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Welcome back to another episode of The Barber's Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [AdExchanger] - LinkedIn is Getting into CTV Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/ [Marketing Dive] - Privacy tools fall short: Here's what the numbers say Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [LinkedIn] Media Grows Markets - Marc Pritchard Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/ [Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/ Marketing Moment: Old Spice: "Smell Like a Man, Man" “Look at your man. Now look at me. Now back at your man. Now back to me.” Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q TL;DR Having failed to successfully rebrand back in the late 90's and early 2000's, Old Spice was rapidly losing market share to Lynx (‘Axe' in certain markets). Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor. To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women. Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign. The Results Old Spice quickly rose to become the top men's body wash brand in the USA 300% increase in website traffic Sales of Old Spice had doubled by July of the same year 1.2 billion earned media impressions The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial. Ad of the Week Downy Fabric Softener | More Than Laundry https://www.youtube.com/watch?v=oQQwUIX9OVQ Downy Fabric Softener - More than Laundry Just a blanket until you wrap a baby Just a hoodie - till its felt by your first love Just a jacket - till it brings you brings you back to your home Just a sweater - till it a cryed into Doesn't talk about the tech Shows product in use Breath life into your laundry Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Episode 56 sees the fellas put NFL legend, Lawrence Taylor, and NHL Hall of Famer Sergei Zubov in a winner takes all, head to head chess match. Also breaking down some of the greatest commercials of all time, the boys relive comedic and quotable commercials that will live on forever. COMMERCIALS: https://www.youtube.com/watch?v=oYkudizmIPE&ab_channel=SilencedWar101 - Checkmate Sergei https://www.youtube.com/watch?v=DuScm9FZPmQ&ab_channel=JoshMaltin - Welcome to the Wiserhood https://www.youtube.com/watch?v=xffOCZYX6F8&ab_channel=stiggerpao - Mean Joe https://www.youtube.com/watch?v=nQcfK9EKfL4&ab_channel=MisterAlcohol - Puppy Monkey Baby https://www.youtube.com/watch?v=Muyq2kMDFoA&ab_channel=TheHallofAdvertising - Etrade Monkey https://www.youtube.com/watch?v=7LtjzQaFZ3k&ab_channel=SubscribeForNewsAlerts - Geico Hump Day https://www.youtube.com/watch?v=gTBs1rqLtSk&ab_channel=ESPN - Kobe 81 Olives https://www.youtube.com/watch?v=Wlk8cEg2s80&ab_channel=ESPNArchive - ESPN Russian Spy https://www.youtube.com/watch?v=Z6tBr6PMkBY&ab_channel=NHL - Swedish Twins https://www.youtube.com/watch?v=2ywv_JCyolU&ab_channel=cylusdesign - Nice Try No Goal-Ov https://www.youtube.com/watch?v=owGykVbfgUE&ab_channel=OldSpice - Old Spice https://www.youtube.com/watch?v=40x15MZRo74&ab_channel=FullOutSports - Nike Destiny

Why is Thirst-vertising such a thing right now? And how are superheroes adapting to 2020? [22:06] This week, Aaron, Jess, and luminary guest Dylan Fowler talk about risqué instagram advertising, WAP, Porn Hub's data analytics team, Watchmen, the idea of "protection," and She-Ra. They don't talk about the now defunct Isaiah Mustafa Voicemail Message Downloader site that left us far too soon. references Leggings: for men! Some thirsty ads: Paris Hilton's Carl's JR Commercial and Old Spice with The Man Your Man Could Smell Like Rolling Stone: "As Nasty as They Wanna Be" Seniors reacting to Manscaped Ads Cardi B's WAP is even probably NSFWFH: Not Safe For Work From Home... ...vs Baby Got Back More Heinz mash-ups nobody asked for Porn Hub: "Coronavirus Insights" with by-country breakdowns The Rise of the Anti-Hero timeline More on superheroes: Wired on The Boys, the LA Times on Steven Universe, the Atlantic on Watchmen, and a few other must-watches (apparently) like She-ra, Superstore, and Crazy Ex-Girlfriend.

Comic book superhero summer blockbuster number two is upon us! Believe it or not, this excites some of the Screeners (read: Chad) more than others, but say what you will; Man of Steel is not light on discussion points. Before we get to them, though, there’s that little business of the lightning round.Microsoft Folds; Is Hollywood Next?First, injustice rears its ugly head as Josh is forced to respond to Chad and Chris’s 45-minute bonus episode within 60 seconds—which, as we all know, is hardly enough for him to pronounce two five-syllable words and include a dramatic pause to let a bad joke sink in. In fact, he only gets the chance to respond at all because after that episode was recorded, Microsoft caved to cries of foul play from (Luddite) console gamers. There’s more to say about this than will fit in to a normal Jump Cut, so...yeah; you can guess what happens here.It’s interrupted by some mention of Apple’s recent WWDC proceedings, where they unveiled the new iRecycle workstation and the iOS 7...let’s call it a “prototype”, but the real meat of this episode’s Jump Cuts is spread across the two remaining questions. First, there was the recent panel discussion at USC where Steven Spielberg predicted an implosion of the current theater business model in the not-so-distant future and speculated about what the future might look like after it happens. Will we see $50, $100 ticket prices and consider a trip to the theater the same kind of social affair as a sporting event or a night at the symphony?Then, as if in response, Paramount announced the “Mega Ticket”, a $50 chance to see World War Z early (because the lines will be sooo long on release day...) and go home with some movie-related swag. Are we witnessing the nascent future before our very eyes, or is this a terrible idea debuting with a worse movie, both of which are doomed to last all of two weeks in theaters? The British Invasion (of Krypton)Man of Steel they promised, and Man of Steel they will deliver. The Screeners have a lot to say about the latest installment in this beloved series, and they can’t help but start by comparing it to Bryan Singer’s Superman Returns from 2006 and their expectations for that movie.We’ve seen a few franchise reboots recently, but we’re willing to tolerate one more for a good cause. Zack Snyder and Christopher Nolan (yes, there were other producers, but do they matter?) show us many of the same familiar set pieces, but from an angle only they can. Strap on a cape, or a suit of space armor, or at least draw an S (sorry, “hope symbol”) on your forehead while the Screeners talk everything from camera work to character development and throw in a bit of comic book geekery as icing on the cake.Oh, and Chad seems to have tired of editing out inside jokes, so if you weren’t at Chris’s bachelor party, um...sorry?Breaking Through the NoiseThis episode’s Cutting Room Floor is a bit of a departure from the norm. This time around, the Screeners watch between the lines of their favorite TV shows to take a look at the ads filling in the cracks between the plot twists.Since the birth of television broadcasting, commercials have been a necessary evil. Insipid, craven pablum, they lead us onward in an interminable hypnotic march toward a shining beacon of materialistic satiety we forever approach but will never, can never, reach. Other than that, they’re great.Every once in awhile, though, there’s an ad that stands out from the rest as especially funny, or impactful—touching, even. Often, these are the most insidious, as creating an emotional attachment to a product is the holy grail of the capitalist enterprise, but we’ve dealt with enough tough truths in this section already. On to the ads.To keep things brief here, we’re just going to list each host and some of the ads they mention, but when you’re done watching, head over to our Facebook page. We’ll have them linked there, and we want to hear from you—either vote for your favorite out of the ones the Screeners have picked, or remind them of a great ad they left out. Josh:Audi, “The Challenge”Old Spice, “The Man Your Man Could Smell Like”Chris:Lost, Hanso FoundationDisney, “I Am A Princess”Chad:Sussex Safer Roads, “Embrace Life”Procter & Gamble, “Best Job”Melody:Geico, “Happier Than a Body Builder Directing Traffic”Geico, “Happier Than Dikembe Mutombo Blocking a Shot” 

Marketing Today, Episode 95, from Monash University, Melbourne Australia. Featuring:Wags and Col "on the couch", discussing the following topics: The recent Old Spice campaign;World Vision's parody of Old Spice by Tim Costello;... and a discussion on some good and bad marketing we've seen recently.Song of the week: Farrad, "Keep Your Head Up".Our voice feedback number is +61 3 9903 1199 - call us!

Marketing Today, Episode 92, from Monash University, Melbourne Australia. Featuring:Wags and Col "on the couch", discussing the following topics:Airlines - does "sex sell"?The porn industry innovating again with 3D TV;Listener feedback from Adam, Peter and Greg;Old Spice - the old and the new;Kimberley Clark, Kotex and the "V-word";The Hawthorn Football Club taking a swipe at Myki;Myki, Metlink and segmenting the fare-evader market.Song of the week: Adrina Thorpe, "Everything Changes", from http://www.musicalley.com/ Our voice feedback number is +61 3 9903 1199 - call us!