Sound the Creativity Alarm, Maybe.

I LOVED these BGH microwave ads so much I couldn’t stand it! Grinning from one little “I love good marketing” ear to to the other. Played all 3 ads and never lost interest. Brilliant integration of advertising, promotion, strategic partnership (Tupperware), meaningful social integration … all just brilliant.

Until I realized what I was really jazzed over was the idea of the alarmed Tupperware bowl, and actually didn’t stick on the concept that the BGH microwave produced food so good it “need(s) an alarm.” In additional replays, I saw that indeed, I am asked to share their “cooking tips” on Facebook in order to perhaps snag one of these hysterical bowls. So technically they did what was needed to expose me to some unique cooking methods that only BGH machines can deliver. And they did get me to be aware of an actual brand name of home appliance. But did I really register what the brand really needed me to? Nope, don’t think so. I simply want that Tupperware bowl.

Del Campo Nazca Saatchi & Saatchi, Argentina famously created their Musical Microwaves last year — played a favorite song instead of beeping when cooking is done. (Started as a promo, then supposedly being manufactured for real.) So creativity is clearly rampant on this team!  But this time, maybe not being used to sell microwaves. Tupperware, on the other hand, has a big hit!

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