Branding

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Cazadores – He Liked It

July 23, 2007 in Branding, Commercials, Funny | Permalink


Conceptualized by davidandgoliath for Cazadores Tequila, this new spot shows us what the label might have looked like if things went differently on that fateful night in the desert. Mary Ellen Duggan produced this piece, Happy directed it (for Smuggler) and features Max Malkin as the Director of Photography. Cosmo Street is credited as the editorial company along with Beacon Street for the music.

To be honest I thought this was a pretty average ad… compelling setup leading to a cute conveyance of brand images that “just wouldn’t have worked,” but its the ending tag-line that got me. “Cazadores – The One With The Deer On It.” It’s the most blatant form of brand recognition, not only showing the consumer the bottle at the end shot, but also telling them what to look for – the deer! Simple… yet effective, especially in today’s alcohol market where there are 50+ brands of tequila to choose from at the store. With so many choices, most people are uneducated in their decisions, so this serves as a way to distinguish the brand from the 49 other bottles which don’t say “Jose Cuervo” on the label.
…At least thats my opinion…

Goodbye Sprint Nextel, Hello again Sprint!

June 27, 2007 in Branding | 1 comment


Starting this Sunday, Sprint Nextel will be dropping the Nextel part of its name in an effort to reverse the increasing number of fleeing customers since the Nextel/Sprint merger. According to a Washington Post article, Nextel will also be dropped from the NASCAR sponsorship so starting next year the Nextel Cup will be renamed the NASCAR Sprint Cup. These changes are all supposed to fall in line with Sprint’s new slogan, “Sprint Ahead.” Goodby, Silverstein & Partners is the agency of record and have stated that the campaign will focus on the “strength of the Sprint network.” Hmm, that sounds pretty similar to what Verizon has been doing for the last 2 years not even to mention the timing of this campaign launch is on the eve of iPhone mania….I’m interested to see what GS&P has up their sleeves.

Smirnoff – Signature

May 2, 2007 in Animation, Branding, Commercials, Eye Candy | 2 comments

Here’s the latest work for Smirnoff vodka, done by Paranoid US and JWT(New York). Ty Montague is the CCO with Edouard Salier directing this spot.
Interesting to see the history of this vodka brand, I knew it was a Russian vodka but didn’t know there was a far better story behind the family.

So everyone knows Smirnoff starts out as a Russian vodka, produced by a family which shares its name, but it starts to get interesting when the government imposes a state run monopoly on vodka production in 1894, followed by the nationalization of the company in 1917(thank you Communism). Shortly after that, Vladimir Smirnoff, grandson to the original vodka producer, was declared a bourgeois “enemy of the people.” Escaping only with his life, Vladimir joins the anti-Bolshevik White Army only to be captured while trying to evacuate refugees to Southern Russia. Condemned to the firing squad, Vladamir is toyed with by the local prison commissioner when he is repeatedly told that the following day would be he last for five days in a row. However, on the sixth day, the prison is over-run by White Army soldiers and Vladimir, once again, escapes with his life still intact. Continuing to France, Vladamir then begins to work on his grandfathers Vodka recipe thus bringing Smirnoff back into production and the rest is history.

Bear McReary composed the soundtrack to this piece with 750 MPH as the credited sound studio. Def 2 Shoot was responsible for all the visual effects.

I think this spot does a great job of portraying the importance of Smirnoff’s history, with the visual effects adding to each chapter in the brand’s life….interesting stuff. What do you guys think?

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