RCG Blog To The Point

The Branding Spectrum: From Poo Faces to Facebook


How’s that for a headline? And yet we’re not being overly provocative here – the last week has seen some of the most over-the-top (or under-the-bottom, to be 100% accurate) and under-the-radar branding campaigns go viral, at least in the ad trades.

First, Facebook rolled out a logo “refresh” that only font wonks noticed until Facebook had to point it out – the company, now allegedly valued higher than Walmart, dropped the Klavika font it started with in 2005 to a custom, in-house designed font still used on the familiar blue background.

According to Adweek, “the new typeface is an attempt to ‘modernize’ the logo and make it appear more ‘friendly and approachable,’ says Josh Higgins, Facebook’s creative director. Higgins also noted that Facebook explored many options but ultimately landed on updating its logo instead of redesigning it completely.”

Compare for yourself:



How many of Facebook’s reported 1.44 billion monthly active users noticed? Our guess would be next to none, but probably more that those who noticed Google’s two-pixel logo tweak a year ago May. Yes, you read that right. Two pixels – and Reddit users actually noticed, and Gizmodo reported on it.

And now for the Pampers spot that took the bronze Lion in Film at Cannes, and a silver and a bronze in Film Craft. Entitled “Pooface,” it is a medley of babies’ faces, filmed in slow motion (400 fps) as they fill their diapers, set to Strauss’ “Thus Spake Zarathustra,” and produced by Saatchi & Saatchi London. After 75 seconds of steadily reddening, highly occupied faces, there is a hashtag #pooface, a shot of a beautifully lit box of Pampers Sensitives wipes, and a final message “Don’t fear the mess.”



This clip has been viewed over 1.5 million times at the writing of this post, and has spawned articles in all the ad trades, as well as comparisons to a 2012 Australian ad for Mamia diapers with an operatic score. It won a Clio.

Whether the creatives at Saatchi were influenced by the Aussie ad or not, the spot is brilliant – and no one I’ve shared it with was able to sit through it without laughing out loud.

The point here is that getting the buzz going about your brand often resides at the extreme ends of the spectrum, and not so much in the middle. We all need to think out of the nappy.


–Kelly Mayfair Owens, Team Florida

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