Picks of the Week: December 11, 2017
Account Executive, Consulting
YouTube posts Rewind video recapping 2017 highlights.
As the year is ticking away, YouTube posted on Wednesday, Dec. 6th its 5th annual official Rewind video. The mashup summarizes 2017’s top videos, memes, trends, events, culture and celebrities. From hit singles to viral apps, this year’s video, titled “The Shape of 2017”, features more than 300 creators, influencers, artists and special guests from over 20 countries. Along with the video, the brand also invited users to take a trivia game to test their knowledge of the year’s most popular videos and included a behind-the- scenes preview.
While there are a few references to some of the controversial aspects that hit the world this year, these were overshadowed by entertaining content that surrounds YouTube’s tagline “Broadcast Yourself”. Although it was a great way to recap the diversity of creativity shared, the video can also be interpreted as slightly superficial and not action oriented towards the new year. Yes, it is a “rewind” video, but ignoring top narratives, events and social movements that impacted the world, as well as the other uses YouTube has as an informative, political, and humanitarian platform devalues the importance of the state of the world. Brands should not only project their trendiest uses but should also leverage their audience to upgrade humanity, stand beside values that lead towards evolution and influence others to make the world a safer place for everyone.
Porsche surprises consumers at a California coffee shop with a ride to remember.
A local coffee shop in California sells a new high-octane beverage titled the "E-Jolt" - it's actually not a beverage at all, it's a ride in the new Porsche Panamera Turbo S E-Hybrid. "Rides took place at the Porsche Experience Center, about two miles from the coffee shop, and the whole scenario was designed to “shake up perceptions of hybrid technology,” Marshall Ross, creative chief at Cramer-Krasselt, the agency behind the stunt "
With high clutter in the automotive category, the Porsche spot stands out due to its strategic focus on emphasizing one selling factor of the car; its horsepower. Rather than highlighting multiple attributes, it communicated the message clearly (that this is a powerful car) with a fun activation that created a memorable impact on those who participated and those who viewed the spot.