via WDCW

I’ve had this campaign stuck in my head for weeks now.  Visit Wong, Doody, Crandall, and Weiner’s website and view the intro video and you will too.  I may be predisposed to catching earworms (I once had a 90′s R&B hit stuck in my head for about 4 years) but this goes beyond any OCD tendencies I may have.  Yes, it’s very funny, but more than that it’s just so wonderfully memorable.  It’s unique and dangerously catchy. According to WDCW:

In this campaign, we introduce an easy-to-mumble morning mantra for the groggy masses in need of a.m. motivation — “Ummgo Subway.”

We proposed launching the “Ummgo Subway” mantra with a sleepy, eyes-closed anti-lullaby in TV. Print and digital executions feature tweets of people having a rough morning, followed by the Twitter hash tag, “#ummgosubway.”

The integration with twitter is particularly well done, in my opinion.  When I see campaigns like this I don’t wish I had thought of them first, I simply want to meet the team that put them together and shake their hands.  In this episode of The Pitch, Subway went with McKinney’s MacLethal viral scheme, which probably felt like the “safer” bet, and that’s unfortunate.  Who chooses “safe” over “memorable?”

No Time Like The Present

It’s a new year and another chance to do something awesome.  With this blog I hope to pull together campaigns and ads I both love and hate to love in an effort to create a kind of swipe file and elucidate what makes them so effective.  If you happen upon this and find yourself overcome with an intense case of boredom, go check out geekologie, neatorama or atlasobscura.  There’s always something exquisitely curious going on at those blogs.

With that, on to the first real post.