Interesting to see the new Cadbury “Joy” ad… which is fun, but didn’t make me stop in the same way that Gorilla did. Nor did it amaze me the way Eyebrows did. At least it didn’t leave me as appalled as “Trucks” though!
It’s a decent ad. Helps if you get rid of the overlay ad from “imvu” of course, but it’s fun and “good” rather than “great” in my books. Sorry.
Having said that, let’s be honest – it’s still ten times better than most of the ads I’ve seen recently on TV!
The great thing about the internet and digital video is that you can do things that are over-indulgent, yet brilliant. This is one for the car nuts out there. No idea, particularly (well, not one that isn’t slightly reminiscent Pirelli, Volvo, and more) but who needs an idea when you’ve got something as epic as this? Wonderful…
Love this – courtesy of AdAge – but it’s interesting to see the actual growth in TV spend. We do a lot of work in the digital space, but it’s scary how often we hear people trying to sell the “Digital is replacing TV” argument. It’s not. It’s adding to it.
Over time, digital will be the delivery mechanism for TV too – but it still won’t have replaced it. In fact, look at the stats on where web traffic is growing and shrinking and you’ll see the power that video had on web traffic. Then you’ll see how apps are overtaking “traditional web” traffic.
The great thing is, it won’t stop changing. I just wish that some very smart people doing great work in an important medium (aka Digital) would stop thinking it’s a battle between the two media.
One of those “planners love this stuff” comparisons… But I’m blown away by how different the recall figures are from the like figures. VW isn’t even in the top 10. Which is Bob Garfield’s whole spiel. But it doesn’t entirely stack up. After all, the whole selling entertainment thing is exactly what the pug does as well. Yes, the guy’s holding a Dorito throughout, but don’t tell me the answer is to have your product front and centre for the whole ad, otherwise it doesn’t work. Hmmm…
The Pug has some 2 million plus youtube views, whilst the pint-sized Darth Vader has 28.5 million and climbing. So VW is getting likes, getting spread around, gaining more momentum and more free viewing. People are talking about it. Makes me wonder… what would the scores be now… a week later? Which ad would be recalled more?
As with everything, there’s really only one metric that actually matters… which one impacts the business most? Personally, I’d bet that they both work equally well on that score. The memorability of one will counteract the likeability of the other. After all, if the only score was likeability, all ads would be playing on warmth and then 1984 wouldn’t be a great ad.
Doesn’t stop the VW force, though. It’s just a great ad. And some petty “it won’t do anything for the brand” will all turn out to be wrong.
Talk from Tom Chatfield, Mark Phillips, Big Balls Production at The Hospital… One of planning’s finest headhunters, Sandra Carter recommends it for junior/mid-weight planners, so go here to book up if that’s you.
