin writes:”I’ve just agreed to write a movie for Sony and producer Scott Rudin about how Facebook was invented. I figured a good first step in my preparation would be finding out what Facebook is, so I’ve started this page.” Sorkin’s kids. meantime, are mortified…
      • facebook movie

      Goodbye To The Normals

      I sense I am somewhat late in the game, but the viral/ trailer for Goodbye To the Normals is excellent. 411,000 views on YouTube so far, and I received it on my Facebook wall (via google video) this morning.

      A spot of light googling tells me that “Goodbye to the Normals” is a British short film, approximately 4 mins long, which follows a fictional story about a small boy running away from home. The film was originally broadcast in the UK by Channel 4. It is currently touring the film festival circuit, either on its own or as part of the British Council Festival Submission Scheme.

      “Goodbye to the Normals” was commissioned by Robbie Williams and his management company, The In Good Company Ltd, as one of several short films commissioned to accompany the release of his latest album “Rudebox”.

      I guess the fact that I came across this so late means I am part of the Long Tail?

      Dove is making a Movie?

      Despite the furore surrounding Dove’s recent Onslaught piece, overall I have been an admirer of the Dove campaign and the Self Esteem Fund. (And not just the Cannes winning Evolution Film). What could so easily have been nothing more than a :30 interruption was laddered up to becoming a movement and – whatever we think of it – part of pop culture.


      Now Dove is also apparently taking the concept to the big screen, and is heavy investor in Diane English’s directorial debut The Women starring Meg Ryan, Jada Pinkett Smith, Eva Mendes and Debra Messing.

      Dove are also shooting a full length documentary chronicling the making of the film, with Diane English directing (and apparently blogging). At this stage the distribution channel for the documentary isn’t clear.

      Post Scriptum: We also learned that Gatorade are getting in on the act and are part-funded the movie Gracie … “With low-budget movies you have to have different ways to create marketing efficiencies and leverage your ability to fund them,” said producer Andrew Shue. He said the seed money from Gatorade enabled him to raise an additional $7 million from a hedge fund. “This is absolutely something in the future for these kinds of movies that are smaller budget and under the studio threshold.”

      Links for 2007-10-16 : FaceBook Mktg, The Halo Effect, Lightning Power