TECH WEEK: A rare Boost Mobile FAIL in the ad game

Boost normally does solid ads when it comes to Hip-Hop. This however was just average. It actually kinda sucked. Why does it suck? Two words, Mickey Avalon. When the ad opens up you get a bangin' beat by Jermaine Dupri, he flows a bit. Then you see Young Jeezy flow (who was just coming up so it made him look extra large). Then they force fed Mickey Avalon into the ad and it was just funny.

Don't get me wrong, I'm not anti-Mickey. I'm just anti-Mickey in this ad. He is not connected to the Hip-Hop demographic. To close the ad with an outta place White guy just so you don't make your ad "too Black" is never a good mood. Not to mention there are so many White rappers and athletes that could have been used. We're not even going to mention Eminem ('cause its so obvious). But I'm thinking Ill Bill, Cage, MC Serch, Okwerdz, Copywrite, Everlast, Slaine- I could go on.

The "urban" lifestyle lover, can see far beyond race. But you can't play aroudn with race to try an make your brand appear authentically urban. Its not as much about Black and White as it is, "do they fit naturally into the landscape"? Mikey Avalon did not fit. The good thing is, Boost Mobile has enough good stuff in the bank with the "urban demographic" that it never really hurt them. They just went on to ads with more effective cultural connections.

-Beyond Urban Branding

beyondurban@gmail.com

Comments

Carla Fendi Dies in Rome

One of the true queens of fashion has passed. VOGUE: O ne of the five formidable Fendi sisters (Paola, Anna, Franca, Carla and Alda), who inherited their family's fashion house - has died in Rome, aged 79. FULL STORY Many people forget that the Fendi brand permeated Hip-Hop heavily in its formative years. Rap icons EPMD had a dancer named FENDI.... A lot of people forget that in the early rap days, a lot of rappers were teamed with dancers, and DJ's as crews to help get the party going. Fendi was a Hip-Hop dance pioneer. He was not a bboy. I am not a dance historian but his moves seemed to be a blend of strutting, locking and a little vogue dancing. Here is a slightly grainy clip FENDI DANCING

Souls of Mischief CLASSIC Used in Gatorade Ad w/ Paul George

Great new Gatorade Ad using 93 Til Infinity classic by Souls of Mischief. I was truly happy to see this ad. Anyone who was a part of Hip-Hop in the 90's totally loved 93 Til by the groundbreaking Souls of Mischief crew from Oakland. WATCH Original 93 Til Video Now, super real crate diggers (people who study the root samples of Hip-Hop classics) might wonder, where did Souls get the beat from. Well, here it is Billy Cobhams Heather . The reason ads like this work is because it get adults who grew up on Hip-Hop as well as old school jazz heads who appreciate the stylings of real keyboard players. I wonder who got the check? Souls or Cobham ot did they split it. I gotta call Tajai from Souls. I'mma try to get an interview.

MMA Brand News: Sinister Brand Clothing gets shout out from real rappers

I've always loves Sinister Brand fight wear. You've seen some of the biggest UFC stars wear their shirts into the cage. These guys have made quality stuff for years. Recently I heard a track from the upcoming album by Rakaa Iriscience from the trio Dilated Peoples. Outside of his devastating rhymes, he's one of the first rappers to train in Gracie Jiu Jitsu. His new solo album Crown of Thorns drops July 20th 2010. Anyway in one of his songs he says "Gracie Jiu Jitsu, Sinister Brand Sponsored/ You ain't fit, you old aerobics like Jane Fonda!" I love it. So many rappers reference MMA and UFC related themes in their music. This one is by far one of the best. Expect to hear more stuff like that in the coming years. If you ain't up on Dilated Peoples you are probably living under a rock. Here are two videos I suggest you peep. You will see Ralek, Ryron and Renner Gracie in a cameo This Way feat. Kanye West

Beyond Urban Branding

Search This Blog