Amtlich: Dr. Stay Dry ist Branded Entertainment von AXE
Freitag, 28. März 2008
Die Geschichte um Dr. Stay Dry nimmt langsam bedenkliche Formen an. Nach weiteren Recherchen und Nachfragen konnte ich Teile des Treatments der Kampagne bzw. des Videos zu lesen bekommen. Das Treatment beschreibt leider genau dass, was meine Recherechen und Bedenken in den vorhereigen beiden Artikeln beschrieben hatte. Es steht nun mit offiziell fest, dass Dr. Stay Dry eine gecastete Werbefigur von AXE ist.
Wichtige Punkte aus dem Treatment:
Basically is all about developing a new campaign for a product launch of Axe Dry. The first country to launch will be Germany in January 2008.
Axe Dry is an anti-perspirant with a clear product benefit: Axe Dry stops you sweating - and allows you to focus on getting the girl. In a nutshell – the problem guys face is the terrifying prospect of being seen to be sweating during those different situations when they are making a move on a girl. Axe Dry eliminates this worry.
MUSIC TRACK:Supplied by Mgeacult. We do not have a final version yet.Currently it is a really hiphop related track. We are still working on the compatibility to get a top ten track. Our hope is that the music from the video will become famous and there may also be the opportunity to release this track in local markets – to help create fame / talkability around the campaign. Please find attached a layout of the track.
CAST:The casting for the main act of the video has been arrangend byMegacult. Our criteria for Dr. Stay Dry were looking for a contemporary dandy. A benchmark is André 3000 from Outkast or LennyKravitz. DR. STAY DRY is not a typical rapper. He does not need to work with status symbols. He is standing above Hip Hop. He just plays with Hip Hop symbols in an ironic way.
Axe Dry is an anti-perspirant with a clear product benefit: Axe Dry stops you sweating - and allows you to focus on getting the girl. In a nutshell – the problem guys face is the terrifying prospect of being seen to be sweating during those different situations when they are making a move on a girl. Axe Dry eliminates this worry.
MUSIC TRACK:Supplied by Mgeacult. We do not have a final version yet.Currently it is a really hiphop related track. We are still working on the compatibility to get a top ten track. Our hope is that the music from the video will become famous and there may also be the opportunity to release this track in local markets – to help create fame / talkability around the campaign. Please find attached a layout of the track.
CAST:The casting for the main act of the video has been arrangend byMegacult. Our criteria for Dr. Stay Dry were looking for a contemporary dandy. A benchmark is André 3000 from Outkast or LennyKravitz. DR. STAY DRY is not a typical rapper. He does not need to work with status symbols. He is standing above Hip Hop. He just plays with Hip Hop symbols in an ironic way.
Die Fragen, die sich jetzt aufwerfen, beschränken sich allerdings nicht nur auf die Debatte, ob wir es hier wettbewerbsrechtlich mit "Schleichwerbung" zu tun haben. NEIN! Es gibt Vermutungen, dass die Rotation auf VIVA und MTV mit Hilfe von, sagen wir mal, "unnormalen Geldfluss", forciert wird. Aber gut das sind Vermutung. Die sich wohl schwer bewahrheiten lassen.
Tags für diesen Artikel: branded entertainment, dr. stay dry, dr.staydry, illegal, kampagne, music, schleichwerbung, treatment, video
