Tag: TV

Silver + Partners, wow!

Your first love is always special. It’s likely that it won’t feel as good the second time, it’ll still be love but you’ve built up a tolerance of sort. Apparently that is not true for me when I fall for ad agencies. I haven’t felt like this in a year, when I found the works of Dare’s Vancouver office.
Now I have found something in the Big Apple. The agency isn’t big, but the ideas and concepts are.

Ben & Jerry’s
These campaigns have a hard focus on social media and small budgets. But the use of both Twitter and Facebook is phenomenal.

Fairtweets –Twitter

I think this is a very clever idea. I don’t usually like ideas that can work on a number of brands. But in this case I don’t see that problem. Instead I’m envious of the guys who came up with this idea. Being first at an idea that could’ve worked for a number of charitable organizations. I think that’s something impressive, especially when the idea is as good as this.

Wanna spoon? – Facebook

It’s a very clever insight about how Facebook campaigns should work. What I like so much about this campaign is that it’s actually social. It’s not just a clever viral ad and a “share on Facebook”-button attached. This is a campaign that helps you connect to lost friends. It’s not focused on mass sharing, but the one-on-one sharing, which of course eventually leads to mass sharing – but it’s not the focus. Ben & Jerry’s helps you start a dialogue with old friends. Branding themselves not so much as a cool brand, but a brand that’s involved in and care about their customers’ relationships.

CarMax – Super Bowl TV-spots

The top one is my favorite, easy choice. It’s visual, nicely edited and every time the camera cuts I chuckle a little. But the second ad is not as good. On the idea/concept level it was probably as good as the first. I think it’s clever, it gets the point across, but the actor is neither fun nor believable. All the ingredients are all there but something’s wrong with the recipe.

Ultimat Vodka
The guerilla ad for this brand got a huge media spread. But the same insight was also used for prints, outdoor and banners. It’s also cool to see how differently the tone of voice is compared to the CarMax ads. They’re both humorous and from the same agency but hits completely different target groups.

Window Cleaner – Guerilla/Event/Real Life Interaction

If your target group is rich people who work all the time, you know where to find them – at the top floors. So if they won’t come to you, why not go to them? Point out their lack of social life, and how little they see their family. Show your brand as a solution, the balancer of their life.

Get Offline – Banners

Banners are a hard medium to work in, the formats are weird if you’re used to print or TV and no one seem to notice them. So for a banner to be visible, there has to be an idea. Something that can catch us off guard, there is no other way past banner blindness. And I think the rich-media-use in this ad does just that. It’s the greatest display ad I’ve seen since I first saw Zappos streaker. But this ad have a harder task, it’s confined within that small box and can’t run all over the place. Big props on the media buy as well, bullseye on strategy.

The campaign also came with print ads, and tbh… these are kind of harsh, but I still like them. It hits you were it hurts, but also offers a solution (of sort) to your problem.

From what I can find at AdAge, the agency is 35 employees small. So thank all of you at Silver + Partners, you turned the start of my week into a weirdly emotional one. Filled with a mix of envy and adoration. This is the type of advertising I want and hope to do in my future career.

How BBDO Clemenger stunned me.

After a few weeks I’ve realized that there are a few agencies I need to write about. They’re spread out all over the world; but for now, let’s jump back down under.

I’m also coming back to the BBDO network. But landing slightly to the west, in Australia and the Clemenger branch. Who are also the owners of Colenso.

The top three ads all come from the Melbourne office. I’ll start out with the print campaign that won a golden lion this year in Cannes.


This might be the best print ads ever to play on the independent-man-cliché. It starts with a simple idea and a great copy line. The execution is amazing; the casting, is perfect and the styling is even better. But still I wonder when we’ll see beer ads aimed at women on a large scale. It’s long since women started drinking beer, why not make some moniez? And just imagine how ground breaking the advertising could be.


WHITE OUT

Let’s move on to this beautiful video.

When I first watched this I knew it was for Strongbow cider. But I couldn’t for the life of me figure out why it snowed. What was so cool with people swimming around in a pool when it was snowing? And what did it have to do with cider?

I got the answer the last five seconds and I felt so stupid. I had sat through the whole commercial secretly dissing it in my head, and BAM – stupidity.

I keep coming back to, how much I love when the pieces come together in my head the last five seconds. And this is what it did, but I had just sat there trying to figure it out beforehand. I guess I’m not as smart as I think, or that the picture was too grainy ;)





SUPPORT SCENT

This campaign is one of my favorites of all time. It gives me goose bumps!

It’s probably the one campaign (or ad) that I’m most pissed that I never thought of myself. The solution is so great, yet obvious. How can no one have thought of this before? Why in the world would you make charity ads for blind people that they can’t see? I can honestly say that this is pure brilliance in my eyes. Getting an idea this obvious and simple, I can just hope it’ll happen to me some day.

Of course, I’m not the only one loving this; it won a Titanium & Integrated Silver Lion – Cannes Lions 2010.





NO ONE SHOULD HAVE TO KNOW THIS

I’m finishing with this campaign; it’s from the Sydney office. Maybe campaign isn’t the right word. It’s a survival guide, but not for the zombie apocalypse or a snowstorm. It’s small tips to help you through domestic violence, make it more comfortable to live in the streets and how to not fall back into alcoholism.

I found the pics here, hope it’s OK that I borrowed them.


I like this because it hits me where it hurts. I know they have a rough time; I see the misery every day, read about it in papers and watch it on TV. But I don’t hear it first hand. And I don’t hear it from this angle. As always, doing things differently is what’ll get you noticed. Combining that with such raw emotion, that these ads express – and you’ll people right in the heart.

I recommend that you watch the TVC’s here.

Juice Insurance

The GEICO taste test commercials have been around for a while now.
There are a lot more of these on YouTube.

On one hand they convey a simple message with nice characters, all of them hard not to like. On the other hand it’s pretty stupid. Sure it’s nice to simplify things in ads, but making the comparison between insurance and some kind of sweet juice might be taking it too far.

I don’t know, the idea is nice and I like the premise. But as YouTube user lz3390 wrote in a comment:

Its not that it is hard to understand. It’s that it’s HORRIBLE advertising. It says literally NOTHING about the product. You could take the word ‘Geico’ and replace it with anything else, and the commercial has exactly the same effect.

A big problem: this ad could be done for any brand in any country at any time. However, they could keep this concept for years changing what people are testing and highlight different product benefits. I think that it’s possible to sell a hell of a lot of insurance with this ad concept. It just has to run over a long time. You should immediately know it’s a GEICO ad when you see one. But it should focus harder on what GEICO wants to market. Is it only price or do they want to spice it up over time?

How many versions can you do of this idea?

I’ve heard that you won’t know what a good ad is about until the last five seconds. This ad is a prime example.

I love this ad, there are other versions but this is definitely the best one. And it really uses the right type of storytelling for the tagline. Sure it works in print as well, but it’s just “meh”. It’s not something I care for at all.

It’s a problem I’ve run into myself in school lately. The thought of the BIG idea, an idea that spans all mediums and that can be built on endlessly. And I guess this spans a lot of mediums, but I’m unsure if it can be built on. It’s just this one concept. People staring at underwear up close, it’s fun and it’ll probably stick for a long time. But will we get tired?

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.