News

The Swirl: March 5, 2017

If you have the Monday blues, we’ve got just the thing to cheer you up. This colorful spot by Gap has us more excited for Spring than ever. And if that wasn’t enough to brighten your mood, just remember that this is the last week that you’ll walk out of the office in the dark. Bring on the long days. In this edition: trash bags as the new luggage, smooth peanut butter, and the hottest new clique.

WORD OF THE WEEK

Empathy (n.) - the ability to understand and share the feelings of others. And in the world of advertising and marketing, an important practice in understanding and catering to your audience. Think with Google put together four steps to building a compelling persona and practicing empathy to make your ads personal.

For the "gotta see it to believe it" types...

SwirlNotes: Glad put it’s newest trash bag through the ultimate torture test: checked baggage. Somehow, some way, the bag did saw not a rip nor a tear from any a conveyor belt or bag handler from point A to point B. And if that wasn’t enough, it made it safely through 25 flights across the nation. #impressed

WHY IT MATTERS

With a name like the ForceFlex Plus Advanced Protection trash bag, you better believe that it can withstand some serious conditions. But probably not the journey from airport check-in to baggage claim. And probably not 25 separate times. Talk about a real demonstration. We see you, Glad. What’s inventive about this creative approach is that it goes beyond just your average product demo and illustrates that if this trash bag can withstand the baggage handling system, then it can surely handle everyday kitchen trash. Myth, busted.

For the pb lovers...

SwirlNotes: Who doesn’t love peanut butter? It’s one of the best foods on earth, and Skippy just raised the bar for all of the PB brands competing for ad space. Their latest campaign is a play on the Uptown Funk lyric, “smoother than a fresh jar of Skippy,” and features a smooth kid (actor Cooper Friedman) showing off his smooth moves. Peanut butter jelly time anyone?

WHY IT MATTERS

Everything about this campaign is smart. For starters, you can’t really go wrong with choosing a grammy-winning song that literally calls out your brand. They tapped into a conversation that was already happening in pop culture around the world. This, along with how they bring the notion of “smooth” to life, makes for a perfect campaign. It’s cute, and there’s no way you’re walking away from this spot without getting the main point: skippy=smooth. Hungry yet? If you can’t get enough, look out for the Skippy PB Bites spot that includes bite-sized advice on how to be smooth.

For the advice seekers...

SwirlNotes: Have a problem? Have-a-Rita. Margarita, that is. Lime-A-Rita introduced a new campaign in honor of National Margarita Day where you can receive free, cheeky advice on social media from The Ritas - a trio of legendary ladies who embrace the “life’s a party” attitude. All you have to do is reach out to their column with the hashtag #RitaSays.

WHY IT MATTERS

Whether it’s how to throw a party or what puppy to get, The Ritas are here for you. We love how this campaign takes the seriousness out of the many things that bog down our social media feeds today. And their social voice fits perfectly with the Lime-A-Rita personality. Way to create two-way conversation in an authentic, light-hearted way. If you’re looking for more fun, you can keep up with their conversations their Twitter page @TheRitas. Cheers!

FINAL FOOD FOR THOUGHT

For the Roseanne fans out there, check out how ABC turned a New York subway train into the iconic TV show’s living room, afghan included.