6 "Super" (or at least pretty good) spots + 1 bonus

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It was a super Super Bowl for Seattle Seahawks fans, but the pickings were quite slim in this year's ad derby, especially with most of the spots being released early.

Here are six spots I felt played pretty well (in no particular order).

Plus one that decided to "think different" (scroll to end).

 

Chrysler: "We will build your car."

This spot, with Bob Dylan, is a follow-up to previous work that featured Clint Eastwood, Eminem and the voice of the late Paul Harvey. It's promoting the 2015 Chrysler 200. The spot rambles on a bit long, but I like it because the message is straightforward — it's all about "made in America" and American pride. Dylan says: 

"So let Germany brew your beer.
Let Switzerland make your watch.
Let Asia assemble your phone.
We will build your car."

Produced by Global Hue.


Maserati: "Strike"

This is a pure, over-the-top cinematic experience to set up the introduction of Maserati's new Ghibli luxury sedan. The premise — other car makers are complacent and lumbering giants. Maserati is agile and fresh and will strike with its signature Italian power and precision. Roar the engines!

Produced by Wieden+Kennedy.

 

Coca-Cola: "It's Beautiful"

America is beautiful. So are its people. And both are beautifully celebrated by Coke.

Produced by Wieden+Kennedy.

 

Chevrolet: "Romance"

Predictable yes, but Chevy's ad for the Silverado HD pickup has a nice payoff. You know everyone (and every cow) will be satisfied at the end of this spot.

Produced by Leo Burnett.

 

Kia: "The Truth"

Kia desperately wants in on the luxury sedan market. To introduce its new Kia K900, it tapped Laurence Fishburne to reprise his Matrix role as the Zen master Morpheus to take a couple on the luxurious ride of their life — complete with an inspiring aria that turns streetlights into fireworks. The fun continues online with Fishburne walking you through the car's luxury features. 

Produced by David&Goliath. 


Jeep: "Restlessness"

Like Apple, Jeep sells a lifestyle — and this new ad for its Cherokee is overflowing with "get out there and live." It's perfect for Jeep.

Produced by The Richards Group.

 

And now for the bonus … 

Speaking of Apple, a tweet last month from legendary ad man Lee Clow implied that Apple may be airing a surprise Super Bowl spot (Apple's last Super Bowl spot was in 1984 with the iconic "1984" Macintosh ad).
 

There was no Apple on the Super Bowl. 

Instead, Apple turned to its own site and YouTube to air "1.24.14," an 88-second film shot entirely on iPhones in 10 countries on a single day, to celebrate the 30th anniversary of the Mac.

Moments that make speeches memorable

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Image Source: White House website

Image Source: White House website

President Obama's State of the Union speech last night will be remembered for many things — and often different things by different people.

But for speechwriters and those delivering speeches, there are three noteworthy tactics in both the President's text and his delivery that you should emulate.

1. Insert a little humor.

There is no doubt that the launch of the health care law was difficult for the President — especially because the website was so difficult for Americans to use.

President Obama tackled the issue not by rehashing the mistakes and obstacles, but focusing on the reasons health care reform was passed in the first place.

And then he asked that "every American who knows someone without health insurance to help them get covered by March 31st." And he followed with this humorous line:

Moms, get on your kids to sign up. Kids, call your mom and walk her through the application. It'll give her some peace of mind, and plus, she'll appreciate hearing from you. 

You can't help but chuckle — and remember the line.

2. Disarm your opponents.

In partisan Washington, part of the theater of the State of the Union is who will stand and applaud and who will sit on their hands. One of the President's challenges is to deliver lines that will get both sides of the chamber on their feet.

He did that brilliantly last night by pointing out how collaboration and partnership are breaking gridlock. The key line (bold is mine for emphasis) was singling out Speaker of the House John Boehner, R-Ohio, as someone who has achieved the American Dream:

The point is, there are millions of Americans outside Washington who are tired of stale political arguments and are moving this country forward. They believe, and I believe, that here in America, our success should depend not on accident of birth but the strength of our work ethic and the scope of our dreams. That's what drew our forebears here. It's how the daughter of a factory worker is CEO of America's largest automaker — (applause) — how the son of a barkeeper is speaker of the House — (cheers, applause) — how the son of a single mom can be president of the greatest nation on Earth. (Cheers, applause.)

Everyone in the chamber stood for the remark about Rep. Boehner. And they then had to stand to acknowledge the President.

Opponent disarmed. At least for a moment.

Image source: Huffington Post

Image source: Huffington Post

3. Tell a poignant story nobody will forget.

Last night it was the concluding story of resilience in the form of Army Sergeant First Class Cory Remsburg, who was injured in a massive roadside bomb attack in Afghanistan and has fought a valiant struggle to regain his life. 

"My recovery has not been easy," he says. "Nothing in life that's worth anything is easy."

Cory is here tonight. And like the Army he loves, like the America he serves, Sergeant First Class Cory Remsburg never gives up, and he does not quit. (Cheers, applause.) Cory. (Extended cheers and applause.)

A speech's ending is probably the most difficult part. The speaker is tired, the audience is tired and, especially in a long address, many of the finer points can get lost. That's why ending on a story that everyone will remember is critical — and the line that Sgt. Remsburg "does not quit" is the galvanizing theme of the entire speech.

So props to President Obama and Cody Keenan, the White House's Director of Speechwriting, for a very well done State of the Union.

Now you can let the political pundits pick it apart.

Full transcript: Washington Post 
Full video: White House website 


A minimal approach to explain minimally invasive surgery

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Effective health care marketing is all about explaining complex issues in simple terms.

Good Samaritan Health System in Lebanon, Pa., achieves this with its recent spot explaining minimally invasive surgery.

The spot was produced by Franklin Street Marketing.

 


Bill Gates doesn't need Powerpoint to shine! #stopthemyth

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Bill Gates has proven he knows something about philanthropy. And now marketing, promotion and donor communication.

The 2014 Gates Annual Letter from the Bill & Melinda Gates Foundation is a masterpiece of philanthropic communication — an immersive online experience that very solidly makes the case for global assistance.

The digital "letter" has everything you would expect from a fundraising report and appeal — prose, facts, charts and compelling stories. It also sprinkles in videos, photos, charts and motion graphics, interactive polls, infographics and slide decks. The site's design is inclusive — it automatically translates into six languages, is responsive and looks great on mobile devices. And there's a downloadable PDF for those who want a more conventional annual report.

The "ask" comes in the form of a hashtag (#stopthemyth) that links to partners who are doing the work supported by the Gates Foundation. 

The letter focuses on three myths that keep us from *really* helping the poor. Bill and Melinda Gates are the authors of the three sections — they squarely attach their names and reputations to the content.

The three myths:

1. Poor countries are doomed to stay poor. 

Bill Gates:

"When I was born, most countries in the world were poor. In the next two decades, desperately poor countries will become the exception rather than the rule."

2. Foreign aid is a big waste. 

Bill Gates again: 

"Health aid is a phenomenal investment. … A baby born in 1960 had an 18 percent chance of dying before her fifth birthday. For a child born today, the odds are less than 5 percent. In 2035, they will be 1.6 percent. I can’t think of any other 75-year improvement in human welfare that would even come close."

3. Saving lives leads to overpopulation. 

Now Melinda Gates: 

"The planet does not thrive when the sickest are allowed to die off, but rather when they are able to improve their lives. Human beings are not machines. We don’t reproduce mindlessly. We make decisions based on the circumstances we face."

Finally, the letter ends with an affirming "Looking Ahead" section. The call to action isn't just about giving money — it's about busting the myths (remember the hashtag #stopthemyth) and showing that the "bad news" most of us hear every day can be replaced by the "good news" that comes out of global togetherness.

We hope you will help get the word out on all these myths. Help your friends put the bad news in context.

And to spread that news, Bill Gates asked Jimmy Fallon for his help in making a viral video.