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!