A month ago, I wrote a note on advertising parodies made by brands with examples like the British optician Specsavers had parodied spots Axis and Barclays.
Now is the turn of Nissan, in an advertisement for its Qashqai, which parodies a famous spot for Sony Bravia TV from 2006.
The spot starts the same way as that of Sony, with colored balls that go down a sloping road on a song that closely resembles that used by Sony, at least initially, since the spot Nissan races and the balls are actually bowling balls break everything in their path, except of course for a Nissan Qashqai to illustrate the slogan "urbanproof mastered" (Test of the city).
The wink is really nice and possibly legitimate, for Nissan in previous ads for the Qashqai , uses colors like Sony. For cons, I am surprised this practice for a brand like Nissan. In fact, a parody advertisement is a good way to become known for a brand awareness with little low budget but when the brand is communication budgets important, it must innovate.
Also, I discovered via a comment on the blog Publigeekaire that the spot from Sony has already been parodied by the brand of fruit juice Tango and it is strongly inspired Nissan, details of bike hit for me is obvious.
LEGO Universe: Advertainment or diversification? The
Last Wednesday, France 3 aired an animated short, "Lego Atlantis" starring the new range of Lego products on the theme of sunken city. This short film participates in the communication campaign of the new boxes especially as the short film was included in the youth program on France 3, Ludo and therefore affects the target.
The fact that a brand of toys to communicate via animation programs is not new. In the '80s, the animated series "Masters of the Universe" or "Jayce and the conquerors of Light" were commissioned by Mattel for the sole purpose of advancing their characters or figurines vehicles, the protagonists of these series. And where Mattel has decided to suspend the sale of figurines "Jayce and the conquerors of Light" series stopped abruptly without knowing the end, proof of the promotional nature of the series. More recently, the animated series "Pokemon" has gone further. Game originally was able to find these Pokemon cartoon cards, toys, cartoons, figurines, etc ... All these series
therefore have a promotional aspect, then we can talk about Advertainment. But when these contents are paying (Pokemon cards, ...) have as much or even more notoriety than the original product, can we still speak of brand content? The boundary is blurred between Advertainment and derivatives because even if these "products" exist by themselves, they nevertheless participate in the promotion of the original product.
If LEGO is very interesting because over the years, those little yellow guy came out more of their boxes to conquer all aspects of entertainment.
Legoland amusement parks were built to allow fans to play in this universe and contemplate reproductions monuments and villages in LEGO bricks. There are 4 in the world, of course Denmark (near the seat), England (near London), Germany (Bavaria) and USA (San Diego, Calif.).
Then, since 2000, has invested the LEGO video game industry, with games featuring the scene including new product lines LEGO licensed as LEGO Star Wars, Indiana Jones or Batman, for example . LEGO also offers mini-games on its website and lately even a MMORPG (or meuporg as they say now), LEGO Universe.
Regarding the animation, short film has been created to promote the range of Atlantis, but Lego has also produced a feature film recently available on DVD under the name of the adventures of Clutch Powers including the voice of Paul Michael Glaser (Starsky).
Finally, LEGO produces board games based on characters and bricks.
I think that all this diversification can not really be considered as the advertainment, apart from the last short film Atlantis. The objective of promotion is exceeded and the content are sufficient to themselves. But despite this "diversification", LEGO will remain in people's minds as a manufacturer of bricks and that is why we can possibly speak of "Advertainment perfect" for these paid content.
From time immemorial, man is in perpetual search of new advertising media undeveloped. The man himself has become an advertising medium, be it unconsciously by the visible signs of our clothes but also by advertising tattoos Some dare to wear, as well as temporary permanent.
And recently I discovered a new concept namely " Flogos " to "flying logos". So these are composed of foam flying logos and helium, allowing them to fly away and be visible in the sky. The sky becomes an ad. Okay there are already planes on the beaches in summer, towing advertising banners, but here the potential for generalization is more important. That's what scares me. The Flogos are intended by their ecological composition, but what does it visual pollution? Do we want a sky invades advertisements?
I think we will meet such logos in special events, cultural or festive, but I do not believe and do not expect a generalization for advertising done by brands cause of visual impairment caused in any case once the effect of the concept buzz has subsided.
