Kraft Wants to Help You Lie and Deceive

Over on AdFreak there is a bit of news about a new effort by Kraft that is supposedly aimed at connecting with the youth:

“For its DiGiorno Pizza for One brand, it had AKQA build an online application called “The Ditcher” that will call or text a pre-set excuse to leave an unfortunate situation, from a bad date to an endless meeting. The messages range from the alarming (your kid is in trouble) to the ridiculous (the monkey escaped). Pretty clever, no?”

I think that is a rhetorical question but I’m going to answer it anyhow – no.  Even AdFreak points out that this is not an original idea but that’s the least of my issues with this campaign.

My biggest criticism is that there is no real connection between the product and the service.  Except  as a way to piggieback ads onto the “excuse” (a move that would make the “service” far less appealing to the user) how does Kraft benefit?

I’m also not that impressed with the idea as an associative message since it puts Kraft in the position of being a liar and helping people deceive others.  I don’t mean to take the high road – i’m all for lying and deceiving – I’m just not sure why Kraft would want to be perceived in that light.

Network’s Desperate Move

In yet another sign that the major networks are is deep doo-doo and just don’t get it, AdFreak (via NYT) is reporting:

“ABC and Cox Communications are developing an on-demand service that would let viewers watch the network’s shows whenever they want, but also disable their ability to skip commercials.”

Of course, there is already a widely used technology called, um, TiVo, that lets people watch whatever/whenever AND skip the commercials (or anything else they choose).

But should that stop ABC from offering their customers completely crippled and out-dated technology that doesn’t give them what they want?  Hell no!

Sweet plan, ABC.

Efl Yourself, Stain Yourself… Now Jack Yourself.

I understand that it is tempting to take an idea that has been successful for someone else and try to reuse that idea to your own benefit, but the quickly multiplying number of sites offering you the “opportunity” to superimpose your face into their branded marketing is just getting lame.

AdFreak points out the latest effort from Jack-in-the-Box (a chain I have never actually seen in person).  In their effort, you can put two, yes two, faces onto bodies that are in a hot tub with the fast-food mascot, Jack.

Why would you want to do that?  I have no idea.  Why does Jack-in-the-Box think this is a worthwhile marketing campaign?  Some ad agency wonk sold them a bunch of stale ideas and they bought it.