Gorilla believes that for brands to be loved they must tell great stories. The content a brand produces must be engaging and exciting so people feel compelled to engage and get excited, after all, you can’t force people to interact with a brand. It is because of this mentality that we see the content a brand produces as their must valuable business asset. When a brand interacts with their consumers they should imagine they are building a bonfire. Campaigns used to be about setting off fireworks, flashy, noisy and over in a few seconds. However, if you light and nurture a bonfire the flames will continue to burn and people will huddle around and share the warmth.

This is what Gorilla believes and I had my own moment of reassurance when I read a Seth Godin blog this morning. We often reference Seth Godin, who is an entrepreneur and prolific writer on the subjects of business and marketing, and this morning I read this golden nugget;

“K is for kindle: No, not the ebook reader. Kindle as in patiently starting a fire. The TV era demanded blockbuster launches of blockbuster products aimed at the masses. The internet responds better to bonfires that are kindled over time, to ideas that spread because the idea itself is the engine, not the hype or the promotion. First, ten.” (Seth Godin; ‘A post-industrial A-Z battledore‘)

Seth Godin is reminding the World that campaigns spread when the content/idea itself is incredible, rather than because of the noisy, flashy promotion that surrounds it.  Brands should use that incredible content as kindle for a bonfire, the fire will draw people in and you can tell great stories to keep them sharing the warmth. And when somebody like Seth is spreading this message, which is at the heart of Gorilla’s manifesto, I can’t help but think “Yes!”

We constantly read around on the internet, research what brands are up to, keep up to date via social media platforms and follow industry experts. This emphatic reading is fun and incredibly interesting, and we do it to stay up to date and fuel our imaginations. However, to read other peoples’ thoughts and opinions is also our way of checking ourselves, to make sure Gorilla is on the right track. To achieve your goals, to make a difference, and stay true to your beliefs takes confidence and hard work. However, a little reassurance is always welcome.

• “Look down, back up, where are you?
• “Look again, the tickets are now diamonds!”
• “I’m on a horse.”
• “…All over this.” (and include the finger circling your face!)
• The classic, “Hello ladies, how are you? Fantastic.”
• “Does your man look like me? No.”
• “I don’t know… Do you like the smell of adventure?”
• “Swan Dive… In to the best night of your life.”
• “Well friends, like all great things this too must end.”
• “…Bermuda Triangle Mysteries that need solving with huge magnifying glasses”
• “I must ride my jet ski lion in to the sunset.”
• “I am just one ridiculously handsome man.”
• “Silver fish hand-catch”
• “My body is 98% muscle, and muscles don’t get sick.”
• “It doesn’t look like you can get a fever in your ears, which I think we can both agree is a glorious thing.”
• “I realise that my unbelievably rippling abs can be distracting.”
• “They made me King, which is great because I love grapes.”
• “… and I’d be honoured to honourably honour your honourable request.”
• “Your love has blossomed from a seed into a fully grown love plant… and now it’s time to fertilise that plant.”
• “Your blog would be the mighty Everest sitting on top of a skyscraper.”
• “… and on that falcon’s head would be a top hat, because top hats are for gentlemen.”
• “Monocle Smile.”
• “Presidential ab point.”
• “Luckily for you I am certified in nose CPR.”
• “Flagrantly flagrant flowers.”
• “Love filled trust explosion.”
• “… singing could quite possibly be seen as feminine by men.”
• “Man speak..”
• “… that would explode the universe and we enjoy living here.”
• “Adult love times…”
• “… a seven course candlelit dinner at the Earth’s core created by a menagerie of tuxedo’ed magma men.”
• “… 40 planet thrusts for my quads, 100 brociosaurus bench presses, 12 tractor curls, a couple of neck pole vaults, followed by 300 zebra kicks to the abs, then I swim across the Aegean Sea as a cool down.”
• “I also enjoy giving hot oil massages to sophisticated women while working part-time as a lumberjack submarine captain…”
• “.. vocabularised speech patterns…”
• “Simple as pie, like an apple or peach one, not a complex lemon meringue.”
• “…making romantic love movements with a moustachioed eye-lady is not a thought I want to have inside my male brain centre.”
• “Moustache lip carpet, Fur Forearm, Tree Stump Biceplicals, and Mandominal muscles “
• “I was hoping to bring smiles to faces, high-fives to hands, and belly laughs to man and women bellies worldwide…”
• “…Captain, leader, and all around great god person who is strong.”
• “Because Mystery is mysterious… that’s why they named it that.”
• “…each specifically formulated for women’s romance scent intake manifold femulator combustion seduction uptake accelerators.”
• “A lady should always smell like salt Taffy and good times.”
• “Hello, do you want to see the world from the back of a whale after parachuting on said whale from the front row of a ten act play about your life?”
• “Y times 2 minus the universe microwaves, multiplied by white blood cells divided by the square route of romantic feelings infused with the mono nucleic acid of black holes plus the half life of an atom equals… thank you.”
• “Most people aren’t pain deflective pillars of strength and wisdom and mascularity.”
• “It’s a fresh water fish, I caught it just for you.”
• “Nothing puts hair on a man’s face like an elderly yeti slap to the facial region.”
• “…we’re going somewhere awesome, like a large water tank containing sharks made out of fine jewels, which we would sell to buy ourselves… nachos.”
• “Wow, my head would be spinning right now if my neck muscles weren’t so wildly strong and able to hold it in place.”
• “Under water accounting, under water middle school teaching, under water subway train operating, and underwater dental hygienistry and that’s just the start…”

Ok wow… I really don’t think the internet can take the strain of any more masculinity filled vocabulary phrases from the Old Spice Man. There is only so much one human sized mind can handle, unless said human mind is transformed by a solar flair which has travelled light years to transmit its brain expanding energy.  And that my friends would be a glorious thing.

In the case of narratives, you’re expected to not only carry the weight of your own tale but simultaneously act as a bridge between the first and final acts.

Tricky business indeed. Take, for example, the current Castle Lite campaign. It’s setting up as the classic trilogy scenario, which means even if that isn’t the number of ads they intended to produce, they may have to in order to finish on a high note. The first installment was so strong, with Vanilla Ice jumping outta nowhere in that ridiculous outfit and the DJ doing his thing in the background.

The follow up fell short of expectations with MC Hammer chuckling away in the background. All that good work undone. But all is not lost. Castle Lite can yet resurrect their early 90’s pop culture cred with a big finale.

So what we’ve done is set up a Facebook page where people can get involved, trying to decide which One Hit Wonder should be used in the third act? Will it be Chesney Hawke’s ‘I am the One and Only’? Or could they stick with the hip hop solo artist route and use Sir Mix-A-Lot’s ‘Baby Got Back’?

Make your voice be heard. Join the Castle Lite Trilogy Facebook Page, start an argument, upload a note, send a link to a video. We’ll put up a poll and add some people’s suggestions to it. With a little effort we can help Castle Lite end this campaign in style.

The whole idea of brands adding that personal touch and making their fans feel special is quite simply awesome. Nothing encourages the spread of brand love more than when the brand actually spreads a bit of love first. As we have seen with the Old Spice responses campaign and its bajillion views on YouTube, Followers, and Fans.. the personal touch certainly gives brands that magic touch. Steri Stumpie has brought some magic in to the Gorilla Office this sunny Thursday morning, just look at the fun we had with our Stumpie crew at our office in The Wave House (haha you should see the things I suggest when I’ve actually had some sugar!)… keep spreading your awesome awesomeness Stump Towers.

Steri Stumpie Tail Slide

◄ Back

Next ►

Picture 1 of 6

It’s guaranteed to steer you right, or your money back.