For those who have seen the recent Motrin Ads, many of you are aware of the outrage it sparked (particularly amongst mothers). The ad was a narrative from a mother who claimed that toting a baby close to you will make you look like an “official mom” and people will understand why mothers who do this look “tired and crazy.”  

Now if I’m not mistaken the intention was for Motrin to show that their products can relieve pain in the shoulders and neck caused by wearing these baby totes.  In addition they wanted to reach the target audience and communicate on their level. Part of their message was “we feel your pain”.

(I assume) Motrin wanted to encourage and engage the audience in discussions about their brand.  They also utilized ‘International Baby Wearing Week’ as a platform to launch this campaign.  Although the intentions were solid and the basic tools were established for a clever campaign, this proved to be a disaster. Twitter and Blogger-moms slammed the ads harder than Vince Carter with a basketball in 2000.

Yesterday I was fortunate enough to catch the ad on Motrin’s website, however, the outrage that has stemmed from women and mothers in the social media community, lead to the ads being pulled from Motrin’s official website. I am most certain that you can find it on YouTube.  

This is another example of how advertising and communications has changed dramatically within a few years. Gone are the days of one-way communications between advertisers and consumers. We are now experiencing first hand how social media has and continues to shape the way messages are created and accepted. Consumers are no longer passive recipients of marketing messages.

I’m (obviously) not a mother nor am I married so I can’t say I’m outraged by the ads nor am I offended—but before I start getting death threats, I can see why women and particularly mothers would be perturbed.

For those who have seen the ads…what are your thoughts?

Spicy Tomato Risotto with Salmon & Dill Delight

Spicy Tomato Risotto

2 Tbsps Olive Oil

3-4 Tomatoes (Roma or Hot House)

1 Onion

3 Cloves Garlic

1 Cup Rice Aboria or Parboiled 

2 Cups Chicken Stock

A few splash of Red Rooster Pinot Noir (see wine of the week)

1 Can Tomato paste

1 Green Pepper

1 Tsp Cayenne Pepper

1 Spring of Fresh Thyme

Parmesano Reggiano

Salmon with Dill Delight

1 Fillet fresh salmon

1 Tsp Olive Oil

Cracked Black Pepper

Couple pinches of Sea Salt

¾ Cup Sour Cream

1 Spring of fresh dill

Juice of half lemon

Salt & pepper

To prepare: Risotto

Add olive oil to a heated large pot and add onions and garlic and let it sweat. Season with salt and pepper. 

Add the rice and toast until brown in color then add the green peppers.

Add a few splashes of pinot noir and let the alcohol evaporate. Once the rice absorbs the wine, add the chicken stock (one laddle at a time ) This will take several minutes.

Add thyme, cayenne pepper, tomatoes and tomato paste and season again with salt and pepper to taste.

Add a knob of butter, reduce the heat and cover.

At the end sprinkle generously with freshly grated parmesan cheese.

Salmon and Dill delight

Season the salmon with salt and pepper, and finely chopped thyme (on both sides) . Drizzle it with some olive oil 

Place on grill or heated pan for 3-4 mins. per side (depending on the thickness) for a nice medium rare salmon.

Top the salmon with the “dill delight” (previously mixed: sour cream, dill, lemon juice and salt & pepper)

Place the salmon on top of the risotto and dollop the ‘dill delight’ on top…Enjoy with the wine of the week

Wine of the Week: 2004 Red Rooster Pinot Noir

This is a rare find…From the Okanagan Valley this vintage is a real treat! With hints of strawberries, ripe field berries and a smooth lasting finish. This pinot noir pairs well with the salmon and the spiciness of the risotto.

Salut! Santé!

After viewing the Korean Airlines commercials several times, I was interested in finding out who was behind the creative. I normally watch an ad, discuss it with my peers and family then forget about it until I see it again. But this time I felt the need to dig behind this intriguing ad campaign.

What captivated me about this commercial was the background music and the pleasurable emotions it exudes (I’m speaking on behalf of those who have seen it and agree with me).

The ad (which at first it looks like a typical fragrance commercial), features several esthetically appealing people each in a unique setting.  There is an element of provocative yet sophisticated edginess that makes this whole ad appealing. 

The music in the background is melodic and atmospheric which fits in with its overall appeal.  So after doing my research I discovered the track is called “Breathe the Blue” by Robert Matt. Normally I would recognize a track that is being used in a commercial either because I have it or I’ve heard it before somewhere else. Apparently this track was composed strictly for the “color of perfection” campaign.

Air Korea began this US$19 million campaign in August 2007 called “The color of perfection” This was their first global campaign in 37 years according to one of Korean Air’s campaign spokesperson Emily Cho.  

Did the campaign achieve what it intended to? Who knows…time will tell and ultimately ticket sales will determine that.  In the meantime, the Korean Airline ads is successful in creating a buzz. Even though provocative imagery and supermodels have NOTHING to do with this airline (not to my knowledge), I still could remember what was being advertised…a rarity these days.

Not a bad job for Korean Airlines who during the 1980’s suffered some negative publicity due to several tragic plane crashes.

I’d love to get my hands on the full version of that track!!

Hello again! It has been several months since my last update and It feels good to be ‘back on the blog.”  This weekend I attended my very first Podcamp after missing the previous sessions hosted in: New York, Boston and even Toronto. 

As a newcomer to the social media scene, I’m realizing the importance of networking and becoming involved in such a small yet powerful community. When I heard Podcamp will be hosted in my favorite city (as well as my birthplace) Montreal, QC, I knew this was an event I could not miss…not to mention this was a good excuse to visit family and friends.

Saturday morning began with the registration which included a continental breakfast spread . After receiving my t-shirt and button and greeting several former classmates from the PR/Corp.Comm program at Centennial College, I grabbed a coffee and crossiant then proceeded to the sessions.

To summarize what I learned:

1) Bloggers are becoming more influential and thus PR consultants need them.

- More people are on line and more transactions are being made so to dismiss the importance of bloggers would be foolish.

2) PR consultants should treat bloggers as they would treat journalists (KNOW the blog…do your homework, nothing is more annoying than receiving long pitches that are unrelated to the blog.

3) Bloggers do have a code of ethics–although there are no distinct rules, influential bloggers are not willing to compromise their integrity.

4) The music industry is changing–it is up to us to adapt to these changes. Contrary to many beliefs, the music industry is healthier than ever. People are more engaged in music because of it’s availability.

5) The social media influence is large…but the community is small…Get involved!– It could be the difference between ordinary outreach and extraordinary results!

PodCamp Montreal was a success thanks to the sponsors, volunteers, participants and presenters. Thank you for a wonderful experience.

Å bien-tot!

In the latest issue of Marketing Magazine, Bonin Bough, executive VP of social media for Weber Shandwick, talks about their partnership with Radian6. Several advertising and PR professionals are adapting this latest social media monitoring software.

Social media has exploded within only a few years, and it has become almost obligatory for the survival of PR professionals to be immersed into this phenomenon. When most people hear social media, they immediately associate the term with social networking sites such as: Facebook, MySpace and LinkedIn. While these are important platforms for maintaining an on-line reputation (good or bad), blogging, microblogging, video sharing and discussion forms are also part of the on-line social media mix. With new forms of communication and advertising there still exists clutter. Fortunately through effective monitoring we are able to minimize clutter. This is where Radian6 comes into play.

The process is quite simple: the user sets up keywords for their topics which could include brand names, companies, campaigns, industry leaders etc. and basically anything he or she wishes to monitor. Radian6’s user-friendly web dashboard allows topics to be quickly setup for monitoring, queries and analysis.  Use it to uncover seemingly hidden issues and trends that could affect strategic directions for clients.  Easily share analysis with clients and others to support your recommendations and proposals. 

For advertising and PR professionals this is a time-saving and efficient tool since there is no need to manually monitor and analyze social media. According to Bonin Bough, Radian6 is similar to all the boxes of magazines and media publications that PR professionals immerse themselves in. Radian6 allows professionals to go through these new forms of communication and helps them understand the importance of what they are reading and who is writing these publications. The user-friendly widgets and dashboard applications provides quick, accessible, relevant and specific information.

The result is an increase in revenue and productivity, increased proficiency in serving your client’s needs and it sets your company apart from the competition. Radian6 provided access to popular and influential social media leaders. Since social media has such an impact on advertising and PR, utilizing a monitoring tool such as Radian6 will create opportunities for growth and client satisfaction. In an industry where clients are highly prioritized, this is one of many tools for success.

Since Weber Shandwick (one of the world’s leading global PR firms) partnered with Radian6, I can predict that many other companies will follow suit. If you consider yourself a leader in the communications and social media profession, it would behoove you to familiarize yourself with the latest social media monitoring tools.

For those who are familiar with Radian6…what do you think?  

 

 

Citrus Fennel Salad With Champagne Viniagrette           

 2 Large Fennel bulbs (keep the green fronds for garnish)

Zest from 1 lemon, lime and orange

Small handful of toasted pie nuts

(If you can’t get pine nuts slivered almonds would suffice)

Champagne Viniagrette

Juice of 1 lemon and orange

1 cup Pure or Light Olive Oil (extra virgin is too strong for this dish)

2 tablespoons Honey

¼ cup Champagne vinegar

½ cup Champagne (see wine of the week)

Pinch of sea salt and freshly cracked ground pepper

Preparation:

Wisk together the vinaigrette ingredients and refrigerate.

1. Cut the fennel stems and discard. Keep the green fronds and the bulbs. Peel, half and core the fennel bulbs.
2. Using a mandolin slice the fennel bulbs (if you don’t have a mandolin thinly slice with a sharp knife).
3. Add the fennel to a medium sized bowl and grate the lemon, lime and orange zests over the fennel.
4. Add the toasted pine nuts or almonds and lightly toss.
5. Add the champagne vinniagrette and garnish with the green fennel fronds.
6. Pour yourself a glass of champagne and bon appetit!

 Wine of the Week: Veuve Clicquot Rosé

 This unique rose is not an easy find and it retails for approximately $80-100. After experiencing this “party on my palate” at my cousin’s wedding last year, I’d say it is worth every penny.

The experience begins with the aroma of fresh strawberries and follows up with a deep strong and fulfilling finish. This beautiful rosé dances on your tongue. It is not sharp and dry like some of the well-known expensive champagnes. Veuve Clicquot is a great sipper on its own or with light salads, white fish and light appetizers.

 Santé!!

 

Today is the Alberta Provincial Elections Day and although I am now officially an Ontarian, I am still interested in the outcome and I think more people should be. Why? The Progressive Conservative Party enjoyed a political majority for almost as long as I have lived there. Today’s results may end or continue this dynasty.

Alberta faces several issues not only affecting all of Canada but the rest of the world (think of greenhouse gas emissions). Although the province has been blessed with prosperity and wealth, Alberta is trying to deal with their lack of affordable housing, increasing crime rates and poor infrastructure. This is partly the result of increased migration from the rest of Canada and the world in such a short space of time. That being said, the consensus among Albertans is that changes need to take place. It is not only up to the candidate’s to make changes, it is up to us to be a part of the decision making process. We as citizens have an obligation to exercise our rights to vote. We sit and complain about our leaders but yet we can’t get up and support them when they need us. The main issue however, is voter indifference and not necessarily apathy (despite the voter turn out was at an all time low in from 60 per cent in 1993 to 44 per cent in 2004). 

So what is Alberta is missing? I would say charisma and inspiration. Take a look at the U.S. Presidential election where campaigning has been completely sensationalized. The candidates incorporate daytime and late night television, Hollywood endorsements etc. into there strategic campaigns. I am by no means suggesting we adapt the same style and format of the U.S. counterparts –it is a different system completely, but campaigning in Canada needs a bit of spicing whether provincial, municipal or national. 

After working last year on the media buys for Ed Stelmach’s campaign, I thought that Albertans would be impressed by his ability to appeal to the masses because of his rural Albertan background (contrary to Ralph Klein’s Calgarian connection). For Albertans it was supposed to be a pleasant change from Ralph Klein’s 14-year reign of power. But like him or not “Ralphy” was a character with charisma, passion, controversy and an uncanny alcohol tolerance. Stelmach on the other hand is a quiet, kind and humble person with a desire to make changes. Lately he has been campaigning after hours to gain the attention of disappointed and uninspired Albertans. This is perhaps a sign…One of the many worries of the Tories. I do hope for the sake of Albertans, Canadians and the rest of the world, that the voter turn out for this historical election is somewhat inspiring.

Over 10 years ago North American retail outlets couldn’t keep up with the “Tickle Me, Elmo” doll craze. Elmo – the beloved character from Sesame Street (turned Sesame Park), became a household phenomenon. By Christmas 1997, it was virtually impossible to get your hands on a “Tickle Me, Elmo” doll. Back then eBay was unheard of so even if you wanted to pay $1000 for the doll to make your kid happy you couldn’t. Since then several Elmo merchandise such as the “Hokey Pokey” Elmo, break dancing Elmo and the “Elmo knows your name” dolls have hit the store shelves increasing Elmo’s popularity. 

So what happened to this cute, cuddly, loveable and happy little red puppet? On several occasions in the news, I hear about recalls of Elmo because this furry red friend was saying some not-so-friendly things to little children. Apparently in Florida, a mother changed the battery of an “Elmo knows your name”, doll and since then, Elmo has been making threats saying “Kill James.” Poor kid, I mean what did he ever do? Fisher Price offered a voucher for a new doll once the defected one was returned. But in my opinion, the damage is done. I don’t know about you but If I were that kid I’d be quite scarred.  On a separate occasion, another talking Elmo doll uttered some profanity when it was hugged or squeezed. I must say I’ve never seen that side of Elmo.

These glitches have been more common recently. It seems like poor Elmo may be experiencing a melt down. I wonder if these glitches altered peoples’ perception of little Elmo, for me, I can’t help but think of an angry, stressed out doll…tired of being exploited, poked, squeezed and ticked for all these years. Either way I will never look at Elmo the same way. Maybe Elmo wants an image change due to all these years of being the cute nice guy not being taken seriously. I can actually relate to that but still…death threats? Come on now!

Marinated Chicken Breasts stuffed with Sage and Mozzarella

4 slices of mozzarella cheese
2 boneless, skinless chicken breasts
A handful of fresh sage leaves
4 tsp butter room temp.
1 clove of garlic
1 tsp. of cayenne pepper
A bottle of Chardonnay (see wine-of-the-week)
1 onion

Marinade:
Good quality extra virgin olive oil
4 cloves of garlic (crushed)
2 lemons (Juice of 1 lemon, rind of 2 lemons)
1 tsp. sea salt-freshly cracked black pepper (preferred) if not, ground black pepper will suffice

1) Butterfly the chicken breasts (you can also buy the breasts fillet-saves time): With a sharp knife, butterfly the breast in half horizontally from the thickest part of each breast to within a 1/2 inch of the other side. Open the breast like a book and place on it between sheets of plastic wrap. Pound the breast lightly with a cleaver or knife to even out the thickness

2) Marinade the chicken breast: In a medium zip lock bag add the chicken, salt/pepper, olive oil, crushed garlic,lemon juice and grated lemon rind. Make sure the air is sealed to get the marinade juices mixed in the chicken. Keep refrigerated for at least an hour.

3) Prepare the sage butter: With a fork, mix together the butter, cayenne pepper, 1-2 sage leaves (chopped up), and garlic in a small bowl. Mix well and form a log onto a waxed paper or saran wrap. Set aside in the fridge until ready to use.

4) Take the chicken out of the bag and discard the marinade. place the chicken on a plate and pat dry with a paper towel. Lay 1 slice of mozzarella cheese and 2 sage leaves on one side of the open flattened chicken breast and close (you may want to insert a few toothpicks to seal the breast, but it’s not really necessary. Sprinkle sea salt, black pepper and grated lemon rind on both sides of the chicken breast.

5) pre-heat the oven to 350 deg. and heat a pan or skillet on medium-high, add 2 tbsps. of olive oil to the pan. Place the chicken (presentation side down) and sear for 5 min. Remove from heat and carefully remove the chicken and place on a lined baking pan in the oven to complete the cooking process. (5-10 mins.) Be sure not to over cook the chicken. Check for doneness of the chicken by cutting the centre of the breast (no pink=good). Take the chicken out of the oven and cover with foil. Heat the frying pan and de-glaze with a generous splash of Chardonnay a handful of chopped onions and add a knob of the sage butter. Stir and remove from heat.

*This dish is good with chive garlic mashed potatoes or pasta. Place a knob of sage butter on the chicken breast and with the extra butter, toss it into cooked pasta or add to potatoes. Garnish with fresh chopped sage and Voila!

Wine of the Week: 20 Bees Chardonnay. This Chardonnay is unoaked and has a gentle hint of honey and apricot on the palette, it finishes with a burst of citrus. Uncomplicated smooth and not too dry.

For advertisers and those who fear change, this may be good news for you. We have seen many things go into oblivion: The 8-track, Beta video cassettes (yes I’m old enough to remember those), cassette tapes, walkmans, letters that are actually handwritten and several other sentimental items that fazed in and out of our lives. Television on the other hand is evolving and is nowhere near its mortality.With the introduction of You Tube, not to mention the billion dollar industry of internet and mobile advertising, television is facing a big challenge. New technology such as the DVR or PVR could change the way consumers behave. There are several other platforms advertisers can reach consumers in a society already filled with clutter. So what does this mean for advertisers? Is this a foreshadowing of the demise of traditional television ads. I think it is. This does not mean however that television is not an effective medium for advertisers. In fact the opposite is true.  Television still remains a dominant ad platform because of its ability to reach the consumers more quickly and efficiently than the other forms of digital media. That being said, consumers want to be inspired and emotionally engaged rather than being coerced and persuaded. Sometimes a little disturbance is necessary (take a look at the WSIB ad campaigns for example).We should see a new form of advertising–one that embraces the new technology and adds value to television. So advertisers, convince me not to change the channel, entertain me, intrigue me. If your work has me talking to my colleagues around the water cooler, and I can actually remember the product or message, then it’s a job well done. As a huge fan of television ads, I am looking forward to seeing the new Superbowl ads. Unfortunately, most of the ads will not be aired on Canadian television, but thanks to You Tube I have the luxury of accessing what I didn’t see on TV. Let’s go N.Y. Giants!