Real Writing

This may seem controversial but I don't like this advert. Everyone in the ad world seems to love it's beautiful writing, but I find myself lacking a connection to it. It's so generic that it lacks any real heart. I hear those words and it sounds like something pulled from text books and articles.

For all it's talk about storytelling, and emotion, it doesn't make me feel anything at all.

I'm not impressed by Dustin Hoffman either. He could be reading a shopping list.

This is much closer.



For me this is much more real

This feels genuine. I find myself attached to the people in and their words. I can feel their sadness and fear. This is something with emotion.

But for me, a truly great story is in the details - the tragedies, the imperfections. These are what make us interesting and human, and what makes our stories worth listening to. That's why I'm in love with this piece for Luta clothing. It speaks to me. It's a living, breathing piece of writing and it makes me feel inspired. It isn't the voice of a guy in an office, it's true and honest.

It's brilliant.

Digital Stuff

(Imaginative title, right? I know, I'm awesome.)

Lately I've been playing a lot of hide and seek with digital work (it's obviously bit of a one-sided game) and my inner ego maniac is convinced that everyone wants me to share it and let them know my thoughts on it. Well, if you insist, I'll throw a few thoughts your way.



This is the new Carlsberg page on YouTube. It's not really 'new' for a page to come alive but there's something surprising about it. I think it's the subtleness of the onset. The screen just gradually begins to fall apart. It's quite an immersive experience once it gets going and completely kidnaps your attention. It may not be new but I have to give kudos for the execution. You can find out for yourself on:

http://www.youtube.com/carlsberg



Put a website address into this page by BMW and you can drive around the page, terrorizing banners and destroying text all over the web. It's actually pretty addictive. There's something genius about having an interactive extension that you can use on any page. I personally went on a joyride on Porsche's webpage (well I thought it was funny).

Go forth and play at : http://204.51.112.250/x3/



Pepsi's latest idea come in the form of this 'Tag a Tv ad' campaign. Honestly, this seems like a step backwards after iButterfly in Japan but it has rather obvious benefits; It closes the gap between advertising and sales, and encourages people to actually pay attention to their ads but creatively speaking, this seems a bit Fred Flintstone. Find more info at:

http://mashable.com/2011/04/20/intonow-pepsi-partnership/



THIS IS AMAZING!!!!

I've taken a shine to this. It's my latest love in the world of all things cool and digital. It's so simple and fun. I know everyone who watches it can't resist putting their finger on the screen and getting involved in the magical shenanigans. It's branded entertainment at it's best and it brings me nothing but pure delight. Another masterpiece from a brand that has a habit of creating amazing stuff.

Warning!

This poster campaign is, in advertising terms, simply perfect.

It's simple.

It's witty.

It's shows the benefit in a memorable, interesting way.

Perfect. It's a well-written piece of advertising, no contest. Also the typography is bee-yootiful. Wow.





So what if it's for adult movies.

Just Smile

It's 2011. Hooray!

It's a new dawn, it's a new day, it's a new life... you get the idea.

I am especially excited for this year. Lot's of prospects and potential. A new slate to create on and I've bought lots of pens to do it with. One of my resolutions this year is to smile more and have more fun (I spent most of last year overworking). Continuing with that theme, I have collected eight ads from last year (would have been 10 for the poetry of it, but it was a rough year) that made me smile, and I hope they will make you smile too. Enjoy!

* feel free to just watch the clips and ignore my witty comments.

Samsung

Combining two of the happiest things in the world - children and dancing - I think this was the cheeriest thing I saw last year, clearing away every kind of grey. If you don't smile at this, you're probably a robot (or at least an android without a happiness chip).



Tropicana

There's something about Tropicana. Their stuff always makes me feel warm and... 'morningy'. I thought this was a heart-warming thought and showed a nice slice of sensitivity.



Old Spice

We all know this new classic. It's quick, it's funny, it's original. Enough said.



Google

When I thought about it, Google plays a big part of my life. Not really an important part, but I do visit the site almost daily for one reason or another. I though this was a great way of using their brand/product for telling a inspirational story of a guy (I assume) who falls in love with a girl in paris.

Google - How to Impress a French Woman | Viral/Other | SPIKE.com

Thinkbox

What a great way to show what advertising can do. Absolutely delightful piece, with quite possibly, my favourite dog ever.



Heineken

This was actually the highlight of my World Cup/Summer. There were quite a few good 'lad ads' this year, but this one made me laugh the most (Fosters' 'Good Call' was close behind).



Nike

This wasn't really a smile if I'm honest. It was more like my jaw dropped in awe of the magnificence I was witnessing. It was amazing, like a 3 minute cinema experience.



Drench

I recently found this at the end of the year in another blogger's 'Best Ads of the Year' collection. Ironically this is the most 'stupid-funny' ad of the year, and I love the 'Push it to the limit' soundtrack. Between this and the thinkbox ad we have a generation of animals that could take over the world.

Because Winter Hates Rubbish Headlines

Little do many of you know but I have had an intense few weeks. I've been involved in a little thing called the 'Spring Project' (I'll talk about that later) and I've learned so much in it about myself and my career. One of those lessons is that I am a storyteller, without a doubt, which will probably take me down the copywriter route in advertising. I've alway had a suspicion but it's much clearer these days and that is what I'll focus on come 2011.

Now, copywriters are most famous for headlines. They do much more than that but that's the main preconception of the job description. I have done a bit of headlines, taglines etc and there is an art to it. The more you put in, the more you get out in terms of originality and creativity. If you look, for example at the Economist work by Abbot Mead Vickers, some of my favourite headline work, it is cunning and marvelous.

So when this spot rudely interrupted Soccer Saturday I felt part of myself die. It actually one the most poor and uninspiring lines I've ever seen. When I brainstorm a line, that sort of thing comes out, now and again, but it never occured to me that it was good enough for me, never mind for an actual campaign.

What a tragedy to advertising this is.

Christmas, Ads and Rock 'N' Roll

Not many people know this but I studied 'Music Placements' on television for my dissertation. The point was to determine if it was an appropriate method of promotion for music artists. However my study only looked at tv shows. It didn't look at adverts. I can't help but notice, a lot of the adverts today (literally- today) have popular music in them so, I thought it might be worth some pondering. I guess that happens when you watch as much tv as me.

Personally I think it works best when an independent, upcoming artist is used because their songs have a degree of flexibility with regard to their perception and understanding. They can be easily manipulated by the cinematography and imagery to depict a particular feeling or story.

This is my favourite at the moment. It's the new (and very early, in my opinion) christmas advert for Matalan. The spot features 'What I Wouldn't Do' by A Fine Frenzy in the background and it works so well. Its warm, it's natural and it's baked full of christmassy goodness. Alison Sudol's voice can only be described as beautiful, which only enhances the feel.



The same goes the BT 'Infinity' advert. The song in this is 'Corner' by Allie Moss. Similar music and feel.



In contrast, the ad for Assassin's Creed: Brotherhood is awful. Not just the music but the whole presentation just lacked that element of finesse that makes an advert shine. Tinie Tempah was a poor choice for it. It's a great game and good song but it doesn't fit and I think part of that is due to having a song that listeners have already heard an interpreted with their own meaning.



I personally would have used something like 'Koyaanisqatsi' by Philip Glass as it creates more of an epic atmosphere that Assassin's Creed deserves.

London Photo Diary: Numero Uno

I should probably make more an intro for this but I think it mostly speaks for itself. I have a thing for interesting words and images (obviously!) so I've decided to start building myself a little collection, a small sample from the catalogue of life that is London City.

This is an electronic advertisement in Piccadilly Circus from McDonalds. It randomly chooses Rock, Paper and Scissors and people touring London play along with it (after staring at it in confusion for a while).



I really love words so I can't help but appreciate this is clever turn of phrase in the underground.



I went to an underground gym with a LOT of stairs with my housemate Mike. About halfway down there was this cheeky message on the wall.



The best thing ever to happen to a sheep? I'm not so sure...



Cutest, invasion, ever!



I love innocent. They are the most charming brand around at the moment I think. This says 'we love our orange juice because it tastes very, very good. But enough about that, heres a squirrel looking terrified.' How sweet!



I, I can't remember where I buried them

What came first?

It's an ancient question, which came first the chicken or the egg?





Let me give you the 411

I like Magner's cider. It's yummy! I also like their ad where people catch things and dive around in a puppet like fashion.

In contrast, I don't like Bulmers cider. It's not a pleasant taste to me. Too sweet. Coincidently I also don't like their ad with summer in their shed or factory or whatever that is.

I'm not a fan of coincidence so... there be 3 explanations by my eye.

1. I like the cider based on whether I like their ads in which case, kneel before advertising lowly peasants. Mwah ha ha ha!

2. I like ads based on the cider (This is more likely as I seem to remember making my decisions about said ciders before I'd seen any advertising about them). Back in your box, advertising!

3. I judge both aforementioned ciders and ads independently of the others based on my own reasonings. This can't be true. Can it?

Poor Puma

I feel sorry for Puma.

They are a decent brand and they make some quality sneakers. I personally own a pair of banana yellow running shoes I've owned since college and still have not retired to the bench. However, in recent times they've had their metaphorical asses handed to them by Nike and Adidas who, as far as I'm concerned, own the sports shoe industry.

With that in mind Puma have tried to differentiate themselves as the alternative sportswear brand but I simply can not see it working. A snowball has a better chance of becoming the Pope of Hell. You see, for all their marketing research into new areas and careful positioning and market opportunity evaluation they have forgotten something rather important.

This spot is designed to appeal to who people are. Not who they want to be.

Hello? Most people are rubbish at most things but thats not how they see themselves especially when it comes to sport. Everyone secretly believes, in the darkest corner of their mind that if they wanted to they could be as good as Ronaldo, Federer and all the others who are ACTUALLY good at sports. We all need to feel as though we are special, talented, a unique snowflake. Thats why people buy that latest pair of boots. 'Thats what professionals use' their subconscious whispers to them, pining over the new Adidas F50's.

Unfortunately even those who realize their limitations will also go out and buy the Nike T60 Pro Magic Shoot Blasters as well to close the gap on the competition.

You'd have thought they would have figured this out.

It's a shame because they didn't really have much choice in terms of image. Their bigger, stronger brothers are such powerful opponents that they didn't have a chance attacking them head-on. Trying to pinch a piece of the premium athlete brand pie would be tougher than trying to steal a piece of actual pie from a fat guy in a fortress.

It's too bad really because as an ad it's entertaining and interesting. The copy comparing Jo Average with athletes is witty and is guaranteed to get a smirk off the bloke down the Hog and Rooster on Friday night. The characters are recognizable and all-in-all the spot presents the brand in a positive light for the future.

I hope it does provides them some success but let's just say I don't see them needing a snowball-sized Pope hat anytime soon.

Thank You Hugo!

This was actually the first time I have come across Sienna Miller. Thank you, Hugo!

There's something natural about this ad. It doesn't say 'glamorous' to me. It says 'fun' or 'jump' or other word with connotations of energy. To me it seems to have a completely different feel to other fragrance pieces featuring size zero models strutting down hallways with a gaze you'd probably see on a spider when a fly bounces into it's web. It's much more natural and warm. Overall if it were a girl, she'd be interesting and fun and personally much more appealing.

I think its great that this perfume brand took a different direction than the others. Without going into too much detail and revealing my extensive knowledge of perfume adds (It was for research, I promise) it's nice to see a cosmetic that would make a woman feel good to have instead feeling bad they didn't have it, if that makes any sense. In our facebook driven, image obsessed culture I for one have noticed a decline in self esteem which I think is a tragic shame considering how beautiful everyone is. Hopefully this would do a little bit to counteract that. Thank you again Hugo!

Two Guys At A Party

How delightful is this?



How dry and humdrum is this?

It got me thinking. They cars are pretty much the same, they are both Ford cars. Despite this one makes me smile with private joy and the other makes me want to dig a hole within myself and hide.

It's kind of like people. Imagine you're at a party. You've had a few drinks and you start mingling with people outside your usually circle. You meet a new guy. His name is Smax. He wears trendy clothes with billabong on the shoulder and talks a lot about the tv shows he's watched recently about extreme sports. He's a fake, he's a poser, he's boring.

You leave him as soon as you think of an adequate excuse.

Later, at another gathering, you try again and run into a guy called Fiesta. He's stopping by the festivities on his way back from an adventure in some foreign land. He tells you the charming tale of how a few drinks turned into his spontaneous weekend in LA with his similarly interesting friends.

In advertising, like most other communications and interactions, it is better to show rather than say. Fiesta is interesting because his life is interesting not because he knows the definition of interesting and can relay that information on to me. Equally Smax with his sports attire doesn't convince anyone that he'd survive on a surfboard, even on dry land. The fact that he's pretending means he doesn't have anything interesting to say which may be tied to my increased concern over my dog's laryngitis. The punchline is, be interesting but be who you are.

Soccer Saturday Report

I have to say that as far as adverts go, for me, the best ones are always on Saturday. Here are my favourites from this weekend

Paddy Power




I think sometimes it's not the message that matters; it's the messenger and Paddy have made an excellent choice of spokesperson.

Heineken



I am yet to meet anyone who doesn't at least grin at the sight of this. Kudos to Heineken for identifying such a universal truth and making it work really well.

Hello Ladies

I want this man's voice. It's so impressive! This guy probably has more testosterone than Arnold Schwarzenegger's gym locker.

I like old movies...

Awwwwww...

Isn't this advert sweet?

It's so warm and wonderful. It's rare that I can hear a story of love without feeling bitter or lonely but this is the equivalent of a sunrise over a summer meadow... it's inspiring... and hopeful... and making me feel far too feminine and flowery.

Where's my DVD of Die Hard?

Gallop Mary, Gallop!

I LOVE THIS. It is utter nonsense but it always brings a smirk about my person. Not a proper smile. It's much more sneaky than that. A ninja expression, swiftly and stealthily avoiding my armed guards and laser defenses using silent acrobatics and military precession.

Kudos Mary! You're officially my favourite cow.

Carpet Dookie

It actually pains me to post this advert on my blog but it has raised an issue that I would like to talk (rant) about. Go, Compare! (like a lot of companies in the financial/insurance sector) have resorted to pure, rampant irritation in an attempt to grab my attention. Shame on you! Shame!!! Make me think, make me cry, scare me, make me laugh (all it takes is a monkey and a top hat for God's sake). Don't annoy me. I have the power of Sky Plus. I'll fast forward your oversized, opera face out of existence.

Mwah ha aha ha ha!!!

I do wonder how such things enter my digital space. Along the way of going from creative idea to finished product did no-one think "that's a terrible idea". Yes, they did. But here's the secret: Annoying is good, for sales anyway. Annoying makes it memorable so when people need insurance or whatever Go, Compare! springs to their mind. However, these sales tend to be temporary and more importantly, brands are not just about recall.

Here is where I tell you an elaborate little story nicely bringing to wise words like it's a well written american drama. When I was about 12 years old I was around my friend Ian's house playing mariokart on his brand new N64 (wow, so many years ago). We were cruising around one of the various circuits when Ian's little brother, Andrew, came tottering into the room. He sat behind us for a while but soon got bored and wandered out of the room. Halfway through our next race, in amongst the brightly coloured anarchy, me and Ian sensed something and synchronized a look of surprise and confusion.

"What the...?"

Innocent little Andrew had left a steamy turd, right in the middle of the floor.

"......................"

Gross. And hilarious, but mostly gross. Ian's poor mum had to come in and clean up all of Andrew's hard work. To this day I remember that experience which brings me to my point. I remember Andrew from this experience and probably always will but he will always the guy that took a crap on the carpet. No matter what happens. Thats how I will always think of him. Is that how a company wants to be perceived? Irritation is all I will ever feel in the first seconds of Go, Compare! before I skip it and continue watching House.

Annoying as it is I have found a silver lining in my personal life. I have a new found appreciation for good creative, for all the work that has brought a smile to my face and inspired me to use my imagination while there's not some sales incentive or jerk in a neck-tie and buttoned up shirt instructing me to ignore it.

We all have dreams...

Apparently there's a football tournament going down this summer? It's called the world trophy or something like that.

Of course, I am talking about the world cup. Unless you're a genie and your cave-dwelling, magic lamp doesn't have a tv you will have at least some knowledge of this whether you want it or not.

Television has gone insane to the point where I (a fairly enthusiastic football fan) am beginning to lose interest before the first game kicks off. Of particular annoyingness is the sudden (and predictable) barrage of football related ads. What exactly does a supermarket have to do with sport at all? I'm sorry but I find that about as believable and coherent as a drunk puppy with a top hat trying to convince me that someone else pissed on my carpet. It's not going to happen.

Thanks heavens then for Nike. Their blockbuster of a television advert is just what I needed to get back in the spirit of the competition. 'Write the future' is simply amazing. I know some people in the ad industry don't like it, saying it glamourizes footballers, doesn't' focus on the product and suffers from severe overproduction. Now, I don't like to criticize others. Everyone is entitled to their own opinion and I both love and respect them. However, these people are morons and here's why.

There is no man who plays football, owns FIFA on one of the various games consoles or has seen a picture of a football in his life who watched Rooney and co for 3 minutes and didn't instantly go hunting for the nearest football or spherical object within the vicinity. It has such an emotional appeal, pumping testosterone through the veins of male population nationwide, fuelling dreams of one day, someday, striding out onto the evergreen lawns of Wembley. Is that not the reaction every football boot manufacturer dreams of?