I got home to the mother of all door drops today. It was mainly interesting because I rarely get doordrops that aren't pizza menus or leaflets about swine flu, but these always come in ones. This was the bevvy of beauties (!) that graced my doormat today:
Virgin Trains, Decathlon, the RAC and... UKIP and the BNP? I know you can't control what other brands you get lumped with by the door drop distributer (try saying that after a couple of double Dooleys), but does it have a negative impact to arrive alongside a political party that for many is seen as quite despicable? Of course everyone knows that the companies have nothing to do with each other, but after being put in a bad mood by the BNP flyer, I wasn't as receptive to being sold (mystical) cheap train tickets and cheap sports gear.
Should there be a door drop blacklist - "I will not land on the doormat with those plebs"? Who would go on it?
Ben wrote a post about how we're addicted to variations on 'Keep Calm and Carry on' the other day. Around the same time I spotted the ads below on a bus shelter round the corner from me. Is it just me or are these really rude? They're supposed to be about the police engaging with the community and being available to talk, but that's not a very positive message? Am I completely missing the point, or is this campaign just giving a realistic portrayal of what it would be like if you have to actually deal with the police.
Yay! I've recovered some of my pictures from my trip to Kolkata. Thinking Sontag thoughts about how dependent we are on photos for our memories these days. Also being made to smile by the quality of light in hot countries; even in crappy photos it just looks and feels warm.
You'll be pleased to know I'm not about to share my holiday pics with you (although if you really want to, you can see them here), but did come across a couple of bits and pieces when I was Flickring yesterday.
Are you really allowed to make claims like that? Really?
I love handdrawn graphics on ads (here), and think it's sad that India's great tradition of hand-painted adverts is being lost to billboards. I liked the retro-ness of this cement ad, it feels very Cold War communist to me. I mean, who still thinks dams equal futuristic progress? Actually scrap that, Indians blatantly do - everyone always want to take you to see the dam when you go there. Anyway, the ad i's especially nice when you think steel advertising looks like this:
Went to the rather good Protein Forum last night where Mitch Stratten talked through the making of thatToshiba ad and his time sculpture technique. It was pretty awesome to see how much work went into creating the ad (you can get a flavour here) as the whole thing was done without CGI.
What was interesting though is the comments of my friends, who didn't really care that it was made authentically - 'oh, I thought it was CGI' or 'why didn't they use CGI?'. And that was it. Not anymore impressed than that.
I wonder how many consumers realised the painstaking process and absolute authenticity behind the image? The 'making of' video on YouTube only has 313 views, so I'm guessing not that many.
Anywho, does it really matter if consumers thought the ad was/looked cool? Could they have done the ad for cheaper using CGI and it still have the same effect?
If you are going to take the trouble to do something like this, should making sure people know about it be part of your plan? I think that the public element of Sony's like.no.other work makes the technical achievement more relevant to consumers.
Anyway, a bit of a ramble. Just noticing the different attitudes to the Toshiba ad from the industry types (gushing) vs. non-industry (so what?) puts things into check. We're an industry primed to revere absolute creative vision becuase that's what makes our industry more than just sales, but should we sometimes put a check on it because actually, our consumer doesn't really care?
There's obviously a lot of talk in planning central about the T-mobile ad and its lack of originality. I don't know if all the stick is fair though, not because the ad is a straight lift of someone's idea - it obviously is, but because it doesn't really matter (although it would have been cool if they hired Improv Everywhere to have a role in the creation of the ad).
I've recently been away with a bunch of non-media people and it was interesting to note that they had no clue that flash mobbing existed, so the T-mobile spot seemed as original as Reservoir Dogs did - and that's the most important thing for a mainstream campaign, right? And come on, everyone that knew about it gets to be smug and go on about how they were into it before it was commercial.
While I personally find the T-mobile ad a bit boring, you do have to admit that it's the type of flashmob you'd like to be part of, unlike the real thing which, err, can be a bit rubbish. Who cares if the idea was stolen? Certainly not it's target audience.
Just remember this Jarmusch quote, and make sure that if you're going to steal something from the fringes you steal it first and you do it big.
I don't know if this happens to other people, but a lot of the time when I see an ad, I can be entertained while watching it, but have absolutely no recall of the ad or the brand as soon as 10 minutes afterwards. I find it a little worrying seeing as I work in the industry and actively watch adverts - what about people for whom marketing just isn't that important?
It got me thinking about my youth (totally uninterested in marketing, swinging between wanting to be a forensic pathologist and a fashion designer) and how there used to be loads of adverts that I really liked, and would actually hope to see in the ad break. Obviously no one does this anymore, because you can look them up on YouTube, but I wonder, are the adverts we remember the ones that drive us to do something further than just watch them on TV? This could be just watching them on the internet, visiting a website or texting something or even doing something IRL. Does part of our brief need to be how do we ensure that the viewer follows up?
One part truth, two parts mixer is a digital notebook for Priyanka/@pristyles. Yes, you've reached another planner's blog - but it's mainly full of random thoughts and pretty pictures.
If you're reading, hello - it's nice to meet you.