Viral

Babies could’ve come up with the concept.

This is a tough one. Is Evian’s latest baby ad good or bad?

I guess the ad is both good and bad. The execution is well made and makes people feel fuzzy inside. But on a concept/idea level this isn’t very clever. It has to have been the first thought anyone came up with in whatever kind of brainstorm or idea process was behind the concept.

But this ad shows it’s not necessarily a bad thing. People will think of Evian in a more positive way, they will buy more of their water.

I can mope around all day not liking the concept, but the main point of advertising is still creating sale. No matter the level of the thinking that was behind the concept.

Are you a social farter?

So how lame is social smoking?

It’s a pretty fun ad. But the end line completely ruins it. Everybody understand it’s an ad about social smoking, we look at it, we laugh and see how silly they look. We think a bit about how we might look when we smoke at parties. But we know we look cooler than someone farting. Why? Because no one ever farted in a movie and looked cool, no cowboy ever rode his horse into the sunset farting in a TV ad and no one ever asked anyone out for a fart in the snow.

Social smoking is not as ridiculous as social farting. It’s a lot more dangerous and stupid, but it’s not as ridiculous looking.

And that’s the whole problem with the ad; the comparison is funny as long as it’s metaphorical. But as soon as that line of copy comes up we know it’s just a bunch of lies.

The line should’ve just said: Stop looking stupid during parties. Stop social smoking. Now it just draws an equal sign that turns the ad into a lie, and advertising should never lie.

Paper isn’t dead.

Print media might not be dead yet, but it’s definitely declining… But paper still has it’s place in the world.

As a want-ALL-the-tech guy myself I use less and less paper, but nothing beats it when I need to get ideas out. We need to disconnect and log off. It’s a yin and yang thing, you need pieces of both or neither will be really good.

So I would like to congratualte the agency that created this, the insight is absolutely on spot. And the execution is excellent, especially the twist ending. The casting/roles are a bit stereotype though.

If You Were My Agency I’d know for sure that both the planners and creative who made this could be counted on. But could it be flipped around, could the woman be the techie?

Cookie > Cream

I was going to write about the Oreo separator last week. Good thing I didn’t because two more videos have come out since then.

I think these are absolutely brilliant. The insight from Wieden+Kennedy is superbly blown out of proportion into some thing that anyone would enjoy watching. Having that home made feel adds to the “viral factor” and will allow it to spread further. They’re not all perfect; I think video #1 and #2 hits the execution better than #3. It’s not just about the failures in the third one; it’s also how the two guys act in front of the camera.

If You Were My Agency I’d say you’ve hit the jack pot here. It can be used in a variety of media once the viral fame has worn off – and that’ll take some time.

Now give me some more of these!

El Plato Supreme

Samsung is stepping up to the plate with their Super Bowl ad. But lets start out with the teaser.

And here comes the Super Bowl ad, for the Next Big Thing.

I love both Seth Rogen and Paul Rudd, and I think they’re pretty funny here. The video is well done, well acted and funny. But is it doing a good job advertising Samsung? I don’t think so.

Sure the brand gets some nice star quality with the two of them + the cameo of LeBron on a tablet. But I know nothing of their products. If I haven’t seen the ads before, I have no idea what it’s about. Samsung does a lot more things than smartphones and tablets, and although brand building is always good there’s no real competitive power here. But maybe they didn’t feel they had to. Samsung is doing pretty good on the smartphone market, being the online real competitor to Apple. There are some product shots in here, but the products are concealed pretty well. And if I should be honest I fucking love this. I want this to be the type of advertising we see all the time. But if that’s going to happen this must work, as in making people buy the stuff from the ads.

If You Were My Agency I’d say that being seen on Super Bowl and making fun, celebrity endorsed, ads was a good decision. People are re-watching them online just because they’re good, but I can’t help to wonder if they could’ve put just a bit of product info in the ads. Would it have ruined them? We’ll never know.

The Always Tough Second Album

I think most people who’ve visted the Internet in the last year saw the Belgian TNT ad. If you missed it, have a look.

But a about a week ago it was time for the second ad on the same theme, this time it plays out somewhere in the Netherlands .

It’s the same idea, adding drama to your everyday life, but it’s not as good. TNT went bigger, but not better and I think it’s the kidnapping that fucks it all up. When you’re being taken away your mind will realise that it’s staged. When everything happens right there and then in the beginning you can see that people are chocked, but not as much after being transported away. I don’t know if it could’ve worked with the kidnapping and transportation of people.

If You Were My Agency I’d want to see another execution of this idea. Give us more, give us better. The insight is great and the first execution was perfect, one more of those. Maybe at sea? Or why not a plane, that’d give you some PR…

From great, to god to bad in three ads.

I must say I’ve enjoyed the previous Apple bashing ads from Samsung. But this one is just… blergh!?

The last few ads were fun, especially the first one. They took product benefits, turned them around and had Apple fanboys feel kind of stupid. But most of all the Apple fanboys looked like they were lagging behind on technology.

The biggest problem I have with this new ad is that they make themselves look stupid. Not mainly because they use the Samsung phones, but they act like oblivious idiots. Which can make for amazing advertising, but then you have to twist it and spin it back with power in the end. Not look like even bigger douchebags: “We’re launching in four weeks.”

If You Were My Agency I’d turn this this series back around and back on track.

A case of the Mondays?

Starbucks were hit with hate and rage at the end of last year. Having ducked taxes like a professional dodge ball player. The PR crisis was a fact. Which led Starbuck to write an honest and a bit self-boasting letter.

Starbuck letter of apology UK

This week they followed up on the letter with an absolutely brilliant TV ad from AMV BBDO.

I have to say that if they keep the ads (and offers) running like this they’ll win back what they lost in business next monday. But getting rid of the tax dodging reputation won’t be as easy. Is it even possible for people to forget?

But if AMV BBDO were my agency I’d probably never let them go. The stuff they produce is amazing and landed them a well deserved top ten spot on the Big Won rankings.

The Motherhood Rap

I honestly don’t know what to think about the fiat 500 motherhood rap. So have a look and see what you think.

I know it’s very well made; they aren’t in your face with product placements or brand names in the lyrics. The style and insights are spot on, but I’m not sure about the lyrics. They’re good and catchy, they tell the truth ­– but do we really want to hear it? I personally do, but does target group (stay at home moms)?

But what I don’t really understand is why they try to sell in the fiat 500 as a family car. First of all: it’s small. Secondly: it’s not very safe. Which makes me wonder why they haven’t tried to make this ad for a larger and safer car, where the insights about motherhood/family life would fit better.

Don’t judge a boy by his cover.

Product demonstration can be horrible, just look at twins and other shop through TV DM. This isn’t DM, but it is pure product demonstration and that’s powerful when done right. As have been said before, having a great product is the best advertising in the world. Then it’s just a matter of showing/telling it to the world ;)