What a great quote about acceptance.
Beauty is about being comfortable in your own skin. It’s about knowing and accepting who you are. — Ellen DeGeneres
Even the design of the ad — the muted olive background, soft white text, scholarly serif font — promotes a feeling of oneness with the world.
So what is this ad for? At first glance, I thought:
- Healthcare company which values wellness
- Organic skincare brand
- Non-profit organization or public service announcement
Nope — none of the above. This is an ad for the San Francisco Municipal Transportation Agency (SFMTA).
This is an ad about buses.
The Ellen DeGeneres quote is interesting, but it has little to do with the product, service, or organization that it stems from. It’s a missed opportunity to reinforce the SFMTA’s purpose or values in the minds of consumers (city residents) who use the service.
One theory for why the SFMTA created the ad is because it didn’t sell the remnant advertising inventory for bus placements. So they decided to put a positive message on the bus real estate.
However, a more relevant message could have been equally positive. Think a message about clean air, the environment, San Francisco community, etc.
I haven’t seen any other ads that indicate that this is a campaign, but if you find examples, please send them my way. I’m curious as to what the other quotes might look like.
Photo credit: Muni metro light rail, SF Examiner
This is a photo of the Apple store window in Union Square, San Francisco. I was on my way to Uniqlo, weaving through crowds of tourists, when the iPod Touch tagline caught my eye:
Engineered for maximum funness.
I’m no fan boy, so the Apple marketing that I’m exposed to is from daily life and normal browsing on the web. In other words, I don’t seek out their products or collateral, but I’ve always thought of the brand as having a clean, simple, timeless aesthetic. So I was surprised to see a kitschy word like “funness,” especially in a tagline that gets prime visibility.
Apple used a similar tagline in fall 2008 for a slimmer version of the iPod Touch, and called it “the funnest iPod ever.”
This current iPod Touch tagline builds on the theme and was introduced in fall 2012.
In terms of naming products, Apple deserves credit for their genius strategy to own words with an “i” in front of them — iPad, iPod, iPhone, etc — basically terms that are instantly identifiable as being from Apple. They also named their ear buds “EarPods,” which is clever.
With the tagline here, do you think “funness” works or are they trying too hard?
Super excited that my article about Lululemon’s marketing strategy was published in Fast Company. Feel free to check it out: Why Lululemon’s “CEO Wanted” Ad Is Bad for the Brand.
People ask me why I stopped writing.
I'm always caught off guard when I hear this. Why? Because I feel like I'm writing all the time.
And I am — just not on my own blog.
During the week, I write for Flite’s blog, and focus on digital marketing, digital advertising, content marketing. Beyond that, I’m usually working on other pieces of content, like this press release for a recent funding announcement, or a case study, or an eBook.
By the end of the week, I’m pretty spent in terms of writing.
So how is Flite’s blog different from the material here?
My personal blog is mainly about the marketing that surrounds us on a daily basis. The stuff we interact with while walking to work, browsing the mall, pouring cereal in the morning, flipping through a magazine.
There is a ton of messaging that consumers are presented with, and it’s worth taking a closer look to understand how marketers position ideas, persuade, and what we can learn — or watch out for. (Hey, I’ll be the first to admit that sometimes marketers push the boundaries.)
On the other hand, for Flite’s blog, I focus on macro-trends in digital marketing and online advertising.
The tone is also more editorial and journalistic. I can’t be as snarky because I’m representing Flite’s brand, not my own. So I maintain a brand voice that is conversational, relevant, and authoritative.
Having to write for a corporate blog has been great training for crafting catchy and descriptive headlines to entice clicks, using SEO key words, and including well-researched links.
It’s a bit different but I wanted to share some recent articles with you. Here they are below.