Our client OfficeMax re-launches its insanely popular elfyourself.com holiday viral for the THIRD successive year today. It’s turned into a holiday perennial. Last year 123 million people (i was three of them) elfed themselves and/or their loved ones.
And if it isn’t a huuuuuuuuge hit again this year i will go out, buy myself a festive hat, and eat it. This will make www.elfyourself.com the first of its kind: the viral that keeps on giving on an annual basis. it has become a media property. it’s like “It’s a wonderful life”. it’s a holiday dependable. and that’s invaluable. it’s no longer an advertising message. it’s programming.
damn, i wish i’d come up with it. but i didn’t. Toy new york did. good on ya, ari merkin and company. and, perhaps prematurely, happy hannukah!
so a tip of my green and white velvet hat both to all at OfficeMax and to all at Toy. And EVB, the digital production company that originally executed the idea. And JibJab, who shot this year’s special features.
now go and turn yourself into an elf. they have some very funny new features this year. trust me, you’ll love it.
just like you did last year. and the year before.
[UPDATE: Elfyourself.com is not launching until this Saturday evening. Sorry about that]
[UPDATE: 6:44 PM Saturday...: IT LIVES!!!]
Categories: Uncategorized
Tagged: ari merkin, elfyourself.com, envy, officemax, toy, toy new york
OK, it was a few years ago. Not tonight. Thought I’d clear that up. We won it for creating the Budweiser Whassup! campaign.
Congratulations to friend and former colleague Geoff Edwards who won a Grand Prix tonight for his Halo 3 work. Geoff is swilling back the champagne in Cannes as i write. Am i jealous? No way. OK maybe. Kudos also to frequent Escape Pod directorial partner Henry Alex Rubin, who nabbed several gold lions for his BK Whopper Freakout campaign.
What does winning a Cannes Grand Prix mean? It means you’re the Advertising World Champion for that year. I was blown away by how many ad folks actually show up there every year from all over the world. That’s what makes it the world championships. The world agrees that it is. The resulting publicity alone is mind-boggling. You get a taste of what fame is like.
It’s easy to get all puritanical and dismiss Cannes as a mindless waste of money and a distraction from the real work of moving products. But didn’t we kind of get into advertising, at least partially, because it struck us as a tad glamourous? And because it offered a chance to perhaps party just a tad. It’s showbiz! And Cannes is our Oscars.
The best advice I got the night of winning? To walk down the red carpetted stairs of the palais V-E-R-Y S-L-O-W-L-Y after the ceremony. That’s when all the ad journalists snap pix of you grinning like an idiot holding your hefty gold lion statue on marble. It’s as glamourous as advertising gets.
I hope Geoff took his time descending the steps tonight. Coz when you reach the bottom, the spell is broken and it’s back to being just another ad guy. albeit one with a cannes grand prix.
[update: turns out geoff won TWO grand prix. he got one for best integrated campaign too. think i need a lie-down]
Categories: Uncategorized
Tagged: cannes grand prix, envy, geoff edwards, whopper freakout
