ADwërks Intentionally Confuses The Public With Big Blue Xs

Ok, maybe the word “confuses” is not entirely accurate, but I don’t feel comfortable putting blogx3the word “titillates” in a headline. Anyway, you may have noticed a bunch of blue metal Xs lining the streets of downtown Sioux Falls. And if they left you wondering, “What the heck is with all these Xs?” then we did our job.

Jim Mathis – ADwërks President, Certified Advertologitst™ and Sweater Vest Aficionado® – is also the President of the SculptureWalk board, so ADwërks donates our services for its marketing. Jim went to bed one unseasonably cold March night, only to awake after dreaming of Xs (as in the letter, not the ex’s that George Strait sings about). His revelation was that the X is the perfect motif for the 2013 SculptureWalk season, and so the titillating campaign was born.

So, what the heck is with all these Xs? Well there are three answers to that question. First, by placing the Xs on the empty sculpture stands, they promote the 2013 sculpture lineup with the tagline “X Marks The Art,” which we included in the window posters we put up in downtown shop windows and ads in area publications. Secondly, X represents SculptureWalk’s 10th anniversary this year. And finally, the signs promote the SculptureWalk eXpo, an event this weekend in celebration of SculptureWalk’s decade milestone. It will be the single largest free indoor sculpture exhibit in the upper Midwest, featuring 250 sculptures on display and on sale along with free sculpture-making seminars.

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With this campaign we hoped to create an intriguing spectacle by placing these Xs on Phillips Avenue, Main Street and 8th Street. The enigmatic nature of the simple X is just mysterious enough to spark curiosity in passersby, motivating them to find out more, which is why we put stickers on the Xs that explain their purpose.

If you still haven’t seen the Xs, head downtown today (Phillips Avenue has the most signs) and have a gander before they’re replaced with new sculptures early tomorrow morning. And if you’re looking for something titillating to do this weekend visit the SculptureWalk eXpo at the Washington Pavilion, Saturday 12pm-10pm and Sunday 12pm-4pm, and check out the new sculptures downtown.

- Andrew

How To Survive An Ice Apocalypse At ADwërks

1. When you come to work in the morning, park in a neighboring parking lot so they can signremove the snow in the ADwërks lot. To avoid soggy sock syndrome, follow the foot tracks in the snow made by the brave explorer Michael Hay.

2. Check and send as many emails as possible before the internet goes out. Of course no internet means no Facebook or Twitter, but the most important thing is to not panic. Write your witty updates on a post-it note and post them later. You wouldn’t want to deprive your loving fans of every bit of minutia or every single thought you’ve had throughout the day now would you?

3. Be prepared to endure a fickle loss of electricity. During a no-power period, make sure you carefully ration the coffee that’s left in the pot and evenly divide it with all coffee-drinking ADwërkers. We’re all in this together. If the power suddenly comes back on, make another pot with haste; you never know when it will shut off again. If you find yourself in the situation of no power and no coffee, you might have a mutiny on your hands.

4. Over the course of the day you may experience momentary periods of power loss. officeEvery time the power shuts off, the lights will go out and many inexplicable alarms and beepings will resonate throughout the office. Be assured that they are not bombs preparing to detonate, however the source of the sounds will still remain a mystery. ADwërkers will attempt to put an end to the incessant beepings by peeking into unoccupied cubicles, picking up various electronics with a baffled look on their faces, and blankly staring into the printer/electrical room searching for the culprits, but they will soon give up only to check their phones and riffle through magazines.

5. If the lights go out when nature calls, it’s ok for men to use the window-lighted lady’s photorestroom. After all, it’s much better than the alternative of guys relieving themselves with the door open in the window-less men’s bathroom; no one wants to see that…

6. Snack mix and treats from media reps can only last so long, so it’s important to discuss what to do in the event of a food famine. The worst-case scenario is you’ll have to resort to the same fate as the Donner party. Establish who will have to go first. The consensus here is to go from youngest to oldest to ensure the highest quality of sustenance, sorry Andrew. When it’s Hay’s turn to be dinner, be prepared to experience a strong beer buzz upon consumption.

- Rod Bender           3854345f559002b6bbfff11ed8ae0eca

 

ADwërks Media Team Gets More Experty

Our team of expert media professionals has gotten even more experty with a brand new ADwërker!

Kristi Cornette, our new Pilot of the Airwaves, will work as a traditional media buyer for our 0_2013-03-14_Kristi-Cornette_018_SaraCam_Fix_Flat_Croppedlargest account CarHop, handling mostly TV and print. She’ll work alongside Monique Lupkes, our OTHER traditional buyer for CarHop, and together they’ll conquer the many CarHop markets across the country, riding the airwaves to true media glory.

Kristi has been in advertising for 22 years, and she’s been buying media for 16 years. Her agency experience is bountiful, including employment at Barkley in Kansas City, MO, where she bought for Sonic (not the hedgehog), Valentine Radford, also in Kansas City, where she bought for Pizza Hut, and closer to home, Nichols Media, where she bought for various clients in the auto industry.

When she’s not piloting the airwaves, Kristi enjoys spending time with her family, which is comprised of her husband Michael, 10-year-old son Cooper, and their dog Scout. Together they enjoy having movie nights, watching TV and just hanging out as a family. The Cornettes have recently returned to Sioux Falls after temporarily living in Missoula, MT and Kansas City, MO, but they’re glad to be back.

Although this is the first time she has worked at ADwërks, it’s not her first encounter with the Mathi. Kristi has known Jim and Kara for about 18 years, and she and her husband actually used to live five doors down from the Mathis household. Is that why you moved away Kristi? Nonetheless, we’re happy you came back.

Based on her mad media skills, good experience and great personality, we know Kristi will make an excellent addition to our team. Please feel free to help us welcome her aboard!

No Green Beer for Me

By Jim Mathis

Let me start by saying I am not Irish. Mostly Welsh and German, and like most American mutts, I’m sure there are several other nationalities sprinkled in my family tree. But to the best of my knowledge, there’s no Irish. However, like many Americans, for one day in March, I put on a green sweater and celebrate my faux-Irish heritage.

In my younger and wilder days, I would gather with a group of friends early in the day for eggs and corned beef hash before heading downtown for the parade. There we would crowd into bars, drink too much unnaturally-green beer and regret our actions on the morning of March 18. Now I’m more likely to raise a glass of Guinness in the comfort of my own home. For some reason, the idea of drinking a gallon of beer and laced  with food coloring no longer holds any appeal to me. Perhaps it’s the memory of those pain-filled mornings after.

Speaking of green drinks, my bride (and I’m sure a few others out there) look forward to St. Patty’s Day for a whole different (and non-alcoholic) reason. Every year as the first of March approaches, she knows the Shamrock Shake will return to the Golden Arches. While she can resist a shake for most of the year, the cold minty appeal of the green drink draws her into the drive-thru every year.

Forgive me for focusing on beverages, but St. Patrick’s Day is often cited as one of the top drinking days of the year, so it seems natural. And since we’re talking about drinking, let’s look at whiskey. The whiskeys from the Emerald Isle are not nearly as celebrated as those from Scotland, but they should not be overlooked. After all, it is believed the word whiskey has it’s origins in Ireland. The Gaelic phrase “uisge beatha” literally means “water of life.” Then the Scots borrowed the phrase and changed it to usquebaugh,” before the English shortened that to “whiskey.”

A discussion of Irish whiskey generally leads to the two big names; Jameson and Bushmills. Now if you’re a good Irish lad or lass, this is an easy choice determined not by taste but by religion. You see Jameson is from Dublin, and if the roots of your family tree are in Dublin, chances are you are Catholic. But Bushmills, while it is a fine whiskey, is distilled in Northern Ireland and that means Protestant. Put another way, Irish Catholics often say that whiskeys from the North “are filtered through the wrong bible.” Order the wrong brand in a stubbornly patriotic Irish bar and you might end up in fight. Who knew ordering a drink could cause such a ruckus?

I don’t want to start any battles, so I’ll just call it Irish whiskey and let you decide which brand (and church) will make yours. For years, I thought of whiskey as primarily a man’s drink. Not to sound sexist, but a whiskey on the rocks can be an acquired taste, and maybe it’s just the women I know, but they have tended to stay away from the brown liquor. But recently I’ve noticed a lot of women ordering Irish whiskey – my wife and my sister among them. The drink that has lured them? Irish whiskey and ginger ale. I’ve seen it called a Big Ginger, a Phlump or a Classy Irishman. Call it what you like, it’s a simple cocktail to make and a great alternative to a boring rum and Coke.

But I digress, St. Patrick’s Day isn’t all about drinking, it is also the time when everyone makes corned beef and cabbage, just exactly the way their Irish forbearers didn’t. That’s right; the corned beef we all associate with this distinctly Irish holiday isn’t a big deal in Ireland. Back in the motherland, they probably would have eaten bacon and cabbage and their pork in the dish would have been more like what we call Canadian bacon. Confused? When the Irish immigrants got to this side of the pond, they simple couldn’t afford the more expensive pork, so they substituted cheaper salted and cured cuts of beef. And the tradition was born, not out of heritage, but necessity. So where would Irish Americans get their corned beef? From a good Jewish delicatessen, of course, because their culture has been kosher curing beef brisket for centuries.

While corned beef and cabbage get all the glory this time of year, it’s not the only meal with Gaelic roots. A rich shepherd’s pie is just about the perfect comfort food and if you want to make it special for the holiday, throw a little Guinness in the gravy. Add a couple of slices of soda bread with caraway seeds and currants and you have a bona fide Irish feast.

I think this year, we’ll head down to watch the parade, but when the young (and young and heart) move inside for a green-tinted Miller Lite, we’ll head for home and stay out of the fray. On the way home, we will pick up a Shamrock Shake for Kara, then I’ll open a pint of dark, rich extra stout beer for myself. I’ll make a pot of savory lamb stew. After dinner, we’ll tip back a wee bit of Irish whiskey, (mine on the rocks, hers with ginger ale) and remember that underneath our green sweaters, we’re just a Welsh boy married to a Scandinavian girl.

Do yourself a favor, eat something good today.

This article originally ran on the March 2011 issue of Etc. for Her magazine.

The Holy Grail Found In A Small Pub

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Hearthside.

Walking into Jim’s Tap is like walking into the pub that all the beast slayers and bounty hunters hang out at after a long day of escapading, exchanging tales of adventure and whimsy over tall flagons of ale. The dim orange lighting and red carpet is accompanied by the warm glow of a fireplace illuminating a mounted boar’s head above its mantel. The walls are adorned with various medieval décor (including knight’s armor) hanging over the bar’s wooden tables and black chairs with silver-studded upholstery.

When I was a college student in Brookings, SD, Jim’s Tap was my bar. I and my social circle could frequently be found there next to the fireplace, tables pushed together, enjoying a bounty of brew (sometimes perhaps too bountiful) and exchanging our own tales of whimsy, our conversation getting louder and louder as the night ages. (My social circle was pretty big, comprised of many smaller, more close-knit cliques.) When we weren’t drinking tap beer we’d be downing Backpackers – a concoction unique to Jim’s Tap. Not much is known about the Backpacker other than the fact that it’s enchantingly delicious and neon green in color, which only adds to the bar’s fanciful mystique.

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Not my hog.

When I think of Jim’s Tap today, I think of the many laughs I shared around those pushed-together tables. I think of some of the greatest times I had with old friends and new. I think of the initial formative moments I spent there getting to know my now fiancé (who hailed from a neighboring clique), chatting and crushing on each other over the noise of our surrounding friends. I think of all this, set to a scene of perfect ambiance that sparked the imagination.

Every once in a while you come across a business that doesn’t need to talk you into liking it. It doesn’t need to have big sales promotions to keep customers coming back or launch social media campaigns with an inhumanly gregarious presence; it’s perfectly happy with its 133 Facebook Likes and sparse, punctuation-less updates. Sometimes businesses win consumers over by just being themselves, humbly doing what they do best. If they do it right, they can acquire what I think is the holy grail of business – true customer loyalty. This loyalty is not won by drink specials or fast service; it’s won by consistent positive experiences, experiences that turn into life-long memories.

So what makes Jim’s Tap so special to me? Why does it ignite such passionate nostalgia? Is it the boar’s head or the free snack mix? Nope, it is the memories. To me, Jim’s Tap isn’t just some bar; it’s a symbol of the good times. And if I lived in Brookings today, you can bet that I’d still be frequenting that old pub.

After living in Sioux Falls for about a year now, I have yet to find a Jim’s Tap replacement. Any recommendations? A mounted boar’s head is a plus.

- Andrew

An Epundemic

“Believe In Your Smellf,” “Don’t Suffer The Coughiquences,” for whatever reason bad puns are everywhere in advertising lately. I guess you could say it’s an epundemic. It’s almost to the point where the terms “copywriting” and “pun-writing” are synonymous, as if there’s no other possible way to write.

This might seem pro-pun, but I just couldn’t help myself. Puns are addicting. That’s partly why they can be so evil.

Don’t get me wrong; puns can be fun, in an ironic sort of way. In fact, I’m somewhat of a punslinger myself around family and friends. I just don’t think every freakin’ brand out there should build an entire marketing campaign around one of the lowest forms of jokes, that’s all.

Among copywriters, puns are infamous for being the first ideas that come to mind when brainstorming. I know that all too well – lost in the darkness of my mind trying to think of a great idea, suddenly with a flash of light in the distance the sweet siren of puns calls my name, tempting me to come closer… It’s easy to give in, but you must push on. Nine times out of 10 you can do better.

Some hardcore copy critics out there believe you should never ever incorporate a pun into your advertising; I’m not that harsh. I think they can work, sometimes pretty well, as long as they accomplish your basic advertising objectives – inform, persuade or remind by saying something meaningful about the product or brand in a memorable way, to sum it up. And of course you must manage to do it all in a way that builds up the brand in a positive and intelligent way, which can be hard to do in the pun realm.

Oh boy…

If being silly is all an ad pun has going for it, it probably won’t accomplish anything more than that. That’s why I’ve been getting such a bad taste in my mouth with the omnipresence of these lazy puns in advertising, in national campaigns for that matter! “Smellf?” C’mon. Again, maybe it’s worth a laugh while having some beers with friends, a SHORT laugh at that, but not worth a national ad campaign. Some seem to be solely based on one copywriter’s bad joke, which totally just diminishes the product and the brand. We should aspire to write more like Hemmingway, not Gallagher.

What do you think? Are puns the unfailing heroes of advertising, or are they the hacky comedians of copy?

- Andrew

Announcing The Newest ADwërker

Every office has one. You know, one of those types… an office manager, and ADwërks has a brand new one!

Jane Spreacker (pronounced sprecker) has joined ADwërks as Zen Mother. In her new role she will seek office enlightenment by handling duties like expense reports, filing, payroll, billing, answering phones etc. That may seem like a lot, but as Zen Mother, Jane understands that one must manage the office, rather than be managed by the office.

Along with her friendly personality and awesome sense of humor, Jane brings a ton of work experience to ADwërks as well, including six years as administrative assistant at the Sioux Falls School District, and more appropriately 10 years as office manager at Lawrence & Schiller, where she first worked with fellow ADwërker Kara Mathis.

Jane has two daughters that are out of the house, and one husband in the house, and together they reside right here in Sioux Falls. When she’s not at work Jane spends her free-time engaged in her favorite past-times, reading and gardening.

Jane fits in well with the ADwërks culture, and we’re happy to have her on the team. Apparently she feels the same way. She said, “I’m so excited to be back in advertising that I’m giddy; I could just dance!” And we’re excited to have you here Jane. We’d dance too, but you probably don’t want to see that.

Feel free to help us welcome her aboard!

Please, Make It Stop!

People are annoyed by advertising every day. That’s just how it is. To a certain degree consumers have gotten pretty desensitized to it, so it’s our job as advertisers to rise above all that generic, annoying clutter, and stand out in a meaningful way that presents value to the consumer. But every once in a while something comes along that does its job of breaking through the clutter, but in a bad way.

Over the last few weeks I’ve been punched, slapped and beaten over the head with a commercial, to the point that I scramble for the mute button every time it comes on. I’m sure you’ve seen it. It’s a Zales spot that shows couples in a few different romantic scenarios, accompanied by different lines of copy like “The Falling For You Store” and a song that I really liked at first – “If it wasn’t for you, don’t know what I’d do…” (It reminded me of The Rosebuds).

So it has a good song, some nice cinematography and a pretty good message. The only problem is that the commercial has been following me everywhere I go. Aside from reaching me at home every night, during every single freaking commercial break, the spot has interrupted my YouTube viewing, annoyed me at in-store TV displays and stalked me at a sports bar. It’s ruthless. If I could file a protection order against it I would. And one can’t argue that I’m not in the target audience, because I’m recently engaged; they’re just a little too late. So now I despise the song and resent Zales for torturing me. You know they used this same tactic as an interrogation method at Guantanamo Bay, right?

I definitely think there is such a thing as too much frequency in advertising. We spend so much time focusing on making sure the consumer receives the message, we forget that reaching them too much might have the opposite effect. You know how when you were a kid and your mom told you to do something over and over again, so much that you wanted to deliberately NOT do it just out of spite? That’s what this is like. The first 10 times I saw the commercial I had a positive reaction, and because of that, if I were in the market for jewelry I would have considered buying from them. But they didn’t stop there. They continued beating me senseless until I couldn’t take it any longer.

You can argue that in the end the ad did its job. It broke through the clutter and placed Zales top of mind as a jewelry brand. But does the end justify the means? Is it ok to twist consumers’ arms until they say uncle, or is it better to make them genuinely like you? I would think the latter, but then again, I’m just a fussy, whinny copywriter.

- Andrew

They’rrre GR-R-REATLY Boring

It’s 6:30am and my alarm goes off. By alarm, I mean my mother telling me to get up. “It’s time to get ready for school,” she says. “I laid out your favorite Zubaz pants.” (Kidding about that, kind of…) Then she’d leave my room to continue preparing breakfast, and probably hoping that I’m not going to snooze her for another 5 minutes. While lying in bed, teetering between dreams and reality, sometimes the only motivation I had for facing another day of Mrs. Hansen’s 3rd grade boot camp was the bowl of cereal waiting for me downstairs.

Cereal used to be much more of an experience than it is today, and of course much more of a sugar-infused experience as well. Whether it was puffed, frosted, looped or marshmallowed, it was all the same fuel of empty calories that prepared us kids for a long day at school. But there was more to kids cereal than just bright colors and a sugary taste, there was the enchanting “back of the box.”

I remember just getting lost in the back of the box. Oftentimes cereals would have an intricate, Where’s-Waldo-esque scene on the back, and I’d chomp away while admiring the cartoon fantasy land that I desperately wished I could visit in real life. The back of the box always coordinated with the cereal’s theme too.

In addition to your standard cereal mascots, there was a cereal for just about every lovable character in pop culture – E.T., Slimer, Gizmo, even Steve Urkel. And although it was clearly “evil” marketers just trying to get my mom to buy their brand, I didn’t care, and still don’t. I’d totally buy cereals based on some of my favorite things today – Frosted Beerios, Professor Blastoff’s Podcast Pops, Micachu and The Sugar Shapes, C3PO’s – wait, that actually existed…

Once the box started feeling light, you knew that any day a toy would pour out with the final bowl of cereal. Sometimes if you were too impatient, you might force-feed yourself just so you could get to that toy. And whether it was a little dinosaur, a toy car or one of those parachute guys you could throw out a window, a fight between my brothers and I over who gets the toy would inevitably ensue at the breakfast table, to the point where we had to take turns claiming ownership. (Josh always got the best ones, no fair…) Today it’s a lot harder to get away with throwing a toy in with food, because apparently kids will eat and choke on everything.

Walking down the cereal aisle now, there are few pop culture tie-ins, no fun fantasy lands and hardly any “FREE INSIDEs,” only “Whole Grains!,” “Zero Sugars!” and boxes with computer-generated graphics (which somehow removes the warmth), directing you to go online to join some lame cereal community or to play some mundane online game.

Of course we want our kids to eat healthy and to avoid choking-hazards, but nonetheless, cereal has lost its fun and pizazz. There is no flare, no spark, just a grocery aisle that is the result of years of regulations and consumer complaints. The cereal world that I once visited every day is long gone, and to me, it’s a tragedy.

- Andrew

The Lost Lesson Plan: Stuff They Don’t Teach You In Ad School Part I

School can only prepare you for so much in advertising. Some things you just can’t teach, lessons better learned in the school of hard knocks. Since I graduated and entered the ad world, I’ve picked up on a lot of things they don’t tell you about in school, or things I wish I had known. Here are those observations.

1. The Creative Department Is Nothing Like Don Draper’s – Going into the creative side of advertising may seem like the most fun and glamorous choice. You stumble into work at 8:30 or 9 in the morning wearing jeans and a wrinkled t-shirt because you’re creative like that. Then you effortlessly spout out a few genius ideas with a Starbucks in one hand and an iPad in the other, clear a spot on your desk for your future ADDY awards, then spend the rest of the day tweeting and palling around with your fellow creatives, right?

Wrong. You come in on time, appropriately dressed, and you work hard. You have to. In fact, if you’re anything like me, you never stop working. The creative process is fickle. You can’t limit your thinking to Monday through Friday 8 to 5. And chances are you’ll have to weed through 100 ideas before finding one halfway worth presenting to your creative director. It’s a very rewarding and enjoyable career path indeed, but it’s not Mad Men.

2. Media Buying Is Totally Killer – You may be under the impression that media buying is the stuffy, quiet side of advertising, (“It’s something to do with numbers right?”), and it doesn’t offer the kind of glory that creative offers – couldn’t be farther from the truth.

First of all, elements of creativity definitely go into buying and planning. It would be hard to deliver higher GRPs on a smaller budget than the previous year without using a little creativity. Also, deciding on what mediums to place the advertising takes plenty of ingenuity.

Secondly, media buying is a HUGE part of an agency’s services. In school I didn’t realize how important it really is, not only to the agency but to the client. There is a substantial demand for media buying services too. We have 11 employees and three are media buyers.

Also, buyers get majorly brown-nosed by their media reps. I’m talking lunches, gift baskets, snacks galore (especially during the Holidays), sometimes even free vacations. Lucky for us, our media buyers share their bounty. Well, just the goodies. It’d be weird if I went to lunch with Carol and one of her media reps, chomping away as they discuss business. “(Smack Smack) Can you pass the ketchup?”

3. Your Time Card Is Always Watching – Before going into advertising I had no idea that there was this thing called a time card. It keeps track of the billable hours you spend working on projects so your agency can make money so YOU can get paid, but indirectly it’s kind of a babysitter that makes sure you’re not misbehaving.

Every single day, by minimum increments of 15 minutes, you have to record the projects you worked on (using job numbers) along with the specific task you were performing with that project (copywriting, research, etc.) known as a function code. Since I work on a lot of different projects, I am constantly updating my time card throughout the day. And in a way, this ensures that I stay on task. I’m pretty sure there’s not a function code for “Fartin’ around on YouTube.”

By no means did these revelations affect my attitude about going into advertising; in fact, they’ve probably enhanced it. But they contribute to what I think is one of the most important lessons of all, and that is that you should never have expectations or pre-conceived notions in advertising. Chances are you’ll be disappointed. If advertising is anything, it’s unpredictable, and that’s what makes it so exciting.

- Andrew