Brand Extension - Streatham Stylee.

Let's be honest; barber's shops in Streatham aren't renowned for their cutting-edge approach to marketing. In fact, most make do with a picture of Tupac in the window. (Yes, that's Tupac Shakur, the famous, bald rapper.)

However, that could be about to change, thanks to this enterprising barbers on Greyhound Lane:
A close look at the photo (which I took with my phone while cunningly feigning interest in the neighbouring fried chicken emporium) reveals that as well as providing the usual barber's services, they also stock an extensive range of trainers. Weird, eh?

But it actually makes great sense. A barbers is the perfect place to get the undivided attention of fashion conscious young people, at a time when they're thinking about how they look. I reckon they should make it the whole proposition for the shop - they could even rename it 'Top to toe", or something (probably "Top 2 Toez", if they're going to stick to traditional South London barber-naming etiquette).

Who would've thought that Streatham would be blazing trails in brand extension? I'm sure it won't be long before this kind of cross-sell is popping up all over Lambeth. Just think; there could be designer handbags on the walls of Tony & Guy, a hooped-earring section in Mothercare, or flowers & chocolates stalls by the back doors of 'massage parlors'.

The possibilities are endless. No really they are - the barbers also sells knock-off DVDs.

"Surprise and delight."

Surprise and delight. I've lost count of the amount of times I've heard this phrase in relation to bits of marketing. Either as a requisite in a creative brief, or in some 'inventive' description of a piece of work for an awards entry (I'll be honest - I've been responsible for the latter).

Now, I'm all for creative work that gets that reaction, or at least aims to. My issue with the phrase is that it's been devalued by over use. Did the last high-volume DM piece I worked on really elicit such a reaction?!

The other day, I was surprised - and delighted - to see this:



It's a giant, fake, green plug socket stuck to a wall in Ganton St. in Soho. The building it's stuck to is horrible, but this bit of art makes it cool. And it provided me with a reminder of what it's like to be genuinely surprised and delighted.

So, from now on, I'll be giving my new concepts 'the green plug test'. If I can't realistically imagine my work getting the same reaction as I gave the Big Green Plug (which, by the way, used to be orange - as shown in the 3rd shot which I pillaged from Flickr), then I promise not to go round claiming it will!

[Anyone know any more about this installation? Who did it, for example? My googling has led me nowhere...]

Does sex sell sex?

Recently, our mate Gracchii pointed us in the direction of an article claiming to prove that sex doesn't sell. Now, I can't be bothered to tear the research apart (it seems almost mean to break something so flimsy) but it did get me thinking...

Presumably, the reason researchers seek to test the "sex sells" assertion, is because it's so ubiquitous in advertising that it's a great scalp to claim, and because intelligent people feel insulted that sex is used in so many ads where it's irrelevant to to the product. So what about the occasions when it is relevant? Does sex sell sex?

OK, so your average pimp doesn't do much advertising. But if those cards in phone boxes are anything to go by, they don't stray far from using sex as the main hook. But are they effective ads? I'd love to test them against a humour-based execution!

Then, at the weekend, I thought about condoms. Not for too long mind, but it's hard not to when you find this in a dusty loft:

Condoms are probably the closest product to sex that gets advertised. But it doesn't look like Durex used sex to sell condoms in the early 80's, does it? Looks like a product that prevents dancing-while-smiling accidents.

Off the top of my head, I can only recall two recent condom campaigns. The first is the brilliant Trojan Games for Trojan Condoms (watch the video highlights). And the second is the really rather crap The Pants Whisperer for Durex. And the thing is, both attempted to use humour over and above sex (the former succeeding, the latter failing abjectly).

Why is this? Is it because by the time you're in the market for some French letters, you're pretty much certain you're going to get some action, so the promise of sex isn't motivating?

I don't know. I just thought it was interesting. Anyone out there got any examples of sex selling sex? Or condoms? Perhaps someone can produce evidence that blasts my embryonic little theory out of the waters?

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Happy Birthday Grandad!

We share an office with a bunch of dudes who do clever things with animation and 3D and stuff. One of them, Simon (a.k.a Grandad - oldest in the office at 29), happens to be a mate from the incredible village of Langtoft where I grew up. Anyway, yesterday was Si's birthday, so I got him a cake. (He likes cake.)

Unfortunately, Soho was all out of miniature candles. What to do? Can't just give him a plain old carrot cake. And then it hit me - candles are old school. Why run the risk that Grandad would see the candles as yet another tedious joke about his advancing years/hairline? So I got all futuristic and stuck a lightbulb in instead:


Looked rather fetching, I thought. A cake for someone who likes ideas. Old Man Hobbs appreciated it too:


Oh, the fun we have...

Our New Business strategy.

When we set up Nonsense, Robbie and I drew up a list of dream clients. Unsurprisingly, Innocent Drinks came pretty high up. Actually, we didn't even dare put them on the list - so in the end it read "a brand like Innocent". Let's face it, two young creatives who've just jumped ship to start up a creative agency on their own might not be considered ideal candidates for a brand of their stature.

Then we saw an ad for a creative job at innocent. So we applied for it. As a team.

The idea being, that although they might not offer us half the job each, there's a chance they'd be up for a casual relationship with some creatives, for when they're all too busy pulping lychees with their toes. Besides, it would be a great ice breaker if we were ever to meet up with the residents of Fruit Towers.

Hopefully they'll be in touch - we'll keep you posted.

Well, if the research says so...

Spotted in the Metro, 'Celebrity ads 'fail'' seems to be the latest golden snippet of advice lovingly provided to help guide us safely through the current advertising minefield. Fantastic.



But hang on - before you boldly scribe it with red permanent marker on the inside cover of your 'blue sky' book, and set up a casting agency next door to your local job centre, a small note of caution. On closer inspection the 'discovery' (my quote marks) was made by testing...

'298 students' responses to magazine adverts for a camera'

I don't think the Beckhams and Mosses of this world need panic too much just yet.

Doggy smile.

This made me laugh. I think a Doggy Fetch Law should be passed requiring 'all fetch implements used in the engagement of canines in public exercise' to possess, at the very least, 'quirkily amusing entertainment value' .

May go someway to make up for those nasty little surprises they leave lurking amidst our beautiful green expanses.