I wanted to write a response to Jessica’s great coverage on the One Show

The first lesson you learn when you pursue a creative endeavor for money is that you have to be willing to “kill your darlings” to set aside your great idea should someone want to change it.

When I was first taking concepting classes, I was the only one not working in the industry in some capacity, and also the only one not able to recite line and verse of last year’s One Show winners. I found it almost freakish in a way.

I’m not totally against using these as a guide post for your work. In fact, my class partner at Book Shop, Kari Yu was a finalist this year in the college competition and I was happy to see her on the list.

I didn’t start in advertising, it honestly wasn’t my lifelong dream. I got my start in another creative field and then got into advertising. Something I’ve learned–acting classes, screenwriting trade magazines, etc. can be a helpful tool and help you with the technical aspects of your craft, but if they also make you second guess your natural creative instincts.

I also find if you watch or immerse yourself too much in some creative endeavor, two things can happen–you become a less interesting person, as all you talk about is “your passion for the industry” which after a while is the equivalent talking about how sausage is made. No one’s interested in how the pig gets to market, they just matter if it tastes good. There’s a natural progression that happens–start learning craft, get to the point where it’s all you can talk about with each other, eventually get the point where you burn out talking about it.

The other danger, which I learned the hard way doing stand up comedy in my late teens and early twenties is you’ll find other people’s great ideas seeping into your own work, either consciously, by people who have no soul, or unconsciously, by well meaning people who make an honest mistake and honestly think they came up with the idea. Then you fight a two front battle, coming up with your own great ideas, while systematically fighting off other people’s ideas that enter your head.

Imitation is only flattery if everyone knows you did it first.

Or even worse, you start comparing your work and feeling inadequate, which can be more harmful in the long run.

Like anything else, being a well rounded individual can only feed your creativity, so I shudder when people tell me I “have to” look at the new Communication Arts and hear them deconstructing every ad that’s between the covers. In my case, ignorance may be bliss.

Conversation is always welcome.

Technorati Tags: One Show, Communication Arts, Cannes, Golden Pencils, Ad Shows, Sacred Cows, I like talking about myself, How much you wanna bet I can throw this football over them mountains

Check out this new ad by London-based CHI&Partners for their client, Drench, a bottled water brand in the UK. In this Napoleon Dynamite-esque spot, you watch as a marionette impressively dances across a stage to “Rhythm is a Dancer,” by SNAP!. The puppet featured is Brains from the hit British TV series Thunderbirds from the 60s. The name Brains cleverly works with the product’s positioning that since your brain in 75% water, you should keep it topped up and it also brings back the marionette animation that the TV show was known for. For those unfamiliar with the show and character, enjoy the spot for the entertainment factor. And for those who know Brains, well, this one is for you.

 

Technorati Tags: bottled water, Drench, Thunderbirds, Brains, hydration, advertising, London, UK, Napoleon Dynamite, SNAP!, commercials, TV, advertising

Last week, I posted a blog about the announcement of this year’s One Show winners. I received a comment questioning my belief that winners of The Golden Pencil help to shape advertising to come. In this post, I’m going to share with you why. Just today, while brainstorming with fellow creatives at work, we flipped through this past December’s Communication Arts Advertising Annual for inspiration. It is my personal opinion that things like the Ad Annual, The One Show, Cannes Lions and the Addys are all important in shaping what’s to come in advertising. Why, you ask? Work from all over the world is looked at with these competitions. Some of the best ads I have seen in my life have received this coveted awards, and I can only hope to one day have one of my own. I’m not saying they shape advertising in a sense that these brilliant ideas will be ripped off and re-done, etc. but that when I look at ads like this, I feel inspired. It makes me want to think outside of the box… to be the next to come up with that great idea, that great execution or that great headline. While all out there may not agree, that’s fine. But I can’t believe you could have your heart and soul in this industry and truly not trying to create award-winning work. To each his own, but I will always stand by my previous post and this one. As a special treat, check out some of my favorite winners of last year’s Cannes Lions - as the 2008 festival will be upon us sooner than later!

  

Technorati Tags: awards, Cannes, Gold Lion, Grand Prix, Addys, One Show, One Club, advertising

If you haven’t heard it yet, Facebook is the latest hit social networking site that has been the cause of all the commotion these days and a lot of the people endorsing this are the youth. Now with that said, this is a wide area of opportunity in getting ads across which apparently are being abused by some sectors, most notably the credit firms.

It has also set up a Facebook group, called ‘Debt can seriously cramp your style,’ to warn people of the dangers of getting into debt.

A spokesman for the charity said: “It is such a popular method because they can target young people, with whom the site is so popular.”

(Source) Telegraph.co.uk

Facebook has its share of aggressive advertising campaigns due to its immense exposure. But if it fails to double check the companies seeking ad spots, it may just hurt them in the end.

Technorati Tags: facebook, advertising, credit, opportunity, ads

Remember that old thick yellow book you have beside your telephone? Well thanks to technology, a new way of trying to serve the public and not lost the growing list of companies who need information and advertising as well has been announced.

Apparently, the online market is growing and this is a clear sign that providing service in the form of advertising across print, online and mobile platforms. With the apparent growth of the market, the Yellow pages sees this as an opportunity to expand its market by penetrating the advertising needs of the online communities today.

Yellow Pages chief executive Dudley Enoka said his company was in talks with several other online players regarding partnerships, and he expected announcements would be made shortly.

He said customers were increasingly looking to diversify their advertising across print, online, voice and shortly, mobile platforms.

“We’re immensely proud of our heritage as a business based in print and we are still seeing excellent growth there.

(Source) Stuff.co.nz

Technorati Tags: yellow pages, online, market, advertising, technology, information

You know when I think of troubled third world nations who need our help, I can only think of one celebrity who might be able to adequately convey the pain and suffering of living in a disaster ridden country ruled by a junta.

KIM KARDASHIAN!



Unfortunately, this ill-advised Public Service Announcement does less for the poor people of Burma and more for illiteracy. As. she. remembers. what. was. in. the. script.

I don’t watch their reality show, but I know Mom married Bruce Jenner, former awesome Wheaties spokesman and the man who spawned the “Princes of Malibu” (and “please make famous” Hills “star” Brody Jenner). So it’s like a perfect storm of fame-whoring suck.
. Dad on the other hand, was OJ Simpson’s lawyer. So in other words, everyone has a deal with the Devil

A sack of hammers could beat them all on Jeopardy.

I’m not against celebrity PSA’s per se, just ones where celebrities with no real higher education try to lecture me about stuff (looking at you DiCaprio) and to seem more caring than the common man just because they have more influence.

Here’s a good primer on what good PSA’s involve.

A good PSA, even if you don’t agree with the content.



Simple, straightforward, to the point, and fairly genuine, which I think is the key to a good PSA. Kim Kardashian couldn’t find Burma on a map with 3 guesses and an encyclopedia.

Technorati Tags: PSA’s, Burma, Kim Kardashian, Bad Spokespeople, Tom Hanks

One thing you will notice in advertising these days is that many companies look at the available talent in the market to cast in commercial productions. But the real question is, do you really need to pay high costing ads to make sure that they get the right mix in producing these ads?

There are various ways to get through commercial advertising and this can be done through creative wizardry. You just have to think outside the box, use resources like technology and representation in other forms such as this one which makes use of balloon dolls that can capture the whole essence of the product being advertised.

Levi’s - Dolls
by YforYerom

Technorati Tags: advertising, levis, jeans, pants, dolls, commercial, technology, balloon

First email spam, now cell phone spam.

The New York Times has your hook up:

The fees that customers pay to receive messages are a source of profit for the phone companies. It is hard to estimate how much they make. Many consumers pay for a monthly plan that allows them to send and receive large numbers of messages. But for those without a plan, getting as few as 10 unsolicited text messages a month at 20 cents each would cost an extra $24 a year.

Communications companies say they are not interested in spam as a profit center. They want to one day exploit the power of customized advertising on mobile phones, and tawdry spam pitches threaten to make their customers hostile toward all commercial messages. The companies are trying to head off the

That’s just b.s. If they weren’t interested in this spam as profit, they wouldn’t allow it in the first place. Anyone who has had an accidental internet pay-per-use charge can tell you how unsympathetic the cell phone industry is to your plight if you get a message that links to a video of some sort that ends up costing you 400 bucks (he speaks from personal experience). Plus, since regulators have had a tough time getting rid of email spam, I don’t suppose the vigilance for cell phone spam will be there. Phone companies already sell my information to interested parties, why should I take their word that *NOW* they’re not in it for profit but rather research purposes on the extent of customized advertising.

I love technology but all this meddling is making me want to find a cabin in Montana and start writing my manifesto. Preferably on a typewriter, which is immune to porn spam.

Spam spam sausage spam

Technorati Tags: mobile technology, cell phones, spam, stuff that sucks, Monty Python nerds

We all know how it is to make the unique concepts in the world today and apparently, putting a touch of drama into the commercial advertising flicks we see today is something that will capture the attention of most consumers to date.

Products often have to create catchy storylines for them to get noticed. It all has to be in line with what the product has to offer and once compiled, you will find that your creative commercial can be a hit advertising medium especially if placed and targeted towards the proper audience it should be effectively exposed to.

Clean advertising by VAGABONDDZ

Technorati Tags: clean, advertising, medium, commercial, concepts, drama, audience

Tag clouds are a questionable way of browsing the internet. But applying the same concept to branding yields entirely different results. Brand tags is the brainchild of Noah Brier, and is based on a relatively simple idea:

The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.

Visitors to the main page are presented with a logo/brand and asked to describe it with one word or phrase. pretty simple. It’s interesting to browse through the results… and not entirely surprising. Take a look around and add to the project. It’s rapidly expanding as you’re reading this. And you can skip the splash page and just start browsing here.

If there is one thing that will really help you get our political aspirations towards better heights, television advertising is a best bet to get the job done. Not all people can afford television advertising due to the cost of having one. Secondly, it is not merely a matter of producing the ad itself. It also includes being able to get the desired time slot that will surely be hitting the proper voters who will know that you are running for public office.

Such is an issue that many call as dirty but advantageous. But if you have the funds to support your ad campaign and likewise avoiding any potential discrepancies on election requirements, then by all means use advertising to boost your political campaign!

Federal rules requiring candidates to have access to similar television audiences forced stations to bump some advertising from their traditional clients. In some cases, it was purchased months in advance and in a highly sought-after spot.

(Source) Business Weekly

Technorati Tags: television, political, voters, advertising, campaign

Posters are known to have their share of gaining attention and with the matter of prostitution placed on the table, it should not be surprising if some sectors would become wary of this growing pain and deprivation for the younger kids of today.

Prostitution is something that many despise. Some people even go around the bush in trying to avoid this delicate issue that usually burdens the youth. It is apparent that prostitution is something that society can do well without. All it really needs is proper awareness and orientation so that people will not forget its impact on society today.

Mr Coaker added: “These women are being treated as commodities and are sold, controlled and exploited by others for a profit. This is totally unacceptable.

“The advertising campaign we are launching today should help draw attention to the plight these women face and make men think again about what they are doing.”

(Source) BBC News

Technorati Tags: posters, prostitution, advertising, campaigns

HDTV is coming. The routine ads on broadcast TV continually remind us of that fact. But BBC is reminding their viewers in a slightly different fashion:

Kind of blows other “introducing HD” ads out of the water. And while it vaguely reminded me the Michael Bay Verizon FIOS ad, it leaves me with a different feeling (i.e. more HD, less Bay). I’m willing to bet as HD channels proliferate and broadcast switches over to HD, we’ll be seeing more explosions and special effects in commercials.

But for the moment, I’m just going to kick back and enjoy it.

[via the Lunar BBDO blog]

One thing that advertising needs to accomplish is the message should be loud and clear. Making promotions and supportive marketing aids are evident these days but unless the whole logistics of proper delivery of the message that the whole campaign should do, chances are the whole advertising effort will go for naught.

Clarity and short messages. That is the best way to describe effective advertising these days. People have no time for long and boring ads. Get to the point but make sure that it is understood loud and clear! That is what advertising is all about.

Technorati Tags: advertising, logistics, clarity, messages, loud and clear

The accusations of photo retouching could have been devastating to Ogilvy, Dove and Unilever. Today, all have released statements along with Dangin, the photo retoucher and Annie Liebovitz, stating that the women in the Real Beauty campaign were not retouched. Dangin, however, has admitted to working on the Dove Pro-Age campaign but only to remove dust and provide color correction - neither of which destroy the integrity of the women in the photographs. So, world of advertising and BMA readers - you can all rest assure that Dove and it’s Real Beauty as well as Pro-Age campaigns do exactly what they are supposed to… give real women a sense of inspiration and beauty.

 

 

Technorati Tags: Dove, Real Beauty, Pro-Age, photo retouching, digital altering, photography, Annie Liebovitz, advertising

 

For those of you who are not sports fans, you may not know the awesomeness of one Charles Barkley. As a player in the NBA he played above his capabilities to be a dominant power forward in a small forward’s body. As a commentator on TNT, he is honest and forthright without any niceties.

As a pitchman for T-Mobile his commercials with Dwayne Wade are funny and bring out his personality.

Technorati Tags: T-Mobile, NBA, National Basketball Association, Turner Network Television, TNT, Dwayne Wade, Charles Barkley, Live Television, I’m Ron Burgundy?

This week has hosted the 2008 One Show, hosted by the One Club. Although the official last day is tomorrow, last night was the One Show Awards. These awards and winners are known to shape advertising for the next year to come. Here are just a couple of my favorites:Gold - Newspaper or Magazine Single Ad - WWF Thailand “Tree”, Ogilvy & Mather Bangkok Gold - Single TV Commercial - Halo 3 “Diorama”, McCann Worldgroup San Francisco For a full list of winners, Gold through Bronze as well as as Merit, click here then select the link for Download One Show Winners List.

Technorati Tags: One Show, awards, advertising, marketing, branding, campaigns

Contract disputes can be a pain especially for chosen endorsers and in this case, actress Uma Thurman sued Lancome regarding an advertising dispute. Apparently, the French cosmetic giant has made quite a profit from using her name and likeness despite the lapse of the contract between the two.

Many people would care less if such a boom would be evident. But in this case, Lancome continues its advertising ways despite the end of the contract with Thurman which the latter resented. In the world of showbiz, you have to honor your contract. If not, expect heads to roll. Such is a familiar face in the world of advertising and promotions.

The “Kill Bill” star said in her lawsuit that Lancome Parfums et Beaute & Cie boosted its worldwide sales and enhanced its “prestige, stature and bargaining power” by helping retailers and others use her name and likeness in advertising and promotions after her contract expired.

The suit seeks $15 million in damages.

(Source) The Associated Press

Technorati Tags: uma thurman, advertising, promotions, lancome, cosmetics

There was an article in yesterday’s WSJ regarding the new marketing and branding campaign for Citi appearing in the midst of credit-market turmoil and economic uncertainty. The answer to branding problems? Head back to 1978 and dig up a retired slogan. After researching, Citi determined that the best course of action would be to “revitalize” their classic slogan, “The Citi Never Sleeps,” although cleverly dropping “the” off the tag. From the WSJ article:

The ad push comes as the New York company has been on a cost-cutting drive, even slashing its dividend. Citi, which declined to say how much it is spending on the new ads, says it went to great lengths to save money on the campaign. It says it used leftover footage from a previous shoot instead of opting for an expensive new commercial shoot, which often involves extensive travel to far-off places. It also used a piece of music the company owns and has used in commercials before.

So one has to wonder - is Citi “never sleeping” out of a cognizant branding choice? Or rather struggling to find a new voice without the proper means to develop one? Either way, we’ll be seeing more of the Citi that doesn’t sleep in the coming weeks. Will the nostalgia prove comforting or merely confusing?

This morning, I checked my email as usual and opened up my daily AdAge email. The first thing I read is an article about how Dove’s Campaign for Real Beauty might not be so… real. It has come out that renowned photo retoucher, Pascal Dangin, may have had something to do with Annie Liebowitz’s final photos. After Dangin was featured in an article for The New Yorker, the writer, Lauren Collins, found out that Real Beauty was a Dangin job. Of course, there is still doubt out there about the extent, if any, of Dangin’s involvement and if he worked with Liebowitz this time around.

 

So what will this mean for Dove and even Ogilvy? While something like this could definitely cause an uproar, I wonder, from a personal stance, how this will really affect how women will look at Dove products. In my opinion, okay, so they were touched up. But when I look at the photos I still see women who aren’t stick thin, have curves, wrinkles, tattoos and other “imperfections.” I still see real women. I see a woman, that if I walked out of my house right now and started walking down the street, I would run into in my little town.

 

In the same breath, we all remember the award-winning “Evolution” viral video, one that takes a stab at the act of photo-retouching.

 

Hello, hypocrisy. So, as a woman, what am I supposed to think about this? What is Dove trying to tell me? It’s okay to be real but only so real? Maybe I should be okay with not being a size two but not too okay with it? Maybe I should be self-conscious about a blemish but that tattoo I regret is okay? I’m interested to see how this story unfolds but in the meantime, how do you all feel about this coming out? 

Technorati Tags: Dove, Real Beauty, viral, campaign, beauty products, photo retouching, airbrushing, controversy