Today, I woke up to realize that I had neglected to place the Cannes Film Festival on my calendar. This was prompted by the Daily Variety proclaiming how they were recovering from the effects of the volcano in Iceland's ash on the red carpet.
Just for giggles and grins I journeyed over to www.festival-cannes.com to get my first impression of the festival's digital passport to the event. Let me tell you, such a lot to see and do, almost too much even for me. I did stop a moment and chose to watch a very self satisfying visit with Johnny Depp and Tim Burton. Now that is a statement of unusual proportion. They did not disappoint, the whole thing was a poorly executed inside joke which Hollywood is well known for. I did my best to not run screaming from the site and did complete the video. The best part was seeing a still taken from an appearance on the Arseneo Hall show (actually a taping in May of 1991)that was slapped on the very end.
Better yet, I noticed that an amazing sponsorship sales agent had gotten Electrolux to support the Fest. Now who could have known that they would need vacuum cleaners on the Croisette when they signed on? This takes "Stunt Marketing" to a whole other level. Stranger things have happened. This was just the most clever redeemer I needed to see, a nod to intelligence in my industry like no other. So I decided to click through the Electrolux icon and WHAM! Holy #$%&. Let's just say, heads should roll at Electrolux. There is no mention of their Cannes sponsorship on their home page! This is the perfect example of what happens when "The Departments" of a mega company do not communicate. What I found actually was even worse than the lack of synergy....American Idol co-bands the "Find America's First Ever Mom Idol" Contest. PLEASE! Again, why? This is so over already. Even Malcolm Gladwell is turning over in his grave and he isn't dead. The tipping point of this idea has tipped so long ago that it is a mercy cry for what they have decided is a no risk investment.
Sigh, one of my big disappointments for our industry is that there are so many fabulous creative people (hint, hint) that are available with genius ideas ready to connect the dots for a company all the way to the bank. Yet, someone decides to play is safe? Or what they think is safe. Safe never get's you in the ROI history books.
Today I can say that I rant not just for my own entertainment, but to acknowledge companies like Electrolux that should receive the Palm d'Or (the Oscar of the Cannes Film Festival) for a brilliant product placement integration campaign in Cannes. As for the disconnect on a major obvious opportunity to brand your product, globally, all the back home to the states, I say "Vive La Difference!"
Who ever you are that didn't get the email/memo that you have to combine all of your creative budgets and team members because you will miss an astounding opportunity to leverage obvious consumers, You're FIRED. I say the best punishment for these folks would be to send them to France and like so many people that were in travel hell back from MIPTV, have them figure out how to get home because of the volcano ash. Also, lets loose their luggage just for fun too. Next time, just pick up the phone and hire me.
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Good point. And as for the "that sucks" metaphor...I'll leave that one alone.
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