Trending from G/L: Why Ili Means You Wasted Your Time on Rosetta Stone

Geile/Leon Marketing Communications

Trending from G/L: Why Ili Means You Wasted Your Time on Rosetta Stone

Joining the travel agent, newspaper editor, and Blockbuster clerk, the professional translator may be the next to find themselves searching the classifieds, thanks to a new innovation in the field of multicultural communication. The Logbar ili is a new, soon to hit the market wearable translator, the next evolution in translation technology.

One of the first capable of voice recognition and verbal translation, it relies on its own self contained operating system, rather than having to be built around an existing platform like current and unreliable phone applications are. About the size and shape of the original iPod shuffle (and arriving almost a decade after), the first generation ili is currently capable of translating between Chinese, Japanese, and English, facilitating nearly instant multilingual conversation between any combinations of the three. Version two will add French, Thai, and Korean, and version three will add Spanish, Italian, and Arabic.

Without a current list price or the ability to pre-order one, it’s tough to say when this device (and others sure to follow soon) will begin to diffuse through any number of cultures and languages, but the process of instant and accurate translation from a wearable piece of technology is essentially priceless to those in both the business and personal world.

Though currently limited in dialect and surely far from peak efficiency, the ili exemplifies improvements to and enforcement of the current trends in personal technology, being both wearable, and accelerating the ever more important idea of a “glocal” mindset. Like the first run of any groundbreaking technology, I won’t rush out to buy one.

While the concept is exciting and the uses seem infinite, this seems to be a stepping stone in the field of global communication technologies, paving the way for a world with seamless and universal conversation, one, which I can’t be the only one looking forward to.

Have any thoughts? Shoot us a note here.

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Trending from G/L: Colgate shows LGBTQ support with #SmileWithPride

Geile/Leon Marketing Communications

Trending from G/L: Colgate shows LGBTQ support with #SmileWithPride

It seems to be a recent trend that brands are showing their support for the LGBTQ community and this time, this minty brand took a new spin on it.

Check out Colgate’s “Smile With Pride” ad at the link included.



Most of us have been in this kind of situation. You’re making the move to a new place and you’re unsure of the culture of the neighborhood. Will you be able to borrow an egg or a cup of sugar from the neighbors? Will they be willing to watch your dog when you’re on vacation? Most importantly, will you get along?

This commercial shows the wall of skepticism torn down by a simple smile. This Spanish ad translates to, “Sometimes you just need a smile, sometimes, all your smile needs is Colgate.” Sometimes you just need a smile. Good message, Colgate.

The Colgate ad was the first Mexican ad to feature a gay couple and was put out just weeks after the president of Mexico approved revisions to the constitution for same-sex marriage.

Pride advertising is a chance for brands to express their stance and speak their truth. When brands take a stand and share stories of diversity and equality in their advertising, consumers, especially millennial, appreciate, respond, engage in conversation and spend dollars on the brand.

The fact that this ad is relatable makes it successful. Plus, tugging at the heartstrings always gets people.

For another example of a brand that did it right, check out Honey Maid’s “This Is Wholesome” ad:

Or the Ad Council’s “Love Has No Labels” ad:

But how do these ads measure up with Bud Light’s flashy ad starring Amy Schumer and Seth Rogen at a gay wedding? In this ad, Rogen raises his bottle and says, “Bud Light proudly supports everyone’s right to marry whoever they want.” The whole ad is bold, comical and in your face.

The whole point we’re trying to get to here is that sometimes flashy isn’t best. Show that people in the LGBTQ community are just like us. Don’t say it. Consumers want to relate to a brand and if that means using emotion to elicit a response, then go that route at all costs.

Any other feedback you have on this campaign? Shoot us a note below and we’ll be in touch.

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