Category — Cult Branding

“M.J. was introduced as the greatest player ever and he’s still standing there trying to settle scores,” one Hall of Famer said privately

In the lead-up to and in the wake of Michael Jordan’s big Hall of Fame induction weekend and the (disturbingly petty) speech he gave during it, Nike has been pushing these “Leroy Smith” viral videos. Question is, Who is Leroy Smith?
Check it, Savvyites:
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The newest of Intel’s “Sponsors of Tomorrow” ad campaign, “Intel Star”, captures the concept of geek chic well. USB co-inventor Ajay Bhatt hits the cafeteria and is welcomed as the rock star that he is. This ad should hit Intel’s target audience directly in their giant brains.

Rock that cafe with your bad self, Ajay, rock it.

Check out the first in the “Sponsors of Tomorrow” campaign:
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I have somewhat of an obsession with colors and their names or designations. Whenever I can get my hands on color guides or paint sample booklets, I snatch them up. For instance, I have boxes full of those Pantone Guide strips; and having worked in the automotive industry, I have literally piles of automotive production color books with samples of all the exterior colors from various cars. I have samples from nearly every year of nearly every major make and model of car. There is something about the classification of color; I’m fascinated with the taxonomic designations and, more importantly, the aesthetic of all the sample colors lined up in neat rectangles with numbers beneath them.

Anyway… Mimosa. Mimosa is the color of the year, according to the “global authority on color”, Pantone. Read on about 2009′s color:
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Doesn’t Savvy look delicious?

Just when I thought I couldn’t hate PETA any more, they go and do something like this. The cult of PETA has decided that fish need better PR, so they’ve replaced the term “fish” with “Sea Kittens”. Yes, Sea Kittens. This is for real, check out their website, and a quote from it:

People don’t seem to like fish. They’re slithery and slimy, and they have eyes on either side of their pointy little heads — which is weird, to say the least. Plus, the small ones nibble at your feet when you’re swimming, and the big ones — well, the big ones will bite your face off if Jaws is anything to go by.

Of course, if you look at it another way, what all this really means is that fish need to fire their PR guy — stat.

Normally, when silly cults with illogical beliefs do bizarre things, it’s funny, and this is no exception, but there is more to PETA than just jackass publicity stunts. The thing about PETA is that they get a good deal of support from regular, generally solid-minded folks; at least, as solid-minded as regular folks can be. Unfortunately, not too many of those regular people really understand what the group is all about. PETA wants total animal liberation, they’ve said it many times. That means no pets, no guide dogs for the blind, no zoos, no fisheries, no beekeeping, no earthworm farms, no animals kept by humans, anywhere; and all those animals would be set free.

On top of that, PETA gives money to the Animal Liberation Front, which is a terrorist group who firebombs buildings and assaults people in the name of total animal liberation. And the money going to these groups is coming from the regular suburban folks who think they’re just helping baby seals. This Sea Kitten business is funny, but PETA’s other business isn’t. Read on to see some videos about how PETA really operates:
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Burger King is all about the viral kookiness these days, and their latest advertising enterprise is actually pure genius. They’ve created the “Whopper Sacrifice,” Facebook application, which will give you a coupon for a free Whopper if you delete 10 people from your Facebook friends list.

Burger King got me interested with their Whopper Virgins ads, and initially I loved this campaign because of how it seemingly makes fun of all the Facebook obsessed freaks out there. The website says: “Now is the time to put your fair-weather Web friendships to the test. Install Whopper Sacrifice on your Facebook profile, and we’ll reward you with a free flame-broiled Whopper when you sacrifice ten of your friends.” And the app actually makes each “sacrifice” show up in your activity feed for everyone to see. It says something like “Vito sacrificed Jimmy James for a free Whopper.”

But I thought about it, and wondered what BK could possibly gain from this. And then it came to me:
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“I think Che had perseverance and morality. Being the underdog and fighting against injustice and standing up for the forgotten moved him so hard. Kind of like Jesus, in a way…”
“I think anyone who buys a T-shirt of Che has gotta be cool. If I see someone with a Che T-shirt, I think, ‘He’s got good taste.’”
-Benicio Del Toro

“To send men to the firing squad, judicial proof is unnecessary. These procedures are an archaic bourgeois detail … This is a revolution. And a revolutionary must become a cold killing machine motivated by pure hate.”
“If the nuclear missiles had remained (in Cuba), we would have fired them against the heart of the US, including New York City. The victory of socialism is well worth millions of atomic victims.”
-Che “Kind of like Jesus…” Guevara

The irony is thick, as it always is. His face is on suburban t-shirts all around the country, and Hollywood is making a hero out of Che Guevara, aka the butcher of La Cabaña, the man who killed journalists, businessmen and merchants, presided over mass executions, prison labor camps, and caused economic ruin to millions.
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Italian fashion line Sasch SHS Teen Clothes has what may be my favorite new-ish ad in it’s “Goodbye Innocence” campaign. They show Safari Girl and Safari Boy in some far off hunting expedition, coming of age, with the various carcasses of their childhood sensibilities set about as trophies.

Not only is this one of the most aesthetically perfect ads I’ve seen in a long time, it’s powerful as well. Not that many teenagers would really be affected by the message, but it’s there nonetheless. This print campaign was actually listed in the finalists for the outdoor category at the London International Awards 2008, with Safari Girl winning a Gold statue in the print category, rightfully so. It’s just so beautiful and perfectly executed. The style and the colors and the look and feel, everything works. I only wish I were in the market for teen clothes.

Check out the the full sized versions of both Safari Girl and Safari Boy:
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San Francisco-based Joseph Enterprises, the company behind the Chia Pet, will be spending almost $9 million dollars on advertising this year alone. Yet from the months of January to September of this year, they’ve only spent $5,000 dollars. This is because almost all of the advertising happens during the holiday season, and likewise, 90% of Chia sales occur during the holidays. They’re like the Jesus of the kitschy seed planter pottery world – big in December, ignored the rest of the year.

They were first introduced in 1981 and have continued to cling to the public consciousness despite being branded as just a fad product. Joseph Enterprises does a good job of keeping the public interested with new forms each year. For example, this year they have characters from the films “Madagascar” and “Kung Fu Panda” on top of their regular line of kittens and hippos and elephants.

Check out the timeline of all the different types of Chia pet:
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According to the Jones’ Big Ass Truck Rental & Storage Facility website, Toby Jones is an aspiring rapper turned “street pharmaceutical sales rep” turned warehouse owner. His current warehouse supposedly cost him 1 dollar, and he’ll store whatever needs storing. Anything from Firebirds to elephants. The thing is, it’s not for real.

I called the number a few times, and nobody ever answered. It has an away message saying it’s Jones’ Big Ass Truck Rental & Storage, but it’s a cell phone, and the mailbox was full. Plus the website directs viewers to this website, belonging to a sketch comedy group called Big Dog Eat Child. So it looks like Jones’ Bis Ass Truck Rental & Storage is a clever viral marketing campaign for a comedy troupe. Well done guys. Unfortunately for them, the Jones Storage commercial is the funniest video on the site. See for yourself:
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Mythic Entertainment has come up with an interesting way to make one of it’s games more appealing: monuments to the top players. Bragging rights are a major part of these online games. Players spend countless hours building up their characters, going on epic adventures, trying to defeat bizarre creatures, they deserve some rewards. That’s the whole reason most people play these games, they want to feel like real heroes. And with the market of MMORPGs (Massively Multiplayer Online Role-Playing Games) getting so thick, each game is trying to out-do the other in terms of giving the player the best sense of accomplishment and heroism. So coming sometime this month, Mythic will release the Warhammer Online: Age of Reckoning’s patch version 1.1, which will be add a feature that creates statues of top-ranked players in the major cities.

Only the best of the best will be getting their names on these statues, the top ten players in each realm. And Mythic has hinted that they may be releasing even more rewards for its best players. They’re pulling out all the stops trying to woo World of Warcraft players over to the Warhammer world.
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