Last month, Instagram launched a new feature allowing users to post short videos rather than just pictures. But the newest promotion for the 2014 Lexus IS gives a whole new meaning to the term “Instagram video.”

The car company rallied up a group of 212 social media users and car enthusiasts and created a stop motion film using Instagram photos from the group. Each frame of the #LexusInstaFilm was a photo from a different user. 

Producers and directors planned out the exact position and angle that each shot needed to be taken from. Then each participant was given a number and instructed on when to snap the photo. They uploaded their photo with whatever creative editing they wanted, and the production team printed them out to make sure they were in the correct sequence. The shots were then edited together into an awesome stop motion film.

This is such a unique concept. Stop motion has been used in ads before, but Lexus is going above and beyond by using photos taken by consumers. Not to mention they are using a social media platform to gather these photos. It shows that there are no limits within the digital age in regards to where content is generated and how social media is used.

This concept embraced two important qualities: collaboration and engagement.

• People coming together and collaborating to create stuff is the basic nature of advertising. No great ads are ever done completely by one person. Lexus shows that a little teamwork and steadfastness can ultimately lead to something great.
• By using Instagram, Lexus engaged with a younger demographic. This group probably isn’t going to be able to afford a Lexus anytime soon, but this ad creates a buzz about the car company and could inspire these millennials to purchase a Lexus when they have the funds to do so.

I love that users were able to edit the shots however they wanted. Instagram has tons of neat filters that can really enhance pictures. And kudos to the guys who planned this all out to know exactly where each shot had to be taken from. It takes tons of skill to be able to shoot and edit a video like this and have it come out flawless. Based solely off of the great creativity, this concept has inspired me to considered Lexus in the future. Hopefully, a measly junior copywriter's salary will allow me to.

“I go to Hooters for the great wings.”

Of course you do. Just like everyone who only reads Playboy for the articles. And you clearly don’t know great wings until you’ve been to Bidwell Tavern in Coventry, CT.

Hooters, the dominant eatery in the “breastaurant” category, knows it’s more than just the wings. So it’s attempting to modernize its brand to appeal to Millennials. It has seen some tough competition from younger and hipper rivals like Tilted Kilt and Twin Peaks, and it realizes it’s time for a change. Now under new leadership, Hooters is trying to make up ground with better food, updates to its famous uniforms, and a revamp of Hootie, its iconic owl logo.

Seen above, the original Hootie was a scruffy looking owl whose eyes were often criticized for looking like breasts. He looks old, downtrodden, and doesn’t look like he’d be able to stand a chance in a fight.

Welcome the new and improved Hootie. While his eyes still mimic boobs, he looks younger, stronger, and slightly sophisticated. He looks confident, and that confidence could be a sign of the company’s hopes to rebound from its recent declines.

I don’t go to restaurants based off of the logo. I go based off of the food. Delicious food leads to Todd’s money. So I think a complete overhaul of the company is what’s best, rather than just a new logo. Changing a logo doesn’t qualify as a re-brand because there are many more aspects to a brand than just the logo. And for a restaurant chain, the food is chief.

However, the logo is still very important, especially for Hooters. The Hootie logo is slapped on to millions and millions of t-shirts each year. Those shirts are then sold in every Hooters restaurant across the globe, as well as online. And with a new logo comes new shirts. So ultimately, the new Hootie could create a spike in merchandise sales. The old Hootie is classic and iconic. But who wants to walk around with an old Hootie shirt, when you can be sporting the chic, newer one?