SEAN TINER

Traditionally, commercials highlight the rational or emotional benefits associated with a product, company or brand. Ideally, the benefits are clearly articulated in 15 to 30 seconds to encourage consumers to purchase the promoted product or to increase loyalty in a brand. If a commercial is longer then 30 seconds, then a viewer will normally start to lose attention. Recently, Samsung posted "Samsung Extreme Sheep LED Art," a two-minute video that creatively highlights the durability of the company's LED with the bucolic pastime of shepherding. Although the video is ten times longer then a traditional 15 second commercial, the commercial's unique combination of highlighting rational and emotional benefits engages a viewer and has virally generated over 3 million views for the film in less then a week. When you create your next commercial or advertising campaign, consider creatively highlighting both rational and emotional benefits to push the imagination and give the ...

Similar to artist Shepard Fairey posting Andre the Giant posters in public places, artists in Berlin are now posting stickers over luxury advertisements. The stickers expose the different Photoshop filters used by graphic designers to make the images visually stunning. The idea of exposing the aesthetic enhancements is similar to the concept leveraged in Dove's "Evolution" commercial, which launched two years ago (see movie below) . As more marketing efforts, including underground and corporate campaigns, continue to deconstruct the creation of advertisements, will this concept continue to be an innovative strategy in the future? Thanks to Wally for sharing the link to the Photoshop ads.

Enjoy a creative holiday commercial from AKQA. "Twas the night before Christmas, when all through the house not a creature was stirring, not even a mouse. Stockings were hung by the chimney with care, as the microwaves' thrum was filling the air." -AKQA