Archive for October, 2008

Vancouver International Film Festival “Overanalyzer” Ad

Very cool ad from the Canadian branch of TBWA for the Vancouver International Film Festival.

The ad is part of a campaign that depicts situations and characters typical of film festivals, from the guy that doesn’t miss a session to the girl that spends the whole time wondering how she got dragged to that place.

These are all situations that anyone that goes to this kind of events can relate to, and the witty narration is sure to make the ads memorable. Lots of people are bound to have the mauve color tinging their thoughts during their next intellectual forays.

An excellent work by TBWA.

Microsoft “I’m a loony” ad

“I’m a PC and I like the slimming effect in a purple stripped shirt”. This is how the new Microsoft ad starts. It doesn’t get much better as it advances.

This esoteric tagline is followed by others, equally disturbing ones, like “I love zebra chasing” or “I’m stuck in the 80’s”. But when it gets really frightening is when we watch an elderly man growl “I’m a machine” with his eyes closed. I guess someone took the “I’m a PC” tagline too much at heart. I just hope he doesn’t get a bug.

The ad is a compilation of user-made videos uploaded to the campaign’s micro-site, following a call from Microsoft for users to get involved and show “what kind of PC” they are.

In line with the latest trends in CGM (Consumer Generated Media), Microsoft wanted to involve consumers in a “conversation” with the brand, thus contributing to advance it’s grade of intimacy with users.

Using this kind of strategy seems shrewd, since it has great potential with only marginal cost. So, there’s nothing for me to criticize about the micro-site and the consumer involvement strategy it represents.

There is, however, plenty to criticize in the ad that resulted from this. The video should be a snippet of the conversation that users were having with the brand, presenting the distilled essence of thousands of individual insights. The problem is that it isn’t any such thing.

Instead of presenting a coherent narrative to counter the successful Apple’s depiction of PCs as “uncool” and “second rate”, Microsoft chose to present a collage of disparate things, seemingly glued together in “Eeny, meeny, miny, moe” mode.

Actually, this isn’t exactly true. Because what stands out from this video (besides perplexity), as from the overall “I’m a PC” campaign,  is the quest to assert “difference”. If you remember the first “I’m a PC” ad, it starts with the “PC” character (“borrowed” from Apple ads) saying “I’m a PC and I’ve been made into a stereotype”.

Well, Microsoft is managing to break that stereotype. The thing is that the narrative it’s implementing isn’t exactly much more appealing than the one represented by that guy with serious fashion issues. Having someone saying “I’m a PC and I like the slimming effect in a purple stripped shirt” isn’t “different” nor “eccentric”. It’s just plain crazy.

Instead of obsessing about countering Apple’s narrative, Microsoft should instead pay more attention to the narrative it is actively building for itself. Because it may well stop being the “square” brand to become the “loony” brand.

Or maybe that’s actually it. Maybe someone at Crispin Porter & Bogusky just watched “Crazy People” and decided to give a shot at that unconventional creative process.

In case you haven’t watched it, “Crazy People” is a movie about an ad executive that, after a burnout, starts working with the people of the mental institution to which he was admitted. The ads that come out of this peculiar partnership work well in the beginning, but then things start going awry, as you can see in this memorable sequence:


Maybe it’s just me, but I think there’s more than a casual coincidence between the guy in the white suit tagline – “Frnxt Ghrt Sony Gurm” and “I like the slimming effect in a purple stripped shirt”. Although we can in fact understand the words in the last sentence, it’s meaning is similarly cryptic.

The fact, however, that the last sentence is for real and was actually approved for public viewing makes its significance to Microsoft’s narrative much more disturbing. A case of reality surpassing fiction.

Function Improvement: CDs As Pizza Cutters

Now that people are beginning to regard CDs with the same nostalgic look once reserved to vinyl, it’s time to start giving some serious thought about what to do with those dusting piles sitting in your living room.

They’re invaluable, you say? Not to be touched ever, you say? Come on… What was the last time you actually picked up a CD to play it? Can’t remember, ahn? Well, I guess you were just too busy downloading your music from Itunes (I’ll be nice and assume that you download it from a paid site) to think about your once invaluable collection.

So, let’s drop the nostalgia and be practical. Now that you clearly moved to a post-material stage, listening to MP3 and LastFM all the time, what will you do with those material relics of yore?

Here is a set of solutions, courtesy of Brazilian agency DPZ: use them as pizza cutters, use them as poker chips, or use them as guitar picks. You see, using them as decoration is only the conventional solution. You shouldn’t stifle your creativity like that.

The fact that the campaign is in fact referring to the files CDs swapped back and forth between agencies, clients and printers during graphics jobs shouldn’t deter us from taking advantage of this marvelous suggestions. I’m all for rationality. Just don’t touch my special editions.

Newspapers’ Circulation Declines Faster in Past Six Months – Advertising Age – MediaWorks

NEW YORK (AdAge.com) — The decline in newspapers’ paid circulation is accelerating, according to new statistics today from the Audit Bureau of Circulations.

Papers’ average weekday paid circulation fell to 38.2 million copies across the six months ending Sept. 30, down 4.64% from the equivalent period a year earlier. That’s a faster fall than was seen this time last year, when the audit bureau reported just a 2.6% decline.

No rest on Sundays
Sunday paid circulation fell 4.85% in today’s report, a faster rate of decline than the 3.5% drop seen this time last year.

via Newspapers’ Circulation Declines Faster in Past Six Months – Advertising Age – MediaWorks

“Wassup” Obama Ad

This unofficial Obama ad, released by 60 Frames, builds on the famous “Wassup” Budweiser campaign from 2000 that got DDB a Cannes Grand Prix and a Grand Clio.

Eight years later, instead of relaxing “seeing the game, having a bud”, the friends are now stressing over War in Iraq, economic and environmental catastrophes, unemployment, home foreclosure and rising healthcare bills.

The once good-humored cry of “wassup” now assumes a distinctly desperate tone, with one of the characters even trying to kill himself has he watches the stock market crash on his computer screen (but he ends up also crashing, in a reminder of the suicide scene of Emir Kusturica’s Arizona Dream)

The sequence acts as a powerful indictment of the disastrous Bush years, to which McCain is almost subliminally linked (if you pay attention, you can distinctly hear McCain’s “evil wizard” voice coming from the TV set at the beginning of the ad).

Taking on the upbeat nation portrayed in the original 2000 campaign, Bush now leaves a busted and depressed country, in which the most positive character is actually the one fighting in Iraq (although it could be said that’s just because 60 Frames wouldn’t dare to serve voters more graphic imagery than a soldier calling home from a payphone – and, by the way, they were smart not to overpress the point).

After all the gloom and doom, however, there’s a soothing note, as an Obama ad plays on the TV set, prompting the hopeful line that “change” is coming. Yes, the country may be broken, but there’s no reason to start hanging ourselves from the ceiling.

Well, not yet at least – we can always leave that rope in reserve, just in case we wake up on November 5th to the doomsday scenario of Palin walking around in the Oval Office without a straitjacket.

Fortunately, though, that’s looking increasingly unlikely. And in case you pick up the phone to one of those McCain’s robocalls, you can just shout back “Wassup!!” I bet that will make you feel a whole lot better.

The Original Ad

Anti-Debt Ad

Cool ad from Dutch agency Rich aimed at keeping people from cheerfully diving into a well of debt. The campaign could hardly be more timely. At this time of impending financial doom, people do need every help they can get to stay cool and not get into a “Who cares? Let’s enjoy it while we can” kind of nihilistic spending spree.

It also comes to show (to those who still need proof of this, which by now I hope will be the last members of a pre-modern tribe verging on extinction) that advertising is a tool that can be used in a plethora of situations, not all of them having to do with getting people to spend, spend, spend. And what do you know, it may even serve to counter, not bolster, consumerism.

And while we’re at it, wouldn’t it be great to inject one of this guys into the heads of stock traders and CEOs all over the world? Wouldn’t that be a fresh way to address the financial crisis, to give them a conscience instead of a new pile of money to play with? Just a thought.

Obama, Bond in a BMW. McCain, Jack Bauer in a Ford.

If Obama was a car brand, what would it be? According to a just released survey, he would be a posh BMW. John McCain, on the other hand, would have to conform with the more blue-collar – but extremely “real American” – Ford.

No wonder, then, that Obama would be driving that BMW as the übercool James Bond, while McCain would be thrusting away in a Ford pick-up as the red-blooded Jack Bauer. Well, at least that’s what respondents to the just released 2008 Presidential ImagePower survey say.

With voters striving to survive the barrage of polls and surveys thrown at them 24/7 by every media outlet, branding guru Landor and market research firm Penn, Schoen & Berland found a clever way to still get some of that ever-shortening attention span.

Forget all those dull questions like “who do you see as more trustful” or “which candidate do you regard as more reliable on the economy”. Right, like any of that really mattered. At the end of the day, people will vote for the candidate they like the most, and they choose it based on the narrative he has attached. The rest is just pointless babble.

In this consumerism-plagued world, what better way would there be to gauge the narrative attached to each candidate than to find out what brands people identify them with? So, in a repeat of the exercise premiered in 2004, the Presidential ImagePower survey now pitched Obama, McCain, Palin and Biden against a set of brands, in 15 categories, to see how people perceive them.

In most categories, the brands selected for each candidate reflect the common perceptions about both men. When asked to name some attributes for the candidates, people characterized the Democratic nominee as charming, approachable, compassionate, intelligent and unifying, while his GOP opponent was seen as strong, reliable and respected.

So, while Obama is a Google, McCain is a AOL. Where McCain is a Wall-Mart, Obama is a Target. There are also some similarities, with both candidates being identified with the game-changing Ipod, as well as with Starbucks and MySpace. Each of this brands is seen as transformative, and this is how both Obama and McCain are perceived. One being the eternal Republican maverick and the other the first black candidate to the presidency, there’s no great jolts there.

There are, however, some startling surprises. In almost half of the categories (7 out of 15), respondents attributed the same brands to Obama and… Sarah Palin! They are, for instance, both identified with Google and People Magazine. Will Palin be shocked to find herself in such, uh, “un-American” company?

The similarities are even more pronounced between McCain and the Democratic candidate to the vice-presidency, Joe Biden. They share brands in 12 of the 15 categories.

In a presidential race that is all about change, both tickets have strived to stake a claim to the concept. As Scott Siff, exec VP at Penn, Schoen & Berland explains, “this similarity in the candidates’ brand strategies also indicates that whichever candidate best achieves the positioning they are both trying to claim may well be the winner on November 4”.

According to branding laws, this should spell victory for Obama. The Democratic candidate, having been the first to position himself over the “change” axis, shall have the top-of-mind advantage – something very hard to beat.

However, before we start chanting “President Obama”, it must be pointed out that the 2008 results mirror the 2004 survey in identifying the Republican candidate with mass-market brands, whilst the Democrat is identified with premium ones. And we all know how that election turned out.

So, what to make of this? Will the top-of-mind rule award victory to the Democratic well-constructed narrative of change? Or will Palin’s “real America” come out on top at the end, and again push the red-blooded, down-to-earth guy all the way to the White House?

Care For A Pizza With That Joint?

Now that Weeds officially broke the tabu about marijuana in mainstream media, should marketers go on pretending this segment doesn’t exist? The Italian branch of Publicis seems to believe this is now fair game, and is leading the charge with this disruptive campaign for a pizza delivery company.

Of course the issue raises some interesting ethical questions: acknowledging that smoking pot acts as a main booster for consumption of your product, and clearly aiming at this target, pretty much looks like legitimizing the practice. Of course the company would defend itself against any such liability by simply saying that they’re aiming at “tobacco” smokers. But we all know that tobacco won’t go alone in that rolling paper.

This move also raises some more pragmatic business questions. By winking at the college undergraduates, the brand is saying “we know what you were all doing before picking the phone to order 5 extra-large pizzas, and we couldn’t care less”, which establishes a bound with the target and boosts brand awareness. On the other hand, it is sure to alienate the “family” segment: how many mamas and papas would get pizza for their children from a place that advertises them in smoking papers? Although many may have smoked pot back in the day, only a handful would be willing to appear to condone the practice today.

Overall, this campaign is sure to make Fly Pizza a favorite in college dorms. The question is if the boost in revenue from this segment is enough to compensate for the losses with the 30’s+ crowd.

Turkey “not in any rush to join the EU”

In an interview published Monday on Spiegel, the Turkish President, Abdullah Gül, appears cool regarding Turkey’s horizon of accessing the EU, saying the country isn’t “in any rush” to join the bloc.

Gül seems conformed that the latest progress report from the EU, due to come out next month, will again spotlight Turkey’s shortcomings, namely the slow pace at which the reforms, demanded by the Union as a pre-condition to membership, are being undertaken.

The Turkish president concedes the argument, and pinpoints “domestic policy issues” as the reason for lagging behind. He seems nonetheless confident that the country will recover the lost ground next year.

Turkey, in fact, has had a rough ride lately. In February, the parliament, where Gül’s AKP holds an absolute majority, approved a constitutional amendment revoking the Kemalist law that expressly forbade the use of the headscarf in public universities.

The amendment was later overruled by the Constitutional Court, but the move generated a huge backlash among the Kemalist elite, already distressed by the AKP’s hold on the nation’s top posts. The Kemalists took the headscarf law as proof that the AKP had a secret Islamist agenda, and the chief prosecutor moved to outlaw the party, on the grounds that it was seeking to undermine the secular foundations of the state.

The case was later dismissed by the Supreme Court, but it served to show, once again, the deep fractures that are running in Turkish society, with the country seemingly caught in the grips of an open war between the old Kemalist elite and the upcoming Islamist elite. This war, however, is not restricted to the elite, and it has spilled over to the society at large.

Last year, hundreds of thousands took to the streets for and against Gül’s nomination for the presidency. More troubling, the Army made a point of saying that it still regarded itself as the custodian of the state – a Kemalist state, that is -, in a thinly veiled reminder that it wouldn’t be shy of, once again, removing a government that went too far in questioning the foundations of that state.

Eventually, Gül was elected, and the Army stayed in its barracks. But the Ergenekon process, which started this week, is a timely reminder that the underlying fractures are far from resolved.

Amidst all the commotion, one stabilizing factor has clearly been the prospect of joining the EU. With a GDP per capita of approximately 28% of the EU’s value, Turkey can clearly see the advantages of joining the bloc, and both factions are wary of doing anything that would close the door to Europe.

But the fact is that Turkey has been waiting at the door for almost half a century, and it’s getting tired of it. In 2007, the Pew Research Center global survey found that only 27% of Turks had a favorable opinion of the EU. In 2004, that number was 58%. Another study, from the Center for Strategic and International Studies, found that only 26% of Turks believed the country would ever join the EU.

Gül still says that Turkey “expects the Europeans to honor their agreement” about allowing Turkey into the club. But, in a sign that the government is beginning to heed the growing wave of discontent regarding Europe’s misgivings about Turkish membership, he also says that, at the end of the negotiations process, Turkey “will have to make a political decision about whether it should join the EU.” The membership is no longer presented as a prize to be passively accepted by Turkey, but rather as a strategic decision that it may, or not, choose to take.

This is no mere bluff. With the economy growing solidly (although still far from European standards) and its diplomatic status raising  – it just got elected to one of the temporary seats in the UN Security Council, and it has been mediating talks between Israel and Syria that could pave the way to a peace treaty between the two countries -Turkey feels that it has choices. And it may well decide that it would do better to turn to places where it’s presence would actually be welcomed, and not merely tolerated.

The EU has been using the membership carrot to lure successive Turkish governments into modernizing the country. Which has proved to be an efficient tactic: reforms that would have been very hard to swallow for some sectors of the society were successfully pushed through because they advanced Turkey in its path towards Europe.

In fact, it can be said that the EU has been Erdogan’s insurance policy against more aggressive moves from the Kemalist elite. In the more critical times during the past year, the EU issued a series of blunt warnings that it regarded very negatively moves from the Kemalists to destabilize the government.

For instance, when the case to outlaw the AKP was moving to the Supreme Court, Olli Rehn, the EU Enlargement Commissioner, felt appropriate to issue a statement saying that “in EU member states the kind of political issues referred to in this case are debated in the parliament and decided through the ballot box, not in court rooms”.

The EU has held great leverage over Turkish policy, and it has used it fully. In 2004, it even got Turkey to persuade the Turkish Cypriots to vote favorably the UN plan to reunite the island. The only thing that prevented a unified Cyprus from joining the EU that year was the stubbornness of the Greek Cypriot president, Tassos Papadopoulos, who campaigned hard for rejection of the plan.

It would, however, be wrong to assume that it is Brussels who’s gaining everything it wants from Turkey. In fact, it’s becoming increasingly clear that the AKP is using the EU to outgun the Kemalist elite, enabling it to push through its reforms agenda without fear of a military coup, which would have been much more likely if Turkey were not on its eternal path to membership.

But once this structural reforms are sufficiently advanced, and the process of replacing the old kemalist elite for the emerging one reaches a point of no return, will the EU continue to hold much sway? Or will Turkey simply decide that, now that it is well on its way, it has no more use for an increasingly bitter carrot?

The EU strategy for the past decades appears to have been aimed at tiring Turkey on a seemingly endless road to membership, without actively alienating it. Now that it is about to succeed in the first account, it should start preparing for failure in the latter.

Lincoln MKS “Battlestar Galactica” Ad

Starships don’t need keys. Great ads can do without words. After all, when you’re selling a Colonial Viper, what more could you possibly say?

Next Page »


 

October 2008
M T W T F S S
« Sep   Nov »
 12345
6789101112
13141516171819
20212223242526
2728293031  
Add to Technorati Favorites

RSS BBC

RSS Emarketer