Here's a reprint of my article that I featured in this month's Marketing Dynamite newsletter: In May of this year, Justin sent his Belieber’s into a fit of pre-teen, pubescent ecstasy by releasing his long awaited perfume “Someday.”
Now I have to confess that the first time I ever saw the Bieb-meister on tv I didn’t get the hair, the 6-year-old looks, or the hooded sweatshirt-moon walking-moves-in red-basketball sneakers.
Still, I’m not his target market either.
But, as a talent he’s undeniable. And, as a marketing juggernaut, he’s unstoppable.
Enter “Someday.” The Bieb’s long-awaited eau-de-Justin.
His original ad was lame to say the least and drew fire for blah-ness. But, judging from skyrocketing sales of Someday, who cares if the first ad was terrible?
Well, Justin must have. Or his handlers. In a good show of humor he’s teamed up with Jimmy Kimmel on a second commercial for “Someday” – it’s a spoof of the first one. This time, it’s funny and brilliant.
Here's the old lame Someday Ad
Unfortunately NBC have blocked the new version being released on YouTube :(, so here's the link to watch it on NBC's website...