Journal

Church Enlists Beelzebub for Branding Campaign

Dec 4 | Posted by Dave Fletcher | Add a Comment

“Old Scratch” recently sold his likeness and bottomless soul to the Catholic Archdioses of Brooklyn. Starring in a new campaign for a New York religious cable service: The Prayer Channel – and devilishly re-branded into a hipster acronym: NET (New Evangelism Television) – the “Horned One” appears to be home-bent on luring average TV viewers into watching New Evangelism Television by using an age-old psychological trick typically used to fool children into drinking medicine or finishing their yucky plate of brussel sprouts…Make subject do the opposite of what they would normally do by presenting a conflicting argument to do it in the first place.

However, by creating a groovy skateboard-friendly icon of “Natas“ (his real name has been cleverly disguised at his request…), and using a doofus poseur in a red costume with horns, I wonder who the campaign is targeting… Christians, the last time I checked, really, REALLY hate the red guy with the pitchfork – so why the agency that masterminded the campaign (LA-based Cesario Migliozzi) would use the likeness of the fiendish Baphomet on t-shirts, buttons and other merchandise to get people to actually watch Christian television programming is odd, to say the least. To a designer, this horned fella looks damned cool and not off-putting in the least – and to the kiddies, this icon is more appealing than Joe Camel squatting in a vat of gummy bears and drizzled with candy juice.

Considering that the majority of television today involves either reality shows with mindless plots, or general pointlessness already, I don’t know if the ads are going to convert many non-religious folks to New Evangelism Television that weren’t freaked out by the appearance of anything deftly armed with head horns, fangs or a pointed tail already.

In fact, something tells me that “Say-Ten” Himself (his real name once again cleverly disguised at his request), may have pulled the ol’ switcheroo on the Catholic Church, by knowingly testing this campaign on us foolish mortals ahead of his real plot to unveil the Anti-Christ in the form of a really cool snowboard graphic. The only thing effectively and deliberately lame about the entire campaign is a knockoff on Burger King’s often imitated Subservient Chicken campaign – featuring a impatient, benevolently horned and mustachioed Lord of Darkness appearing to answer questions typed by his minions. After feverishly typing “Who’s your daddy?” repeatedly, all the hellfire I could squeeze out of this Crimson Putz were mindless, unrelated responses about “not going” to an unrelated Web site, and something about “His Evilness” knowing my IP address…

In the end, it seems that the only thing obvious about the campaign is that it firmly confirms my suspicion that the end of world will not come from a leaping fiend from Hades, but instead will likely be perpetrated by the ad agencies in and around The City of Angels…

Dave Fletcher is a Founder and Creative Director at theMechanism, a multi-disciplinary design agency with offices in New York, London and Durban, South Africa. While Dave likes to poke fun at Los Angeles, he’s been there a couple times and has only run into Satan twice …

It’s No Joke(r) – Batman’s Movie Graphics Mirror “The Crow”

Jul 9 | Posted by Sharon | 5 comments

While strolling through Noho the other day, I was stopped in my tracks by the recent Batman: The Dark Knight movie poster. The image of Heath Ledger as The Joker, with his shoulders hunched, dark coat and white face paint immediately called to mind one of my favorite movie characters — The Crow.

The similarities in the graphics and toys from the two movies are striking.

Besides the obvious visual examples, there are notable common elements regarding the characters and actors. Although the characters are on opposite ends of the “good vs. evil” spectrum, they were both profoundly affected by losing someone they loved, resulting in the need to transform their appearances and seek revenge. The most startling similarity, of course, is the shocking deaths of both movies’ stars. Neither Brandon Lee nor Heath Ledger lived to see their films released. Both died tragically at age 28.

So what do you think? Did Batman’s marketing department intentionally mirror the graphics with the goal of subliminally tapping into the cult phenomenon of Brandon Lee’s Crow? Or is it just an eerie coincidence?

Sharon Terry is a marketing and public relations consultant at theMechanism, a multimedia firm with offices in New York, London and Durban, South Africa. She’s partial to Batman even though she married a joker.

Sue me, I win

May 23 | Posted by Dave Fletcher | Add a Comment

According to this report from News of the World, Ann Summers (Google it…) has released a “naughty thing” for the iPod, called an iGasm. The interesting point here is that Apple isn’t denouncing the device itself. They are threatening to sue over the ads. By the looks of the press, traffic (and most likely warm, hard cash) that Ann Summers is reaping from the immediate backlash, this iPod-toting Neanderthal wonders what type of message this sends to young designers for seeking originality in your final branding solutions.

Surely (if this becomes a successful product, which you know it will…), the debate goes on for stressing the power of originality in our fine profession vs. the incessant lust for controversy to create profitability in new product launches.

Sue me, I win? Perhaps.

Sense of Style

Apr 18 | Posted by Sharon | 1 Comment

A little over a month ago, I started a new full-time copywriting position for a prestigious industry association (for those of you who don’t know me, I do marketing/PR consulting for themechanism – which means proofing, editing and the occasional lap dance).

In my new full-time position, I also proof copy…lots of copy. Lots and lots of copy. Even though I’ve been a copywriter for over 10 years, have lots of proofing experience and have an array of style books – AP Style, Elements of Style, In Style Magazine – I never realized just how hardcore proofing could be.

You see, the place where I now work follows AP Style in addition to their own very specific in-house style. It’s very black and white – an interesting transition for someone coming from a place that’s a bit more of a shade of gray. There is a struggle between writing according to the rules and writing for maximum marketing impact. I’ve straddled the line for years, using and bending the rules the way that I see fit.

Today, I’m slowly finding that balance again – I’ve stepped up my copywriting game and have learned how to obey the AP Style rules without losing my writing style. It’s my own version of themechanism’s belief in “clean coding” but instead of creating websites, I’m creating press releases, brochures and web copy. It’s about adhering to higher standards and who can’t benefit from that?