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• Inspiration - The BrainStorm Culture and DNA



• A word from the BRAIN part of the STORM



• Creatively Speaking - How to inspire desire



• Cost Savings - A Western Philosophy



• Targeted Direct Marketing at BSG - A History of Redemption



• Excuse me, do you speak French?



• Justifiably Online



• I Wish I'd Done That



• What is your website telling the world?



• Tailor your site to strengthen your brand



• Online support can take the pinch out of picking a bra

National Post - Financial Post
Monday, May 17th, 2004

I WISH I’D DONE THAT

Stop that car and smell the diet pop this fine day

BY DOROTHY McMILLAN

STARBUCKS OUTDOOR
Finally, someone’s at least making an effort to bridge the gap between “I just want a coffee” and “how the hell do I order a coffee at Starbucks without the secret code?” The concept, unlike the code, is clean and simple and focused on the benefit.

Every morning as I walk to work in Toronto I look up at the super-board on King Street West and aim strongly for the nearest Starbucks, intent on having a grande something in my sleepy hand. It’s not only that this is good advertising, it’s advertising that’s helpful. And that’s hard to find.

Now that I have a small measure of confidence, I must get that extra shot in my grande, low-fat, low-foam latte.

HONDA PILOT – RAISED BY WOLVES TV COMMERCIAL
Although this spot has been airing for a while, I still find myself enjoying it. Unlike a lot of commercials that rely on a single reveal for humour, this ad takes a layered approach that ensures it stays fresh long after the first viewing. Our wolfman hero shows his predilection for wild behaviour in several ways - from chasing a stick, enjoying a chew toy at his desk, lapping up water at the water cooler, to running with the wolves – every viewing offers a new treasure.

This spot made the Pilot seem fun and irreverent and offered a welcome break from the standard “pick a song, show the car” approach to automotive advertising.

REACTINE TV COMMERCIAL “HEY, HEY, HEY, IT’S A BEAUTIFUL DAY”
Saw this only once, but couldn’t get the jingle out of my mind for days, and can still recall with some hilarity the images of our allergy sufferer, freshly cured of her aversion to plants, except for a nasty tendency to trip all over them on the way down the hill. Not that that dampens her spirits whatsoever – after all she is “cured”.

The over-the-top happiness of the characters driving and stumbling through the brilliantly coloured faux backgrounds gets your attention and adds interest and amusement.

The Reactine truck driver heroically driving through the various mishaps provides a completely illogical, yet completely effective brand mnemonic.

DIET COKE TV COMMERCIAL
Maybe because I drink Diet Coke or maybe because I’m of “that certain” age I found the older woman / younger man–having–a–moment–in–a–café really amusing.

Every time I see it (although I haven’t for a while) it puts a smile on my face. I love the way the girlfriends home in on the action looking for a scoop, some great gossip to spread around the office or just an opportunity to razz their friend. I especially like the “oooh, he has a bike” line.

It brought to mind a relationship I once had with a younger man who showed up for our first date on a 10-speed bike…not that I had a problem with that.

Advertising that really speaks to the target in language they understand, and with situations that they relate to, works the hardest.

Contact:
Dorothy McMillan
VP Creative Director
416 506-9930 ext 229

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