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Twist Your Thinking: October 2012

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Twist Your Thinking. Get Better Ideas. Wednesday, October 24, 2012. How do you get to Trust? Drink your clients' Kool-Aid. A survey conducted by a marketing consulting firm tells us that advertisers continue to be frustrated with their agencies. A client of ours asked me today what I think the cause is. It starts with money. But it comes down to one thing: Trust. Why does it start with money? Because of our flailing economy, there’s just less of it to go around. So how does an agency get to Trust? Throw ...

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Sportscentric: A message for Reebok: You suck.

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Wednesday, November 11, 2009. A message for Reebok: You suck. You suck for taking a brand with great potential and doing 17 random campaigns over 15 years. You suck for spending 100’s of millions of dollars on properties like the NFL and barely ever activating them. You suck for being so desperate for attention that you do an ad like this:. 8220;Make your boobs jealous? Make your boobs jealous. Subscribe to: Post Comments (Atom). View my complete profile. Sports Biz with Darren Rovell. The Building JJ Co...

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Sportscentric: December 2009

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Monday, December 28, 2009. When one virtual door closes, another opens. Michael changed his sport. Cassius changed his name. Tiger changed his swing (insert your joke here). Marv Albert changed his clothes. Carlton Fisk just changed his Sox. Renee Richards changed sexes. Sugar Ray changed his mind (a few times). Kenny Lofton changed teams (17 times, an MLB record). And in my experience, change is good. So as of today, SportsCentric is retired. And Twist Your Thinking. Labels: change is good.

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Sportscentric: February 2009

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Wednesday, February 25, 2009. Tiger returns. Golf happy. Golfers sad. You could argue that when Michael Jordan retired (each time he retired), he opened up a world of possibilities for other NBA players. But MJ did have Scottie, and there were even times when he needed the spot up jump shooters like Bobby Hansen and John Paxson to win a game. And now he’s back. After almost a year away from the game rehabbing his injured knee. This ad from Nike captures that feeling perfectly. Sometimes, the assignments ...

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Sportscentric: July 2009

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Saturday, July 25, 2009. Not the best an ad can get. As a marketer, there’s a lot to like about this commercial for Gillette. Their cast is diverse in many ways, from skin color to home country. The music is ambitious. And they seem to have a solid strategy: no matter who you are, from superstar to everyman, you have doubts inside you, and you have confidence inside you; these products will make you look and feel good so the confident side can win. A lot going for this ad. I just wish I could like it.

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Sportscentric: It’s the game with the rackets, nets, and balls

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Thursday, August 27, 2009. It’s the game with the rackets, nets, and balls. That would be tennis. Originally known as lawn tennis back before the turn of the century. The game has changed little since then, other than a tie-breaker here and some electronic review technology there. The rules, the courts, the scorekeeping, all pretty much the same. Sharapova, Federer, Nadal, Williams S, Williams V. Who else you got? Ever hear of Dinara Safina? 1 ranked woman in the world. Don’t blame the sisters Will...

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Sportscentric: May 2009

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Friday, May 29, 2009. When it comes to sports brand icons and their TV commercials, more often than not, I’m impressed by Nike, perplexed by Gatorade, and fascinated by Adidas. While Nike continues to blast down the road of consistently strategic and surprising work, and Gatorade rambles along a twisty turny highway in search of the Holy Grail of millenial connection, Adidas keeps crossing the street and trying different routes. They look and sound different, which is good (voiced by Chali 2na from Juras...

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Sportscentric: March 2009

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Tuesday, March 31, 2009. Imitation is the sincerest form of copying. Last year’s Adidas House Party film turned a lot of heads, including those of us at Sportscentric. We thought it was pretty smart. And very cool. So did lots of lots of hipsters. The folks at Sky One in London did as well. So much so that they almost frame-by-frame (respectfuly) ripped it off. The original:. You can also go to Adidas Originals’ page. That is, until Nike makes “Bart Knows.”. Wednesday, March 25, 2009. In contrast to the ...

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Sportscentric: Nike Scores Again

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Sunday, September 13, 2009. By Sportcentric contributor Benjamin Schuman-Stoler. Note: This post can also be found on. The 2009-2010 international soccer season is well underway, and so is Nike Soccer's newest round of successful ads. It's a good campaign. Start here, with The Pledge:. This ad was released right before the season started, and gave me restless leg syndrome in restless anticipation of the first kickoff. The ad straddles humor and earnestness, as with the very serious interplay between the ...