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


Is This The Best Brand Video Of All Time?

Brands have been making ‘consumer films’ for decades.

You know the ones, where supposedly random people wax lyrically about how – or why – [insert brand here] is soooooo good.

Well recently I saw the best one ever made.

EVER. MADE.

Even better than those ‘insane button’ clips for Tesla from years ago.

It’s for Krispy Kreme Ireland – and frankly, they are better than most movies I’ve seen recently, let alone ads.

Apart from the fact the people appearing in it appear to be genuine ‘randoms’, this recent brilliant article in The Guardian highlights just how much of an impact the Doughnut Kings/Queens have had on the Emerald Isle.

Though I think the comment, “It’s like my first lesbian kiss, I’m confused but I love it” … is literally the pinacle of all possible compliments.

So sit back, grab a box of Krispy and enjoy …

Advertisements


Strange Combinations …

Maybe it’s because I only have one working eye.

Maybe it’s because I’m an complete and utter idiot.

Maybe it’s because they’re both basically in black and white.

But when I saw the above ad at a local tube station, I thought it was all for the same product and couldn’t work out why the fonts were all different.

On the plus side, it made me take a closer look which means it’s immediately more effective than most of the ads I see underground.

As I said recently, tube ads are terrible.

Boring and rational as hell … with some occasional loose ‘riding the tube’ reference.

Boring while pretending to be wild and wacky … with some occasional loose ‘riding the tube’ reference.

Boring because they think they can get away with writing the longest, long copy ads in history, regardless that they make it feel like watching paint dry.

For such a captive audience, you’d think agencies and brands could find a way to enhance the passengers journey rather than letting their ego get the better of them and make them think they’re sitting their patiently waiting to read about another app launch that does exactly the same as the other 10 apps rationally explaining their role with some ‘crazy’ visual attached. Seriously, when the only reason I notice an ad is because I thought a whisky brand had made a milk product, you know it’s time we look at what ‘engagement’ means in our industry.



When A Company Confuses Condescending Twaddle As Help …

I saw this at Fulham tube station.

What were they thinking?

Oh I know what they were thinking … they thought this made Aviva look like a company who wanted to help ‘the little people’ be like the successful pin-stripe suit brigade.

But the fact is, when it comes from a company run by the pin-stripe suit brigade, not only does it lose any sense of authenticity, it feels patronising, condescending and as judgmental as hell.

And if you think I’m being a dick, the fact the last line is a cold, hard and harsh ‘capital at risk’ … you know the real goal of this ad is to get more commission than to spread the wealth.

Or maybe that’s just me.



Love Bores You To Death …

So now my life is spent on the tube, I get to look an endless stream of terrible ads.

In the main, the vast majority are basically brochures shoved into a small space.

No thought about the audience.

No interest in capturing the imagination.

Just blatantly taking the piss by ramming down what they want to say regardless of who will be exposed to it.

While the example above for eHarmony.com is not one of the worst, it’s not great.

Putting aside the vast amount of copy on there, I don’t like the idea that their version of love is finding someone who is basically a duplicate of you.

Is that love?

Sure, having things in common is important, but isn’t it the differences that makes things magical?

I know for a fact that Jill has made me a better person simply because she is not me.

Her view of the World.

Her experiences.

Her hopes, dreams and ambitions.

The last person I can think I’d want to be with is another version of me.

OK, so they then end their ad by saying ‘meet that one person you never thought you’d meet’, but even though that gives a nod to your ideal partner having as many differences as commonalities, they’re still selling the idea that there’s only one person in the World right for you … which is not only bollocks, but emotionally manipulative.

But if that’s not bad enough, it’s the fact they say they ask 150 questions for each member.

ONE HUNDRED AND FIFTY!

Look, I get love is complex, complicated and deeply personal but 150 questions?

Jesus …

I wouldn’t mind, but according to some, you can make anyone fall in love with you if you just ask them 36 questions.

I know there have been a bunch of relationships that have formed because of eHarmony, but I wonder how many of those occurred simply because 2 people were in the right mindset for a relationship rather than because of the answers of their 150 questions.



Transformer Tech …

When we moved to the US, we bought a new television.

We hadn’t had a new one for 9 years so when we got a ‘smart TV’, it was a revelation.

Sadly, when we were moving to the UK, we had to get rid of it because it wouldn’t work with the UK power grid.

Anyway, we went out and bought the new version of it – and while it is 65″ of OLED, 4K brilliance – the bit I love the most is that it has a feature that disguises itself as a painting.

I know it’s not the first television to do this, but it’s the first one I’ve had that does – and given it’s amazing picture quality – it’s ability to really give the impression it’s art, not tech is amazing.

It also reminds me of the brilliant work the brilliant Red Associates in NYC did for Samsung years ago.

Years ago, Samsung approached them for help on how to sell more televisions.

Rather than respond with solutions relating to branding or distribution, they came back with a more human focused response.

What they had discovered was that men love to show off their tech.

When they buy it – especially if it is for the home – they want to show it off … make it a focus of their World.

But women are different.

They don’t like things that change the focus and flow of the home.

They love technology but don’t want it to overshadow the people and the interactions that go on between the 4 walls. In essence, they want the technology to enhance the family dynamic, not overshadow it.

And so Red Associates told Samsung that they should be looking at changing the frames the TV’s were held in.

Less black and more shades that suit the colour palette of home decor.

Sure the screen would remain dark, but by changing the frame, it would blend in more with the home than stand out.

And you know what … it worked.

Samsung saw a dramatic increase in brand affinity with women.

Which meant when a family wanted to buy a new TV, Samsung increased their odds of being the one chosen because it understood that purchase decisions were based on more than just the tech, but the way it works when it’s off.



Saying What Everyone Wants To Hear Will Catch You Out In The End …

I used to know this person who everyone liked.

Always smiling. Always laughing.

They were the life and soul of every party.

But then, when I spoke to people who actually worked with this person, the response was kind of different.

The common reply was something along the lines of:

“They’re nice as a person, but working with them ….”

And there would be this pause as words they didn’t want to say out loud, were said in their silence.

What they were trying to say was the problem they had working with this person was they wanted to be popular.

Sure, we all want that to a certain extent, but this person was obsessed with it … to the point they would always give whoever they were talking to, the answer that person wanted to hear.

Never saying the word “no”.

At least to people who they felt were – or could be – important or influential to them.

And while that is fine in general – or private – conversation, it causes huge problems when it comes to making great work because different promises get made to different people which means everyone is working to different goals and expectations.

Worse, it means when shit hit the fan – which it always will – this person will constantly blame someone else for the issues rather than take responsibility for what has happened.

Of course this shouldn’t be a surprise because their focus was never really been about the work – despite what they might say in public – it was just about their personal relationships.

Look I get it … no one likes conflict.

No one likes to tell someone no, especially if you like that person.

But when you let your ego be more important than the work, everyone loses.

As I wrote before, to get to great work you’ve got to accept it will leave scars.

That doesn’t mean the teams need to work in an atmosphere of toxicity or aggression – far from it, you generally feel the joy the teams have had making great work – but it does mean the tough conversations have to be had openly and early to not just ensure expectations and standards are agreed by everyone involved, but to give the teams the space, time and safety to make work that is fearless and infectious.

Popularity seekers scare the crap out of me.

Sure, they’re nice to have a cup of tea with, but to work with them is horrific.

Not because they lack talent, but they lack integrity and like all relationships, if you can’t trust the person by your side, you can’t have a relationship that can lead to exciting and new places.

But if more evidence was needed, I’d say this.

Tough conversations may not be nice, but not only do they increase the odds of getting to great work … they build stronger trust, respect and relationship between client and agency.

Not having tough conversations may be easier, but I don’t know of any great work that has ever come from it. And eventually, that leads to relationship breakdown … because if there’s one thing I know about this business, when things go good – everyone claims ownership – but when things go bad, most clients tend to point the gun at the agency.



If Imitation Is The Sincerest Form Of Flattery, Is Duplication The Equivalent Of A Marriage Proposal?

So today was supposed to be the APSOTW results, but I’m still waiting on one more bit of feedback. I really, really hope that will come in soon so we can put everything out next week.

Sorry.

Fortunately, I can fill this post with something else …

Not as good – or as wanted – as the APSOTW feedback, but pretty mind blowing all the same.

When I lived in China, there was an unspoken rule that if a company did something successful, there would be hundreds of copycats in the blink of an eye.

I wrote about this a bunch of times with possible this one being the finest example of it.

Well, while it hasn’t happened quickly and it’s only been copied once, it has come to my attention that a planner in China has paid me the ultimate compliment by blatantly copying my old blog header [designed by Jill] for their own thing … including the name of it.

Take a look at this …

I suppose I should be offended but I think it’s bloody fantastic … though I do worry about the ramifications for this persons career.

Not because someone who is paid to have original thought has shown they would rather steal, but because to openly and publicly associate with Queen, Birkenstock, Nottingham Forest and me is basically ruinous.

This is not the reason why I haven’t mentioned their name in this post – though if you work in advertising in Shanghai, you might recognize this senior positioned, big named agency planner by her face – it’s because their posts are way better than mine [even they draw the line at copying them] and I don’t want to lose the last 3 people on here who come along to insult me.