All posts in Uncategorized

The Sky’s the Limit…or not

cloudsx-large.jpgYou may remember us talking about Google advertising on the moon, and then Virgin and Google joining forces to conquer Mars. While those seem to have been elaborate April Fools’ hoaxes, we just ran across another far-fetched advertising opportunity that is, in fact, the real deal.

Remember when you were a kid and you could lay outside looking up at the sky making pictures out of the clouds? Some looked like flowers dancing in the breeze. Others looked like playful dolphins swimming in a vast sea of blue. You get the idea. Well, it seems an Alabama entrepreneur has found a way to customize those cloud shapes into recognizable products and logos. Special effects gurus Francisco Guerra and Brian Glover have parlayed their movie magic talent into the branding world, launching Flogos, “logos that float.” (If you want to see exactly how it works, check out their video on YouTube.”

According to the USA Today article,

“Francisco Guerra, who’s also a former magician, developed a machine that produces tiny bubbles filled with air and a little helium, forms the foam into shapes and pumps them into the sky.

The Walt Disney Co. will use one of the machines next month to send clouds shaped like Mickey Mouse heads into the air at Walt Disney World in Orlando, Guerra said.”

I can see the Targets, Nikes and Apples floating by now. Oh wait, that’s a real cloud.

We’re baaaack…

Our blog posts may have taken a holiday vacation, but we didn’t. During the 10 weeks our blog was silent, all of us DO-ers were busy making tons of changes to our main site, Due to overwhelming response from asset owners and advertisers alike, we found ourselves in the enviable position of needing to make some enhancements to the site earlier than we expected. Some things you’ll notice right away…an improved Advanced Search interface, faster searches, cleaner home page layout. Others are behind-the-scenes and (not so) simply improve the site’s performance.

What you see now is just the beginning. In the coming weeks, we will be rolling out a number of improvements. New user interfaces. New tool sets. Improved page layouts. And the re-birth of our community pages. Keep checking back to see what’s new and let us know what you think. Criticism, suggestions, opinions and alerts are all greatly appreciated!

It’s great to be back!

Bidding Farewell to an Advertising Icon


Chances are, the names Dick Wilson, Jesse White, Michael Vale and Nancy Walker probably don’t mean much to you. But if you’re old enough to remember Mr. Whipple, the original Maytag repairman, Fred the Baker, or Rosie the Waitress, then I’m willing to bet they’ve made their mark on your psyche, conjuring up mental images and equally strong tag lines. For many of us, these characters became the physical embodiment of the brands they represented: Charmin, Maytag, Dunkin’ Donuts, and Bounty (respectively).

And so it is with a mix of nostalgia and wistfulness that we say goodbye to the only grocer who ever cared whether or not his customers squeezed the Charmin. Dick Wilson, the actor who brought the Mr. Whipple character to life in more than 500 TV spots, passed away today at the age of 91.

Reading about his death today in the LA Times felt a little like hearing about the passing of a long-lost neighbor…someone you remember fondly, but realize you didn’t really know. Which got me to asking “who was this guy.” So here are a few facts on Mr. Whipple, aka Dick Wilson, courtesy of

  • Dick Wilson was born in England on July 30, 1916.
  • Prior to his role as TP pitchman, Wilson had been a stand up comic, a stuntman, an acrobat and a movie actor.
  • Other acting credits include appearances on Bewitched, The Munsters, Hogan’s Heroes and McHale’s Navy.
  • The Mr. Whipple campaign was created by the Benton & Bowles Agency in 1965 and ran until 1989 before being resurrected for an encore campaign in 1999.
  • The original campaign produced 504 TV spots placing Wilson in the Guiness Book of World Records for having the longest running television commercial.
  • In a 1979 poll, Mr. Whipple followed Richard Nixon and Billy Graham as the 3rd best known American.

Who knew a cantankerous grocer with a single imploring request would have such a far reaching effect on a generation? As Bob Hope would say, “thanks for the memories.”

Paying for your attention in NYC

Great video on the cost to advertisers for your attention in NYC…

NYT Article on the Evolution of Advertising

New York Times

There’s an awesome article in yesterday’s (10/14/07) New York Times Business Section on the evolution of advertising, moving from the traditional (tv, print, radio) to alternative. Mostly discussed Nike and their focus on alternative, but still a great piece.

Check this quote pulled from the article:

“Add it up, and the money flowing out of the traditional media is huge ‘€” even at a time when ad budgets in general are growing, advertising research shows. The 25 companies that spent the most on advertising over the last five years cut their spending last year in traditional media by about $767 million, according to Advertising Age and TNS Media Intelligence. And in the first half of this year, those companies decreased their media spending an additional 3 percent, or $446 million, to $14.53 billion, according to TNS Media Intelligence.”

Connecting with consumers has changed — they’re educated, they’re in control and they won’t tolerate to the 30-second spot that interrupts them with the typical jingle, tagline and a call to action. Exaggerating a bit? Yep. But it’s a reality is that brands must embrace. Nike and other brands in this piece get it… and have found a way to as Trevor Edwards (who happens to be Nike’s corporate vice president for global brand and category management) puts it, ” connect with consumers”.

BTW, we here at DO find it fascinating that it’s “traditional media” covering this story…