Robert's PlayGround

Branding by disappointment

With the European Championship Soccer 2008 going on, we are being confronted day in, day out with  brands trying to benefit from the excitement around the event. The theme is either the heroism of the players, the excitement of the fans or flat out sales promotion. And where the first theme can lead to great advertising and goose bums, the promotional route often leads to tear jerking bad communications. One of my personal favorite topical ads made exceptional use of the event. A couple of years ago Amstel Beer ran the  well appreciated  "three friends" campaign. And for the occassion of a big international soccer tournament Willem van Hanegem joined the three friends in the Amstel ads. The most brilliant commercial - at least, that's my opinion - was the one broadcast directly after the lost match that sent the Dutch team home. It opened on the outside of a common family home and the only thing the viewer saw was a TV set being kicked through and out of the window on the first floor. Twenty seconds later the three friends and Willem van Hanegem leave the front door. When we see them from the back Willem is showing a very clear limp when he walks away. Even the negative emotion of a lost tournament can be used to bond brands and people. I think it was as strong as it was unexpected. Most brands pull out when the positive excitement is gone. Amstel proved that with sponsoring and advertising you can even build on negative emotion. Unfortunately I couldn't find a copy of the commercial. If you have one or know where it can be found, let me know.

One song is worth 1,000 words

Apart from the fact that the enchanting sound of this commercial commands my attention every single time I hear it, it makes me wonder. Would this commercial be as strong with different music?

The Break Up

A one way film to bring a message about dialogue. Mmmmm... Funny format. Though I wonder what happens if this story is brought in a more dynamic, interactive way.

The Break Up
Uploaded by geertdesager

1.2 million people can't be wrong

Last week no less than 1.2 million Dutch people have been watching the broadcast of the 2006 Gouden Loeki, the Dutch audience award for TV advertising. I'm not much of a fan of statistics and figures for the sake of figures, but 1.2 million is an awfull lot on a total population of let's say 10 million adults. These people were watching commercials for over an hour... They did not go and get coffee. They did not leave for taking a leak. They did not zap away. They deliberately tuned in to a programme that was all about and celebrating TV commercials. Is advertising really dead? I don't think so. Yes, crap advertising lies six feet under and old school advertising is its neighbour. But well crafted great ads can still steal the hearts of the audience. (No, the length of my nose remains unchanged...)

So long, old school advertising

It seems that old school advertising is rapidly dying now. And with old school advertising I mean the kind that tries to capture attention and then imposes some kind of claim or bold promise. Most of the time something that makes the people behind the brand or product feel good or proud rather than tapping into the lives and minds of its prospective users. In my opinion the on-line company Spotzer.com has started digging the grave. They now make it possible for potential advertisers to buy a commercial at € 500.-. Yes, you got it right: € 500. Actually, you rent the ad. You just select a ready produced video clip that in some way has a connection to your product, brand or what you like to say. Then add your claim and company name and logo. And off you go. In thirty minutes time. You just entered the magic world of advertising brands. Getting a decent logo will probably cost more time and money ;-) Old school advertising is now on sale. I couldn't have thought of a better way to kiss it goodbye.

Typography rules (another demo ad)

I found this classic in The Art Direction Book. The typography is the idea. Reading it comes quite close to a bit of an experience. The demonstration of a point. I love this simplicity. Art: Paul Arden.

Live long enough...

I think strategic planning is much about finding a convincing, compelling or at least interesting truth. Something the people you are trying to connect with will embrace. Some notion, vision or thought that could elicit a response like "...and THAT's exactly how it is!" The fresher the thought, the better. Yet the quest for freshness of thought often ends with far fetched and constructed ideas. This French AIDS prevention commercial (TBWA/Paris) is, in my opinion, a good example of great strategic thinking - i.e Truth finding. For it isn't particularly easy to convince youth of the clear and present danger of AIDS/HIV. If you talk to youngsters you will find out that they all aspire to have an exciting active sex life (inspired to search at the fringes; just look at MTV...). And at the same time they share a quite oldfashioned hope to get married, have kids and start a family life. "Live long enough to find the right one." That's the clever truth of this commercial - clever because it unites two different and seemingly contradictory worldviews (I want lots of sex AND I want to settle in the end). Great execution, too!

Update: This commercial is a sequel; find the (first) girl version here. (thanks Yves)

Pimp my fashion brand

They sell instant fashion copied straight from the catwalk. If you wear the stuff a couple of times is gets out of shape. Color washes out straight away. Yet, everybody loves H&M. And with reason. After flings with superstar Madonna and couturier Karl Lagerfelt, H&M entered a new love affair with the successful Dutch designer duo Viktor & Rolf. This is how you make a brand cool. Bravo!
See Dutch women loot the Amsterdam H&M store, this afternoon. Or shop on-line.

Demo ads (2)

I think this will become my favorite post title. For this kind of communications concepts are my very favorite. Look here for my first post about demo ads. This Lufthansa commercial (Springer & Jacoby) is a classic. I was happy as a child when I managed to get a digital copy. Besides an arresting and clever idea, I love this for its smart strategic insight. The people behind this idea succeeded in making a valid, very true point about the use of airline service. *****

Who's got the biggest?

Not only buying and talking cars is boy business. Marketing and advertising them is a boy thing too. Who's next? Or did Bentley close the 'discussion' in style? (Courtesy Koen Verhagen)