Making Dinner Hilarious, One Tweet At A Time

There’s nothing like scrolling through your timeline and stumbling on Twitter gold. Although rare, it does happen. You might not expect the most interesting, witty, or clever one-liners to come from a brand, but I present to you @helper, the beautiful location of Hamburger Helper’s “punny” tidbits.


For a product that’s been around for several decades, they sure know how to stay relevant. The brand ditched the “Hamburger” and just goes by Helper now – and the super simple handle makes it even more attention-grabbing. @helper seriously knows how to infuse their product/theme into the current ramblings of pop culture and social media.

Their specialty? Pop music!

@helper even found out what caused the fight between Jay Z and Solange Knowles.

If this Twitter account doesn’t give you a good chuckle, I’m not sure what will. It’s safe to say, I’m slightly obsessed with @helper, which is resulting in a lot of scrolling. Mind-blowing only because it’s just a food additive. This is the kind of presence brands need to have if they’re trying to make a comeback, rebranding, or just trying to appeal to my generation (Millennials) and future generations.

I can only see one thing (Hamburger) Helper is doing wrong: there’s NO link to this amazing Internet find on their website. With something this great, they should be shouting it from the rooftops – or at least on desktops!

See ya later from this friendly face (or hand)!

~ Monique Moore, Summer Associate, The S3 Agency



WHAT CAN WE LEARN FROM THE NEW Airbnb REBRANDING?

Last week Airbnb launched a rebranding campaign that included a website refresh and introduced a new logo which they called the Bêlo. They also released a new video explaining the new logo: 

The new logo has all the elements of a well designed logo in today’s world: it’s memorable, simple, and looks like a part of the female anatomy…wait WHAT?!?!

In case you haven’t heard, there has been quite a backlash about the new logo. There’s even a new Tumblr dedicated to alternatives for the logo (many of which are NSFW). The backlash also took to social media with many witty comments made on Twitter.

So how does this happen? How does a company miss what’s obvious to so many people? And more importantly, how can brands avoid having this happen to them?

Now some may argue that all the attention may not be a bad thing – after all, the company is now getting a lot of free publicity. I think it’s too early to tell if that’s true. Let’s not forget creative misfires of the past like PepsiCo’s disastrous Tropicana packaging change which was quickly reversed and cost the brand $33 million in two months.

I feel that bigger, more successful brands are more likely to have rebranding blunders because they have trouble envisioning failure. A long run of success may lead to egos that believe their company can recover from any misstep. Larger companies are also more likely to suffer from hierarchy issues: employees may defer to the opinion of the senior person in the room, despite the fact that a few junior people might think “that logo looks a lot like a …”.

Brand embarrassments as such can be avoided by doing a few things:

  • Don’t overthink the logo – Assuming it will make or break your business may lead to the latter.
  • Listen to junior marketers – They’re closest to their consumer instincts.  Get their opinions first before senior leaders weigh in.
  • Test it – Use a focus group, it’s easier than ever now. (Consider cost-effective online options.)
  • Use common sense – There’s not enough of it out there.  Try to avoid getting caught up in the symbolism as it can lead to self-delusion.


As for Airbnb, their heart was in the right place and I actually do like their new logo – just with a few alterations.  It’s amazing what a change of color can do.

~ Walid Elshahed, Web Designer, The S3 Agency

Don’t Feed The Troll

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As an avid podcast listener, I am disgusted about something that is happening in our country’s Federal Court system. A Patent Troll named “Personal Audio” is suing the Adam Carolla Podcast for a patent violation. They bought a very general patent for a “System for disseminating media content representing episodes in a serialized sequence.”

Personal Audio doesn’t have much of a legal leg to stand on…. right? Unfortunately, they do. Personal Audio has sued Apple that it held patents on the concept of “playlists”. Playlists?!?!?! Basically every broken-hearted teen that made their girlfriend a mix tape in the 80s should expect to be served papers any minute now.

Who are these vampires? Personal Audio is a shell corporation with a PO Box / Empty Office in East Texas. Why East Texas? Because it remains, by far, the most popular place for patent lawsuits (U-S-A!!!). Personal Audio also carefully selects the amount of money they go after to encourage the plaintiff (in this case, Carolla) to settle out of court – rather than rack up legal fees. They are supported by Patent Troll Lobbyists, and they seem to have quite a bit of “influence” with Senate Majority Leader Harry Reid (U-S-A!!!), who recently squashed a bipartisan compromise minutes before it hit the floor.

If Personal Audio succeeds in their efforts with Carolla, they will then have legal backing to go after EVERY podcast. Thankfully the Ace Man is not rolling over and giving in; he intends to take fight the case in court.

Is Carolla’s personal brand enough to effect change? It depends on whether or not his followers actually do something about the situation. What can they do? It’s as easy as 1…2… Well, just 1…2.

  1. Donate to the Adam Carolla defense fund here.
  2. Learn more about patent reform and what can be done by watching this video:


Mahalo
Jaime Hamel, Digital Strategist, The S3 Agency

None More Black…OR IS THERE?

Topping my list of comedies is the legendary music mockumentary, This is Spinal Tap. This now classic movie parodies all things heavy metal and hard rock through the eyes and actions of a fictitious British rock band named Spinal Tap. During a discussion of their new record cover for “Smell the Glove,” (censored into a simple flood of black and nothing else), guitarist Nigel Tufnel points out “It’s like, how much more black could this be? And the answer is none. None more black.” Well apparently it can get more black, as a recent invention shows.

A British company has produced Vantablack, a new material that is so black you can’t even see it. As the article cites: The material is so dark that if someone wore a dress made out of it, their head and limbs “might appear to float incorporeally around a dress-shaped hole.”

Goths may want to hold off on the rejoicing, however, as the material probably won’t make it into a clothing line anytime soon. What Vantablack will be used for is more serious, astronomical cameras, telescopes and infrared scanning systems to function more effectively – as well as military uses which, of course, remain top secret. Read more about it here.

~ Mike Kolatac, Associate Creative Director, The S3 Agency

Editor’s Note: There’s something to be said for the branding of Spinal Tap, which continues to live on decades after the movie was shown in theaters.

"Undress Me" – The Steamy Sequel

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Director Tatia Pilieva is at it again…and this time it’s with a bolder, more risqué video called “Undress Me.” In her second video, Pilieva asks strangers to undress and hop into bed together. While her first video (“First Kiss”) was created to support the clothing brand WREN, “Undress Me” is a teaser for the season two premier of “Masters of Sex,” which aired on July 13th on Showtime.

In case you’re unfamiliar, the “First Kiss” video went insanely viral this past spring and the sequel seems to be following suit. Since its launch about a week ago, “Undress Me” has already garnered over 10 million YouTube.



In her branded video stunt, Pilieva appeals to the voyeur in us – a brilliant use of YouTube. This video captures all the fun and awkward moments between the strangers…and may just make you jealous that you weren’t asked to participate in the making of it. It also may just make you want to watch “Masters of Sex.”

Well done Titia, well done.

~ Tracey Jeffas, Account Supervisor, The S3 Agency

A SAD DAY FOR BALLS

Hanes just released the latest commercial for their X-Temp technology underwear – featuring none other than basketball legend Michael Jordan. The brand has 25 years in with Jordan as their spokesperson…so can they keep the creativity fresh? Let’s take a look.

X-Temp technology is supposed to help Hanes’ new underwear keep you cool and dry regardless of body temperature. In this spot Jordan puts an X-Temp technology tester to the test to see if the high-tech underthings can, shall we say, take the heat. Jordan quietly yet intimidatingly lingers over an X-Temp technology tester who is attempting to get his golf game on…and…that’s it…the end…done.

We just watch as the sad sap tries to deal with the pressure of playing golf in front of Jordan. We see the sad sap having a tough day on the green filled with embarrassing moments – like retrieving his ball from a tree and backing his golf cart into another. Yet none of these moments scream that super-undergarment-technology was required and, frankly, they just aren’t that funny.

Thankfully this commercial was so boring that no balls could have been hurt in the making. Have 30 sec? Go ahead and knock yourself out:

~ Stefanie Fernandez, Account Supervisor, The S3 Agency

Editor’s Note: Ironically, our patented “Campaign Success Predictor” chart would rate this spot all budget and no balls!

CAN THE MOST WONDERFUL TIME OF THE YEAR LAST DECADES?

Some things stay with you from your youth. I can recite the G.I. Joe theme song. I remember T.G.I.F. every Friday with Steve Urkel and company. And, I remember this Staples commercial vividly…


This ad first aired in 1995, when I was in elementary school, so it’s old enough to vote. Imagine my surprise when I heard that familiar jingle still being used as recently as last month. Is it wise to still use the same ad? Many “kids” that were annoyed by this commercial are now having children of their own, and the back to school memory it triggers can’t be a pleasant one.

On the other hand, they now get to play the part of that goofy dad, excitedly holding those staplers and singing, ”There going baccckk”. It is a testament to the effectiveness of the ad itself that it can still be used today without touching it. Imagine almost any other commercial from that time period still being used today, like these 90s spots:


None really hold up. So thanks for the memories Staples, and congrats on a timeless ad. Now if I could just wipe the smirk off that dads face…


~ Mike D’Ambrosio, Interactive Art Director, The S3 Agency

LIP GLOSS…AND OTHER GENDER FAILURES IN ADVERTISING

I have a Facebook friend who, well, makes it worth being on Facebook. While I haven’t seen this friend face-to-face in years, she never ceases to post thought-provoking content…something tells me she must have a history in the advertising industry.

Recently she posted the “Verizon: Inspire Her Mind” ad with the simple comment “hmm.” How nice, I thought, that this friend is inviting me to formulate my own opinion rather than to simply adopt hers. So, here’s my opinion (or rant, as the case may be).

My dislike of so-called “Girl Power” ads has been bubbling in my skull for some time now, so it may just be that this one is getting the brunt of my frustration because it’s the most recent. For me, this video missed the boat in a few ways:

1. Right off the bat: Who doesn’t call their daughter pretty? Or their son handsome? These types of compliments don’t deter kids from pursuing dreams. There’s nothing wrong with telling your child you think they’re adorable, as long as that’s not the only thing you tell them.

2. The comments made by these phantom parents are comments that could be made to ANY child - girl or boy. Boys are told not to get dirty or make messes as much as girls are (probably even more so if you’ve ever witnessed the mess one little boy is capable of making), and the elder of any sibling would probably be any parents’ choice for the wielding of power tools. While the parents do come across as sticks in the mud, their comments are not gender-specific.

3. While I get the payoff, at what point did applying lipgloss in a reflective surface become a tragic event? For all we know, afterwards this little girl could have trotted off to her advanced chemistry class and entered an award-winning project into that science fair after all. The message of her losing confidence or giving up is just not there for me - even brilliant physicists apply lip gloss occasionally.

Which brings me to the biggest issue: the message that femininity and intelligence are mutually exclusive. I suppose that if you’re going to be smart, you better toss all your makeup and stock up on elastic-waisted khakis. At what point did it become failure to be “girly”? This video might give props to all the girls out there who want to be engineers, but does it also frown upon those who’d rather be something less left-brained?

To look at a personal case study, I was fortunate enough to grow up in an extremely supportive household where my parents never treated me any particular way just because I happened to be female. I learned to cook, but I also learned how to drive a stick shift (both at the age of 11). I learned to sew a and I learned to fish. I had all kinds of opportunities - and I ended up as an art major. GASP! I must have failed. My PARENTS must have failed! I am not an engineer. Or an astronomer. Or a physicist. But yet…I’m happy. Because I was allowed to choose a path that was right for me.   

The focus of these collective ads needs to shift. Rather than being gender-specific or career-sector-specific, a better use of energy would be to simply acknowledge the fact that all kids, male or female, have different interests and strengths that need to be fostered. As a society, we give the traditional female roles of motherhood and being a homemaker practically no credit, though there are few jobs as important as raising the next generation. We steer boys away from classes like Home Ec in favor of more “manly” pursuits, regardless of where their interests really lie. We shove ALL kids onto the path of technology, whether it meshes with their young brains or not. We need to take a step back and look at the child herself, not the trends. Whatever her interests are, they should be respected, fostered and allowed to flourish because a society can’t grow if it’s made up of only one type of person anyway.

I don’t know what my son will grow up to be. I do know that I will be supportive of whatever path he chooses. And I will always tell him how handsome I think he is.   

-Trish Salge, Opinionated Sr. Art Director, The S3 Agency

Is Samsung’s “Wall Huggers” the Brand’s Most Compelling Ad Yet?

I love my iPhone. At least, that’s what I tell myself. The reality is I’m used to my iPhone…including the fact that I’m constantly on the hunt for a power source to keep my ever-low battery charged. Samsung’s new commercial for the Galaxy S5 exploits the iPhone’s greatest weakness, calling iPhone users “wall huggers” who are “tethered to the wall” with their charger cords. Up until now, “plugged in” had a positive connotation — but when one sees the unfortunate iPhone users enslaved to power outlets in an airport, those who have been in that situation (including me) may start to wonder if the iPhone is, indeed, worth their loyalty.

The brand has done something brilliant with this spot: it’s not about tech-spertise. It’s not about bigger screen. It’s not about being cool. What Samsung’s new ad does is awake iPhone users from their Apple-defensive comas with a reminder that mobile phones are supposed to free you from plugging in. I remember my pre-smartphones that would last for days on a single charge. Samsung appears to be promising me I can get that back, complete with all of the features I expect from a Smart Phone.

Will I continue to be a pitiful wall hugger when my contract is up? This is the first time I can honestly say I’m not sure…which means the commercial is doing it’s job. And it’s not just speaking to me: almost 700,000 have elected to watch this :60 spot on YouTube within the first day it aired. Looks like Samsung is trying to let power-outlet-freedom ring in time for July 4!

~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency

Wendy’s Wants You to Wear Their Salads!

Okay, maybe not exactly.

Have you ever decided what to wear by looking at your food? Well, that’s what Wendy’s wants you to do.

To promote their new salad collection, they teamed up with actress / model / fashion icon Molly Sims and Polyvore, a website where avid fashion, beauty, and home décor lovers can piece together outfits, looks, and rooms. This collaboration is a contest for people to create outfit looks via style boards inspired by Wendy’s new salads. Each winner will receive $1,000 to put towards their style choices. Anyone can start an account, create a look, and post it using the hashtag #NewSaladCollection, which by the way includes their Strawberry Field Chicken Salad, Asian Cashew Chicken Salad, BBQ Ranch Chicken Salad, Apple Pecan Chicken Salad, and Spicy Chicken Caesar Salad.

This promotion may seem a little far fetched but it is a fresh, new idea – and a couple thousand have entered the first three phases so far. The fourth and final entry phase begins in early July. The salads are only here for a limited time, and so is the contest.

Will this really boost Wendy’s summer salad sales? Sure, the winners may post all over their social media accounts that they’re so thankful to Wendy’s and Molly Sims. But then what? Is it going to make people want to eat salad from a fast food chain? Personally, I never want to “eat healthy” when I go to a fast food restaurant. I always want something that’s bad for me, but oh so yummy. But hey, who knows? Maybe this will start a trend that fast food salads are in and the fashionable thing to eat. Maybe it’ll just let people know about the fact these salads exist and since they’re limited edition, people might feel the need to try them before they’re gone. After all, that is the contest’s job: to build awareness. The rest is up to the product itself.

Are you craving a Wendy’s salad now?

~ Monique Moore, Summer Associate, The S3 Agency

 

WHY ARE WOMEN ALWAYS APOLOGIZING?

That’s the question Pantene asks in its new “Not Sorry” ad. The video is a follow-up to their “Labels Against Women” ad from last year, which showed how men and women are often labeled differently for identical behavior. When men are perceived as persuasive, women are perceived as pushy. The spot, which was part of Pantene’s Shine Strong campaign, has garnered more than 46 million views on YouTube since November 2013. Here’s Pantene’s newest ad, which is also part of the Shine Strong campaign.


I cringed a little as I watched each woman say she was sorry for things that did not warrant an apology at all. I cringed at them undermining their own thoughts, ideas, and actions. Most of all, I cringed because I saw myself. Why do we say we are sorry for things we should not be sorry for? Why do we consider that being polite?

I think part of what makes this ad work is that it raises an issue with which women can identify. Every one of the situations presented in the ad situations that I have witnessed and  / or participated in, and I’m sure that’s true for many other women. To me, the video is a bit reminiscent of Dove’s Campaign for Real Beauty in that it seeks to make an emotional connection with the viewer. Notice how there’s not a single shampoo bottle in sight. The ad is not about selling hair care products (although everyone’s hair is pretty fabulous).  It’s more about showing that Pantene as a brand is connected to its audience. Here, that brand is doing more than selling stronger hair; they are empowering their audience to be stronger human beings. 

My only qualm comes at the end, when the women say “sorry not sorry.” Is that not still apologizing? Personally, I feel that sort of juvenile commentary detracts from the positive-yet-polite message. Continuing the confident, unapologetic reactions the first few women had would have made for a more cohesive spot. Not sorry. 

~ Kim Schult, Account Coordinator, The S3 Agency

IS SKECHERS USING HORSE SENSE IN ITS MARKETING?

Skechers is going against the grain with a quirkier approach that has sales booming and stock rising. This approach has even pushed the brand into the top five largest athletic brands in the U.S.

Wait. Are we talking about the same brand that used to sell platform sneakers in the 90s?

Yep. Having only entered the performance market in 2011, Sketchers’ athletic line of products has gained serious traction with some peculiar marketing. While most brands are shelling out millions in order to book the biggest celebrities and athletes, Skechers’ off-the-beaten path approach is not only cost effective, but is proving to have a major return on investment. 

Skechers looks for unusual deals that many big brands might toss aside. The company seeks out up-and-coming competitors as well as unsigned retired athletes. That includes athletes with four legs, like California Chrome. No, they aren’t making horseshoes quite yet. Skechers signed on to sponsor the thoroughbred, using the speedy stallion as a galloping billboard worth oodles in exposure at a significantly lower cost. Even though California Chrome failed to nail the Triple Crown, all eyes were on the Kentucky Derby and Preakness winner – and many of those eyes saw his blanket emblazoned with the Skechers logo.

To me, it kind of seems like “the hipster approach”.  

Step one: Find the thing before it becomes cool or go retro. The costs are down, and you’ve got something you like.

Step two: Do what’s weird and outside of the box. Act like what you’ve got is the coolest thing out there.  

Step three: Watch as the world takes note and envies what you have.

The latest Skechers technique proves that it’s worth checking out what your competitors aren’t looking at. Quirky moves can have even top brands peering over with jealous eyes. I definitely have Skechers on my radar, as it will be interesting to see where they take things next. In the mean time, I’ve got to see a man about a horse.

~ Kristin Drabik, Summer Associate, The S3 Agency

HelloFlo Nails It Again!

While I had never heard of the service Hello Flo or a “first moon party” before, I will forever remember both due to the hilarious video that has just been released. HelloFlo, a tampon subscription service, had a major advertising hit last summer with “Camp Gyno,” a long-form spot about a know-it-all girl who is the first to get her period and who the other girls at camp turn to for advice when they get theirs. Well, the sequel “First Moon Party” has just been released and this video (possibly funnier than the last) focuses on a girl who has the opposite problem. All her friends are getting their period and she is not. So…she decides to fake it.

Before you watch this video I feel a warning is necessary: If you are at all squeamish or uncomfortable with the word vagina and anything related, you may want to refrain.



 

I love the brilliance behind this idea. It so magnificently tries to make this topic less taboo and bring humor to what can be an uncomfortable situation for a young girl, as well as sell a few products along the way. And with over 1,700,000 views on Youtube and 19.5k shares on Mashable in just a day, I’m definitely not the only one who’s impressed.

Well done, HelloFlo. I approve.  And in case you missed last years hit, here you go.

!~ Tracey Jeffas, Account Supervisor, The S3 Agency

Does Your Brand Make People Dance?

This is a tale of brands and viral videos and dancing…

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Do you know Matt Harding? If you do, it probably wasn’t until after he started dancing in famous places across the world, as captured by YouTube videos. Videos that you can’t help but smile at because they focus on the joyful act of dancing, with an unusual twist. I recently had the privilege to meet Matt and hear his story – and it’s a story all brands who tout their need for a “viral video” should heed.

Matt was traveling with a friend in 2005, when digital video had just become mainstream available via handheld recorders and phones. When he was standing in front of a famous monument, his friend said “Why don’t you do that silly dance you do in front of that?” Matt did, the friend recorded it, and together they proceeded to do this at every major stop. Matt then put the video on his own website. A little while later, Matt got a call from his friend saying “Your video is on YouTube.” Matt replied, “What’s YouTube?” (Imagine saying that today?) He proceeded to go to YouTube, find his video, and see that he had 600,000 views. That’s a lot today — let alone back then — and the next thing he knew, he got a call from Cadbury Schweppes’ brand, Stride Gum.

"They told me they wanted me to do what I did on the video," Matt recalls. "I said, ‘You want to pay me to travel around the world and dance? Ok!" According to Matt, he went to their corporate office with a carefully thought out plan of where he wanted to travel and why — expecting scrutiny, lots of rules, and more. Basically, he was told to do what he wants as long is it was done in time. BRAND POINT #1: The brand recognized that Matt’s original video had something that appealed to people, naturally. Rather than try to shoehorn that “Mattness” into something more “Stride Gum-like,” they let him be authentic. Lots of brands talk about authenticity, but how many actually execute that way?

In addition to be pleasantly surprised by the client’s lack of overt control, Matt was shocked that he wasn’t asked to bring the product into the experience. Watch the video. He’s not wearing Stride Gum swag; there are no Stride Gum signs; he’s not even chewing any gum! At the end of the video, text informs you that the video exists courtesy of Stride Gum. Knowledge you gain a time when you are already smiling. And that may just telegraph that happy emotion onto the Stride Gum brand. BRAND POINT #2: The brand did not force unnatural product references down the viewers’ collective throat. Many times, that “integration” interferes with the experience. Here, viewers didn’t even know it was a brand-sponsored video until the modest end-of-video reveal. That feels pretty nice to a consumer. Take a look, sound on, and feet on the floor (just in case…).

This virtually unbranded, brand-sponsored video has almost 19 million views and counting. It continues to live on long after the launch, because it is relevant: it makes people feel good. (Brand Point #3: Be relevant beyond the short term.) But Matt’s brand-sponsored career doesn’t end here.

This video was seen as so special, both to people and to the brand that had sponsored it, that is caught the eye of Visa. The credit card giant picked Matt up to do a commercial that began running internationally in 2008…and six years later is still on air. Not too many commercials have that sort of staying power, but as Visa was quick to recognize, Matt has something special here. So while they did brand their spot more than the Stride Gum video (this is, after all, an actual commercial), they are reaching millions of people each year with Matt’s own brand of happiness.

It’s interesting to note how Matt’s videos have evolved…and how they have impacted his viewers. His initial video focused simply on Matt dancing in front of landmarks. As you watch the progression of videos, he starts bringing in other people, and the videos become less about the places he is visiting and more about the people residing in those places. He also trades out his signature dance at times in favor of the cultural dance going on around him. Matt says this happened organically — at one point he was dancing and a bunch of kids simply ran over to start dancing with him. Brand Point #5: recognize when divine providence is giving you an opportunity and jump on it. Matt immediately understood that adding other happy people from the places he was visiting humanized the experience…and increased the happiness factor.

The video in which Matt pushes his own personal brand the furthest is the video that is purely his vision, sans sponsors. Matt chose to finance his own video and visit places that sponsors had forbidden. Places like North Korea, Moscow, Syria. Why? He wanted to show that the world is full of great people everywhere who want to be happy — and dispel what he feels is a myth: that the world is a scary place to visit. And his bravery has been rewarded. (Brand Point #6: Be brave.) With millions of views (one video has over 47 million), the ads on those videos have more than compensated the dancing video star for his out-of-pocket expenses – and the videos have brought value to the viewers: by providing a different type of peek into foreign cultures, we are all connected a little bit more, via the universal language of dance.

I hope this blog post captures even a tiny amount of the joy I felt meeting Matt and hearing his story. And I hope your brand is able to help your customers feel more joy by being in their lives!

~ Denise Blasevick, @Advertgirl & CEO, The S3 Agency — seen here dancing with Matt Harding at MIT

Kiehl’s Puts Space on Your Face

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In the industry of high-end cosmetics, how does a company reach out to male audiences? Put a little sci-fi into it.

That was the goal of Kiehl’s Since 1851 when they “launched” their campaign “How to: Put Space on Your Face.” The campaign features the new Kiehl’s product, the Oil Elimintaor 24-hour Anti-Shine Moisturizer for Men.

The 2-1/2-minute video shows a team of engineers building a small, simple spacecraft that has one purpose: to launch a bottle of Oil Eliminator Anti-Shine Moisturizer past the atmosphere and into space. (The behind-the-scenes video reveals that the engineers prepared months in advance for this.) The bottle-turned-astronaut makes it back to Earth after successfully completing its mission – a few minutes in space.

Why go through all this trouble just to send one bottle into space? Well, Kiehl’s wanted to showcase the moisturizer’s key ingredient: Aerolite, a substance engineered by NASA. Made from aerogel, it’s 99.98% air, making it the lightest man-made solid on Earth, so it’s really light on a user’s face. Apparently Aerolite can absorb four times its weight in oil and breaks up sweat from skin, making it a very effective ingredient in oil elimination.

Although the video doesn’t say all of this, it can still grab attention with the visual premise accompanied by Star Wars-type music. At the very least, it will capture the attention of sci-fi fans, which include quite a few men. This will also feed into the current advertising trend of infusing space and technology into social campaigns (e.g. Red Bull and “the Highest Free Fall”, Watch Dogs “Real World Hacks”, etc.). In fact, Kiehl’s is currently running a contest where winners will be able to have action figures of themselves sent to space on a similar spacecraft, and gifted a picture of them in action.

More than moisturizer? Affirmative.

~ Jay H. Kim, Summer Associate, The S3 Agency