Filed under: Comment
What’s the betting this ad came about because the client demanded something that represented ‘aspirational value’ whereas an image featuring a man/woman in gym gear – albeit more relevant – just wouldn’t give the brand the same image cues.
W
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K
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R
S
And for a product that is allegedly for the home, that image doesn’t half look like an office reception area. [God I’m sounding like a client aren’t I!!!]
OK, so some people do live in houses that have massive, bare, soulless lounges – however even if that is the case, why is the man thrusting his no-doubt massive and virile cock in the direction of his son/daughter/wife/gayboy lover?
Why didn’t they go the whole hog and have a headline that says,
“The Product For The Alpha Male: Every Man Will Want To Be Your Friend And Every Woman Will Want To Be Your Cockpit”
I’ve talked in the past how corporate ego often pushes brands into adopting an aspirational positioning/image when in reality, they don’t deserve it / shouldn’t have it … however what bothers me even more [and let me tell you, that bothers me a huuuuuge amount] is when brands interpret ‘aspirational’ interms of ‘lifestyle attributes’ rather than human values.
Seriously, if I see another ad that packages snippets of ‘luxury lifestyle’ [often based on what the client thinks it means rather than the public] and implies that if you ‘buy this product you will get that lifestyle’ I will SCREAM!
I’m not denying aesthetics are important … but aspiration can be expressed in much more interesting and powerful ways and to ignore that is both treating your brand and your society with contempt.
The other thing that I can’t understand is how brand owners can think this is a feasible longterm strategy.
When every brand across every segment is seemingly creating ads that use the same picture-perfect, wealth-driven lifestyle imagery then they are getting themselves into a situation where the only way they can differentiate [ignoring things like changing their positioning/brand for the better – or even the worse] is to cram their 30 seconds of wallpaperesque advertising with even more high-end, lifestyle attributes … and let me tell you, when you’re selling ‘toilet duck’, that a bit fucking daft.
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Talking of fucking daft, I want to wish my best friend Paul a very happy birthday for today! Have a great one mate, but hopefully not as great as mine wasn’t, ha!
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Man that ad is made by winners FOR winners, bro. Genetically superior ya know what I mean, man? That’s how we roll. No one can touch us, NO ONE! You know why? Because we ride ICE.COLD.VIP style! Winners man, FUCKING WINNERS! Whooooooo! Stay alpha bro.
Comment by Age June 16, 2008 @ 8:10 ambad sleep dear? jill wasnt happy with her level of spoiling? cat shat in the bed? seems youre exceedingly prickly this monday morning which makes me happy because i love it when vitriol shoots out your mouth at a hundred mph.
and of course exercise makes you look a twat, thats why i dont do any
lifestyle aesthetic branding is about as low as those fucking low price carpet ads that scream their shit prices on saturday tea time on some local itv affiliate. or any major car brand ad
wankers the lot of them
Comment by andy@cynic June 16, 2008 @ 8:32 amage – awesome comment! stay alpha bro.. lol!
and rob, you’re so right about this ‘category’ being the same as it ever was. if i see one more over-tanned girl in a mid-rif with cut abs.. blech! i can’t wait to see it cynic-ified.
best fitness/diet inspiration i ever got was from tony hawk:
day 1: eat less, move more
day 2: move more, eat less.
day 3: eat less, move more
days 4-7: repeat days 1-3.
fit. entrepeneur. in trainers. better than a suit doing a bad impression of an OK!Go film clip.
Comment by lauren June 16, 2008 @ 8:40 amActually Lauren, the best fitness/diet inspiration ad is the one we’ve done for ADIDAS but still haven’t put out yet because they always keep saying to us …
“there’s something strategically more important at the moment”
… but we reckon the real reason is because it features our own dear Andy in the print campaign.
Oh yes – that is not a typo – “Mr Big” [and not in a good way] is potentially going to be the biggest ‘health/fitness’ star since errrrrrm, someone else who was seemingly inappropriate for this genre.
And though I say it myself, the campaign is bloody brilliant – but then I would say that wouldn’t I. 🙂
Comment by Rob June 16, 2008 @ 9:07 ami think youll find that information is supposed to be fucking confidential campbell.
youd be such a shit spy but then you are half iti so what do you expect.
Comment by andy@cynic June 16, 2008 @ 9:10 amGreat post Robert.
Comment by Pete June 16, 2008 @ 9:19 amAesthetic branding had its role but I agree that too many companies use it as a default for aspiration when fundamental human values can be far more motivating, even in material obsessed Asia 🙂
I would make a great spy Andy – I have said nothing other than imply ADIDAS have ‘taste’ interms of the talent they use in their [potential] ad campaigns 🙂
Comment by Rob June 16, 2008 @ 9:21 amandy as talent? brilliant move… 🙂
Comment by lauren June 16, 2008 @ 10:18 amadidas – can you get this campaign moving now? go on, do it while nike are all aflux. i dare ya. (that’ll convince them). heh.
As Andrew is a gentleman who is very happy to celebrate his own acts of genius, I am somewhat surprised to learn he has decided to keep his impending advertising debut quiet from us.
Come come dear Andrew, don’t be shy, let us bask in your ample shadow of brilliance and shower you with applause.
Excellent post Robert, I agree in its entirety which makes a pleasant change for both of us.
Comment by Lee Hill June 16, 2008 @ 12:55 pmAndy. A gentleman???
Sorry Lee, seems we don’t agree on this post afterall 🙂
Comment by Rob June 16, 2008 @ 1:00 pmIf that machine had an iPod holder it would make it much more aspirational 🙂
Comment by Bazza June 16, 2008 @ 3:04 pmIf that machine had an iPod holder they would charge 4 times more than it costs now …
Theiving Californian gits 🙂
Comment by Rob June 16, 2008 @ 3:21 pmWho will represent “after” in this upcoming award-winning campaign?
And Lauren – I see nothing wrong with “one more over-tanned girl in a mid-rif with cut abs”
Comment by John June 16, 2008 @ 4:19 pm@johndodds of course not. otherwise you’d have to get rid of your Barbie collection.
Comment by lauren June 16, 2008 @ 4:43 pmWe were hoping you’d model for us Mr Dodds!
Actually there is no ‘AFTER’ in this campaign – and it is award winning, or it will be once the bloody powers-that-be stop buggering about and make a decision, ha!
[It’s part of a new product/brand launch – hense it’s not just about approving an ad]
Comment by Rob June 16, 2008 @ 4:44 pmDodds with a 6 inch piece of plastic in his hand?
What are you trying to insinuate Lauren?
Comment by Rob June 16, 2008 @ 4:45 pmthat he finds cattle tasty.
Comment by lauren June 16, 2008 @ 5:04 pmwhy the fuck would there need to be an “after” in the ad when i am already perfect. dont judge others by your own physical shortcomings you bunch of jealous bastards
Comment by andy@cynic June 16, 2008 @ 7:05 pmYou are perfect Andy – perfectly round – now can you go to the airport and not miss your plane again. Thank you. 🙂
Comment by Rob June 16, 2008 @ 7:10 pmhmm….funny, I haven’t tried that position on my treadmill at home.
Comment by Floatr June 17, 2008 @ 2:18 pmDubai has numerous such examples of lifestyle imagery led propositions that clients think they are the trend now. Beats me if I should feel sorry or angry!! 🙂
Hello Floatr [love the name]
Come and say “hello” more often, we need more Dubai based people. The last one buggered off after a short stay – and while I’m sure she has never looked back, I miss her 🙂
Comment by Rob June 17, 2008 @ 3:34 pmHello all,
I’m currently researching various weight loss programs and courses.
So, if you don’t mind please answer in this topic: What’s your single most important question about weight loss?
Cheers, JD
Comment by jdpolson August 22, 2008 @ 9:00 amjd, hows it going? the question on the lips of any person who wants to lose a few kilos is which weight loss program will get you laid by the most people out of your league. hope that helps with the research. andy
Comment by andy@cynic August 22, 2008 @ 9:08 amHello JD …
I really don’t think this is the kinda blog that can help you with your research. Well, it is – but I don’t know how helpful the people will actually be … they seem more responsive to human humiliation than anything relating to real issues.
Sorry.
Comment by Rob August 22, 2008 @ 9:23 am