APG Sideways
About our guest: Shlomoh Divekar
Shlomoh is a freelance project manager with 5 years of experience in account management, communications and media agencies. Shlomoh has worked with clients in Sports, CPG and retail. Outside of work, Shlomoh can be seen running, cooking various cuisines and making animated short films.
Previous Posts
Brilliant Weird Best
Planners are curious folks so we asked Shlomoh to tell us the most brilliant, weirdest and best thing she’s come across recently.
Brilliant: Liquid Death with Amazon’s The Boys
Liquid Death is a fascinating brand that has caught everyone’s attention with their meta messaging. Their recent collaboration with Amazon’s hit show, The Boys (Season 4) broke the fourth wall, acknowledging the existence of its audience and the ad itself. Using the Deep, a character in search of his own identity on the show, Liquid Death paradoxically places itself as a brand that knows its identity. The comment section speaks for itself!
Weird: Temu’s Shop Like A Billionaire
Temu’s Super Bowl 2024 spot, consisting of Disney-like animated characters, launched the brand into public consciousness. The campaign cost Temu $22m, including $15m in coupons and giveaways for its discounted prices. The slogan, Shop Like A Billionaire was confusing at best and insensitive at worst, especially for a Gen Z audience. In times of hyperinflation, its strategy was not effective in terms of cultural relevance.
Best: Strands of Genius
Good curation is an under-appreciated skill, especially in advertising. Strands Of Genius by Rosie and Faris Yakob provide timeless recommendations on psychology, brands and culture via a weekly newsletter. I particularly enjoy their fascinating video recommendations, which provide moments of inspiration.
Top Guilty Pleasures
Not all of our consumption habits can be academic. In fact, sometimes the most random things can spur our thinking. So we asked Shlomoh to give us the sources to her creativity.
What better than a musical time machine! Listen to songs, folk music, radio broadcasts, etc from across the globe. The best part? The music spans from 1900 to the present and they have various moods as well!
Walks are soothing and a source of creativity for many. City walks is a fascinating site to see the world and different cultures simultaneously.
An advantage of cheap Internet is easy access and decentralization of the media. I love watching this grandfather make ASMR style huge meals for his village with enthusiasm, love and a learning appetite.
This month on Slack
In case you haven’t been following us on Slack lately, here are some of our most recent and popular links.
"The problem isn't the briefs, it's the briefing."
Contributor: Michelle Lee
That's the conclusion that one of our BIPOC Hackathon teams came to and now you can benefit from their thinking. Check out the Blueprint for Inclusive Briefs which outlines how to change key conversations for more inclusive briefings created by Rami Dudin, Andy Ng, Manasi Damle, Ibukun Adeleye, and Mrigini Iyer.
Marketers are no better at promoting ad effectiveness than random chance
Contributor: Cameron Fleming
This is a pretty scary chart. Have you considered enrolling in the IPA Advanced Certificate in Effectiveness course to dramatically improve your odds? The next registration date is Aug 30th.
“This isn’t a new A24 film. It’s one of the boldest Lynx ads ever made.”
Contributor: Spencer MacEachern
Check out this new work from Lynx (which is Axe in the UK).
System1 tested the ad by LOLA MullenLowe and it showed a huge spike in humour. "It perfectly shows how to tell a story that holds attention and builds positive emotion."