Fallon Planning

I'm probably pretty late to the game, but just saw one of these commercials (on late night TV of all times) and felt like posting about it. The Scrubbing Bubbles Automatic Shower Cleaner is quite possibly the coolest innovation in bathtub cleaning I can recall seeing (not that I pay much attention to the category...but still). What has been nagging at me though, is the fact that in their advertising (specifically the target that seems to be depicted in the spots), they position the product toward a familiar audience because it may have seemed to make the most sense or was the safest route at the time (and perhaps it does/is in some way). Check one of the spots here:



I think this is an example of a HUGE missed opportunity in reframing who your target market is. Personally, I think this product is made with- and could have been marketed with- young guys in mind (or, to steal a term from Seth, Gen GuYs). As a member of this group myself- twenty something, still getting used to this idea of being a "professional" and that having clothes strewn about the apartment and dirty bathrooms are no longer socially acceptable as they were in college- a product that allows us to achieve a reasonable level of clean, while requiring the bare minimum of effort, is a god send. Having a clean bathtub and yet not having to spend a minute with a sponge, or can of cleaning solution? Sign me up.

Yet the ads depict the type of out of touch, 1950s style, women who are oh so happy that cleaning is a part of their day that is so typical of commercials in the cleaning product category (always makes me think of the Swiffer campaign...another missed opportunity to go after young guys who would never "dust", but find no issue with grabbing a swiffer cloth and wiping down the TV).

I'd be curious to understand better what the client/agency thought process was. I really think there are plenty of guys that would go for this easy fix cleaning solution, but the company isn't trying to get to them (to my knowledge), maybe out of fear of alienating what they see as their base. Anyone else have thoughts on this (even if it is just to call me a bum for not commenting on these spots sooner)?

Outlaw Consulting recently published the results of a Gen Y trendsetter study. 21-27 year olds were asked which brands they trusted most, and here's the outcome.

1. Apple
2. Trader Joe's
3. Jet Blue
4. In-N-Out Burger
5. Ben & Jerry's
6. Whole Foods
7. Adidas
8. American Apparel
9. Target
10. H & M clothing stores
11. Levi's
12. Volkswagen
13. Converse
14. Vitamin Water
15. Red Stripe Jamaican beer

Sometimes I feel like all we do is harp, harp harp on how brands need to be authentic, and this is good evidence to make me believe we're not wasting our time. These brands are alike in that they are FRANK. They speak like Gen Y speaks, they live where they live, and they are fast on the move to stay fresh. And it works. People are buying it.

Culture? Or Advertising?
Either way, it's fresh.

Kanye West, Nas, Rakim and KRS-One perform a new, Rick Rubin-produced original song (remixed by Premier), dedicated to the 25th year anniversary of Nike's Air Force 1. And openly commissioned by Nike.

If you don't know, the Air Force 1 sneaker has become a staple of fashion in the Hip-Hop community and has been the topic of several songs (most unpaid), including Nelly's No. 1 hit, "Air Force One's." The sneaker was created in 1982 and has remained one of Nike's top selling shoes for over two decades.

Git dat audio here:
DJ Premier Remix asx
Rick Rubin Original