Right Brain, Left Brain Blog

17 December 2014

McDonald’s wakes up early for the late ones…!

We couldn’t help but chuckle when we spotted the latest visuals from a new McDonald’s campaign – it’s just like looking in a mirror first thing in the morning!

McDonald’s France wants you to know that it’s also available in the morning, to establish its reputation at breakfast and to strengthen the bond between the brand and its consumers – and it has done so in a very humorous way.

The campaign, which includes a TVC and three visuals, hopes to position McDonald’s as an accomplice and ally of French people for whom waking up is difficult.

TBWA\Paris collaborated with Thomas Mailaender and Photographers to stage the various comical situations and we have to say, they certainly brought a smile to our faces… The slipper in the toaster certainly takes the biscuit for me! See below and let us know your favourite.

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16 December 2014

What's in a (brand) name?

That which we call a rose by any other name would smell as sweet…

We’ve all got our favourite brands – those built on trust, reliability, quality or whatever else it might be. Of course, if we were to put ourselves to the test to see how many brand logos we can instantly recognise, that would easy. But if I was to ask where the brand name came from, I bet a lot of us would be stumped.

Well not anymore. Thanks to 7Brands, the infographic below takes a look at some of the most well-known brands from around the world and offers a little bit of insight into the name origins and meanings. Would you believe me if I told you Häagen-Dazs is completely made up? Read on to find out.

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15 December 2014

Why John Oliver’s digital strategy is winning the internet

Venn

“It’s a great time to be doing political satire when the world is on a knife edge” – John Oliver.

Chances are, you’ve seen a clip of Last Week Tonight pop up in your Facebook news feed. HBO’s new weekly late-nighter, hosted by British comedian and Daily Show alum John Oliver already has an average audience of four million, equal to HBO’s other weekly talk show Real Time With Bill Maher and fast gaining ground on primetime darlingGirls.

The volume of easy inbound traffic and social referrals generated by Oliver’s YouTube clips has been a gold mine for click-starved Web publishers.

“Each week, the Content industry observes a sacred ritual: Together, but not quite in sync, dozens of websites embed and then post the longest segment from John Oliver’s HBO show, Last Week Tonight,” dryly wrote The Awl, in a post which included a handy chart detailing the top ten publishers who milk Last Week Tonight clips for social engagement. “That John Oliver’s weekly video(s) will go viral is, at this time, a given. Whether or not the posts that embed those videos will go viral is another matter altogether.”

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12 December 2014

Twitter’s “Golden Tweet” goes to… (& other 2014 highlights)

… Well you have probably already guessed it, but yes Ellen DeGeneres’ infamous Oscar Selfie was the most Retweeted Tweet of 2014, taking the crown of the “Golden Tweet”, according to Twitter’s 2014 #YearonTwitter round-up.

Twitter

But Ellen wasn’t the only one to take a selfie this year, it turns out that the term ‘selfie’ has been mentioned more than 92 million times on Twitter since January 1 (a 500% increase over 2013 – that’s a lot of faces!)

More than 500 million tweets are shared each day around the world, and Twitter is closing the year with a look back at some of the best global moments to take place on the social network in 2014.

In other news, it turns out that the World Cup also took a crown this year as the most tweeted about event ever with a whopping 672 million tweets about this year’s competition in Brazil. Perhaps unsurprisingly, the climax came during the final when 618,725 tweets were sent per minute – the largest peak measured this year – as Germany took home the championship.

Check out all the biggest Twitter trends and highlights of 2014 here at 2014.Twitter.com.

09 December 2014

Attack of the Bots [infographic]

We’ve all heard the word ‘bots’ floating around in the digital advertising space but do we really know what they are and how it affects not just advertisers, but publishers too.

Advertisers invest serious time and money to create original, engaging and innovative ads. But not all of those ads reach their audiences. Unfortunately, as much as 36% of online traffic isn't driven by humans - it's driven by bots. So what are bots, and how does fraudulent traffic actually work?

Off the back of a new whitepaper looking at Traffic Fraud in Video Advertising, online video platform BrightRoll has produced an infographic, Attack of the Bots, showing how bot-driven traffic affects advertisers and publishers. Check it out below:

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08 December 2014

Making sense of the selfie generation (and why it's a good thing)

Say venn

"We crashed and broke Twitter. We have made history." - Ellen Degeneres, March 2014

Millennials are called the “selfie-generation.” It might seem like a dis, but smart publishers know that it’s actually a good thing. It means millennials are self-aware, selective and smart. When we take a selfie, it becomes part of our personal brand online—the brand image that defines who we are, what we like and what we stand for. While members of previous generations would rather floss than see themselves in a video, we post selfies to Instagram and Vine constantly. We’re not afraid to put ourselves out there—and you shouldn’t be either. If you look a bit closer at the selfie generation, and take some cues from our quirkiness and self-deprecating wit, you might just let a few of us off the hook. 

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05 December 2014

Countdown to Christmas: Cream’s top 10 ads

The festive season is now well and truly in full swing – and we’re not just excited for our Christmas dinner, endless glasses of mulled wine and gifts galore, we’ve been pretty buzzed by some of the Christmas ad offerings from some of the biggest brands around the globe.

We thought it was time to reflect on some of the best Christmas ads of the year. Using a combination of stats from Unruly Media’s Viral Video Chart* – and our own personal preference – here’s our round up of the top 10 Christmas ads of 2014.

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02 December 2014

Brands aren’t entertainers – they’re better than that

Advertising has always tried to copy entertainment. It appears in the same places, plays by the same general rules, and since we’re living in a golden age for the arts, the creative premium for advertising has never been higher. The subtlety of the best now often escapes easy description, playing with tone, feel, pacing and irony in ways out of reach for the majority of work. Ideas that sounded great on paper, when filtered through the inevitable compromise and committee, can easily be rendered gauche and bland.

It wasn’t always this way. Back in the day when the bulk of our entertainment came from four grainy channels and dog-eared Dick Francis novels, we were pretty easy to impress. This made marketing quite a bit easier, since we were all capable of producing something that could command forgiving attention spans. 

But now we’re spoiled. Our exposure to intricate and plentiful expanses of content has chiselled our palates to a level of discernment that feels distaste at even the tiniest misstep or incongruence. 

Applying this discernment to advertising (and why wouldn’t we, it invites the comparison), has produced the highest absolute quality of work we’ve ever seen, but simultaneously the lowest ever relative quality in comparison to the public’s standards and tastes.

How can brands survive this situation?

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About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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