Wednesday, 24 June 2015

old tricks


Sometimes you have to do things the old way to really get noticed. A strong, single-minded promotion, for example, can work wonders to peek interest. Take the latest offering from Krispy Kreme, the global doughnut rollers who are celebrating six years of creating snacks with holes in them.
Searching for what they call their “fave fans”, presumably the competition started with our US cousins, they’re inviting doughnut lovers in Australia, Canada, Indonesia, Japan, Korea, Malaysia, Mexico, Philippines and the United Kingdom to play along. Basically they answer a question about how Krispy Kreme made their lives special, something I’d love to read, and the winners get to design and name their own doughnut.
“Hey, how about round, with a hole in the middle?”
Anyway the winning doughnut will be sold across the world and no doubt some do-gooder will complain they’re adding to the world of obesity and general roundness.
Another good old-fashioned fall back in Adland are children, bless ‘em. Everyone loves a kid, and if you can film one playing, eating or, praise the lord, hugging a product, then it’s worth its weight in
Children, however, can be scary. Remember George Sanders and that bunch of glowing eyed rabid monsters in that 60’s classic, “Village of the Damned?” Cast your eyes back at: http://www.youtube.com/watch?v=8aA2HliA1KE&feature=fvw

For really freaky kids though, look no further than the latest Evian ad out of Euro Rscg Paris. It’ll have you hiding behind your rusk packets. A buch of CGI little adults roller-skate around a park in a sort of pseudo West Side Story pre-rumble confrontation. (hum along to the original at: http://www.youtube.com/watch?v=9db5ZvwaAFM).
Anyway the Evian brats throw themselves around to the sound of “Rapper’s Delight” by Dan the Automator, which is almost as spooky as they are. Get freaky with it at: http://www.youtube.com/watch?v=XQcVllWpwGs&feature=channel_page

“Art for Art’s sake,” as Theophile Gautier once said, presumably before he started designing handbags, but of course “Art for Ad’s sake” has long been a mantra in adland. The impressionists and Old Masters have long been firm favourites for commercial abuse, but it’s the Impressionists and Surrealists that have really been badly reproduced over the years. Salvador Dali in particular has turned up in more ad campaigns than a cheesy grin and a bad hairdo. The latest offering from Perrier is dripping with Daliesque references. The world goes bendy like Mr. Fantastic in the Fab 4, see: http://www.youtube.com/watch?v=bAGM30xgsxo&feature=related,
bikes melt into roads, staircases melt into houses and fridges into floors, but, and here’s the clever bit, the Perrier doesn’t melt with the fridge. At least that was the clever bit, until it does melt in the end frame. There seem to be two endings floating around the Inter-web, one with the girl leaping out of the window after an escaping bottle of French fizz into a swimming pool, and one where she lands on the back of a melting truck. The latter was presumably changed because someone’s offspring would copy it, as opposed to following their filmic superheroes into raging fires wielding knives and chainsaws. Watch the unoffending article at:
http://www.youtube.com/watch?v=ntTaVWW33z8

There are many tried and trusted things that inhabit adworld, after all a cliché is just shorthand to the collective consciousness of the masses, but it’s obviously how you treat it that tweaks the world. Using the King Kong/Godzilla model. (Super large creature attacks tower block in major city), is fairly well trodden ground, but for some reason the latest commercial for Oasis flavoured drinks still makes me smile. Dammit, Rubberduckzilla makes me laugh. Drink it in at: http://www.youtube.com/watch?v=nO5A8XTUg0Q

My own art director, who is currently feeling the onslaught of all of her 35 years, often comments upon the number of commercials featuring the passage of time. This hasn’t stopped her giggling furiously at the latest Skittles ad out of TBWA/Chiat Day entitled “Warp the Rainbow,” http://www.youtube.com/watch?v=ZN2iQqYcPpY. I would love to have seen the storyboard they used to sell this to the client. It’s an old trick Johnny, but it sure does work.

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