Spotted this on the tube this morning – and it got me thinking…
Because, for starters, you have to have that planner fight in your head: “Is this a clever, brassy, double entendre… or is it echoing the sentiment of the cynics?” And I’ve been chatting to people about it all day (or, at least, the whole day so far). When you see the endline and logo on their own, it’s much more hard-hitting, but much more questionable. Have a look…
Because this is what it ends on when you’re watching a cross-track projection of the ad (think of a powerpoint version of the whole ad and that’s kind of what you get in the projection version).
I had a look at the site – would they keep the line there? Or is it just on this ad?
Well, right now, it’s not made it across to the site, which has this logo and line…
Now, I’m instantly more comfortable with this – there’s no threat of misunderstanding. It’s bland and painless and doesn’t touch the sides on the way down. There’s no hint of bold, either – it’s simply dull. It’s what “they would say, wouldn’t they” rather than anything that makes you stop, or think, or reconsider anything you’re about to do.
So, after much discussion and much pondering, here’s what I’ve realised…
1. This is the first time I’ve thought about Dixons in years.
2. This is the first time I’ve talked to other people about Dixons in forever.
3. I went to the site, I told people about it, and it’s burned into my head.
In other words, it’s genius.
It’s bold and brassy and it’s a great thought for Dixons – it’s beginning to echo “It’s a Skoda, honest” memories in my head.
I was having a slightly miserable day – nothing terrible, but lots of little moments of frustration – when I stopped and saw this. From TBWA\New York. Lovely, enchanting, new Absolut work. Thank you Wixoms!
Watch the embedded version or click here to go to youtube – do choose HD!
Or go to Facebook and see the way they’ve used Facebook to showcase and discuss the work…
This is a lovely, simple, strategy – and it produces great work.
Or, great work, that’s driven a beautiful, simple, strategy.
Either way round, the combo works…
As seems so common these days, there’s some ‘behind the scenes‘ footage too… Great for lovers of cute babies…
They’ve also done a clever bit of work (simple, but smart) with YouTube, so you get a URL pop up when you mouse-over the screen (go to youtube itself to see this)… taking you to the Evian website. It’s also meant they have branded the youtube page, which adds a nice touch. Nothing dramatic, but it’s not just posted – it’s thought-through more. Once you get to the site, you can go to Facebook pages – another neat little use of current technology.
Image from Geek and Poke
I was part of the Global Effies judging a couple of weeks back.
And, at the end, there was a massive discussion about the lack of ROI in all these cases.
So, here’s a simple tip – build ROI into your case and you’ll stand out – maybe even win.
(Naturally, you’ll still need to have a good case – i.e., clear effect of strategy, clear strategy, great creative work)
Time goes quickly. So this is late from the event, but that doesn’t really change the content. I went to see Laurence Green talk a few weeks back… and there were a few things that he said which I noted down…
“There’s a culture of interrogating brands on the internet”
His point being that brands can only influence the conversation nowadays – whereas previously you could control the conversation and ‘broadcast’ messages to people. There’s no control left so brands have to prompt conversation.
It feeds into the general discussion today that “brands should do rather than just say” that I also like – Haagen-Dazs doing “save the honey bees” is a great example of this, I think. And that does far more to make me believe in their natural ingredients than all the ads telling me the same thing. Look at Pedigree, too – a TBWA\ global brand that believes “We’re for dogs” – and the activity they do every year to support Dog Adoption. Again, an example of a brand that lives up to values that we can relate to, rather than simply banging on about why you should buy.
But Laurence’s comments on ‘interrogation’ give a great framework for this discussion – when the world’s watching and discussing and merrily exposing any vacuous claims, brands should be talking about what they do, rather than just talking about reasons for purchase…
This is the time for brands to behave with integrity and compassion – involve people, instead of trying to ‘persuade’ them.
“Fallon has a healthy disrespect for what advertising can do alone”
He talked about how they look for ideas that can live beyond TV – that engender conversation. Gorilla et al being prime examples, although he used others in the talk he gave. Again, a simple way of expressing the thought and a potent motto for us all to live by…
As an aside, if you haven’t read it already, then get the CP+B book “Hoopla” – they’re probably the world masters of this. And they also approach planning from the perspective of cultural change – feeding into the last point I noted down…
“We’re looking for content that can live with culture rather than spread messages”
Interesting to hear him state it as an intent. And a truism – if you’re trying to positively influence culture or add to cultural content, then it requires you to produce something more valuable than the majority of ads that clutter our landscape!
Think how Balls got talked about – how Gorilla was a topic of conversation amongst people who DON’T work in advertising. Think how Haagen-Dazs are building support for bees – how Pedigree are helping save homeless dogs… what does your brand believe in? What are you doing?
Anyway, it was good food for thought, so I figured I’d share it.