Québec’s Fun Tourism Campaign

Last spring, the shop rolled out a clever and inspired Québec tourism campaign that showed a blind man touring the Canadian province—the point being, Québec offers such a rich experience, for all your senses, that seeing it with your eyes is just a small part of the picture.

Now, a year later, lg2 has come up with another delightful tourism idea. The agency created a documentary called “A Room With Many Views,” in which it invited two travelers, Glennis LaRoe and Kip Geddes, to come to Québec for a very special adventure indeed: They were transported around the province in a mobile room (moved by helicopters, boats, trucks and more) and woke up in a different place each morning—from the St. Lawrence River to the historic Château Frontenac to the Foresta Lumina. Continue reading


Why ‘Car Guys’ Are 4 Times More Valuable to Marketers Than Average Consumers

Auto enthusiasts are more valuable than you realize.
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Superfans are a powerful target audience for brands and marketers—almost twice as valuable overall, to be exact. That’s according to “The Power of the Enthusiast,” a new study by The Enthusiast Network (TEN) and GfK, which examines the purchase behavior and influence of “enthusiasts” in the automotive, adventure sports/outdoor and home tech categories.

Enthusiasts are defined, in the study, as consumers who are passionate about a certain category, and are looked to by friends and family as trusted advice givers who offer recommendations via word-of-mouth or social media. They’re consulted for advice on a purchase three times more than the average consumer. Continue reading


Studios Flirt With Offering Movies Early in Home for $30

Six of the seven biggest Hollywood studios are continuing to push to offer movies in the home mere weeks after their theatrical debuts.

However, the companies, particularly Fox and Warner Bros., are showing greater flexibility about timing. Initially, Warner Bros. CEO Kevin Tsujihara had kicked off negotiations with exhibitors by offering to cut them in on a percentage of digital revenues if they agreed to let them debut films on-demand for $50 a rental some 17 days after they opened. Currently, most major movies are only made available to rent some 90 days after their release. Some studios offer films for sale electronically roughly 70 days after their bow in theaters. Continue reading


Casper’s Hotline for Insomniacs without a Sales Pitch

So, how’d you sleep last night? If you said “lousy” (or “I didn’t”), you could be among the 10 percent of Americans with chronic insomnia. Or maybe you were just up too late stressed about something, slumber eluding you once again.

Either way, mattress brand Casper was looking to reach you. In case you missed it, here’s what happened:

At 2 a.m., TNT, TBS and AMC began airing a series of bizarre 15-second spots with “Can’t Sleep?” superimposed over nonsensical footage—a salmon jumping upstream, time-lapse video of plants sprouting—set to what can only be described as 1970s-era elevator music with a hint of porno-film soundtrack. Nine seconds in, a toll-free number appeared at the bottom of the screen. Continue reading


The unusual story behind Dr. Bronner’s suds

Read the label on most soaps and you’ll find a few words about freshness and lather. But pick up a bottle of Dr. Bronner’s and you’ll read this: “Whatever unites us is greater than whatever divides us! … Only if constructive-selfish work, perfecting first me, like every arctic owl-penguin-pilot-cat-swallow-beaver-bee, can I teach the Moral ABC.” Continue reading


50 Years Later, Heinz Approves Don Draper’s ‘Pass the Heinz’ Ads and Is Actually Running Them

It was a compelling idea, even if the client wasn’t convinced at the time.

Fifty years ago, in the fictional world of Mad Men, Don Draper pitched a daring ad campaign to Heinz execs, for the brand’s ketchup, that proposed not showing the product at all. Instead, the ads would show close-ups of foods that go great with ketchup—french fries, a cheeseburger, a slice of steak—but without any ketchup in sight.

Don’s proposed tagline: “Pass the Heinz.”

The campaign’s “Got Milk?”-like strategy of creating a craving for a product through its absence was apparently too far ahead of its time. Don didn’t get the account. (Nor, for that matter, did Peggy Olson, who, pitching for a competing agency, presented a much more product-centric campaign right after Don.)

But now, in 2017, the time for “Pass the Heinz” has come. Continue reading


The Fearless Girl

Pedestrians in lower Manhattan had a new piece of branded art to ponder on Tuesday morning, as McCann New York and client State Street Global Advisors conspired in the middle of the night to drop a statue in Bowling Green Park of a girl facing off against the famous Wall Street Charging Bull.

The stunt, timed to International Women’s Day on Wednesday, is meant to symbolize the power of women in leadership. More specifically, it’s part of a campaign by SSGA to emphasize that companies with women in top positions perform better financially.

The sculpture, titled “The Fearless Girl,” was made by Kristen Visbal and photographed by Federica Valabrega. The guerrilla aspect of the placement is in keeping with the Charging Bull itself, which was installed without permission by artist Arturo Di Modica in 1989. It was meant to be a symbol of the strength and power of the American people following the stock-market crash of 1987. Residents fell in love with it, and the city allowed it to remain.

McCann did get a permit for the girl statue. It will be up for at least a week, says the agency, which is negotiating with the city for it to become part of the art program so she can stay longer. Continue reading

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Tesla opens ‘Project Loveday’ contest for fan-made ads

Tesla has refused to do traditional advertising for its electric vehicles, instead relying on PR and its reputation for innovation. Some fans love the cars so much that they’ve gone ahead and made advertisements for the company, inspiring a letter from “green” fan Bria asking Elon Musk to run a contest looking for the best one. A few days ago the CEO promised he’d do it, and just like that, Project Loveday is on, seeking out 90-second YouTube submissions that relate to “Tesla, SolarCity, our products, or our mission to accelerate the world’s transition to sustainable energy.” Continue reading


What’s in a Legendary Name? The Waldorf Astoria Is About to Find Out as It Transitions to Condos

When New York’s legendary Waldorf Astoria closed its doors earlier this week, it left two things behind: a legend and questions.

First, the legend. In the nearly nine decades since the soaring, Art Deco hotel opened its doors on Park Avenue in 1931, nearly every luminary of the 20th century (and many of the 21st) stayed, danced, ate, performed or lived within its storied limestone walls—Marilyn Monroe, Grace Kelly, Tony Bennett, Sammy Davis Jr., Cole Porter, Frank Sinatra and the Duke and Duchess of Windsor (to name just a few).
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Jim Delligatti Invented the Big Mac and Changed Fast Food Forever

Jim Delligatti was frustrated. It was 1967, and Delligatti had been running a McDonald’s franchise for eight years. His market was Pittsburgh, and his bread-and-butter customers—men trudging to and from the steel mills—brought huge appetites in the door. But all Delligatti had for them was a regular cheeseburger. That’s when he decided to experiment a little. He put two beef patties into a new burger, adding lettuce, pickles and onions, plus a center bun to stabilize the thing. Finally, he added a “special sauce”—Thousand Island dressing, some have chided, though the recipe remains a secret. Delligatti was going to call his creation the “Big Mc,” but that didn’t sound right, so he opted for “Big Mac” instead.
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