Superbowl Sunday Artistic & Ad Review [Anne-alysis]

To preface this "Anne-alysis" with some street cred- I was once a marketing girl by study and by profession, as well as a professional musician and music educator (among many other things.) Through these experiences, I've come to despise manipulation in ads when it's done in a way that makes people feel inferior or inadequate in order to boost sales, however I equally enjoy cleverly done humor and artistically or emotionally inspiring ads. Even though everyone looks forward to the Super Bowl Commercials - I haven't been all too impressed in the past with the advertiser attempts to appeal to the lowest common denominator- as if all SuperBowl watchers are mindless meat-heads. Because of past experiences, I've always preferred the Oscar commercials more because they are designed to appeal to a more creative mind- those of filmmakers, producers, directors, and appreciators of the visual arts.

However, this year the Super Bowl ads stepped it up a BIG notch. Maybe it was a reduced budget for the luxury brands that made it important for them to create a commercial which could be sold at both the Super Bowl AND at the Oscars- but there were quite a few very artistic commercials in the mix that were complete surprises in between the meat-head spots. I welcome this smarter use of resources and I'll test my theory by seeing if some of the same ads get replayed at the Oscars. After watching the entire series of national spots, I have two stand out favorites and I'll tell you why:

DORITOS:


WIN #1: Highlighting a unique product experience
The Doritos cheese dust is a unique experience to Doritos and any mention of it will make the ad memorable- both reminding previous consumers what their prior experience is like and informing new consumers of what they can expect from their experience with the product.

WIN #2: Making a negative experience a desirable one
If you've ever had even one Doritos chip, you probably remember that it's no so convenient to do anything else with your fingers after holding onto a chip, unless you have a regular supply of napkins nearby. Most people have associated this dust as a messy and unnecessary feature of a Doritos chip, so to create an ad that takes this often "inconvenient" trait of the product and makes it something desirable, is clever and brilliant, and exactly what marketing SHOULD do.

WIN #3: Socially unexpected and shocking behavior
In order for an ad to be effective, it must be memorable, directly connected to the uniqueness of the product, and create added desire for the product. Since we've already covered the uniqueness and desire part - that leaves only a memorable hook. With ads for erectile dysfunction permeating even our dentist waiting lobby, it's hard to shock Americans anymore... except when you enter the business office realm where we're all supposed to uphold a certain level of professionalism. Enter: unexpected and shocking behavior for the win. What makes it super awesome is that we don't know if the guy is gay or straight and it doesn't even matter- only that he LOVES Doritos dust and will break the unspoken laws of social grace to get it. Bravo. Seriously, truly, brilliant.

CHRYSLER:


WIN #1: The American Dream
As Americans, we love promoting our American brands and we have pride in helping those who are struggling- this ad taps into feelings of inspiring Americans to achieve and reclaim the same greatness and luxury we once had. Being born in Detroit, and having most of my family still in the area, I know what a bad rap the city has on a national level, yet how amazing it is if you actually take the time to discover all of the luxury hidden and preserved within the historic buildings- most of which stemmed directly from the auto industry turning the United States into one of the most innovative and powerful countries in the world during the 1900s. That's no small feat and no small history for a city full of profound luxury built by the sweat of blue collar workers.

WIN #2: Motor City Born
Chrysler is a Detroit born brand, and has been a Detroit (area) based and made product for its entire life. When I lived in Rochester Hills (a northern suburb), I would regularly see test cars painted in matte black with tape on the headlights and grill to cover up which model Chrysler was testing on the public streets at any given time. Considering the movement and souring of the American auto industry, it's refreshing to see a product taking that negative vibe and turning it into a point of pride. This sells a reason to support Chrysler products for the money they will keep in the American economy, in a time when so much of what we own is produced elsewhere.

WIN #3: Unexpected Combinations
The first two take care of unique and desire, but we still need something to make it memorable and stand out against many of the other car ads played during the Super Bowl. By juxtaposing the negative visions of Detroit against the luxurious locations, artisan craftsmanship, and fine arts that Detroit has to offer, they present a vision that American cars aren't just for the working class- they're actually for luxury owners as well. That, combined with the recognition of a well-known Detroit native millionaire who basically rose up from the ashes of old and broken Detroit neighborhoods to a life of luxury and power, makes this a memorable and inspiring commercial that instills desire for the American brand. Total win.

Now - the music...
While I'm not excited by seeing people smash their heads into each other, I do appreciate that this huge publicly watched American spectacle supports the arts in some small way. From the camera crew on the field, to the painters of the field, to the fashion designers of the uniforms, and the sound production team needed to support a combination of field and newscaster noise in a balanced and audibly pleasing way. Let's not forget the musicians, dancers, designers, and choreographers for the entertainment aspects of the pre-game and half-time show as well. Now that I've shown my appreciation for how they support the arts and all of the artistic effort that goes into it, let's move on.

So, Christina Aguilera missed some lyrics in the National Anthem. This is obviously not the first time she's done the National Anthem at a public sports event, so it was just a mistake. Having sung the National Anthem myself in front of a HUGE crowd of people, I can tell you that this is not an easy thing. It is a song designed to be done WITHOUT accompaniment and the vocal range required to pull it off successfully is quite difficult and a bit of a mind-game when you're in the middle of singing it - determining whether you've got the guts to go for some high notes or improvisation opportunities. Because of that, I totally understand how she could have fudged up the lyrics. She still has a great voice and at least she didn't slaughter the music itself. The sad part is, I'm sure most Americans wouldn't have even noticed the missed lyrics if it weren't for social media.



Dear American public - can we please stop insisting that studio musicians perform live without a recorded vocal track? I actually enjoy the Black Eyed Peas as entertainers and how creative their music production team has been with renewing old pop and rock tunes through various sound recording and mixing techniques, but this live performance suffered greatly from the fact that the sound was being mixed and produced live as it was happening. In all likelihood, they didn't have enough rehearsal time to work out the kinks of being in that space and setting everything up on the spot to create a professional performance in like 15 minutes or less. If it's OK for Glee- a TV show which could be recorded with choreography and multiple rehearsals- to allow lip-sycing over their own recorded tracks - why isn't it OK for the performers with limited time at the Super Bowl? These aren't improvised performances or true concerts - these are very planned, crafted, and highly choreographed events designed to fill a very specific time slot that is being broadcast to millions of people at once. Seriously, I'm over the need for a live performance - unless it's a musician who is actually a live musician at heart with a sound that doesn't need to be overproduced just to sound good. Thanks, but no thanks. There were a lot of great and amazing things about that halftime show- but all I'll remember is how bad the sound was, and that's unfortunate.

What do you think? Did anything stand out for you? Feel free to disagree with me - it makes life more interesting. ;-)

20 For 20% More in 2011 - Are you ready?

Over the last year I've been doing quite a bit of individual consulting for other photographers and I've really enjoyed the process. However, I believe there's a better way to do this. A way that's more affordable and provides a support network that doesn't have to always involve me and the premium for my time. As much as I love helping other photographers, I really love working on my own business and being behind the camera just a little bit more... no offense. ;-) So, I'm launching a new program to help make this consulting thing more streamlined, effective, collaborative, and supportive. However, I also know my limits in the time that I can offer, which is why I have to limit this to 20 people. What does it cost, you say? A $20 donation to ThirstRelief.org. Crazy expensive, right? Actually, the expensive part is in the time that we'll be putting in to help each other out- and that's not to be taken lightly. You will be expected to help others, and if you don't, you will be booted out of the program. It's not personal, it's tough love. So- if I haven't scared you away, and you're interested in collaborating on earning 20% more in revenue this year, fill out the form below and let's see where it goes! PS. This is not just for photographers - anyone who owns a small business can apply!! Maybe you know of someone who could benefit from this? Feel free to share the love!

(Note: the form below is hosted on wufoo and your responses will NOT appear on this blog without your permission! The info is all on the down-low, I just wanted to make it easy to fill out right here.)

Greater Lowell Empty Bowls Fundraiser

When I come across an event that supports a mission I believe in and care deeply about, my first thought is always, "How can I help?" I have hands and a heart like everyone else, but this gift of photography seems to be a unique talent that I can offer to help tell a story through imagery, so I volunteer it whenever I really believe it will help make a difference.


In the case of Greater Lowell Empty Bowls, I knew that because this was the first year, it would need to be thoroughly documented in order to provide a sense of the overall experience for people who've never been. Being able to see what the event is like in advance can help people feel comfortable knowing what to expect, which reduces the anxiety of going to a new event where you may not know anyone.


The "empty bowls" were donated by many different people- some were handmade by artists, some were bowls that had never been used from someone's home, some were cute, some were funky, some were simple, and some were crazy. The most unique bowls were definitely the first to be selected and taken home.



I think my favorite part was looking at the bowls people had selected for themselves and wondering what it might have meant to them. ;-)






Once the bowls were selected, people camped out at tables throughout the room and enjoyed unlimited cups of gourmet soups donated by local businesses and organizations specializing in culinary arts. Most people stayed for nearly two hours, meeting other people at a shared table, or just sharing some quality time with family.












Additional funds were raised through a "Chinese Auction" where raffle tickets were sold and buyers could place raffle tickets in bags for items that they wanted. Raffle winners were selected for each item by pulling a ticket from the bag. In the past, I've donated a gift certificate for my services for this kind of auction, but I still have yet to hear from anyone who "won" me, so I decided that my services are best donated by actually documenting the event itself. However, for things like Spinners game tickets, or a jewelry piece, it seems to be a great way to "win" something wonderful.



In the end, all of the money and efforts were going to a great cause - Living Waters Lowell and the Hunger/Homeless Commission of Lowell.




The entire event was made possible because ONE person named Patti, thought it would be a great fundraiser to help strengthen and educate the community about the needs of others within our community. Her effort, combined with the support of a few friends and businesses, made the entire event possible. It's amazing what we can do if we simply decide that we can, and we put in the effort to make it happen. Thank you to everyone who put in the effort and time to help strengthen our community by giving back to those in need.




In the future I hope to spend more time documenting how these funds are used and to tell the stories of those who are helped by efforts like these.

(Technical notes, because these images are being hosted on facebook, some image quality and brightness may be reduced from the original images. To see more from the event, simply click on an image.)