Online Advertising

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New Campaign for Patagonia involves Selling Used Gear on Ebay

Famous for their durable and dependable hardware and outdoor gear, California based brand Patagonia has just started a new campaign along with Ebay and the Common Threads Initiative encouraging customers to sell their used gear on ebay so those who normally couldn’t afford the somewhat high-priced items can benefit from their no longer needed clothing. This falls in line with the entire corporate mentality that the brand has had since day one (go read “Let my people surf” – written by the founder of Patagonia and you’ll understand), not to mention is a testament to the durability of their products. Anyhow, after 9/11 I thought we all deserved to hear of a marketing campaign thats actually positive.

To learn more or to donate/sell your items on ebay visit http://www.patagonia.com/us/ebay/used-gear and take the Common Threads Pledge to reduce, repair, reuse, recycle and reinagine in an effort to help cut down the average amount of trash an Average U.S. citizen throws away each year (68 pounds of clothing!!!). Then they’ll help you list it correctly on their branded ebay page.

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After being silent for 94 years Mr. Peanut, the beloved spokesperson & icon for snack nut brand Planters, is now featured in two stop-motion commercials just in time for the holiday season. Produced by BEING, USA along with Smuggler and Laika/house both spots feature Robert Downey, Jr as the voice of Mr. Peanut.

Here’s the second piece to be released in the campaign – Greeting Cards:

Here’s a making-of video:

You can find out more via the official Mr.Peanut Facebook page.

Credits:

Advertising Agency: BEING, USA
Creative Directors: Kris Wixom, Alisa Sengel Wixom
Copywriters: Jonathan Marshall, Josh DiMarcantonio
Art Director: Eric Stevens
Senior Producer, Media Arts: David Fisher
Production Company: SMUGGLER
Partners / Executive Producers: Patrick Milling Smith, Brian Carmody
Executive Producers: Allison Kunzman, Lisa Rich
Director: Ringan Ledwidge
Producer: Sally Humphries
Production Company: LAIKA/house
Supervising Animation Director: Mark Gustafson
CD/Animation Director: Kirk Kelley
President/EP: Lourri Hammack
Producers: Colin Thacher
Director of Photography: Eric Adkins
Editor: Michael Corrigan
Music: Stimmung
Sound Design: Sound Lounge
Engineer: Phil Loeb
Asst. Engineer: Evan Mangianele

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While on the topic of cell-phone providers, I stumbled across a recent post on adliterate with the above T-Mobile spot making use of improv/flashmob/crowd-participation. Unlike a lot of the flashmob promotions i’ve seen in the past, this one is presented in a way that doesn’t hinder your desire to continue watching the piece past the :30 mark. In fact, everyone i’ve sent this too has mentioned that they watched the whole video (which clocks in around 3:06) and a few even commented on the various reactions the group receives from other travelers.

As was pointed out by adliterate user Ado, this is by no means a new concept. With a simple google search you can quickly find a dozen or so similar improv pieces that resemble the commercial, for example this piece from 2008 by Improv Everywhere.

Regardless, this is definitely a solid performance piece presented in a way that doesn’t feel like an advertisement. It’s because of this that they’re able to make an emotional connection with both the crowd in addition to folks watching online. As of Wed. morning this clip has been viewed over 1.28 million times in the last 5 days. If you didn’t read the title of the video you’d be hard-pressed to guess that this was a promotion for T-Mobile….which ultimately adds to this promotions success in “going viral.”**

**Although I hate that term, this is the best example of a recent campaign legitimately going ‘viral’ in the way that it’s been presented/quickly spread online-Unlike 99% of the content out there described using the very same term.

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