Culture Slamming

Dave and I's attempt at mimicking on-line culture in this viral....

Most ridiculous complaint ever?

The Advertising Standards Authority received 29 complaints that the Cadbury's Fairtrade TV campaign was demeaning to African people and perpetuated racial stereotypes.

But today, the ASA threw the comlaints out, ruling that most ads use stereotyping to get their message across.

A spokesman for the ASA said: Although the council acknowledges that Cadbury had used stereotypes in their ads, they felt that the stereotypes were not harmful or offensive.

The ad was created by Fallon, in collaboration with Ghanaian creatives, to celebrate the fact that Dairy Milk now only uses Fair Trade chocolate.

At the time the ad was released, Cadbury marketing director Phil Rumbol said: Music has always been a big part of Glass and a Half Full Productions and we were inspired by Ghana’s love of music so it seemed the perfect way to capture the spirit of the country was through a track.

Had Fallon been punnished, it truely would have been the end to advertising for me. What a load of bollocks.

Fortunatley, only one side comes out looking bad here... this story says far more about the people that complained than the creative execution.

Stella 4%

Stella Artois 4% created a world that the 4% drinker could aspire to, integrating all available marketing tools provided the consumer with a ‘brand world’. Smoothness is a well-worn product benefit, but a smooth world spread across communication effort, is something different. By creating a smooth 60’s ‘to catch a thief’ vibe the brand was given instant authenticity. A world of smooth characters living smooth lifestyles, planning smooth escapades was spread across TV, print, outdoor and online.

Communication covered all aspects of this new world and differentiated from their crowded market while avoiding cannibalisation. Stella coaxed Robert McGinnis (painted original movie posters for Doctor No and Breakfast at Tiffany’s) out of retirement to paint two new images of the 60s Riviera lifestyle for launch billboard posters as visual introductions to the new world. Riviera landscapes hand-painted in the style of 60s movie posters appeared in relevant press.

The launch TV ad introduced the 60s Riviera lifestyle through a tale of mistaken identity by a rooftop swimming pool. Online was a world of ‘smooth’ games and interactive features.

With integration the campaign went from a confusing ad to taking consumers on a journey; a brave strategy, highlighting great planning.

What’s more is Stella 4 is probably the nicest tasting beer I’ve ever had… truly smooth…

Interactivity

Following up from the Kingsmill confessions discussion it's worthwhile considering what interactivity is-

An exchange of data between two or more parties (human or otherwise). It must not be confused with engagement.

Interactivity is an umbrella for terms such as involvement, participating etc

Does it have to be two way?

Is a website interactive?

Can it be passive?

Must it demand a response?

Is watching TV thinking actively about the programme, but not 'pressing the red button' interaction?

Is interactivity necessarily a positive thing?

Is there a danger of an interaction back lash among a new generation?

Thoughts...

McDonalds Breakfast

This advert demonstrates how the target audience, young professionals (typically commuters) can relate to the slice of life. The idea is for the target to recognise them self in the advert (tired, hungry, and de-motivated) and identify McDonalds as the solution to a problem (tiredness- coffee, hunger- breakfast). The advert used comedy to help the message fight through noise, but it’s real success lies in its ability to completely separate itself from the other McDonalds communication; in particular the healthy aspect/ and kids meals- this is achieved in the slice of life by an earlier time setting – i.e. 6a.m. therefore a time when families are not the target.

A great example of how McDonalds can reach a broad target. One consumer will belong to a variety of sub groups, and yet the advert achieves tailored, tight targeting and yet remains integrated (a difficult task) through the use of logo and colour (red and yellow); they have recognised different people eat McDonalds for different reasons; brilliant account planning.

New Cadbury's Ad

Obviously following the 'buzz' from the Gorilla and Eye brows, this ad was always going to go by fairly un-noticed. It probably worthwhile taking a step down from trying to constantly create hype, to prevent wear out- being out of the spotlight for a short while may well help the next campaign be all the more attention grabbing.

But I can't help but feel Cadbury's have missed a trick with the current ad- the fair trade African Village dance- it's got a cracking tune behind it- but that tune could have been a massive summer anthem- giving the brand association for that period- however, it just seems to fade into the background as Winter draws in. For me- I think they came up with a nice idea, and rushed it... they should of held back had some patience and released it in the summer.

Nevertheless it's a decent enough ad that brings I smile to your face... Fallon, keep up the good work!

Is Spotify Sustainable?

No!

Has advertising peaked?

My goodness, toucans, seals, ostriches, lions, all roped in to remind the faithful that it's a lovely day for a Guinness. Guinness has long since been told that it can't claim it's good for you, but the slogan "Guinness is good for you" – as well as "My goodness my Guinness", "Guinness is strength" and "Lovely day for a Guinness" – remains among the most famous of all time, along with the animal illustrations which accompanied the 1930s ads, drawn by the illustrator John Gilroy. Guinness paraphernalia from the period is still highly collectable.

But ultimately Guinness was responsible for THE most groundbreaking campaign in 1999 with the Surfer advert. A team of white horses are seen galloping through the surf to the beats of Leftfield, while a Polynesian surfer looks on. The idea being that good things come to those who wait – Guinness takes a long time to pour. The question now is how long will we wait for it to be bettered?

But now post world economic doom and gloom, will advertisers ever reach the dizzy heights of 'that ad'- or will the insistence of social networking, increased strategy and planning and you tube 'viral' supposedly being the only way the youth of today can be reached (hmmm) mean there will never be the budget to create the one TV ad that can topple the Guinness great? not looking great...

The Jingle is so 2009

The new 'Go Compare' advert:

Everyone I speak to says it's probably one of the least funny, most annoying and worst adverts out at the moment- and for me it would be easy to agree.

This is the websites hit back at the enormous success of compare the markets use of 'The MeerKats- OK so their shouting pretty loud, taking the mick out of themselves and their rather un-catchy name. So what do Go Compare hit back with- a jingle- and yes this is not local radio or 1995, this is now and a rather expensive TV campaign.

But the strange thing is- Ultimately it is a fantastic advert.

I use comparison websites- admittedly they are great, easy and save you wonga. Where do I and most people find their comparison websites- they go straight onto Google. Now all I have had in my head for about 2 weeks, rather annoyingly is, Go Compare, Go Compare, Go Compare in my very best opera voice. So when I go to google ready to compare some insurance- what will be the first thing that comes into my head- you guessed it- Go Compare.

The jingle is back- beware- there is more to come.

Rocky

The new Rocky Ad- 'Rocky tastes great with elbow space'

A great ad;

It's not over complicated and not tyring to be anything it's not.

It's actually funny.

It makes me want a Rocky.

This ad is screaming out creatives taking their own route- going agains market research, that ultimately would point to value, health and bla bla bla. They have simply pumped out a decent ad without trying to be too clever- great.

You tube it- it will make you laugh in all its simplicity.

Brand engagement- not as easy as it seems...

So every brand now knows it's not always about sales, but about engagement. Consumers need to feel involved with the brand, so that ultimately they become loyal to that brand. However, as hard as advertising may try, sometimes it simply is not at the right level.

The latest example that springs to mind is Kingsmill and their 'bread confessions'. OK, alright idea, nice use of "slice" (excuse the pun) of life, and the advert works fairly well. However, getting consumers to engage online by printing their bread confessions all sounds great in an agencies board room- but are people really on their engaging with the brand or are they there to try and win £250 by making up a few sentences and leaving the website as fast as they possibly can. I reckon so.

As to sand-which route seems best for the panic struck bread manufacturers in the weight of budget brands offering the same in a now price aware world- Hovis wins it for me- the use of nostalgia- simple advertising at its best. No drive on marketing spiel, just simple ads. As the wintry nights draw in, when I'm at home, I'll be making my sandwiches with Hovis, because of the warm feeling of nostalgia it will bring. Well honestly I won't as I'm a poor student on Asda smart price- but I'd like to think I would if I could!