The Musings Of An Opinionated Sod [Help Me Grow!]


Out Of The Mouth Of Babes …
March 30, 2012, 6:10 am
Filed under: Comment

So a while back there was a video doing the rounds that featured a young kid being shown a bunch of logos and then being asked to name the brand behind them.

It was sweet, cute and – in a small way – insightful.

Maybe it’s because I’m becoming more and more Chinese … maybe it’s because I like giving fucked up projects to my colleagues or maybe it’s because I just thought it would be interesting, but I decided it would be good to copy the experiment but from a purely Chinese perspective.

With that in mind, I asked my poor colleague, Yi Liu, to find some 5 year old kids and test whether they recognised some of the World’s biggest brand logos.

However, on top of ‘describing what they see’, we also wanted to find out if they knew what the brand actually did and – where possible – where they had seen them.

Thanks to the 2 little characters who helped us out, the answers are charming and funny … but similar to the original experiment, they are also insightful, especially in terms of category association and media habits.

It might of been a bit of fun … we might have used an age group that many of the brands tested don’t really target … but for some brand managers, the kids opinions should put the fear of god into what they’re doing & how they’re doing it.

Enjoy.



47 Comments so far
Leave a comment

I quite enjoyed that. What’s got into me?

Comment by DH

The kid on the right is my favourite. Doesn’t give a fuck.

Comment by DH

Or he’s a moody bastard.

Comment by DH

Brilliant. Unless you’re coke China’s marketing director.

Comment by Pete

Or the marketing person at Adidas.

Comment by Pete

4-year-olds don’t lie – but i’m sure these fake marketing executives have tons of lame excuses in their back pockets

Comment by Angel X

Wieden goes Foxconn?

Comment by niko

Rob goes Foxconn more like.

Comment by DH

We pay better than Baz pays. We give ice-cream.

Comment by Rob

gary glitter is impressed.

Comment by andy@cynic

Oh come on. An ad guy makes a deliberately cute video with his “indoctrinated” kid. Another ad guy copies it in China. Welcome to the industry echo-chamber. They’re 4 and 5, it would be worrying if they did care. Is it insightful that they don’t recognise much? Hardly. And how are you turning Chinese?

Comment by John

I believe Rob refers to himself as “turning Chinese” because he copied something another person executed successfully previously. It’s culture cliche comedy, an unmet tapped category in the alternative comedian portfolio.

Comment by George

Brilliant!

Though I thought that’s what creatives did.

Comment by John

That really is the reason he said he was turning Chinese isn’t it? That’s how I took it anyway.

Comment by Pete

ben elton called. i told him to fuck off.

Comment by andy@cynic

that is how he meant it pete, doddsys having one of his “slow” days.

Comment by andy@cynic

Spot the person taking this too seriously.

John, have you forgotten we’re on Rob’s blog. Nothing serious happens here.

Comment by DH

Though if I was their marketing manager, I’d take that coke washing powder comment pretty seriously. They know apple but not coke? Can’t be good for the ego.

Comment by DH

fuck me doddsy, calm down. yes its a rip off, yes its bollocks but its more truthful than most agency award entry films and more fucking interesting.

Comment by andy@cynic

You’re right John, it doesn’t mean much – for a start it’s only 2 kids – but I still think there are some comments there that are interesting, if only to investigate further and on a bigger scale.

Given a 4 and 5 year old know what Apple is – despite their low spend compared to, say Coke – I would say that is interesting, even though in the big context of things, it’s all just a cutesy little project.

And George nailed why I said I was turning Chinese – I’ve copied something successful from another market, except my version is a bit rawer and a bit more rough around the edges. But that’s all down to me, not the fab little kids, they are brilliance personified.

Comment by Rob

yawn fucking yawn.

Comment by andy@cynic

Three bland observations:
1. Chinese kids watch way too much tv
2. Chinese boys (or boys in general) need to ease down on their enthusiasm on cars
3. Chinese kids should be encouraged to express opinions without raising their fucking hand

This is a totally derail from the essence of this brilliant and cute project….but just saying.

Comment by Angel X

i dont know who you are but i think i like you. congratufuckinglations, thats the first time thats ever happened on here.

Comment by andy@cynic

Gotta say i thought your account was hacked by someone else – until i see congratufuckinglations. Lucky me. Should gone out to buy the mega million record $5 billion lottery.

Comment by Angel X

Hello Angel, great to have you pop by. Hope all’s good.

Comment by Rob

It’s interesting these very young children appear to know Nike and Apple more than all the others, including homegrown local equivalent brands.
Rob, Baz, you’re doing a hell of a job influencing China’s young and innocent and in no way should you be referred to as “materialism pushers”.

Comment by George

Materialism pushers. Way to go George.

Comment by DH

yeah, because when you worked on toys r us you didnt make any fucker buy anything they didnt want did you. actually judging by the sales figures they achieved, you fucking didnt.

Comment by andy@cynic

Comment of the year right there Andy. You’ve still got it.
Unfortunately. Ha.

Comment by Rob

of course it fucking is. i said it.

Comment by andy@cynic

I wouldn’t change my marketing strategy based on their comments but I enjoyed watching it.

Comment by Lee Hill

wheres that fucking invisible children director when you fucking need him? oh i know, hes in jail for naked wanking in the street.

Comment by andy@cynic

And the next time you use the term babes on this blog…

Comment by John

That comment say’s more about you than I ever could.

The police are on their way over.

Comment by Rob

nice kev roberts attack. yesterday ups, today mr fucking loveskidmarks. i can see those fucking blood pressure pills are working well.

Comment by andy@cynic

Mr Loveskidmarks.

Gold.

Comment by Billy Whizz

This video is timely. I have a review soon.

Comment by Bazza

I bet you do. The question is will you end up being escorted back to your office or out of the building?

Comment by Rob

Were any Apple products used in the creation of this exercise?

Comment by John

Yes … but not in the sense the kids saw it. We used Apple to edit the video, what the kids viewed the logos on, was a brand-free monitor.

Comment by Rob

Rats.

Comment by John

Yes, there were rats there – they’re also known as ‘advertising executives’.

Comment by Rob

Paging Mr. Tumbleweed.

Comment by John

Why are you paging him? Don’t you just have to turn to your bed and ask him face-to-face?

Boom. Errrrm, tish.

Comment by Rob

I’d say don’t give up your day job, but that would just provoke the sleep-deprived father.

Comment by John

Touche!

Comment by Rob

Maybe that’s it. Rob is actually working at Weeden and Kenedy, a cheap Chinese knock off…?😉

Great video, I can’t wait for Adidas and CocaCola’s Chinese marketing team to see it..!!

Comment by Rob Mortimer (Not a fake Andy)




Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s



%d bloggers like this: