February 16, 2011 • 2:03 pm • POSTED BY David Burden
As a soccer player who moonlights at a branding agency, I am equal parts giddy and baffled over the “return” of the New York Cosmos, the iconic North American Soccer League club of the 70’s that briefly yet spectacularly caught America’s attention. Cosmos starts rubbed elbows with the likes of Mick and Bianca at Studio 54, and its fans (including yours truly, at the ripe age of 7) filled Giants Stadium. The club has remained quiet since the 70’s, running a small but renowned camp program tucked away from the leering eye of Major League Soccer, its owner fearing (until now) that the league was not yet worthy of the Cosmos brand, like the “one ring” on the J.R.R. Tolkien trilogy. The meteoric rise and fall of the team, its maverick ownership and cast of international stars including Pele, Franz Beckenbauer and Giorgio Chinaglia is wonderfully chronicled in the documentary Once In A Lifetime.
In late 2010, an equally fascinating cast of characters announced their plans to relaunch the club the including former vice-Chairman of English Premier League club Tottenham Hotspur Paul Kelmsley, director of Aura Entertainment (and former personal manager of David Beckham) Terry Byrne, and Carl Johnson, founder of New York branding agency Anomaly (Anomaly’s Cosmos venture is among its most ambitious, involving the establishment of a limited liability company, the creation of a 120-page prospectus, the wooing of investors and the recruitment of Pele).
Pele has been named “Honorary President”, Chinaglia is back as “International Ambassador” and Eric Cantona, the brilliant, mercurial star of France and Manchester United (perhaps best known in the US for his pop-collar utterance of “Au Revoir” in the Nike Good vs. Evil commercial) has been anointed Director of Soccer. Another potential actor in this drama is David Beckham, who is currently training with Hotspur, and had been attempting to get out of his contract with MLS’ Los Angeles Galaxy to play the remainder of the English season with the Spurs (then back to the States perhaps). Umbro, the English sportswear and football equipment supplier based in Greater Manchester, England (owned and managed by Nike since 2008) has signed on as the equipment and apparel sponsor.
The baffling part of this story is the fact that there is as of yet NO TEAM, and NO LEAGUE. Of course the most logical place for the team to play is in the MLS, but Red Bull New York has exclusive rights to the New York franchise until 2013 (Red Bull New York, formerly the New York/New Jersey Metrostars, itself is a bit of a professional sports marketing anomoly, the first MLS and perhaps ONLY professional team to be completely rebranded by its corporate sponsor). Until then, the Cosmos are raising money to build an actual team, stadium and community, by running camps, youth programs and promotions, and plans on playing “inspirational” games in 2011.
The MLS may be ready for the Cosmos by 2013. Though the league has prospered financially primarily by developing and exporting American talent, the signing of David Beckham to the Los Angeles Galaxy in 2007 was a major reinvestment back into the league that, while it had its galactic ups and downs on and off the pitch, paid massive dividends in publicity and merchandise sales. The resulting designated player rule also opened up salary restrictions and paved the way for international superstars in the twilight of their careers like Thierry Henry to play in the MLS, as Pele, Chinaglia, Beckenbauer and Johan Cruyuff did in the NASL back in the 70’s. The addition of this star power has made the games more alluring and entertaining, dare I say even Cosmos worthy.
While at first it seems a bit confusing and premature, given the players involved in this drama and the moves taking place, its highly orchestrated. In his announcement video, the probably very well scripted “King Eric” Cantona refers to the whole endeavor as “a mix between football and art”. Unlike the Philadelphia Union, a team virtually mandated by the people (thank you, Sons of Ben), this team is being created from on high. And I like it.
Ah, February. In our culture, this month is best known for its overstock of chocolates, cards depicting winged and diapered babies dangerously clutching bows and arrows, fancy meals, drink specials, rectangle boxes of conversation hearts that always taste just a little bit ‘expired’ but you suck on them anyway, and any other tangible reminding you that February 14th is just around the corner. These products continue to represent the Valentines Day brand, motivating (or unmotivating) us all to engage with their signifying concepts.
In researching the brand and societal instigation that is Valentines Day, I wonder: How do we “brand ourselves” in the dating market? How many of us actually recognize that we each function as our own walking and talking advertisements for love and companionship?
American’s love making the old new again, (some artists make an entire career out of it, yes I am talking to you P Diddy and Jay-Z ). We sample, we borrow. And maybe we have to, because as my illustrious Executive Creative Director, Jim Walls says, “there are only 14 original ideas in advertising.” But what happens when we try to make something from across the pond (or anywhere else for that matter) translate here in America? One of our clients, Love Beets, a grower and packer of fresh beet marinated in a series of yummy flavors, is trying to assess that right now as they bring their product to the U.S. market, (and more specifically to a Wegman’s or Whole Foods near you). Packaging must change, copy, design, layouts, etc. because after all, some things just don’t translate (even when you speak the same language…sort of).
But many successful TV shows have been remade for the U.S., after originating in the British market. One of the most well-known of these cross overs is The Office. Though I am a fan of the American version, (I have even perused the Halpert Baby Blog), I respect that it is universally known that the British version will ultimately reign supreme. It is a cultural thing. And who knows, maybe we will see a mash-up sooner then we think based on this recent run-in that feels a lot like a foreshadow of how NBC could handle Michael Scott’s departure.
The challenge is, how do you take the essence of what makes a show special in one country, and bring that to another with the right variation that helps it resonate with new audiences? And will it always work? Big Brother was the second coming in England, with its “reality” stars became “real” stars who skyrocketed to the A list, whereas in the U.S. some enjoyed the show, but saw the contestants for what they were–average people with interest in their 15min. of fame or a chance to win some dough…even if you have to look incredibly stupid along the way.
These examples give insight into how comedy and reality TV can translate, but what about drama, sex, and teenagers? Case in point, Skins, “a British teen drama that follows a group of teenagers in Bristol, South West England”. The controversial plot line delves into similar topics as say, 90210, but with well, a bit more edge…like a Ginsu. MTV recently decided to adapt this series for the U.S. market, and it is causing quite the stir with the “prudish” American public. Allegations of child pornography (youngest cast member is 15 yrs. old), drug use, and sexually explicit content have caused the Parents Television Council to take a strong stance labeling “Skins” the “most dangerous program that has ever been foisted on your children.” As a result, numerous advertisers have pulled out, beginning with Taco Bell, then Wrigley and GM and now, Tax prep company H&R block, one of the show’s largest advertisers. As if this weren’t bad enough (or good depending on how you look at it) the other side argues that the U.S. is too prudish to let the show live up to the standards of the British version. In response to this, MTV put together a promotional campaign highlighting these “haters” of the program.
So how has Skins fared in the ratings so far? Most likely due to all the hoopla, 3.26 million tuned in for the debut, but the show took a 5o% ratings dive for the 2nd episode. Was it too offensive? Not offensive enough? Or just bad TV?
The question remains, how can the U.S. succeed when faced with both sides willing it to fail? Or does this actually create its best chance for success by creating such a controversy? Or is this all moot if the programming stinks? MTV has taken this tact in the past and come out on top several times, but they may be fighting a losing battle on this one. Should the British invasion continue? Can it be successful here? It worked for the Beatles, and a few others, but would we be better off just creating our own original programs to suit our very particular US audiences?
January 28, 2011 • 7:25 pm • POSTED BY Cory McCall
A truism for pro sports as well as ad agencies who work on pro sports. And it is one of the main themes we explored (and truly came to understand) when we began developing concepts for Nike’s Spring 2011 Campaign for the Australian Open. This first Grand Slam event of the year began last week, officially kicking off the new tennis season. For true competitors, it’s a chance to show the world how hard you’ve worked since last summer’s US Open . Every squat, every sprint, every serve, every stroke from the past five months should be felt when you hit that first serve of the season.
January 28, 2011 • 10:04 am • POSTED BY Kyle Arango
Account Executive Jon Fruman (AKA Jean Shuman, AKA Single White Frumale, AKA A Boy Named Fru) faces off with a bottle of Jean Paul Gaultier Le Male. Who do you think wore it best?
Are you tired of not sitting at a desk for eight, maybe seven hours a day? Does your life lack a substantial amount of general office camaraderie and semi-awkward coworkerly anecdotes? If you answered yes to either of these questions, you’ve come to the right blog post. That’s right, it’s Jobathon!
At this point you’re probably asking yourself, “what is Jobathon”? And you’d be right. Which is why we’ve laboriously prepared this short informative video. Take a look!
Basically, we’re hiring. Designers, art directors, copywriters and just about any other job you can think of (as long as you are thinking of “designer, art director or copywriter”). In order to fill all these job openings, Executive Creative Director Jim Walls will be conducting interviews non-stop for at least 24 hours, or until he collapses.
Will he collapse during your interview? There’s only one way to find out.
Jump on over to http://72.10.33.187/jobathon to fill out an application, read more about Jobathon, or to just check out some mind-boggling, eyeball-searing, awesome-ness web design. It will probably be fun!
