Tag: Advertising

Give us a deadline.

As I have started to look for a new internship in London, I’ve had little time to blog. But I thought I’d take the opportunity to blog about my looking-for-internship-journey while I’m in the middle of it.

As the economy is still in the dump finding a place to intern at is hard. But nothing worth having comes easy. And looking for an internship is a great learning experience, every interview I learn something new and get invaluable feedback on my portfolio. Sadly the interviews aren’t as many as I had hoped, though weirdly enough: the big/top agencies seem more likely to answer and grant me an audience than smaller ones.

My skill, efforts and portfolio land me interviews. My personality and ability to present will land me an internship or a job. I can’t blame anyone else for failing those. But I can blame agencies for their abysmal reply rate to recruitment emails. What’s wrong with you? Yes, I know you have more to deal with than have time for. But there is a solution, of sorts for all those emails coming in– the auto reply.

The auto reply isn’t a solution in itself; it’s the content inside it that matters.

Where no inside agency connection can be found you have to use the jobs/careers/recruitment/iwanttowork@email.com, which is seldom a good experience. It’s often a dead end, you send an email and no one ever replies. (Maybe something’s wrong with the emails I send, my portfolio or something else. But I don’t think I’ve ever had a reply from an address like that.)

An auto reply might be a lot smarter and sexier solution than it seems. Just saying: “We’ve received your application.” isn’t good enough. Luckily there are great examples of agency auto replies:

We will carefully review your details and come back to you quickly if we think your skills and experience are suitable for any roles we currently have available, and if we would therefore like to take your application further. If you have not heard from us within a week or so, I’m afraid you must assume that your skills do not match our current requirements closely enough for us to progress your application on this occasion. However, if this is the case – and with your agreement – we will keep your details on file in case another opportunity arises in the future. Many thanks again for getting in touch, and good luck.

And that’s all we want, we want to know when we can pack our bags and move on. It’ll take an hour setup (after someone have written the copy). It’s great if you look through the recruitment-email often, and can give a short deadline, but honesty and just giving a deadline are what really matters. Even if you won’t look at the email within a month’s time, have a time frame in your auto reply. It’ll make everyone’s life easier, you’ll never have to answer questions about when people can expect a reply again and they’ll no when they can let go of the application. Saving time and energy for everyone.

If You Were My Agency I’d take that hour (or two), to setup an auto-reply to those looking for an internship. It doesn’t have to be much; something is better than nothing.

Nike vs. Fat

Nike is taking a stand against childhood obesity. A stand that, if successful, will help them sell more shoes but also create a healthier nation.

It started with their ads during the Olympics. But since Nike wasn’t an official sponsor this ad wasn’t shot in London, England. It was shot in London… Ohio.

Recently they followed it up with this ad.

I think is’ a great ad and it reminded me of the 17 year old “If you let me play” ad for Nike (featured in Art & Copy).

I like both, because they speak to those in charge of changes for children – their parents. The old one is stronger, but I like the concept in both ads. Often ads in the category of “do what’s good for your child” are often filled of clichés and even worse tone/imagery. These ads speak to the viewer in a perfect way. I think that’s what really signifies Wieden+Kennedy, and their commercials. They’re on a level that no other agency is today when it comes to ads of these types. Many agencies might be able to do funnier, scarier or sexier ads. But no agencies can produce emotional ads that speak to us in such a direct way.

Sharks and the Scorching Sun.

The summer has finally arrived in Sweden – or at least in the parts where I hang out. So I thought I’d share this ad, from Bondi advertising. I found it a long time ago  but the damn weather haven’t been inspiring enough for me to post it, till now.

The top one might fit Sweden better, but the one below is my personal favorite.

These ads are simple and the sunblock-smear-typography is OK. But what makes these ads good is that they make me think. And the keep me thinking for a while, how the guy ended up knocked out on that beach. What a party it must’ve been…

The shark ad doesn’t keep me thinking as long. But the photography combined with the copy makes it a great ad. You’ll get what it’s not protecting against, and you’ll remember this ad – as I did.

Modern advertising isn’t an ad.

I talk, and write, a lot about how much advertising need to change. That it needs to go beyond normal ads. I still believe that the old advertising has it’s place, and a big one. But you can’t rely on only that. Without work that engage consumers to fight with and for your brand, you will be phased out.

The successful companies in the future might include Budweiser, with ad agency Anomaly. They’re big now, but sitting back and relax might cost them a lot. So they created this cool flash mob at an amateur hockey game. I’m a hockey freak and love this. It aired during the Super Bowl, but only in Canada.

This is just my type of entertaining advertising. I feel it in my heart. How could someone not feel for these guys? Amazing work, and although this isn’t a campaign in it self, I’m sure people will love Budweiser more. It might be close new school advertising, but to me this is a bridge between old and new.

Using stereotypes in advertising – a balancing act

This french ad for McDonalds is an exaggerated parody with stereotypes. It sounds like it’s heading for failure. But TBWA Paris actually manages to keep this fun and interesting. I don’t really know why I like it. I think it’s because, although the parodic style is exaggerated, the characters are not. They’re stereotypes sure, but other than a ridiculous amount of strength they seem pretty cool.

 

As you can tell from the text above I’m not against stereotypes in advertising per se. But it’s hard to do it in a good way. It’s a tough balancing act and few manage to do it in a none stupid or racist/sexist/prejudice way. Below you can see an example, how not do it. In this commercial schweppes(who did a brilliant ad with Uma Thurman a year back) are not only racist but also joke about gay men, or just black men with high pitched voices.

If You Were My Agency,
Jonas

Objectifying women fail

A few days ago this sexist piece of crap went viral. It was facebooked, blogged about and the retweets were many. I’m not even sure if this is actually real, a spec ad or something else.

What I do know is that I hate it. Women are treated bad enough in advertising. Leave the shitty objectifying crap to people without imagination.

How do we show it’s exaggerate suction power?”. The idea isn’t that bad, but the final execution is. Anything could’ve been used for this: animals, flags… a FAT MAN. Anything but a supermodel is OK. I’m even gonna quote a fictional character on the fact that “sex sells”:

 

Says who? Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and stick it in a briefcase, completely unaware that their success depends on something more than shoeshine.

I’ll also quote a dead legend:

 

The test is relevance. To show bosoms in a detergent advertisement would not sell the detergent. Nor is there any excuse for the sexy girls you sometimes see draped across the hoods in automobile advertisements. On the other hand, there is a functional reason to show nudes in advertisement for beauty products.

Of course it sell(under the right circumstances), but if you think that taking the easy way out is smart, THINK AGAIN. Women are objectified enough already: eating disorders, mobbing, low self esteem etc. It’s not advertisings fault. But advertisers, as well as everyone else, should do what they can to prevent it. Doing an ad this crappy for a product targeted mostly to women is stupid.

I wish vacuum cleaner ads had both sexes as targets. Sadly the world still isn’t equal enough for that. Some homes are, but one day the majority will be. And at that point, ads like this will be gone.


If you were my agency – I’d trade away your male creatives for women.