Project Runway & L’Oreal, a Seamless Match

Logical yet minimal product sponsorship is a beautiful thing. I know I wasn’t too favorable about Pepsi latching onto Simon Cowell‘s balls in its X Factor sponsorship, but product sponsorship can be done well. It doesn’t really make “sense” in the strictest definition of the word that Pepsi is on The X Factor. As a singing competition show, Pepsi really has no relevance. However, I think they’ve done a pretty good job of positioning themselves in a way that makes them relevant.

But, this is often difficult to do, which is why there are all of those official beverage/car/airline sponsors of big sporting and entertainment events. Usually the sponsors aren’t integrated into the programming and if they are its done rather forcefully. Considering, Pepsi has done a rather respectable job of integrating itself into The X Factor messaging and persona.

Project Runway does such a wonderful job of acquiring and integrating sponsors in a way that makes sense. Let’s walk through them, shall we?

L’Oreal Paris

Yes, the L’Oreal Paris make-up room. The styling of the contestant’s models is without a doubt important. The make-up sets the framework for who the girl they are dressing is and where she is going. Wesee the designers going into the make-up room for consultations and the make-up artists often spend a few seconds explaining the products they are using.

Garnier Hair Salon

Unbeknownst to me, L’Oreal actually owns Garnier, so this partnership makes even more sense. Like with make-up the hairstyling is another critical element to the entire look coming together. On the day of the runway, we see the stylists give a brief demonstration about how to achieve a particular look using Garnier’s various styling products.

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Similar Ads Lead to Diluted Messages

When we looked at the cosmetic beauty ads, we analyzed the unfortunate uniformity between the creative strategies. The indistinguishable copy, camera shots and celebrity-endorsements regrettably made every cosmetics ad less memorable than the previous. The point of advertising is to position a product distinctly from that of the competition.

You want to tell people why they should drink 7Up, not why they should drink pop in general. 7Up for example has done a very good job in distinguishing itself from other lemon-lime drinks for the lemon-lime soda drinkers of the nation as they have drilled it into our brains that 7Up is the only major lemon-lime soda that is all-natural. That’s right, suck it Sierra Mist! But, if like we saw in beauty ads the messaging is too similar consumers start to think yeah, I should visit a big box home improvement store to buy my appliances, but don’t know why they should go to Lowe’s in particular. It becomes a haze of diluted messages.

Sometimes I guess this happens by accident. Advertisers are allowed to be on the same wave length as others. However, when watching this Wal-Mart ad, I swore it was a Target ad, until I saw the Wal-Mart logo at the end. This strikes me as less of an accident because this Target creative strategy has been used for months now.

Check it out.

Check out the Target Ad!

L’Oreal Shm’Oreal… The Uniformity of Beauty Ads

Every since I was old enough to be influenced by make-up ads, I have been intrigued by the  products advertised, but rarely did I purchase them. I believe that the cosmetic make-up industry, specifically those brands you can buy in drugstores,  have been sticking with a creative strategy for years that just isn’t very effective.  The problem is L’Oreal, Cover Girl and Maybelline (just to name a few) all seem to have adopted the same promotional strategy, which makes it tiresome to shut out all of the advertising noise in order to distinguish, remember and finally purchase a specific advertised product.

Let’s take a look at a couple average make-up ads, shall we? Try to remember the specific names of each make-up product advertised.

Watch more beauty ads here!

Google Takes Over the World

Google has been the best of the best for so long that I should have realized that slowly they would engulf the entire Internet. First they were the only name in search with their clean, white search page, intuitive results and witty,  artistic name plates that correspond with national holidays and the birthdays of famous innovators. These elements made Google the premium name in search engines. Remember Ask Jeeves? When was the last time you searched for something there? ….Exactly.

Then Google Images, Google Maps and Gmail. Everything that Google touched turned to gold, or shall I say Chrome? With Google’s browser, the acquisition of YouTube and the launch of Google+, Google has become the biggest of the big kids on the block. And now the Google Chrome’s TV spots make that statement perfectly clear by projecting the idea, Google = the Internet. There is no Internet without the power of Google. And with its multitude of applications, it seems that Google is trying to become the only place users need to go on the Internet. E-mail, got? Social networking, its there? Videos, streaming, blogging? Duh, they invented it.

These TV spots help prove that artistry, inspiration, family values and creating keepsakes do not die with advancing technology but are reborn, redefined and made better. Remember before the big BPA scare, the American Association of Plastic Manufacturers (that’s made up, I have no idea what they are actually called) released all of those “Plastics Make it Possible,” ads showing surgeons in hospitals and engineers and the such? Well, the Google Chrome ads remind me of that as they scream Google Makes It Possible. Google makes… fame, success, dissemination, ideation ….possible.

In case you haven’t seen them.

More inspiring Google ads!

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