Take the risk at your own risk…
I think this is a pretty great concept for an anti-smoking campaign. The idea of placing our smoker areas in locations we identify and relate as places of high risk is pretty bold and memorable. The idea is big enough it lends itself to come to life in so many ways, forms and fashions. Just think of the possibilities… from experiences, activations, actual performances, film, content and so much more. Unfortunately I only found this print executions so I am hopeful that agency and client did expand and developed this idea. These ads, as nicely art directed as they are, feel weak compared to the bigness of the idea. The scenarios are not relatable per say. They should’ve been a lot more mundane, gritty and real. Imagine real work places… zoos, airports, factories, buildings, etc. and their own real hi-risk places or elements.
It’s quite amazing how many good ideas fall prey to the executions… and I don’t mean just the physical aspect of them but also in the campaign pitching and developing. And by that I don’t mean a social media component or an App but more immersive and engaging experiences.
I think the passive non-risk attitude of an agency and clients are proportionate to the blandness and mediocrity of the executions. And I am focusing on the executions here not the ideas.
WOW… this is so cool and fun in so many ways. I am in awe of how damn nice this execution is. They had an amazing vision to make a fantasy world come to life. I think for now this is the closest we get to have teleporting doors but as far as it is from the real thing it’s a super cool, memorable activation with such a sharable appeal… the idea/execution has internet success in it’s DNA. Strategically is just right on with what the brand and product represent (SNCF* operates hi-speed trains).
I would love to hear how the activation was done. The logistics? Technology? Was it a one-day affair? Was it scheduled over a number of days and locations like a traveling show?
Either way, cheers to SNCF and TBWA for a great piece
Does anyone know someone on TBWAParis?
*SNCF is France’s national state-owned railway company and manages the rail traffic in France and the Principality of Monaco. SNCF operates the country’s national rail services, including the TGV, France’s high-speed rail network.
I am not saying I am predicting the future but I think BuyPartisan, the ousting of Firefox CEO and other similar incidents gives some validity to my theory of Brand Therapy. If you did not read my earlier entry basically it talks about how now a days we want and expect a lot more from our brands and products of choice. We want to know their social stance, political and moral values, their carbon footprint and many things more.
This App shows that I am not the only one thinking this. If you download this App and scan the product’s barcode and presto! You can quickly see the political contributions of each company’s CEO, Board of Directors, political action committees and employees.
I think that products, brands and companies who pro-actively choose to build and truly and honestly develop these new social channels will not only be at the forefront of the market but they will also be the most adept to fend off or diffuse any possible scandals or mishaps by them as a brand or one of their employees.
This sets up the next problem I have encountered and which is most clients want to put their interns, youngest or newest and most inexperienced employees in charge of the touch points. They never take in consideration that these need to be curated, edited and supervise for consistency to principles, tone, beliefs and many more values the company stands for… until they get their Anthony Weiner moment.
When you go from cool guy to douche bag in one day. Ok so this entry has nothing to do with the execution… hell it’s a beautifully shot spot, cool music, art direction; there is not a thing I can think of doing differently. They get an “I wish I did it”
Except there is one thing that bothers me, since when did Levis go from the cool, down to earth, approachable, all American label and became the Armani, 7 for Man Kind or any of the other pretentious brands?
Levis always felt like the cool unpretentious kid on the block. Hey were stylish without being so and bold without trying. I have no idea what FCB was thinking and would love to hear the rationale.
If this is a campaign to shift Levis positioning then I am sorry you failed horribly. There is no unique POV, visual look and style, tone, voice or reason to believe it. It is also quite weak and frail effort to try and change the perception of a brand, especially one like Levis with just TV.
If they are not shifting the positioning then what is up with the attitude? Since when did Levis become so cool and unique that I need to keep my jeans entertained?
I really think they missed completely the tone, style and voice of the brand for this campaign. I think that by giving it this new tone and feel Levis is walking away from being equal, friends, buds and begin to position themselves above their consumer or as if they were better than them… like those brands that think they are doing you a favor by letting you buy their jeans.
Really, the line you leave me with is a subtle threat not to bore my jeans?
I will what I want.
This is another fine example of brand therapy. Taking a look at Under Armor’s new campaign for their women performance athletic apparel, you can see how pretty solid and robust it is. Tapping into a strong insight shared by any athlete and especially strong with female ones UA takes a step in the right direction talking to its consumers and target.
The website experience is a little dull looking in design and interaction but it still has enough depth to give you a full brand immersion experience.
I think their biggest challenge will be catching up with Nike and their software and hardware advantage. Right now UA’s only way to connect your account, be social and join the sport community is with jawbone, fitbug, withings, fitbit, suunton, polar and myfitnesspal.
Time will tell us if the diversity of platforms or lack of one makes or breaks the effort.
Anyhow, kudos for UA and its agency for a cool, engaging and more personal brand experience. I think there real test like with any new effort of brand therapy is consistency over time. The more complex the brand and its behavior evolve the more work it takes to keep up with and develop the brand’s personality. The easiest thing is to start something, but just like in our lives, the hardest is to continue doing it… that being writing a blog, a resolution, doing exercise or eating healthier.
Brand Therapy, the new Advertising.
Brand engagement, relationship building or getting to know each other are just some ways to try and define it. And the same goes for the execution, you can call it film, video, promo, spot, short film… this is a perfect example of what smart brands should be doing. Cheers to Anomaly, Johnnie Walker and RSA. Its a great brand piece that is entertaining, interesting and on strategy with all the brand values.
The faster brands realize that they are no longer just sellers or providers of a good or a service the better equipped they will be for the future .
Brands nowadays are viewed as living-breathing entities with personalities, tastes, preferences and opinions. Today they should be in the business of building relationships through the ever-growing number of touch points they have at their fingertips to interact and talk to their consumers and target. Just like us, companies and brands cannot be everything to everyone. They will co-exist and be respected for their POV and opinions as long as they are always engaging in an honest and real way with their consumers, target and audience. I personally think that just like we do in general with people we like, love or respect when we don’t agree in something, we will do the same with the brands and products we choose to buy and engage.
On a side note, I would love to see a case study of the campaign and approach that touches on everything from online brand awareness, mentions, likes, sales, shares and any other attribute we can measure to learn the consumers behavior, acceptance and reaction to the effort across all channels and mediums.
When the execution is everything…
This is one of those examples where the idea has been done 1000 times in different categories. Said that this is also the prime example of what a director and production house bring to the table. They transformed an old and used idea into a fun little crafted piece. Kudos for the client and agency for the consistent work on fiber one, its very refreshing and congrats to director and production company for taking this spot to a memorable place.
The editing, casting and acting on the spot are not only right on but are brilliantly done and directed to give a fun and engaging performance.
Mesmerizing and epic. It reminds me in tone a little to some of the work W+K did for Levis and the Go Forth campaign.
It’s really cool to see this type of communication to sell beds. The concept is great, the execution is impeccable from casting, color, editing, music, v.o… just beautiful.
It also helps and shows the power of brand building. Ikea has been not only a very smart business but also a very smart and bold advertiser. Cheers to Mother, Juan Cabral, Ikea and the rest of the team that made this commercial.
As a very cool extra I found a look at how it was produced.
Be…. Be a rock… Bedrock? Berocca? WHAT? That was my reaction when I saw this spot the other day watching the morning news. First I thought it was a promo for a new show but as the spot finished I was left dumbfounded. What did I just see? an infomercial? promo? ad? spoof? Joke? Congratulations to agency and client for producing such a fun memorable spot. How did they get Joel McHale or should I say how much did it cost to get him? Either way he plays a perfect character for this spot that spoofs while sells the claimed qualities of energy drinks like 5hr energy. It is a smart way to exaggerate and have some fun in a category that seems to be taking themselves a little too clinical and serious.
Now to the shortcomings of the execution: My complaint here is that it seems this concept and execution looked and felt bigger. It just seems it was shouting for a bigger activation and interaction platforms. Maybe something a little more immersive as “The Fun Audit” by Trident
Here is Berocca’s website with no mention of the new campaign. In fact a website that is bland, boring and in very different tone and style. A disconnect and big mistake now a days for brands. Consistency in message, tone and style is pivotal in building a relationship with your consumer.
Their Facebook page reflects a lazy and bad approach to release and tease the campaign. They “tease” you with some boring screen shots to know their new leader and then they post the same TV spot that aired. A huge missed opportunity in my opinion.
Let me shock you because I can do it.
I am a big fan of shock used for the right reasons and the right way. This in my opinion is not one of them. From the beginning of the spot you can see how the story and execution are predictable. You almost can tell scene-by-scene what is going to happen and when it reaches the end, they deliver the surprise. Their surprise or “twist” is just to shock the fuck out of you with a somehow distasteful and just gratuitous scene. A scene dedicated to hammer a number as the most important thing they could find to communicate: a classroom of kids a year dies for speeding. Unfortunately for agency and client there is not a redeeming factor in this spot from idea, strategy, production values or execution… they all fall flat.
Instead of delivering a new insight or really try to engage us by creating an amazing piece of film that captures your heart the opted for a cheap and in my opinion bad executed old trick: shock value.
Sometimes I think this trick should be added to the saying: “When you lack of a concept add a baby, a monkey or a puppy. They can sell anything.
This spot for All State is a perfect example of amazing use of music. The song is great and the version used is soothing yet intriguing. I discovered this spot watching the world cup in Univision. I stood up to get a beer and some snacks in half time when I hear the song. It was so cool and different to what I had been hearing through out the first half of the game that it literally made me leave my kitchen to see what it was.
As always being a creative, yes I would’ve executed it differently. I think the visual aspect is not up to par with the music and message but it is still a solid spot. Kudos to Alma DDB and All State for this spot.
If you want to see a better example of use of music on a spot please take a look at this other link. This example is one where music is perfect and the visual story telling part is up to the same par.
So here are some pretty cool posters for the Dr. Dre BEATS world cup campaign. The production is dope and the design is solid.
But here is the thing; to me they feel contrived for the following reasons. First one is that I totally missed that the film was a trailer for a movie… and if that is not the case then why the movie poster look and feel?
And if you did go to the extent of creating them, maybe they should’ve have some variations in the executions where you each one portrays they own personal ritual of getting psyched. If they did try, the poses and cropping are too similar. Right now they are looking more like posing than really showing and sharing an intimate and powerful moment.
Beating Nike at their own game… nicely done Dr. Dre and RGA.
Let’s be honest there is really nothing new here to see: a film that captures the moments before an important match. It’s been done 1000 times from the most amazing film to the biggest flops in commercial history. It’s category in which Nike has set up the bar pretty damn high. And funny enough the year I thought their effort was not as good as years past** (see link to earlier entry) here comes a fairly new comer to the TV arena, Dr Dre, with an agency more known for it’s digital chops, RGA, and hit a fucking home run out of the park… really out. From the talent, the shots, the build up and story telling to the choice of music and style of editing it’s a magnificent piece of film.
The only critique I would have for them is the following. The spot clearly feels like a world cup commercial since 95% of the talent are world renown futbol players but yet they manage to squeeze in there a couple of American athletes and celebs like Lebron, Serena and Little Wayne to name a few. So why then pollute this version and in a way that makes it a tad less linear and direct. Yes they add star value and power… but at the cost of surprise and longevity if you ask me. I think strategically it would’ve made more sense to create specific spots around “American sports and culture” and reveal those after or separately to emphasize other events like Roland Garros, US Open, NBA finals, music festivals, etc.
I am curious and have great expectations to see the rest of the components for this campaign and will research to see what I find.
So, Kudos to RGA and Dr. Dre for an amazing spot that definitely gets a “I wish I did it”