Collaborative Advertising

Collaborative Advertising

5 Comments 11 July 2006

Just some arb thought that came to me while brushing my teeth this morning. Why haven’t companies collaborated on television advertising efforts? Or maybe they have and I haven’t seen them yet.

To give you an example on what I’m talking about, imagine an advert for a new Mercedes convertable, pretty lady driving on an open country road, wind whipping though her hair, wow her hair looks fantastic! Hey! that’s perfect advertisinig opportunity for a Pantene or whoever.

But why stop there look at those winding roads that car is taking at quite a speed, another oppotunity to advertise tyres, or zoom in on the ladies face, she looks to happy in her new car, wow, her makeup looks fanatastic, well, you get where I’m going.

We’ve see musicians collaborate to come up with some awesome results, why don’t companies collaborate advertising campaigns?
If any of you know if this has been done before please drop a comment and let us know.

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Miguel dos Santos

Miguel dos Santos - who has written 148 posts on Web AddiCT(s);.

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http://www.rafiq.za.net Rafiq
Nice on Miguel, Lets do what Ghandi says & be the change we wish to see…. I know there are other AddiCT(s); that are keen too.
http://www.tania.co.za/collective/blog.nsf Tania
You know what, Miguel, I have thought of the same thing, and I haven’t seen it done before, except for product placement in movies.
Just a note on the imaginary woman in the Merc convertible: Those scripts are always written by men. Real-life women hate driving at top speed with their hair whipping in the wind. If they know they are going to have to endure that, they will tie it up in a tight plait and nogal wear a doek on top of it, because if left loose, the wind makes it knotted and it ends up looking really greasy too.
On the other hand, that is a perfect way to advertise Pantene’s New Improved Post-Merc-Ride Detangling Degreasing Shampoo.
http://www.tania.co.za/collective/blog.nsf Tania
PS: Wait, I forgot… a limited (but rather boring) type of collaborative advertising does take place all the time in the retail environment, sometimes via in-store promos and merchandising, and sometimes in the media. A simple example would be if Woolworths were to advertise their Seasonal Vegetable Crisps on TV. Those crisps are manufactured by for Woolworths by Richters (http://www.richters.co.za), and the manufacturer would be expected to foot a fair portion of that bill.
Teazers also recently collaborated with MWeb in their billboard advertising in Johannesburg.
Miguel
Good point. I’m sure there are a lot of companies that scratch each others backs like your Richters example. But I was thinking something more along the lines of seamingly unlrelated companies that, only when placed in context of a certain situation, would make sense complement one another.
I could of guessed Woolworths and Richters would collaborate on advertising because Woolworths sells crisps and Richters supply crips so they can be connected, people can see the relation without a context. But, people wouldn’t notice a connection between, say, Pantene and Mercedes until placed in context, like my example. I wonder if this type of advertising won’t have a bigger impact on consumers? Just a thought. TYFYC.
http://lagones.tumblr.com Nestor Villalobos
Or the same user collaborating with the ad to make it clearer. Here is an example:
http://www.youtube.com/watch?v=Le955lrZAww