This is a billboard that Starworks cast for Bulgari with Julianne Moore. How cool does it look like with the city as a backdrop?

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(“Heavy on the Mayo Please” — Kraft Placement)

Lady Gaga video has just been released her new video, “Telephone”, directed by Jonas Akerlund, and co-written by Gaga and Jonas. If you read this blog, you know that I like to reference branded content videos to illustrate the art of this new business model. This one, however, makes my stomach feel funny. Zero subtlety here. The brands sorta slap you in the face… back to back… and every time they do, I hear a little “ka-ching” in my mind.

The producers of this video are listed as House of Gaga, Serial Pictures, Streamline Records, R.A.F., and Chimney Pot — I’m sure all of them are laughing their way to the bank. The topic of branded integration is a delicate matter. Of course, this is my opinion only. To some this video is considered a big “win”. It depends what end of the spectrum you come from… subtle? or in your face? You decide.

Here is the bodycount of brands…

(Double-whammy: Diet Pepsi and Chanel)

(Diet Pepsi)

(Virgin Mobile, shot 1)

(Virgin Mobile, shot 2)

(Polaroid, shot 1)

(Polaroid, shot 2)

(Beats by Dr.Dre)

(Plenty of Fish Website… yes, it’s a real website)

(Polaroid, shot 3)

(Wonderbread)

(Gaga Laughing All the Way to the Bank, in her Pussy Wagon)

Is it me, or do you feel molested by too many brands? I will begrudingly admit, the usage of Diet Pepsi cans as hair rollers in a lesbian prison fantasy is kinda humorous.

To view the video for yourself, go to Telephone / Gaga to experience the visual assault.

Happy viewing.

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(1-Snowman. 2-Lisa Rovner)

I just had a tea date at my usual spot (surf coffeeshop called Saturdays) on Crosby St in Soho. The conversation was with artist, filmmaker, and overall creative spirit Lisa Rovner. She was visiting from her hometown of Paris and we waxed poetics on random things like Godard, Wonder Woman, Advertising, and Internet.

In order to understand her mind, visit her website, an experiment in creating fake ads, called Message is the Medium. None of the advertisements are commissioned by the brands, but they should take note, and give her a phonecall if they care to go rogue too.

Go the the Interview Magazine Blog to read a sophisticated interpretation of Message is the Medium.

Oh, and the second thing on this snowy day is Frosty the Snowman… created by the Saturday’s boys themselves.

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This week, we met with someone who works at a brand I consider a classic — Faber-Castell. She had casually mentioned an advertisement they created in 1957 that had won an advertising award at Cannes back in 1957. The commercial was entitled “Ballgame” (2:29) and the objective was to introduce a new writing instrument — the ball point pen.

I find that the modern viral videos today are more abstract and flippant than the average broadcast commercial — so when I see these 1950′s spots, I’m reminded of the spirit of creativity that once was — way before it got formulaic. These ads were also created for broadcast TV which would be unheard of today. They almost seem like short films.

The second spot, “Jousting Knights” (2:24) is another animation but with a plot line. The narrative of this commercial is a battle of the old writing instrument (the pencil) going head to head with the new writing instrument. Faber-Castell’s corporate logo is the jousting knights, so here is an example of integrating corporate identity with some “out of box” thinking.

In their own little way, there is a grandeur to these tiny spots… a certain weight, craftsmanship, and attention to detail. We hope to see a return to this way of thinking in terms of online advertising, where the rules are “looser” and not beholden to cookie cutter approaches. Whenever in doubt, just look back. Our grandfathers did it best.

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If you never saw the huge billboard of Obama in NY’s Times Square, then you’ll never see it again. In the world of casting campaigns, this was a big screw up (or cheap attempt at publicity). The tag line reads: ”A Leader in Style.”

Usually the talent is aware of the deal. In this particular situation, the folks at Weatherproof got a little excited about President Obama sporting their jacket on a trip to China last November. In fact, they got so excited that they lifted the picture (photographed by an Associated Press lensman), and converted it into a fashion campaign.

Previous United States Presidents have traditionally worn overcoats and business attire for “photo-ops” in China. Nixon even rocked a little fur on his coat. Obama, instead, chose the $99 jacket, which seemed gracious enough for a “shout-out” for the reasonably priced apparel line — similar to Michelle Obama’s penchant for J.Crew on TV appearances. It’s our power family living humbly in a tough economy. But Weatherproof felt the need to milk this beyond belief.

Anyway, the White House phoned Weatherproof and deaded the campaign. Embarrassingly enough, the photo was used without White House permission. Freddie Stollmack, president of Weatherproof, is copping a plea saying he got permission from the wire service to use the image. Of course he forgot to call Obama’s people for that OK too.

Conclusion: Weatherproof had to scramble to shoot a new campaign and deliver materials to the Times Square billboard in 2 weeks. Reports claim they actually pitched Sarah Palin who declined the offer. The billboard blew their 2 week deadline and is being forced to bring it down this week.

Just to add to the mockery, AMC bought the neighboring billboard for Breaking Bad (a TV show about a meth addict) with a tagline that reads: “You Got No Proof”. Instead of ”A Leader in Style,” the adjacent billboard reads: ”A Dealer in Style.” Is there no end to this?

Alas, for all those brand owners who get tempted to steal the President’s image again, White House spokesman Ben LaBolt has dropped the gauntlet: He says, “The White House has a longstanding policy disapproving of the use of the president’s name and likeness for commercial purposes.” Try Brad Pitt next time.

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