Tuesday, December 16, 2014

Half-Words, Quick Cuts, and Blaring Music: Advertising Trend Watch

I'm noticing a new trend in commercials for electronics: many of them feature very quick cuts of people using the products while music blares in the background. A few of them also feature one word on the screen that doesn't change, while a word before or after changes with the different scenes. Here are a few very recent examples:

1. Android: "And You"
  • Quick cuts of people using the product.
  • Music blaring in the background.
  • The word "and" stays on the screen while other words change around it.
2. Fitbit: "Find Your Fit
  • Quick cuts of people using the product.
  • Music blaring in the background.
  • The word "fit" is on each screen while other words change around it.
Slight variation: 

3. iPad Air: "Change"
  • Quick cuts of people using the product.
  • Music blaring in the background.
  • No words on the screen.
Example from two years ago: 

4. Chromebook: "For everyone"
  • Perhaps this was the start of the trend, as it contains all three elements.
Add This To Your To-Do List
So is this actually a trend or just a coincidence? Did I miss other examples? Please let me know.

Of course, the real question is: do consumers of these products respond well to this type of ad? I think I'm in the target market for each of these products and while I like the ad concepts, I wish they'd slow down a bit so I can understand what's going on. But maybe I'm just getting old.

There's never a lack of ideas.

Tuesday, December 9, 2014

Cooking Up Something New

I'm excited to announce that I have accepted a job to lead marketing at Portillo's, a restaurant chain based in Chicago. It's a bit of a homecoming for me — I worked as a cashier at the Portillo's on Rt. 59 in Naperville while on summer and winter breaks in high school and college.

Check out the two pictures here: the first is me in my Portillo's uniform when I was 17. The second is me outside the Portillo's in Buena Park, California the day before I accepted the most recent offer. If I had known in that first picture what I know now, I would've shown a little more enthusiasm.

I am honored to be the first ever marketing employee at Portillo's. Berkshire Partners recently purchased the company, and along with the existing Portillo's team, they have a great plan for the future. I'm happy to say that we can all expect to receive the same quality service and food from Portillo's going forward.

Thank You, Google
It's very difficult for me to leave Google — I love the company and still think it's the greatest on Earth. I'm so incredibly thankful to everyone at Google for all of the wonderful opportunities I've had over the past four years. On the long list of things I'll miss about working at Google, the incredibly smart and collaborative people are at the top.

Add This To Your To-Do List
I start at Portillo's in January. So when you're in the mood for a delicious beef and cheddar croissant or a great piece of chocolate cake, let me know. Maybe I'll meet you at your local restaurant.

There's Never a Lack of Ideas.