Great advertising is born out of insight. Extraordinary advertising is born out of cultural insight, with the kind of nuances that automatically engage and entertain your audience. Some of the examples below provide food for thought.

New Zealand hardware store, Mitre 10 critiques Australians work ethic. Listen carefully, you’ll hear a familiar line from the iconic movie The Castle.

Sam Kekovich is back sprouting the benefits of lamb wrapped in the verses of real Australian values, tipping his hat to topical events.

The popular viral ‘Beached As’ (commanding close to 4 million views) isn’t recent news but how quickly did Supre leverage its popularity with replica ‘Beached As’ t-shirts, immediately positioning itself as a relevant cultural brand.

These are just some of our favourites. If you have any examples of advertising born out of cultural insights, share them with us at (carmen@whileyouwerentwatching.com) and we’ll post them here.

Thanks to: Mitre Ten, Supre, TheBeanPictures

We know USBs are handy for moving information between devices, but they are now set to become handy for moving entertainment content and re-positioning brands.

The entertainment industry has turned the file-swapping USB into a relationship marketing tool. Brands like Foxtel and Sneaky Sound System have launched USB sticks that allow their customers to upload and download content online and offline, to share among friends. In effect, these brands are using USBs to stimulate social networking and word of mouth.

Foxtel’s IQ2GO allows IQ2 subscribers to plug into their machine, download a program and take it over to a friend’s house to view, even if their friend doesn’t have an IQ2. Not only has Foxtel mobilised content, but it’s used its current customers to influence and recruit new customers in an innovative way.

Sneaky Sound System launched its new album via a branded USB. For the price of a CD, fans have access to exclusive content, updates, videos, forums and more. The USB content moves with fans, ensuring an evolving relationship with the band.

Who would have thought the old USB would help brands connect with their consumers.

Thanks to: Foxtel, Sneaky Sound System

In a cluttered advertising environment it’s time for brands to start putting their words into action. Sydney’s Strategy Director, Angus Frazer, shares his latest obsession – Brand Behaviour Enhancement.

In the clip above Angus invites us to start taking a new perspective when thinking about building real relationships with consumers today. Would you agree? Maybe you have experienced it yourself. Contribute below and let us know what you think.

And for more examples of Brand Behaviour Enhancement in the flesh, you need look no further than these examples from Motorola and Red Bull

Thanks to: Angus Frazer, Virgin Atlantic, Motorola and Red Bull