I told you I’d update you all when I got any more information about the latest Fallon spot for Sony Bravia. Although it turns out there’s not much to report really. But as promised, here are some pics of the making of the making of. If you know what I mean. Sigh.
When reading the advertising press recently, it struck me that there’s a constant stream of comment and editorial bemoaning the general state of advertising in this country. The same themes are talked about, a lack of creativity, samey ads, stereotypical caricatures of “real” people and the dumbing down of anything that the masses won’t immediately “get”.
There are comparatively few campaigns that have the ability to stop people in their tracks any more, and I feel that the industry in general has got a whole lot more conservative. We’ve been having problems recently in getting concepts through that the public wouldn’t “get” straight away. But does there have to be an instant understanding of what you see/hear/interact with? Take the Cadbury’s gorilla ad. Imagine telling your Account Handler that a drumming gorilla is the way forward? Most wouldn’t even dream of presenting it to the client. Well done to Cadbury’s by the way. And how about the Orbit campaign? It’s funny and it gets across the message that plaque is invisible and you can’t fight it on your own. But try telling your boss that you’ll definitely need some Flamenco guitar in the background to really set the ad off.
There seems to be a culture that creatives are there to be reined in. And that results in ads that could’ve been good but are a bit, well, blah. Go on, trust us. You won’t be disappointed and you definitely won’t be bored. I mean, just why hasn’t anyone approached Simon Weston with a view to launching his own range of barbecue grills and cooking utensils? I mean, he carried the Commonwealth flame for Manchester for goodness sake. At arm’s length mind, and my, did he deliver that flame quickly.
Anyway, I’ve always wanted to open an exhibition of failed ads, but instead of explaining what the ads are on that wee bit of safmat/foamex/card, I’d give the reason why the Account Handler or client rejected them. My favourite ever reason for a client rejecting an ad concept was, and I quote, “I like the headline and the picture, but I’m not sure people know how to read Latin nowadays.” Anyway, here’s one of the Orbit ads for you to enjoy. Lovely. Alan.
I know. Everyone’s heard this one. But it’s the way I tell ’em.
So a few nights ago a few of my friends went out for a drink, and as usual, the talk soon got very technical and started to revolve around the interweb. Now I’ll be honest and admit that my knowledge when it comes to such matters is pretty poor. I have a very vague understanding of how the worlds of Affiliate, PPC and SEO all work but it’s more like my understanding of how a photocopier works (now that really is magic) and nothing that really gets into the whole technicalities of each sector.
So anyway, we got talking about different ad campaigns, their relative merits and how we felt about them – bearing in mind that one of the group hates everything unless it begins with Dinosaur and ends with Jr – and it came round to that interweb buzz word, measurability. I was more or less shouted down when I suggested that I didn’t think that every single part of a campaign had to be totally quantifiable. Even to the extent that some of my friends wouldn’t use TV, Print or Outdoor advertising for any ad campaign because they’d have no real idea of the effectiveness of the campaign.
This troubles me somewhat.
I mentioned that I thought completely integrated campaigns were/is/are/will be the way forward but this was met with a “you’re just trying to justify your job” comment. Or are they trying to justify theirs? Dun. Dun. Daaaaaaaaaah.
I can see how some products don’t necessarily need a huge presence in the “real” world, but is having your campaign 100% online for good not a wee bit dangerous? As Jack Nicholson would say, “Why can’t we all just,…get along?” Well, I just put this post up to elicit debate. Comments please.
Wowzers. I guess by now you’ve seen the new Cadbury’s Dairy Milk ad. If you haven’t, it’s just so bizarre but I actually really like it. Imagine trying to sell that one to the client though? There’s more to come in a similar vein too apparently and there’s been a healthy debate at work about its relative merits.
Thankfully, I don’t have to go into my colleagues’ opinions as I’m not the BBC, but my final point is – when was the last time a chocolate bar got you talking? I’m guessing it was the whole Marianne Faithful incident.
View the milk chocolate madness here
The sobering Ying to his raging Yang, the dynamic duo of Mr Miyagi and Daniel San drop-kicked, crane-kicked and waxed their way through the 80s with their subtle blend of Zen calm and action-packed fight scenes. And before you think you’ve stumbled across an IMDB synopsis by mistake, I’d better tell you that it’s all for a little ad for my current employers.
Note the misty eyes and the aspirational aura that even the thought of working with Red Cell gives these reluctant urban warriors. Hyeee Ya.
View the Karate Kid ad here
As a copywriter, I tend to get a great deal of requests to come up with names for things. Recently, I’ve been doing favours for friends who want blog names and the like.
So far so what?
Well, in this age of interweb proliferation – and the continuing problem of cow proliferation too – it’s getting increasingly more and more difficult to come up with names that haven’t been registered elsewhere. Oh and why do fat families always walk in rows of five? (That includes water-headed cracker spawn in pushchair). Will there be a point where whatever you come up with will already be registered? Will the fat family issue be resolved by next week? Does anybody care?
Anyway, Just thought I’d share. It’s been troubling me for a while.
So it looks like I’m having one of those days. I can’t seem to concentrate on anything and I’m supposed to be coming up with new ideas for a new client of ours. Creativity has deserted me like Samson’s tousled locks and it’s all down to getting a little bit drunk at a wedding last night. (I know, a wedding on a school night.)
Anyway, this has left me rather bereft of ideas and the deadline looms.
I wonder if that’s what happened with the new Hard-Fi album cover art? They’re at best, a below average band – in fact, scratch that, they’re awful – and the exposure they garner for their cover art is just amazing. It’s just not that good. Oh and Art Directors up and down the country will be rolling their eyes at the cover art that proclaims that it isn’t cover art.
Are we back in the 80s?
I also think I’ve broken the record for the amount of times I’ve said cover art in a paragraph. And I’m not going to bother to put a link to what it actually looks like. It’s that bland.
Right, best get thinking.