“In the future everyone will be world-famous for 15 minutes”

That’s what ads are for. We’re in the future analyzing the

importance of those 15 minutes of coolness and fame.

Who is Dante Airola?

Dante Airola is a modern-classic commercial director. He grew up in New York City and his love of graffiti art led him to work with graphic design, typography and diverse design award-winning projects. Since joining the commercial production company MJZ, he Airola has directed many highly visual commercials with many world famous brands like Adidas, Heineken, Pepsi, Hewlett Packard, Bacardi and Nike, earning the Cannes Lions awards.

Bacardi Untameable The story about the Bacardi Family Fate threw everything at the Bacardi Family The fire of 1880s couldn't stop us Nor could a series of earthquakes Thru prohibition in the 1920s Cuban revolution in the 50s And in the 60s, exile from our home country The Bacardi Family didn’t just survive, we thrived. Because true passion can’t be tamed! https://www.youtube.com/watch?v=80x27B7gbQ4

Calls for: Resilience

To thrive

This campaign is different from any other Bacardi ad. It is about the difficulties that the Bacardi family had to pass in order to preserve the family business.

The Bacardi Untameable was launched in India, USA and Mexico. Being spread among the social networks it became world famous.

The Campaign is primarily designed to engage the Millennials, as a generation that is faced with great difficulties, economic uncertainties, unemployment etc. It encourages them to remain fiercely optimistic and to believe that they can make a difference.

Coolness level

Very high There is a dose of darkness in the campaign. As if it shows the sour laugh of people who have survived everything, but still fight. The ad is primarily concentrated on the Millennials, the new generation who fights problems different than the ones in the past but not less difficult. But this campaign is not only concerned to the generation Y. It secretly attracts all the ages who identify themselves with the rough past and “bad fate”. The coolness can be observed from the very first moment. The protagonist is a person who remains still but persistent in his cause. The main idea is revolutionising suffering, as it is not something that makes people vulnerable, but something that makes them stronger.

We can only observe it, we cannot

touch it, we can only feel.

• The 2014 was not the best year for the company. After strong rum sales and, more recently high demand for its other premium brands, Bacardi’s sales volume fell by almost 2 percent last year, according to the Shanken News Daily Magazine.

• So resilience is once again on the table. Bacardi is now focusing on fashion and Akiko Maeda joined Bacardi as its first vice president of fashion. The new executive will incorporate Bacardi brands into the fashion world.

The brand is also is orienting towards sustainability and more labour opportunities.

“Pass”

• Pepsi is one of the hallmark brands of American capitalism. It has symbolized creativity and innovation not only in its image, but in the business as a whole.

• Most notable for its fierce competition with Coca Cola, Pepsi has been able to survive and thrive as a result of its innovative and cool image. PepsiCo, the owner of the brand Pepsi, has been able to get the most out of Pepsi by marketing it in addition to its highly successful chips business it acquired in the 1960s.

• The Yum! Brands that spun off from PepsiCo still largely serve PepsiCo products, with Pepsi as their flagship beverage.

https://www.youtube.com/watch?v=2ABUKnCKzM8

The coolness of the time

‘89 20s 50s

60s

80s

40s

90s ‘92

• Similar to the Bacardi campaign, a timeline is the motive behind the Pepsi Pass campaign. It demonstrates the coolness of each generation, showing the culture, and how Pepsi played a part through the decades.

• Unlike the story-like presentation in the first campaign, Pepsi Pass has a faster pace and takes the viewers on a quick time travel from its start, to present day. It dedicates about the same time to show each generation.

• The theme song of choice is the iconic “My Generation” by The Who, a rock band of the 1970s. Even the music changes shape according to the style of each generation.

• Emotional objective: Making history.

Pepsi can art

The idea of the “Pepsi can art” auction is making the representative pictures about the beauties of “Our generation” (generation Y). Volunteers all over the world could present their idea and the funds collected with the help of the PepsiCo Global Citizenship Foundation to non-profit organizations. The art could be promoted on the social networks (Facebook and Twitter). The winner could get a grand or a scholarship for a summer event. The gain of this kind of promotion will mostly be for the brand name and to inform the consumers about PepsiCo’s Corporate Social Responsibility.

Nike Addicted

"I am addicted. I’ve collected footsteps before dawn, seen places I never knew existed, run to the moon and back, been a rabbit for the neighborhood dogs, obeyed the voice in my head, let music carry me when I couldn’t, raced against yesterday, let the world be my witness, measured myself in metres, kilometers and finally character. I’ve plugged into a higher purpose, left this world and come back changed. I am addicted.“ https://www.youtube.com/watch?v=1x4orFcCQQg

Main emotion: Pure enjoyment

The main theme of the Nike campaign is motivation. It centres around a person running in difficult conditions and in various places.

The narration is done by Edward Norton and the music used was created by “A-Bomb”, an up and coming big name in the music production business for TV advertising.

Overall, its slightly different from the other two campaigns as it does not have the timeline motive. It certainly goes to reference the cool history of Nike though. Just DID it

Nike’s birth as a brand is defined by coolness. It had to compete with established sports companies such as Adidas, Reebok, New Balance, etc. The Addicted Campaign is cooler than any other because it shows a struggling personality trying to relieve himself from his thoughts.

The most conflicting characters are usually the ones that seem quiet, as the protagonist in this ad. He is presenting someone who has deep feelings of love but in the same time fear and disgust for the world. He perceives it in his unique way. Still reminding us of our darkest selves.

Airola’s Nike Campaign has the similar message to the Bacardi one, it calls for resilience.

The future run

With its strong motivational marketing, Nike Inc. announced a revenue target of $30 billion, by 2017. Even though Nike has been the most famous by its footwear, there are many other areas that offer future growth. The problem of this campaign is that it is mostly constructed for the American mentality. But, Nike is nowadays oriented towards geographical expansion, especially with the China market, means adapting the commercial to the China trends. That could be done by playing with innovation in order to satisfy Chinas technological hunger. So this campaign with its dark motives can be made closer to the Chinese youth.

More personalized sportswear, which Nike has already launched for the shoes

Innovation is the key element for Nike’s future, with products like Lunar, Shield Flash, Nike’s smart watch

Collaboration with an audio company for wireless speakers

So, what’s the point?

The common point of the Bacardi campaign and the one for Pepsi is the timeline of the generations before, encouraging the Millennials to enjoy and show the beauty of their own generation.

The connection between the Bacardi campaign and Nike is the need of resilience. The most successful points of these campaigns express the way the generation Y feels.

The generation Y is born in digital comfort. It is perceived as the most spoiled of all the generations. Yet Millennials have difficulties like no other generation before, often disrespected by the elders. Y’s face a wide amount of choices during their lives. But these choices are conditioned by economical instabilities and psychological pressure which they face continuously in their environment.

Disconnect from your problems…at least for a while

Millennials are in a difficult situation. The problem is there is not much to do about it. Some of them lead comfortable lives and enjoy luxury, but most of them pay for the fun those few ones have. In an unfair situation there is nothing left but to fight through life and hope for a better future. The most important element from this fight is to learn to endure it by “dancing in the rain”. Y’s have to learn to dance through unacceptance, fear and doubt. Most importantly while “dancing” they should not let their integrity and values ever fade away. https://www.youtube.com/watch?v=2mzEdK6Y1Og

The new groove “Come mothers and fathers Throughout the land And don’t criticize What you can’t understand Your sons and your daughters Are beyond your command Your old road is rapidly agin’ Please get out of the new one if you can’t lend your hand For the times they are a changin’” -Bob Dylan, Times they are a changin’

The importance to bring new hope to the future. By music, by fun, by love and by values that seem to fade away. Activities such as sports and running should bring the main inspiration to keep going forward. There is a need for a generation that moves the world towards compassion and sustainability (CSR), by saying no to narcissism and loneliness.

Belief is the new black