Sunday, 5 August 2012

3 big brands, 3 Olympic adverts - Vol. III - Omega

I´m going to share during three weeks a very interesting review of 3 big brands that are rolling out their Olympic adverts: Adidas, British Airways and Omega.

You can find this review an other interesting material about advertising at "AD Breakdown", the BBC´s magazine's review of advertising.


THE ADVERT: Omega, Start Me Up

THE BRIEF: Remind the world of Omega's status as the official Olympic timekeeper.

THE SCHTICK: A remix of the Rolling Stones' Start Me Up chimes out as various Olympic athletes prepare to, er, start competing.

THE BREAKDOWN: It's easy for Omega. When you're in charge of timekeeping, you're linked with the drama of the raceAnd, of course, with the sense of anticipation and drama as the competitors get ready to begin.

For all its gloss and high production values, the watchmakers' ad is carefully paced.

The soundtrack is provided by the Rolling Stones - a British band is an obvious choice, particularly with Start Me Up in their back catalogue.

But the track, remixed by producer Don Was, starts and stops - allowing moments of silence, save for an Omega watch ticking, as a series of stars anticipate their big moment.

The camera lingers on the athletes - American pole vaulter Jenn Suhr, Chinese diver Qiu Bo, US sprinter Tyson Gay, South African swimmer Chad Le Clos, US swimmer Natalie Coughlin, and, of course, British heptathlete Jessica Ennis - as they focus on launching themselves into their chosen event.

It's all very artfully shot, with copious use of slow motion photography. Limbs are stretched, brows are furrowed in concentration.

A roar from the crowd is, very briefly, heard, and then quickly blocked out.

The competitors are in position. And then an Omega official - of course - signals the start of the event.

Finally, we hear Mick Jagger singing the song's refrain. A close-up of an Omega watch face reminds us, had we forgotten, who the advert is for.

Of the three, it is this advert which conforms most fully to what we expect from a big-budget commercial.

And yet the lingering tension means it requires the most investment in terms of concentration. Perhaps Omega wants to make the point that its customers are patient and not too easily distracted.

THE VERDICT: Allyson Stewart-Allen, director of International Marketing Partners, says: "The strategy is about anticipation. It's about the excitement of preparing to start a big event. It does convey that tension through the visuals and the soundtrack. It makes sense that the music is British because the company is Swiss. The only risk is that Start Me Up has been used before in ads by Microsoft and others, but I don't think watching this people will think about computer software. It's stylish, in a different way to Adidas - Omega watches start at £1,000. It's a prestige, luxury brand. They're right to make it feel expensive."

Read the riginal piece of news here

Sunday, 29 July 2012

3 big brands, 3 Olympic adverts - Vol. II -British Airways

I´m going to share during three weeks a very interesting review of 3 big brands that are rolling out their Olympic adverts: Adidas, British Airways and Omega.

You can find this review an other interesting material about advertising at "AD Breakdown", the BBC´s magazine's review of advertising.

British Airways

THE ADVERT: British Airways, Don't Fly

THE BRIEF: BA takes Britons out of the UK, right? So show what the airline is doing to support its athletes at home.

THE SCHTICK: A BA jet taxis through the streets of London. Counter-intuitively, the airline is instructing its customers not to fly abroad but to stay at home and cheer their team.

THE BREAKDOWN: The UK's flag carrier is famed for its grand, big-budget, award-winning adverts.

Remember its famous commercial in which thousands of extras in the Utah desert formed a winking face? Or its 1983 sci-fi-style advert in which the entire island of Manhattan appeared to fly over the streets of suburban Britain?

BA's latest effort is no less grandiose in scale. But its tone is far more playful, self-mocking even.

Its premise stems from the conundrum that, in advertising to a British audience, the airline is usually encouraging them to leave the country.And yet as an Olympic sponsor, it feels obliged to urge them to stay.

The result is more than a little tongue-in-cheek.

A BA jet collects a load of passengers at Heathrow. But instead of taking off, it taxis down the M4 to central London.

The plane trundles past a series of landmarks - Trafalgar Square, the Houses of Parliament, the Shard - before stopping to let its customers disembark at the Olympic park in Stratford.

Some viewers may find it a little too knowing. Others will focus instead on the rather impressive CGI imagery.

There's more for social media users. BA also commissioned an interactive version which allows browsers to type in their postcodes and see their own street, rendered via Google Maps, through the window of the aircraft as it makes its way to east London.

One rather incongruous choice, however, is the use of The Clash's London Calling as the soundtrack.

Some may question whether a song about nuclear catastrophe and urban unrest is the best way to celebrate the capital, but presumably BA are banking on most listeners only paying attention to the title.

THE VERDICT: Paul Domenet, co-founder of ad agency Johnny Fearless and former creative director at Saatchi & Saatchi, says: "I like that there's something slightly disingenuous about the whole thing, having the nerve to say 'Don't fly with us in the first place'. Self-effacement always goes down well with the British. BA have been responsible for some of the best ads that have ever been produced. What I liked is that it's a return to that scale. It's beautifully crafted. The personalisation is a bit of genius. It adds an extra dimension. It elevates it above a TV ad. This is really how social media should be done - you shouldn't intrude on people's conversations, you should be the subject of their conversations."

Read the riginal piece of news here

Sunday, 22 July 2012

3 big brands, 3 Olympic adverts - Vol. I - Adidas

The Olympics are ready to begin. We can see almost all the adverts during the last weeks are related to the Games. I´m going to share during three weeks a very interesting review of 3 big brands that are rolling out their Olympic adverts: Adidas, British Airways and Omega.

You can find this review an other interesting material about advertising at "AD Breakdown", the BBC´s magazine's review of advertising.


THE ADVERT: Adidas, Take The Stage

THE BRIEF: Make viewers truly empathise with their Olympics heroes by showing the pain, disappointment and gruelling hard work that goes into preparing for a medal.

THE SCHTICK: Footage of Team GB's stars preparing to compete, intercut with gritty shots of young urban types on the streets of Britain. A rousing voiceover urges all of them to take the knocks necessary to reach the podium.

THE BREAKDOWN: So you thought being an Olympic athlete was fun and glamorous, did you? Beer and skittles and glory? You were wrong.

As stars Phillips Idowu, Jessica Ennis, Tom Daley and Louis Smith gear themselves up, a narrator sombrely reminds them of the pitfalls that stand between them and glory.

"Take the knocks, the blows, the heartbreaking disappointment," a narrator orders, in terms reminiscent of the film Trainspotting's opening scene.
He continues: "Take the backlash, the criticism, and be written off by people who think you're just a kid."

It's not exactly Whitney Houston's sentimental Olympic anthem One Moment In Time, the usual template for footage of sporting endeavour.

But the result is oddly uplifting.

The viewer is invited to share in the misery and physical discomfort a top-level athlete must endure.

Implicitly, the consumer then shares in the emotional journey to any eventual triumph.

It's a smart move, especially in the age of reality television and instant celebrity, to emphasise hard work and sacrifice over medals and glory. The campaign is complemented by a series of online interviews with each of the featured athletes about the highs and lows they have encountered en route to Stratford.

"Take the risk of losing your pride," continues the narrator, over shots of Daley on the diving board and then of an inner-city estate. It's a very British sentiment - the possibility of failure is something it's hard to imagine in an advert aimed at American audiences, for instance.

And in an understated way, the clip is subtly patriotic - a flash of a Union flag painted on the fingernail of a girl in a hooded top intercut with hopeful-looking youthful faces.

The shots of urban UK lends the advert a further note of authenticity, in contrast to the slick, big-budget commercials that populate airtime during the Olympics.

THE VERDICT: Patrick Burgoyne, editor, Creative Review: "They've gone for quite a youthful approach and that's all about who their target audience is. Their take on Britishness, with the east London setting, is quite interesting and very forward-looking. With big sporting events, there's a tendency to go very bombastic. But this is quite restrained. It's all about the athletes themselves. When you see the print adverts from this campaign, what you notice is their simplicity and cleanliness and I think they've got it right."

Read the riginal piece of news here

Sunday, 15 July 2012

Holidays at home are great

In a summer when most Londoners would love to escape the city and its transport delays and traffic jams (yes, that's what the Olympics mean for London workers) and go on holidays as far as possible, the UK government has made ​​an interesting advertising campaign to promote tourism in the country, inviting British citizens to travel around the British territory, forgetting about visas, passports, currency and problems.

Obviously, this campaign is not directed exclusively to the citizens of London, but to all citizens of the country who summer after summer crowd the Spanish coasts (for example) hungry for sun and sand.

Why not offer these holidaymakers the option to enjoy a holiday at home? To achieve this, the campaign had to show a clear benefit, an incentive to supply the lack of sun and sand: a 20.12% discount on hotels and leisure activities.

The campaign has been a huge success, with an excellent commercial (with a simple but superb slogan) which is based on credible and reliable character references for the  British citizens who act as prescribers (a strategy widely used in the British advertising campaigns).

In addition to the spot, the campaign has been based on a web page where users can find all necessary information on how and where they can enjoy that 20.12% discount and a very good communication through social networks.

Monday, 4 June 2012

The power of TV advertising

Cool commercials from Thinkbox, the marketing body for commercial TV in the UK.

Every home needs a Harvey

Harvey now has a friend... Harvey & Rabbit

Discover the power of TV advertising: how TV advertising works and why

In their website ( they have 10 interesting reasons why television advertising is so brilliant at creating success for brands and businesses both in the short-term and the long-term.

  1. TV is the best profit generator
  2. TV has unbeatable scale and reach
  3. We're watching more TV than ever before
  4. TV is the most talked about medium both on and offline
  5. All TV ads are response ads
  6. TV is the new point of sale medium
  7. TV is the dominant youth medium
  8. TV is THE emotional medium and emotional campaigns are more effective
  9. TV is the catalyst for other media
  10. TV builds brand fame

I disagree with some of these reasons, but I can´t stop watchin Harvey commercials. It is so cute and clever!! I want one Harvey for myself! ;)

Wednesday, 23 May 2012

The content marketing matrix

I've always known content is really important on a website but know, workings as a SEO copywriter I know it is the king of a website and the king of the  Internet too.

If you want to optimize a website for the search engines, you really need to start creating beautiful and engaging content on a regular basis.

What options do you have? What kind of content is the best for your website? and for your audience and marketing goals? With this chart, you'll know it in a easy and visual way.

Sunday, 13 May 2012

Bear, Beard or Beer?

This week I´ve seen in a lot of advertising Facebook pages an awesome graphic campaign created for the advertising agency Dim & Canziam in Sao Paulo for the English school FF.

Under the name "Make your English clear. Conversational classes" this piece of art, with an icredible art direction, it´s able to show the difficulty for non-English speakers to pronounce correctly really similar words.




  • Creative Directors- Michele Dim D'Ippolito, Guilherme Facci
  • Art Directors- Thiago Martinhão, Michele Dim D'Ippolito
  • Copywriters- Paulo Marcussi, Michele Dim D'Ippolito
  • Illustrator- Sattu

Tuesday, 24 April 2012

How To Get More Traffic To Your New Website (I)

When you create a new website it's not  at all easy to start getting traffic to it. You have to work hard and do everything at your disposal. It can really be a pain in the ass because you need traffic to get a better position in search engine results and in order to get that position you need to have traffic...

There are two key factors to start getting traffic: having good content and having links from relevant websites.

1. Content is the king

You need to have really good content onyour website. Why? Because Google loves content. The reason is pretty obvious: Google wants to be a solution for people. People go to the most important search engine because they need to find some information, maybe an address, maybe a recipe for cooking salmon or maybe an English school in London. If those people come to Google and they can´t find what they´re looking for, they will leave the search engine... and, of course, Google doesn´t want that, so the main goal of the Internet giant is to be able to give people the answers they need.

If Google, through it algorithm can see that you have interesting, unique and relevant content in your website, it will show your site in its results and you will start getting traffic and improving your position in these results.

2. Links, links and more links

From an SEO perspective, the more links you get from relevant websites the better. When Google checks your website, if it finds that important blogs or websites are linking to you, the search engine will think you are doing good work and your website is useful and it´s well regarded by relevant sites. This way, Google will improve your position in its search´s results.

How can you get links from other sites? There are many different steps you can take to attract more links. A few years ago it was easy to buy links from other websites in order to improve your position quickly but nowadays Google is able to find theses “black hat” actions and can penalise the websites involved in this kind of activities. But you can do “white hat” actions for getting links from other websites, like blog commenting, guest blog posting or article marketing.

Do you want to know how you can do these activities on your own? I will tell you in the next post ;-)

Monday, 19 March 2012

"The Whole Picture" - The Guardian´s awesome campaign

Everybody is talking about the new advertising campaign of the famous British newspaper The Guardian.

Terrific Commercial

The three little pigs commercial is awesome and I really love it. I think it´s original and creative. The commercial is able to leave you speechless in front of your television.

If you haven´t seen it yet, here you go:

"The whole picture" in your pocket

Today when I was coming back home from work, there was a few guys from The Guardin at Clapham Junction station. They were giving Oyster card holders with a small brochure inside, with some discount vouchers for buying the newspaper.

Anyway, its a pleasure to find advertising campaigns as complete as this one than it´s being undertaken by The Guardian. 

If it wasn´t because I have a really cute Oyter holder, I´m sure I would use the newspaper one... and I would be delighted! ;)

Sunday, 11 March 2012

What is the Google Panda Update? (Infographic)

Today I want to share with all of you a really interesting infographic about the important Google Panda Update.

If you have a website or a blog... keep reading!

Sunday, 19 February 2012

Android Apps For SEO Addicts

Nowadays there are more and more people that own a blog or a website, either for business or for personal reasons (simply as a hobby). All these people know very well the great importance of SEO for their blogs/websites in order to have their sites well positioned at the top of search engines results and increase their visits.

Here is when appears the strange figure of the SEO addict, the individual that spends a lot of time optimizing the contents of his website for SEO; the individual that comments in a lot of different blogs and pages to get links to his site; the individual which browser´s home page of is Google Analytics.

So huge is this addiction that there are a range of mobile applications for these addicts. In this way you can see the statistics of your website, manage your AdWords campaigns or your AdSense incomes from your Smartphone... in every single moment.

You can find below some of these SEO apps for Android devices all availabe in the Android Market.


Your website Google Analytics Stats everywhere.
mAnalytics is a program to view your website Google Analytics stats on your android device.
  • Secure login using android account manager (without password).
  • Multiple account and profile support.
  • Stats charts.
  • Simple and intuitive use.
  • Query statistics from various date ranges (today, yesterday, last week, last month or custom range).
  • Daily statistics for visits, visitors, traffic sources and content.
  • Easily view your position on the most popular search engines using the keywords in the stats (long click and select search engine).
  • And much more...

AdSense Dashboard

A secure, read-only dashboard view of the performance of your AdSense account.
Provides a heads-up overview over critical AdSense performance metrics, including CPM, CTR, page views, clicks, and estimated revenue, in easily-digestible form. Includes a desktop widget showing today's vital statistics.

Uses Google's AdSense Management API to provide a secure, read-only view of your data.

Google Shortcuts

Google Shortcuts is an application that includes a large number of Google services (45 exactly).
With it, you can access quickly and easily to your sites / services preferred by Google.
The list of shortcuts can be changed as needed, sorting, displaying or hiding the shortcuts.

Services supported:
G. Plus, Gmail, Android Market, Android Market Console (for developers), Google Music, Picasa, Maps, Youtube, Earth, Books, Docs, Reader, Translate, Blogger, Analytics, Admob, Contacts, Cloud Print, Checkout / Wallet, Calendar, Adsense, Adwords, AppEngine, Google Apps,, Finance, Orkut, Shopper, Talk, Remote TV, Offers, Catalogs, News, Currents, Goggles, etc ...

WebRank SEO

A free SEO tool for competitive website analysis. Analyse website in one click.

WebRank SEO gives you Website Ranks(Google Pagerank, Alexa Rank and Compete Rank), pages indexed and backlinks in various search engines(Google, Bing and Yahoo). A Search Engine Optimization(SEO) Tool for competitive website analysis.

SEO Serp Tracker

Is your website in the top of search engine? Get this app and find out!
This is SERP (search engine results page) tracker app, which allows you to check your website rank in search engine.
  • No advertisements
  • Local SERP'S (UK, DE, PL, FR, IT, RU etc.
  • Unlimited keywords (free version 7)
  • Unlimited websites (free version 3)
  • Optimized performance
  • On tap extra information show ranking anchor
  • On tap extra information go to ranking URL


SEO/SEM app for Google PR, inbound & backlinks, Twitter/Facebook shares & more!
Great Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Social Media Marketing app that provides information and data about domain rankings, Google PR (pagerank), backlinks, inbound links, Alexa rank, and social share information from Twitter, Facebook, and Delicious.
  • Google PageRank (PR)
  • Google backlinks
  • Bing backlinks
  • Alexa rank
  • Alexa links In (inbound links)
  • Twitter tweet URL mentions
  • Number of Facebook shares
  • Number of Facebook likes
  • Facebook comment URL mentions
  • Number of Delicious bookmarks

Wednesday, 8 February 2012

10 great logos with hidden messages

The logo is the most important part of the corporate identity. If you have a look a the following ones, all logos with hidden messages, you can see how you can say more with your logo than you had imagined.

Heart Beats


The Installers

Lion Bird

Martini House

Treacy Shoes



White Rabbit

Wiesinger Music

Saturday, 21 January 2012

Regrets before sin

This is the moment of the year when we are all doing our best and trying a 100% to acomplish our New Year’s resolutions. Therefore, this is the moment of the year when the beauty, cosmetic and health brands are having their time.

You can see adverts of dietetic products and offers to join gyms in the tv, in the radio, in the internet… even a lot of storefronts have been changed, having now mannequins that are wearing fitness clothes.

For God sake, even the fast food chain Subway is sponsoring the tv program The Biggest Loser. I have to say that I consider this is a very dangerous strategy because, despite advertise a new lighter and healthier sandwich´s line, it continues to be fast food, so people can think the guys of The Biggest Loser are going to lose loads of pounds eating those sandwiches or people can think those guys are in this program fighting against obesity because of food like Subway…

Well, when I thought after the Subway´s sponsorship I would not see anything stronger, one day a colleague came to office with a muffin that had been delivered in the store in this bag:

I couldn’t believe it. I'm not saying that it wasn´t well thought out by LA fitness, because I think it´s an excellent idea and a very original use of the media, from an advertising point of view, but please, it is too much… You just not have to regret if you have sin and you have eaten a sweet, but now you have to do it even before eating it… unbelievable.

Wednesday, 4 January 2012

Google Chrome advertisign: failures and successes

Blogging Campaign

It is, without doubt, the technology and advertising news of the day: Google has punished itself after the irregularities in the blogging campaign of its browser Chrome, in which bloggers posted low-quality content related to the browser in an effort to promote a video about how Chrome helped a small business in Vermont.

"We've investigated and are taking manual action to demote and lower the site's PageRank for a period of at least 60 days... While Google did not authorise this campaign, and we can find no remaining violations of our webmaster guidelines, we believe Google should be held to a higher standard, so we have taken stricter action than we would against a typical site." Google has said, according to SearchEngineLand.

This news is definitely a bomb and there are many doubts about whether Google was really aware or not of the actions being undertaken in this campaign.

Emotional adverts

Although he failed in its browser online campaign, it is worth noting the success that is reaping the Google Chrome TV campaign.

Their ads clearly based on emotions, are an excellent example of how a high-tech company can make ads with great insights and appealing to feelings.

This ad is my favourite one: "Dear Hollie"