World view

Written by fe Bureaus | Updated: Jun 30 2010, 02:17am hrs
Diesel, Argentinian beer ads share top prize at Cannes

A Diesel ad campaign with the tagline "Smart may have the brains, but stupid has balls" and an ad by Argentinian beer brand Andes on keeping bar-loving men out of relationship trouble have shared the top prize in the outdoor category at the Cannes Lions International Advertising Festival. However, for the first time since the radio advertising category was introduced in 2005, the judges at the Cannes event have decided that no campaign was worthy of being awarded grand prix status. The Diesel campaign was created by Anomaly New York while the Andes Teletransporter campaign was created by Argentinean agency Del Campo/Nazca Saatchi & Saatchi for Cerveza Andes Beer.

California mulls turning car licence plates into ad space

The California legislature is considering a bill that would allow the state to look at using electronic licence plates for vehicles which could double up as ad platforms. The move is intended as a moneymaker for the state facing a $19 billion deficit. The device would mimic a standard licence plate when the vehicle is in motion but would switch to digital ads or other messages when it is stopped for more than four seconds, whether in traffic or at a red light. The licence plate number would remain visible at all times in some section of the screen. The plates could also be used to broadcast traffic information.

The bill's author, Curren Price, a Democratic senator of Los Angeles, said California would be the first state to implement such technology if the state department of motor vehicles (DMV) ultimately recommends the widespread use of the plates.

He said other states were exploring something similar.

South African ad economy gets World Cup boost

As brands such as Nike plough millions into ads targeting World Cup fans, the advertising economy in South Africa is set to receive a massive $200 million boost this year .Nike, which is not an official sponsor of the World Cup, has just unveiled a campaign on Africa's largest digital advertising screen on a 30-story building in Johannesburg, which displays messages sent by fans via Facebook and Twitter that will appear alongside digital images of football stars signed to the brand. During the recession last year, South Africa's economy managed just 0.4% of year-on-year growth, according to Group M, WPP's combined media buying operation. The arrival of the World Cup has seen Group M more than double its original growth forecast for 2010, of about 3%, to 6.8%. South Africa is now forecast to bring in about $220m more in advertising this year than in 2009.

Economist posters ask public 'Where do you stand'

The Economist will be launching a poster campaign with a series of ads challenging the public to take a view on legalising drugs, trading human organs and prisoners' voting rights. The poster campaign, which comes after two years, marks a departure from The Economist's creative strategy of using mostly "white out of red" advertising with bold straplines. In the latest campaign which still comes in white, red and black the strapline is "Where do you stand". The ads put the Economist's viewpoint on the topics in question.

Created by ad agency AMV BBDO, the campaign will be seen in London tube and overground stations. It will be supported with newspaper insert and direct mail campaigns.

On issues of trust, social media brands lag behind

Apple, Google and Microsoft are trusted about equally by consumers, according to a Zogby Interactive poll, while Twitter and Facebook don't evoke that level of trust. Forty-nine percent of respondents said they trust Apple "completely" or "a lot," matching the number who said the same about Microsoft and Google. Apple's "trust a little" or "not at all" total (36%) was lower than that of Microsoft and Google (both 46%), with a higher "not sure" tally for Apple making up the difference. Thirteen percent of respondents in the survey said they trust Facebook completely or a lot, against 75% trusting it a little or not at all. The numbers were similarly negative for Twitter (8% completely/a lot vs. 64% a little/not at all, with another 28% not sure).