Here Be Monsters|blog

if you were to advertise travel

I think this film does a wonderful job explaining the rewards of travel. Beautiful in lots of way, by mainly for it's heart.

If only all ads were this good

One of the reasons I'm bored with most ads is because they're just not very good.

And then something comes along and changes all that. This is one such ad.

A little poetry

I wrote some poetry recently. Never done it before It happened because I was reading something on the subject where they defined poetry as, making the familiar unfamiliar and the unfamiliar familiar. I don't know if that is true or even a good definition of poetry, but I liked it and I thought I'd give it a go.

Of course I've no intention of subjecting you to  it up here, that wasn't the point. But I did discover something useful.

Usually when I have to write something, the number of words aren't too important and so I can ramble on a bit, even when I write to a short(ish) word count. Stuff like this.

Poetry is something different in that each and every word counts. And counts massively. You really have to think about it's value, you really have to search for the exact words. It's fucking tough. It's not like polishing a draft or rewriting something to make it flow better, poetry only works when you give each and every word complete consideration.

And so I'm going to write some more, not because I want to be a poet, not because I'm any good, not even because I enjoy it, but because I think I will be a better writer for it, I think I will respect words more.

I really do recommend you give it a go

Such wise words from a man in a silly shirt

On Sunday night The Southbank Show (don't bother clicking on the link if you want to see the programme, they don't have it up, yet. Or maybe never, I have no way of telling and itv aren't saying). 

Anyway, it was about Pixar and John Lasseter and what a wonderfully smart man he seems to be.

"I'm the thickest person here now, as we always make a point of employing people smarter than us." Okay, something we've not heard all before and certainly not true but you got a real sense that he  believes that you employ people for their thinking and not someone who can regurgitate your own thinking for you.

He also spent some time explaining about how, when he saw the computer generated animation film Tron, he was blown away by it. Not the film, but the fact that he could see the opportunity the technology offered. But the film flopped and the industry said people didn't want to see computer animation, when really they didn't want to see a shit film. So, when Toy Story came along and it went massive, the industry line was that people didn't want to see hand drawn animation and that the future was in computers.

Which is, of course, also bollocks. And he said as much. He couldn't understand why the debate wasn all about technology and not stories and engaging with the audience.

And so when he took over creative control of Disney he commissioned a new hand drawn film and got some of the old school Disney artists back to run it. I think I should rephrase that, He reemployed a bunch of guys who had been put out to pasture, because they had the right skill sets and he appreciates that the craft.

The parallels to our industry are obvious and so I won't insult your intelligence spelling it out.

Oh and he also said, quality is the best business plan. And I'm going to be saying that a lot from now on.

Gotta love VCCP

It's one of those campaigns people either love or hate, but everyone's noticed regardless. It's also become part of the wider culture. Why? Well apart from the freshness and attention to detail and downright lunacy of the idea they've also added some smart touches to give the campaign some more depth.

Stuff like showing bloopers and getting Aleksandr, the main character/spokesman, interviewed by the press.

Long may it continue. Big props to Compare the Market too.

You can see the ads here, naturally.

A slightly interesting aside are these ads, alongside the bloopers. Pity they didn't make them smart. Competitive business, insurance comparison.

Top post from the main man, Rory.

Speaks alot of sense does Rory Sutherland of O&M. But don't take my word for it, read this quality post on his Campaign Blog.

Can a brand offend?

 
One of my many theories, I have one on pretty much everything by the way, is that we in comms who write comedy as a means to sell consumers stuff need to look at the wider, broader spectrum offered by comedians and not jut look at ads for guidance. Obvious one that I know, so why the hell doesn't the average creative bother then? I blogged about it here.

I also believe that there are 3 stages in the life of a brand's brilliant voice. 1) The creation of something original, thus creating stand out  2) The copying by many, thus making it trite and ubiquitous 3) A strong reaction against it, which is normally the opposite to it, and is implimented by an equally talented company, but not necessarily in the same sector.

So, if we take the the once brilliant and much copied (badly) Innocent drinks, where life is good in whimsical, middle England's very own Nappy valley. When it came out it was inspired, it connected in a way that most brands didn't (and don't) and success followed. (phase1)

Then came the many imitators. (phase2)

So what of phase 3?  Well I'm coming to that.  If my theory is right then we could soon see a brand soon that deliberately provokes it's audience/consumers with it's anger and bad-temperedness. It's already happened in the wider spectrum of comedy where to offend is the material de jour, (So with two theories combining I had to post, right?)

I even wrote  a blog to experiment along these lines - until I forgot my password which was then sent to an email address that I no longer have access to and so haven't been able to contiue with, which really, really pissed me off, I can tell you. Anyway I digress.

Should a brand talk to it's consumers like a Jack Dee or a Ricky Gervais? I believe 100% yes,but only if it's as brilliantly written and presented as guys like this. So that means a probable no then.

Only time will tell.

A little vindication, perhaps?

I was listening to the Radio 4's Front Row programme the other day, Russel T Davies was on talking about drama. For him the new drama is reality shows. He even went further and said that the piece of drama that had impressed him most recently was the Susan Boyle saga.

He went on to say that he wasn't just talking about her coming on stage and belting out her song but the way in which her story was played out afterwards keeping her in the public's mind for weeks.  He had real admiration for the people behind it.

For me, the most impressive drama has been the Katie/Jordan V Peter split. Don't get me wrong, I'm no fan of them or their desperate desire to live their lives in the public eye, but I do think that like Paris Hilton, they have shown those of us in the comms industry much in the way of how campaigns can be structure and played out in the future.

And I'm chuffed to bits that Russel T Davies thinks along similar lines.

What can bloggers learn from The Apprentice & Eastenders?

I’ve been working up this theory on writing for blogs to support a presentation and possibly create a new revenue stream for us.  So I thought I'd share my thinking with you guys see if anyone wants to contribute.

It’s about blogging - I'll share my thoughts on tweets later - and how brands should approach it in a more focused way

Right now brand blogging in the UK is in its infancy and because it’s cheap and quick and readership numbers are currently relatively small for most brand blogs, it gets treated with more contempt than this years BB contestants.

However, a quick glance across the pond will tell you that that doesn’t have to be the case. In fact a well-written, focused blog that serves and articulates a purpose, one that rewards readership can and does deliver a meaningful relationship that can be incredibly valuable to the brand.

But, this will not happen if you treat it as a freebie bolted-on to the main campaign because, well it’s cheap, trendy and so now, and that’s the kind of brand we are, so why not do it? Plus there’s a box here I have to tick, right next to the iphone app and the facebook widget. And, anyway, isn’t that what interns are for?

So the outcome is something that resembles a personal diary packed with minor milestones such as –

The sun is shining today, so why not go out and buy one of our new limited edition range of choc-ices. There are 3 to choose from lemon and lime, mango and multi-berry. Hurry and do let us know which one is your favourite. Yummy.

All written by someone who loves to replace full stops with :-) and can’t wait until a computer allows them to dot i’s with smiley faces.

The alternative to this, of course, is the dullard who thinks people love to read instruction manuals about products.

In short then, the kind of thing that no sane person can tolerate. And so a self-fulfilling prophecy that blogs aren’t important or effective.

And so, the next campaign gets the same blog treatment.

Now consider an alternative approach. Consider one where a blog is given a real purpose or positioning in a campaign, with a real benefit to consumers and is skilfully constructed and written by someone who understands narrative structure and the power of the written word.

What would that look like?

Well, I think a blog closely resembles two modern day narratives. Those of a reality TV show, like say, The Apprentice and that of a sitcom or soap.

How so, you say?

Well, a reality TV series is built around a script that is flexible enough to incorporate the unpredictable, the reality element, it doesn’t dictate the outcome but does add structure and order where there possibly isn’t any.

Characters are selected based on their personality traits and assigned a potential role in the series (the fool, the bitch, the quiet one who will flourish etc).

These roles are then clearly defined in the early stages and reaffirmed in subsequent episodes. So the dimwit character is edited to confirm his dimwittedness, the nasty bitch has only her bitchy acts included in the final edit and so on. Now established these characters can play their role in a pre-determined - albeit loosely plotted - script that has been drawn up from the beginning.

A manipulation of  reality, but a reality none the less.

Having become familiar with the characters we the audience can sit back and enjoy the drama unfold, safe in the knowledge of who is who and how they will react in certain situations.

Not too dissimilar to characters in a sitcom or soap. 

In this genre the characters have clearly defined personality traits that don’t change. It’s one of the few genres where this happens. Normally in a film or other drama, the lead character goes on a journey, a character-arc that changes him/her in some way forever. The workaholic at the beginning of the film discovers the importance of community and/or family. The idealist gets dealt a blow by fate preventing him from escaping his past and leaving him resigned to accept his lot etc.

But not so in the world of Soaps and Sitcoms. The reason they don’t change is because familiarity is what makes a soap a Soap, a sitcom a Sitcom. Dell Boy has to always chase the dream of being a millionaire, it’s that that determines the comedy. He can never become one nor can he change and discover less materialistic goals.

Likewise, Phil Mitchell of Albert Square is doomed to forever be the violent petty criminal he is. So, whatever situation he finds himself in he must act accordingly – not for him the enlightenment of learning the power of arbitration and peaceful compromise.

The reason both of these genres follow this path is because of why they are viewed and their relationship with the viewer.

They rely on repeat and frequent viewing, so they need to be consistent - people enjoy and need this familiarity, it allows them to build connections and feel a sense of loyalty to the characters.

And these character can’t be too complex and instead need to follow a simple human desire or personality trait because these genres also need to stand alone as pieces of entertainment and drama in their own right, so that infrequent or new views can easily grasp what is going on and quickly decide for themselves whether this is something for them.

What does all this sound like from a user experience, well to me, blogs.

So, before establishing a blog, define it’s role, define the narrative arc - what’s it’s purpose, what is it offering, what’s the story (know the beginning, middle and end). Establish who the characters are (people or product points) and what their role in the story is.

Oh and finally, give it to a writer. Someone that wants to write and who understands these things (which is why we have been quietly recruiting screenwriters, gag writers, comedy writers, journalists and novelists to write treatments and plot narratives for clients blogs).

Then you might have a blog that will attract considerable loyal readership who will engage and return to it time and time again and share their experience of it with others  – much like a good Soap or Sitcom

If this does or doesn’t make sense, or you want to challenge it some more, or you fancy joining the writers’ database, feel free to get in touch.

And now, just for fun and as way of a thank you for getting to the end, a completely unrelated video clip, other than featuring Alan Sugar, I present Cassetteboys best

New ads coming your way soon #8

You can just see it now. Everything from computers, phones, games manufactures, insurance, even a COI excerise more campaign, all joining the race to use this first.

The photographer is Christophe Beauregard. His aim is to explore the ways in which technology has shaped our body language “to the point of creating new codes, new signs.” By removing the physical gadget from his photos he leaves just the interaction.

More here.

Writing comedy

There was an article in The Guardian at the weekend, featuring Paul Fieg sharing his wisdom on comedy writing. It was pretty lightweight if I'm honest but there was still one or two gems of wisdom which would benefit any copywriter about to  tackle his/her next script

Stuff like:

There are so many comedies that portray people living in the suburbs as living ridiculous or hypocritical lives. But I grew up in the suburbs of Michigan in midwest America and tend to think that everyone is just trying to get through life as best they can. You don't have to sneer or poke fun at them to get a laugh."

"A great comedy is about real characters who make you laugh because you appreciate their personalities and how they react to particular situations. They have to be believable human beings, not just vehicles for gags."

"If you're trying to make a great comedy, most of your time and effort should go into casting. Find the right actors and let them do their thing."

Once again, I'm reminded of a particualr bug bear of mine. The lack of time and effort that contemporay ad agencies spend on the craft side of what they do. And yet, this is for me is where the effort needs to be applied especially now, especially the written word.

I get down from my soap box now, before this becomes a full on rant

You can read the full article here.

Where Madison meets Vine

I've been aware for a while now, about this trend appearing. The Americans have a name for it,of sorts, Madison and Vine, it's the combination of advertising and entertainment. And the rightly awarded and previously commented on here back in January, The Queensland Best Job in the World campaign is the latest example.

This Thursday at 9pm the BBC are showing an hour long programme covering the final round of the competition, when an English lad called Ben is selected from the final 16.

Currently, I haven't been able to find out much behind the production company behind it, but if this wasn't conceived and made by, or at the very least pitched to production companies by CumminsNitro then it bloody well should have been.

Either way, a smart conclusion to a smart campaign.

With TV desperate for content this is definitely a trend that is going to go from strength to strength and yet another example of the return to a pre50's ad/comms model.

Are we moving forward?

It does seem so. First I get sent an advanced copy of what is a hugely inspiring book, Life Inc, you can read more about it here



And then there's a launch of this, Riversimple, an equally inspiring company looking to bring to the car industry some much needed innovative thinking.



It can't help make you feel optimistic about the future.

Bastard

Meet Jonathan Harris, he's an artist and computer scientist and the sort of person that makes you feel perhaps you're wasting your life. Not that he's smug about what he's doing, it's just that it's so vital, full of energy and relevance that whatever it is you're filling your days with becomes a little more pointless in comparison

His work celebrates the world's diversity even as it illustrates the universal concerns of its occupants. His computer programs scour the Internet for unfiltered content, which his beautiful interfaces then organize to create coherence from the chaos.

Here he is talking about storytelling

And here he's the We Feel Fine site

Now, Murdoch, if your newspaper sites resembled something like his, you could put me down for a paid subscription
.

Transmedia storytellling - the way forward

It's so blindly obvious that it's taken me three years to see it, but some of the most successful brands today have actually been embracing transmedia storytelling for sometime. What's been lacking has been the cohesive strategic overview that allows for a stronger relationship between all the separate elements oh and of course, that sodding desire agencies have for media hierarchy.

If you're not over familiar with the term, the mightily impressive Henry Jenkins who came up with it, describes it thus,

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.

I urge you to click on the link. It will be how brands/campaigns will be created and judged in the future.

Oh and the rather nice cityscape is by a fab illustrator called Borja Bonaque.

It's the long cuddle of the law

I like this, it's a little whimsical and odd, but why not. I like the fact that I don't know if it's an 'offical' ad or some quirky personal film. Either way I think it approaches the subject matter in a very fresh way - which is always a good thing. I also love the fact that it gets the message across very clearly without using words.

New ads coming your way #7

Richard Funch so rocks. Expect to see him on billboards very soon, maybe for BA, maybe for AT&T, maybe even Sony PSP. Don't move along, plenty more to see here

Many things of beauty

Jessica Hische is a designer, illustrator and typographer from Brooklyn, she's also very talented. enjoy.

 

New ads coming your way #6

This is just one of those lovingly executed ideas that is so going to have it's heart ripped out and end up in an ad. My money is on mobile communications, or maybe a broadband offering, but don't be surprised if you see a car logo or the COI dangling from the end of it.

wii/google mash up

I guess in someways this is a pointless/useless post. (It's amazing what spending a week in the company of a 6 year old will do to your brain. - it being Easter hols here in London and all).

Anyway, the picture is of a wii and google's street view mashup. The deal is, you go jogging on the wii via a road route shown through street view. The best of both worlds.

The pointlessness being that it's only available in Japan - and I have no idea where I found this out. Sorry.

But what I will say, is that I get as excited about stuff like this as I use to get about the latest Cunningham ad.

Makes me proud

I should come clean here, Scamp annoys the hell out of me. Our views are poles apart as far as how we see creatives, the role of advertising and the future of both. But so what? We're all entitled to our own views and we should never shy away from expressing them - after all, having an opinion and expressing it is a massive part of what being a creative is about.

Plus we should always be prepared to have our views challenged.

So when he put up the slides from a talk he gave on what being a creative is, I wasn't surprised to find myself shaking my head and tutting by slide 3, waving my fist by slide 8 and shouting obscenties and banging the table by slide 21.

What I was surprised at were the comments, the majority of which shared my opinion. Maybe creatives are finally growing up. I do hope so.

Found, the grandfather of Lynx

Lazy or courageous?  There's nothing wrong with rehashing an old strategy, as long as you know how to make it your own, after all human nature hasn't really changed for thousands of years.

Brilliant design.

What's not to love.  Got me thinking, what other of life's little problems need solving and who could do it? Surely, a smart client and/or marketeer should look at doing stuff like this from their comms budget.

Like the above - if it was offered to you in a Chinese restaurant thanks to Persil/Ariel, you smile, wouldn't you?

Grown up comms

This is a lovely site from honda. Currently it holds 3 films, my favourite being mobility 2088. There's much I like about them, not least the fact that I feel better of the company than I did previewing. It's intelligent communications and a perfect example of where the net and film can work well together.

lovely, simply lovely

Ornamental Life are a Danish design company, who have taken some chipped white plates and painted the most delicate of little flowers on them. Thus turning the flaw into a feature. I think they're beautiful. If you do too and want to see some more, you can do so here .

great post on taking pictures with you iphone

This is a lovely post from Meg Pickard's blog. Telling how to take half decent photos with your ipod.  There's also small list of apps worth exploring too.

Worth a read, ladies and gents.

Are advertising creatives just not good enough?

When was the last time you saw a genuinely funny ad? Not an ad that was funny, but 30 seconds of something genuinely funny, as funny, say, as 30 seconds of Bill Bailey, Peter Kay, Seinfeld, or The Simpsons?

Can’t think of one? Me neither.

When did you last see an ad so emotional, or so poignant, or so honest that it moved you to tears? Okay, I’ll settle for, a smallish lump in your throat, when was the last time you saw an ad that did that? Never, of course because they don’t exist either.

What about a commercial with the drama, tension, visual brilliance, narrative drive, dramatic structure, or precise characterisation to rival Citizen Kane, The Insider, Toy Story (take your pick, 1 or 2), A Clockwork Orange, The Sopranos, The Wire, or The West Wing?

So what about copy then? Have you ever read a piece of copy that was as insightful, as wise, as illuminating or as revealing of the human condition as something written by McEwan, Roth, Heller, Steinbeck, Orwell or Hemingway?

As for radio, I think it’s best we past over the shameful content that clutters up the airwaves in the name of advertising and not even bother insulting Radio4’s understanding of the medium, by mentioning them in the same breath. (Damn, I just did.)

“Stop being stupid!” one or two of you might now be shouting. “What good is making the comparison between 30 seconds of film and 90mintes? 500 words and a 400-page novel?

Well, consider these.

“Go ahead make my day.”

“You can’t handle the truth.”

“Frankly my dear I don’t give a damn.”

“How am I funny?”

“I’ll make him an offer he can’t refuse.”

“You talkin’ to me?”

“I steal your milkshake.”

Each one a single line, delivered once, taking up seconds of the film and yet remembered forever.

Likewise, these scenes appear briefly and yet leave a lasting impression on the viewer.

And for those creatives who are screaming, “But that’s not our job! That’s not what we do!”  I say bollocks. That’s exactly what you try and do. You just fail at it. Time and time again.

You write funny sketches and call them commercials, but they’re not funny. Not properly funny.

You raise contributions for worthy charities with heartrendingly painful stories of abuse, neglect, natural disasters but you tell them badly.

You deal with death, birth, love – every aspect of life and yet you fail to connect and move your audiences.

While those remaining creatives stamping your feet as you bellow, ‘It’s not us, it’s the client’s fault!’

Novelist have publishers, Comedy programmes have commissioning editors. Filmmakers have producers, financiers and studios. Comedians have a live audience – They all have clients, and yet.

Yes, it’s only 30seconds. Yes, it’s only a single page of copy.  Yes, we have to sell a product. Yes, the client can sometimes be stupid. You’re absolutely right; they’re all legitimate obstacles.  What they’re not is a legitimate excuse for a lack of talent or plain laziness.
So why is this well-paid industry of hard working, passionate and smart people so…. so average?

I was once asked, ‘Am I in love with the idea of me being inside of art, or the art inside of me?’

Not much of an option, right? But I believe most, if not all ad creatives fall into the former.

They want to do something creative, they want to create something good, but they don’t really have the passion to create something great and so know they will starve. So they turn to the ad industry, the perfect home for the poor writer and the less courageous artist.

Because there’s a lower bar in town where they can become good, maybe even great ad creatives.

Am I being unnecessarily harsh?

I don’t think so. I’ve worked in some of the best creative departments in town and seldom did I find people who grafted at the craft aspect of their job.

They worked hard don’t get me wrong and they were passionate about doing ads, but they had very little interest in the real craft that underpins our work.

It normally extended no further than pouring over other ads, going to see the latest ‘hip’ film, visiting a gallery opening (only if free wine was promised) or just sitting with the art buyer/TV producer and asking to see who was the hottest photographer/director this month.

I can’t once remembering anyone studying their craft.

Take copy, most copywriters today have never written anything longer than a txt msg and have no interest in ridding themselves of this ignorance. Writing copy is viewed by and large as a punishment and a chore. No pleasure is gained from developing a well-crafted turn of phrase, the creation of an authentic voice or a well-thought out argument.

But for the novelist that is the job.

Take TV ad scripts, they are written once, twice, three times at most and nearly always begrudgingly by two people with no interest in character or structure or dialogue, beyond a belief that they’ll know when it’s right.

Now, look at how scripts are approached. Before they’re even written, characters are given extensive back-stories. Interestingly the only creative I know how did this was John Webster.

And screenplays aren’t just written; they’re rewritten - going through many drafts with numerous writers. Sometimes they’re then given to script doctors to polish, writers who will work to a tight brief  - make it funnier, make character X more believable, add more suspense, tighten the structure etc.

And yes, too many cooks can spoil the broth, but only if there’s no one present able to control them. The bigger point is that these are writers who love the craft of writing.

The emergence in recent years in the quality of US TV has in part been created by writers surrounding themselves with better writers, playing to each other’s strengths and sharing ownership.

When was the last time, a creative director took work away from the team who created it and gave it to a better art director to design it?

And why not?  Just because you are gifted with a rich imagination and are able to make fresh connections that then appear blindingly obvious to others when presented to them, it is no guarantee you can string a cohesive argument together, especially when you don’t really see it as an important part of your job.

Instead adland has created the notion, you create it, you own it, from start to finish. Maybe this made sense when writers saw agencies as a day job to finance the early drafts of their novel. Or when art directors saw advertising as a means to getting on a film set.

But today’s advertising creatives are exactly what they want to be - ad creatives. People with such a myopic view that they truly believe the worst crime in their world is copying another ad regardless of whether or not it was done 30 years ago on another Continent, yet think nothing of stealing wholesale from a photographer, film maker, artist they saw the other weekend.

I leave the last words to my personal favourite ad man, Howard Luck Gossage.

“How often so you have to read a book, a news story, or see a movie or play? If it’s interesting, once is not enough; if it is dull, once is plenty”

What a great way to measure our work, but no, instead we substitute the truly memorable for heavy repetition, making it impossible to avoid our work.

And we have invented a new standard where we caveat everything with, for an ad.
It’s funny, for an ad.  It’s well written, for an ad. It’s hard hitting, for an ad.

For an ad is our universal get out clause for simply not being good enough. And we’re no longer fooling anyone.

A lesson for all of us

Look at the above screen for 20 seconds. Listen to it in silence if you can. Then about 18 seconds in say out loud, 'America runs on Bulova Time'.

Congratulations, you've just recreated the world's first TV commercial.

Did you notice that it played to none of the unique strengths of the medium? (Movement, Sound.)

Did you notice that it borrowed heavily from what was the norm at the time. (It's just a press ad)?

Did you ask yourself, what have we learnt about embracing new technologies since 1941? (Absolutely nothing).

New technologies present new opportunities, but only through new thinking.

My favourite New Product Launch of 2008 : 2/2

My second nomination for New Product Launch of 2008 is of course, Barack Hussein Obama,

His campaign to the White House could almost be said to be the blue print for today’s communication campaigns and not just in politics.

First, they studied the product, analysed what was authentic about it and then distilled it down into one clear word.

A word that was both a product truth and something that would inspire the consumer.

Change.

He stood for change. That was it, above everything else, the one thing you knew you’d get was change.

They didn’t cloud this with too much detail about policy - that would just defuse the clarity of message. While for those who wanted to know more, it was there to be searched out, but that was your choice.

Instead, they just pushed the truth behind the claim in little nuggets of information.

He was a change from the previous government. He was a change from the usual type of person who became a politician.  He looked different. He sounded different.  He connected different. And he communicated different.

They embraced new media and online social network. They gave up control for advocacy, trusting his supporters to represent him to their peers in the way they wanted to. Entrusting the brand to them. The result was some extraordinary marketing.

And then there were posters, which were created for the campaign not by the campaign

 

You can see more at this flickr group here.

While to audiences who resisted listened directly to him, they enlisted and empowered those people the resisters would trust, to deliver his message for him.

Nor did they try and clip the wings of his supporters, even when it may not have been exactly what they wanted and instead trusted in the intelligence of the audience.



And they did this because they knew the universal online truth, you must give up control, if you’re to gain greater power.

And so, they fed it. Encouraging people to visit and revisit their homepage for content with regular video update, ringtones and widgets

And the virals flourished.

They facilitated connections through online communities that added a new dimension to what was already out there. Mybarackobama.com, was/is a social network of sorts that allowed people to create blogs around issues, and send in policy recommendations to the man himself.

They assisted in fund-raising activities with ideas and tools. And they encouraged people to fund raise however they wanted to.

They were light of foot. If there was a sudden rise in traffic from certain sites or communities they engaged with them and kept engaging with them with regular updates. By engaging with people wherever they gathered they were able to make maximum impact.

And this is just a fraction of the numerous marketing activities that the campaign spawn.

The result?

He was seen as inclusive leader, embracing everyone into his vision for Change, probably best summed up by slogan, Yes We Can.

And now there is a real belief the world over, that there is a President of the United States of America prepared to listen and lead rather than ignore and dictate.

A welcome change for politics, I’m sure you’ll agree.

And once helluva new product launch.

cadbury's ads

I wasn't going to join in with the love-in that is blogging about the new Cadbury's ad. But so few people have offered anything other than uncritical praise for it that I feel compelled to add my view, if only to annoy those who believe love is blind.

I have nothing but praise for the craft behind the ad. Quality casting, great track and the addition of the balloon is genius, but for me something critical is missing, something Gorilla had in spades. And that is.....

...... anticipation. (see what I did there?)

So much of the impact of that ad is in the waiting.

Nice PR idea

A really lovely idea especially for right now, what with jobs becoming more scarce and people no doubt questioning the wisdom of running in the rat race etc.

Lacking a little in execution, if I'm honest (although the video applications posted online is a nice touch).  And it does remind me of Diesel's Junior Lucky Bastard job vacancy campaign, which in turn reminds me of something similar for Johnny Walker we did, also called The Best Job in the World where a treasure hunt across the web led to the chance to live the life of a Formula 1 racing driver. You can see some of the virals here (Beware F1 drivers can't act), here and here.

It'll be interesting to see how this develops over the coming months and whether or not they're able to build additional layers of interest, humour and intrigue to sustain this level of interest.

Already getting some good coverage in the press, including the BBC, Daily Mail, Sky and The Daily Telegraph, too.

If you want to apply, you can do so here. And don't forget to send a postcard

Great t-shirts

One of my intentions for this blog in 2009 is to become a dumping ground for inspiration, so I no longer have to bookmark stuff all the time.  And I think this site which is a blog can kick it all off, it's all about the t-shirt - which are starting to rival the paperback book in fine design.

Inspired

Found out about this via the excellent Digital Example blog. You can read what he said here, or you can read a brief summary in the next few sentences.

Word Magazine asked their readers to nominate their favourite songs of 08 - so far, so what.

The inspired bit was that they also allowed you to sample and then buy those very same tracks.

A great example of an online magazine taking advantage of the digital environment. Here's the article

useful tips on writing via kurt via ben via dan

Dan recommended Ben. Ben recommended these words from Kurt. I think they can be applied to most writing that's short in length. Like the stuff we do.

Great film trailer

In what seems like another life now, I once spent 4/5 years in the film industry and boy is it dominated by fear, conservatism (possibly the same thing) and more fear. Which is a pity because there are some really sharp people working really hard trying not to make it so. So when I saw this remixed trailer from addictive tv, my heart was lifted a little. I love it.

Once you get away from the agents'/artists' contractual obligations and studio executive notes, a trailer can actually be a thing of interest, enjoyment and information. 

I was also lucky enough to see the film over Christmas (nothing dodgy, just one of the many benefits of being a member of BAFTA) and loved that too.

The next wave of TV ads coming your way soon - 1

There was a time when creatives could steal a smart idea from any number of sources; a student's graduation film, some obscure art house nonsense, a pop video, and the like - safe in the knowledge that few would know the source and so their originality could be lavished with money and awards.

In two memorable cases I can think of, the only contribution from 'inspiration' to ad was literally just adding a company's logo - okay so they made the connection between what they saw and a product). And both won loads of awards.

But that was before YouTube hosted everything and made it available to everyone. Which has made being a creative both so much easier and so much harder - oh, the irony.

So, I thought I'd start an occasional series showing the inspiration for ads hitting your screens in the coming months. (Feel free to join in with your own suggestions).

First up is for a sauce, something with the endline:  Make your meal a masterpiece, or something about an artist's palate (getit?!)

See this and/or this

Just a matter of time.

Victim of school bulllies: creativity

Over at the fantastic TED site, there's a great video from Sir Ken Robinson  who points out the many ways our schools are failing to recognize -- much less cultivate -- the talents of many brilliant people.

"We are educating people out of their creativity,"

It's pretty long at 20mins, but well worth it.

A little more on ideas

Just wanted to add this from The Before and After blog to the debate on ideas.

Quoting Voltaire, Good is the enemy of great.

Oh so true.

rejection

Had an interesting conversation with a client this morning, all about being a creative. And he was surprised to hear me say that being a creative is mostly about rejection. Well, if you care about what you do it is.

You reject your ideas. If you're still working in a team, your partner rejects your ideas. Your boss rejects your ideas. Planners, account people, research groups and clients reject your ideas.

So, if you're going to work as a creative, and you should it's brilliant fun at times, then you should grow a thick skin, quickly and embrace rejection.

Reminds me of something someone said to me about sportsmen and women. The best lose more than the rest.

Something for the weekend

Turns out to be a good week for work. Here's an impressive online game full of wit and style from a partnership between North Kingdom and Goodby Silverstein and Partners. I love the attention to detail and the depth of the experience. This was obviously put together by people who cared. Full credit should go to the California Milk Processing Board for stumping up the cash.

rock n roll

I don't know much about Nine Inch Nails. I know I don't like their music. I know I love their marketing  skills.

To launch their new album, Year Zero, they included URL clues on their tour t-shirts which lead fans to websites that described an apocalyptic vision of the US. Memory sticks were found in toilets with tracks on them. Samples of tracks were played on radio stations unannounced in the wee small hours. Telephone numbers appeared on fan sites. All very clandestine, all very brilliant. All very I love Bees.

I wish I'd done it.

there's more than one funny

I was watching TV on Sunday night, Channel 4, all about the 100 best stand ups, it was okay, just like all those of other 100 best programmes, but what did strike me was that there is an awful lot of different comedy out there. I mean, a massive variety in comedy tone. And a lot of it is very funny. Maybe all of it.

Then it occurred to me that in ads, with very few exceptions, there's only one type of humour, spruced up in different clothing for different markets, but it's still only the one type of humour - the sliced white loaf of humour. At best it's funny at worse (most radio ads) it's awful, but it's all from the same vein. Even when comedians are used to appear in ads or voice them, they're very seldom do 'their humour'.

I wonder if there's a comedian's version of Groucho House Club, and if there is I wonder what they say about the ad jobs they're doing?

Coke to sue Coke

Crispin Porter + Bogusky have done it again it would seem.  The joke goes, Coke Zero tastes so much like regular Coke that two representatives for Coke set out to question actual lawyers on hidden camera to gauge their chances of bringing a successful lawsuit against Coke Zero for taste infringement.

Personally the longer edits work best but nice joke none the less.

A breath of Fresh Air

Above is a freebie magazine from Vice. It's for students and while I most certainly can't claim to be one of them I dis pick it up and had a read. And I'm so glad I did.

Not since the first time I picked up an Innocent bottle have I been so impressed by the writing - no lazy adspeak here, no lame jokes, no pandering to the lowest common denominator. No siree, this was a joy; original, funny and risk-taking.

And before you start, well of course, it's for students, it's a niche brand, they can get away with murder  blah blah blah- that's simply bollocks and I'll produce any number of student, niche brand marketing material to prove it.

Sure it's not a tone that's suitable or desirable for a lot of brands (although it is one that's exactly right for them and their audience). But that's not what I was excited by. It was the freshness of picking something up and actually being engaged enough to read more.

Vice writers. I salute you.

A WISE LESSON FROM AN OLD AD

This is a bit like finding a fiver in the pocket of the pair of trousers you've just put on, or discovering an old jumper in the back of the cupboard whose style has just come back in fashion.

An old much loved ad from the past that I had completely forgotten about until I bumped into it on Youtube.

A lesson in life in 30seconds and yet it still does remembers who's paid for it for the brand. Can anyone think of anyother ad that occupies this space. Possibly Adidas, impossible is nothing. Any others? I wonder if you could put a self-help book together made up of only ads?

Shaming the pros?

Some very smart, very stupid or just plain lazy creatives working on the Chevy account over the water came up with the idea of letting the general public come up with an ad to be played out during the superbowl.

As if it's not tough enough convincing people that being a creative in an ad agency isn't one long lunch and/or coke binge but a very demanding and difficult job that requires considerable skill and talent rarely found in mortal form.

All a bit like Faking It. Can you spot the commercial from someone who until two weeks ago didn't even know ads are in 30sec segments?

So, have we creatives been exposed as charlatans, or can we sleep better tonight safe in the knowledge we have been vindicated?  Well you decide.

Google kick ass down under

I saw this  over at Iain Tait's place.  And, as I know I'm read by quite a few Aussies, I'm just going to quote the man in my hurry to get it out there.  (And hope he forgives me);   

Google Australia is celebrating Australia Day 2007 by photographing Sydney Harbour from the air, and we want to make sure as many of us as possible squeeze into the picture.So when you see the Google branded plane flying overhead this January 26th, hoist a sign, arrange your family into a fun formation or just get a bunch of friends together to wave.

Google Australia Day 2007

Nice vid.

Why can't the save energy ads be as much fun?

Thanks for psfk for the nod.

I LOVE SIMPLICITY

I love the simplicity of this.

why I love consumer power

I've just been made aware of the exceptional reviews on Amazon for the above album. Thank you Anna. Thank you.

And then there's the video.