The Swirl: August 15, 2016

Seriously though, we want to know. And we're open to feedback. Responses can be tweeted at @bemythic. In this edition: jingles, kids and politics.


#PhelpsFace (n). - the face Michael Phelps made as his rival, Chad le Clos, taunted him before their semifinal race. Also the face that's resulted in nearly 140,000 Twitter mentions.

P.S. Phelps placed first in the final. And Chad was left behind with no medal in sight. Lesson learned: don't mess with the Phelps face.


Advertising jingles have a way of sticking around - Kit Kat, Oscar Mayer, Klondike. Whatever it is, they almost always get stuck in your head. That's the point, right? Nationwide probably has one of the most memorable jingles. Just like Peyton Manning, you've probably caught yourself singing it around the house at least once. And now, Brad Paisley and Rachel Platten are on your side. Last week, Nationwide released a fresh take on the classic jingle with their new spots, "Songs for All Your Sides." What to expect: lyrics that touch on life stage issues and a reminder that Nationwide is always on your side, no matter where you are in life. Apologies if you're singing this for the next week.


The Nationwide jingle has been in place since 1969. And rather than hopping from one campaign to the next, they've found unique ways to make the classic tune relevant to current times. In this case, they've chosen popular celebs that consumers love today. But it's not your typical endorsement. They are careful with their selections, making sure that the celebs have a humble tone. It's an everyman quality that makes them feel like your friend next door. That, combined with an age-old jingle, will surely leave Nationwide on your *mind.* See what we did there?


Using kids in focus groups is not a new thing. We've seen brands like Crest and AT&T try it out before. It's a pretty great tactic - their responses almost always have us crying from laughter. And with the school year coming up, there are some new kids on the block. SkinnyPop just released an online film to promote healthy snacking. It features kids trying to pronounce some of the ingredients in the snacking category. Let's be honest - pronouncing monosodium glutamate, soy lecithin, and dextrose is hard enough as an adult. Watching the kids attempt is hilariously adorable. You can't help but smile, especially when they take it a step further and try to spell. ROFL.


The snack category is extremely cluttered these days, even with the "clean ingredient" brands. But this idea is refreshingly simple. It focuses less on the science and more on what helps them stand out: simple, real ingredients. Ones that you can actually read and understand, and ones that parents won't feel guilty about giving to their kids. It gets the point across without being pushy. Perfect for movie nights and a lunchbox (or late night) snack.


In the ad biz, the battle for landing new clients starts with initiating the relationship and then selling them on your ideas. Often, for free. “Spec work” we call it. You guys probably remember 'say no to spec,' right? Well, in the case of Spark v. Gary Johnson, the agency created spec on their own, and posted it in open domain. Fair game. Then, Gary Johnson came across it and took it upon himself to implement the agency's awesome campaign. The Tampa-based agency wasn't exactly upset Johnson had swiped, just the fact that he had swiped wrong. In fact, they wanted to see it implemented to the best of its ability and published editable files, fonts and a style guide on, along with a nice little video explaining their point of view. Because why not get a little publicity out of it?


These days, spec work is the norm, but how much is too much? There are arguments for and against it. It clearly demonstrates creative talent and ability, but like we saw with Spark, it can sometimes result in a lot of hard work for zero monies. Eek. Unfortunately, there's no golden formula. Sometimes great ideas result in good business, and sometimes they don't. Rule of thumb: don't give it all away. Just give a sneak peak into the awesome things you'd be able to accomplish given the win.


There are some new emojis on the street (spoiler - they have more to do with equality than your favorite foods). And a 12 year old got into Cornell. That's all.