ENZO: This is Enzo F. Cesario with another edition of the Brandsplat video report. Ben, how ya doin', man?!

BEN: Good morning. Good morning.

ENZO: Morning. Where's my coffee? I need some coffee. News last week: Gap apparently redesigned their logo. Well, they didn't redesign it. They had a company do it, called Laird and Partners. The internets went crazy. They hated it. They're like, “What are you doing? You had the same logo for twenty years and then you come up with a new one?! This is lame.” So they are kind of backpedaling on it. But that's the power of understanding that it's a platform where you're communicating back and forth, not just you put something out there and you're done. Kudos for GAP for backpedaling.

BEN: Some people take three years to do it.

ENZO: Yeah. Or four. Anyway, I wanted to show you this nifty little thing from Ikea. It's at cats.ikea.com, and basically what they did is, they let loose a hundred cats in Ikea, because cats can represent comfort animals. And they followed them and tracked them to see which pieces of furniture they ended up liking the best. And if you can match the cat with the piece of furniture that it chose, and you vote... Anyway, it's a pretty long process, and at the end of the process, if you do it all, it makes you sign up for Facebook – Mwaa, mwaa! Which I think is a pretty elaborate way to get somebody to sign up for your Facebook. Pretty elaborate, right, Ben?

BEN: It is. Sounds like a cat was behind the whole thing. (They laugh.)

ENZO: Funny. What did we do? We gave away whiskey and smokes. (They laugh.)

BEN: Yeah. That's practical.

ENZO: That was practical. At least people used it. I want to do this little ditty from the New Yorker. This is directed by Roman Coppola and the actor here is Jason Schwartzman, and pretty elaborate I think. What I like about this is it just shows you that advertising is coming back, and there are so many different platforms for ads. We're advertising the New Yorker iPad application, which is cool. And this is almost two minutes long. So pretty interesting stuff in here. You'll see that you can use the iPad with your nose, your foot and your wetness... What's that mean?

BEN: I'm not touching that.

ENZO: I don't want to touch it either. Check it out. (He shows the clip: www.newyorker.com/online/blogs/newsdesk/2010/09/jason-schwartzman-ipad-video.html)

ENZO: Jason Schwartzman. This is Enzo F. Cesario. See you next time.