News

The Swirl: October 17, 2016

Cue the Kelis, cuz it's Boss's Day. Pro tip: a little goes a long way when it comes to showing your appreciation. You'll thank us later. Speaking of giving credit where credit's due, this week we've got a guest Swirler in the house. Meet Anthony Sancibrian, Account Supervisor. As an avid pop culture aficionado, he's serving up his take on the latest craze on the World Wide Web.

In typical Swirl fashion though, we've also got recognizing real love, finding the light at the end of the tunnel, and being your own boss.

THE NAME'S BONE. KEN BONE.

BROUGHT TO YOU BY GUEST SWIRLER: ANTHONY SANCIBRIAN, ACCOUNT SUPERVISOR

In case you haven't heard, there's an election in just a few short weeks. The campaign trails have been heating up for both candidates recently, and there has been a lot of "locker room talk" going around. America was desperate for something to smile about during this campaign. Enter: Ken Bone. During the debate last Sunday, Bone was an undecided voter who asked a harmless question about the environment. Whether it was because of his huggable demeanor, his timeless red sweater, or some other cosmic force, the Internet exploded and he became a sensation overnight, sparking countless memes and even T-shirts. Uber tapped into his 15 seconds of fame, declaring that he had "decided" to choose uberSelect - a new premium option in the app's choices.

WHY IT MATTERS

First, Bone's rise to stardom is the reason the Internet exists. While it may not make sense to some, sometimes you just have to enjoy the ride and take advantage of it when you can. Some may see Bone and Uber as "selling out," but props to them for catching lightning in a bottle and finding a way to take advantage of a moment in a way that makes sense for their brand. Plus, I'm sure Bone can't complain about the extra cash from the endorsement deal.

PUT A RING ON IT

Diamonds may still be a girl's best friend, but couples are waiting later and later to tie the knot. People are becoming more career-focused, some don't want to feel rushed in making the commitment, and others are just less inclined to purchase premium jewelry at all. But not if the diamond industry has something to say about it. After six months of research and interviews with millennials, the Diamond Producers Association uncovered a gem of an insight: people weren't relating to the jewel as an emotional symbol. So what did they do? Create goosebump-inducing ads that capture the diamond's meaning in today's real young relationships, of course. Because real is rare.

WHY IT MATTERS

These ads feel real - pun intended. Raw, adventurous, and packed with emotion. We can imagine these people having these conversations with themselves and can physically feel their ups and downs on the rollercoaster of love. And what's ever so subtly backing each story? Diamonds, of the necklace variety. The association has created more than ads with these videos. Instead, they've set out to create a mindset movement that shifts the symbol of the diamond away from "because society told you so" and towards a way to commemorate an occasion. It's a feeling and a sense of togetherness that can't be broken. When you get down to it, they're redefining what a diamond really means. P-O-W-E-R-F-U-L.

SWIPE RIGHT

Welp, on the other end of the relationship spectrum... diamonds, meet dating apps. Acquainted? Good. For singletons hoping to find love in a hopeless place, many have turned to apps like Tinder and Bumble to swipe themselves into a relationship. Turns out for most people, that's not always so much a reality. Hinge - the dating app based on your Facebook network of friends - is determined to change that. In their recent short film, the brand hopes to cast a different light on online dating: one that doesn't involve catfishing, ghosting or mindless swiping. The character meanders his way through the dark, devilish dating carnival (aka Tinder), looking lonely and sad. Then, he stumbles his way through a secret door into heavenly park filled with happy couples to finally be reunited with a girl with potential (aka Hinge). Don't you just love a happy ending?

WHY IT MATTERS

What better way to bash a competitor than to literally paint them in a hellish light, amirite? Not to mention within a beautifully illustrated backdrop. We've seen Chipotle tell successful, compelling stories in a similar way: present the mundane, sad, woe-is-us problem and insert themselves as the hero and the solution. There's one reason Hinge followed in the burrito chain's footsteps: it works. And while some people might still leverage Tinder for what it's proven to be good for, Hinge is here for those of us looking for more meaningful connections. To each their own, but if we're keeping score, Hinge: 1. Tinder: 0.

BUT WAIT! THERE'S MORE

Remember Avon, the company that sold its North American division this year after steady declines? *News flash* - they're back. After struggling to attract new sales reps, Avon decided to refresh its brand to appeal to younger generations. Last week, they introduced their new campaign in effort to recruit more reps. It's called "This is Boss Life" and talks less about beauty products, more about the pros of being a rep. Like being able to pay off debt, the flexible schedule, and having more control. Start singing Bossy now.

WHY IT MATTERS

It's clear that Avon's new campaign is aimed at attracting a younger audience - those who might still be dealing with student loans or want more time with the kiddos at home. But they're also going after a particular mindset. Their spots emphasize dedication, hard work, and career success. Plus the song's pretty catchy, and scripted to the tune of "I Will Survive." Quite the double dose of empowerment. So if you're a self-starter or entrepreneur, don't be surprised if you get start to get served up these ads.

FINAL FOOD FOR THOUGHT

If there's something weird and it doesn't look good… who you gonna call? Ghostbusters! Sike, actually ADT's call center guys are the ones who really have your back when there's a ghost in the house.