'06

May you stand out of the crowd this year!

The Christmas is almost here

I hate to see this blog so quiet. Right now we're all taken by the Christmas spirit and kind of busy with the presents, the decorations, the food and the smiles of the loved ones. We'll be back soon to have some quality advertising talks around here. All the best!

an older article by fred&farid

Diana reminded me of this article. I wonder how could I ever forget it ?!?! Actually I didn't. It's somewhere in the back of my head and makes me wanna be better every day...

It is so true "Who talks about the latest advertising spot? No one. Why? Because advertising people are the worst storytellers of all storytellers. Even the journalists have a better sense of impact and entertainment than we have. Hollywood makes better commercials than us..."
[...]
"How is it possible that the advertising break is so boring? It is the only moment when TV is not entertaining. Why does advertising not respect the same rules as the other TV programs? Every program on TV wants to have an impact, to be entertaining and to touch the widest possible audience, except commercials. Lets admit it: advertising is thoughtless, boring, annoying, irritating and stupid.

It is sad, because people should love advertising. It is the only moment when the media are honest with us. Think about it: it is the only moment when we know who benefits from the pictures we watch. Each ad is signed with a logo. So it is clear."

And here's another true, very well put observation: "Advertising is a weapon of mass creation."

Through out the article you'll see there is hope for us, the advertisers plague...but more of us should pay attention to other people's point of view, listen more carefully, dare more, get out of the confortable circle of predictability we all have build around our daily lives...I guess...

Have you ever thought Pepsi and lubricants together?

Let's see! Drink Diet Pepsi, get thinner, fit in smaller places.
Use Rutscher and...hmm - not suitable content. Starting over. If you want lubricants - for God knows (maybe God shouldn't know) what reson - use Rutscher.
So, in the right corner, old but dandy, wearing silver shorts we have THE CONSEQUENCE and in the left corner with no shorts, but lot of action goin' on, there's THE DEMONSTRTION! Taraaa! Let's see who wins! I'd say they both have a clear and witty voice when expressing the message, but it's for you to decide which one you like better (I'm refearing to the ads, not the products! Don't get confused, I know it's a tricky one, but do focus!) . For me is the Pepsi ad. It surprised me more to see the bottle used when advertising the can. But that's just me...

Great minds think alike :P

With this kind of thinking (and applying also) Wieden&Kennedy (Tokio in this case), charmed us both, Diana and me :)
Read the whole article ("How we work") here or some of it we found essential, down this page:

"Advertising can and should make people think.

Communication is a conversation.

Chaos breeds creativity.
The best ideas don’t come from a process, but are the result of an atmosphere where unpredictability, chaos and creativity are encouraged. That doesn’t mean there can’t be a process, it just means that we don’t let the process get in the way of good ideas.

Briefs should be a jumping off point, not a contract.

Be courageous enough to recognize that and let genius happen.

Reward failure.
Never lose your capacity to invent and learn because it becomes too risky. Take risks.

Let the marketplace judge success or failure. Don’t rely on research to make decisions, but to inform your thinking.

Keep it fresh. Break the rules. Never adhere to the status quo.
One of the problems with advertising is how categories develop a standard -- an unspoken belief system so that all cereal commercials need to sound like cereal commercials. But the real power comes when you can break with that belief system and treat the category in a fresh manner.

Life is too short and competitive to spend time in debate over nuance.

Immediate and gut feedback on creative work is critical to keeping the process moving and creative people (both client and agency) motivated and engaged.

Media is a strategic weapon.

Think like an athlete. Without risk, there is no genius. Go big or go home. No guts, no glory.

Failure isn’t in losing, failure is in not trying. "

crazy little unreal creatures

I was browsing through agency sites earlier today and reached the conclusion I like the ones that have some sort of a fun concept. And if that concept includes cute little crazy unreal creatures it's even better. That's because they create a story around the mission and the values of that agency and make these boring stuff....hmm not boring, but all so friendly and fresh. : )
So you might want to check the strawberry frog (see their really fun and smart book bout the story of the strawberry frog and the big dinosaur) and the delicious monsters which indeed are delicious.
One can say a lot bout the spirit of an agency only by looking at their web sites. And this right here is the sort of spirit that i feel connected to.

Having balls can help you color the world

Fallon London is the agency that helped Sony launch the new Bravia LCD and 3LCD range TV.
The ad is just the way they intended to make it - fresh, discret, colorful and straight to the point. It's really interesting they have a web site dedicated to the making of the commercial. Nothing should be wasted, right? The whole show was shot on the streets of San Francisco by Danish director Nicolai Fuglsig.

second post of the new era!

As you probably know (if you read previous posts) Diana is the strategy Master and I'm the copywriting God. That's in like 10 years or so...but we like to dream, "what can I to say"? : )

Why am I here now, writing all this? I think there's always more than one reason to all things. Hmmmm....so they would be: frustration at my workplace, passion for advertising and yellow people [that's how I like to call highly creative, idealistic, opened, true and joyful spirits], determination to finnaly act on my desire to become better on copywrting and life handling, the need to grow and get to know more bout myself, people and stuff that matter to me, the faith that life can be great, curiosity and fun, yeah, let's do not forget fun!!!
So let's have fun and see what things make us spark in the dark!

more feet

Here is a campaign that I admire very much. It's for Buckle my shoe - kids footwear and is made by Saatchi and Saatchi London. Some might say it's crazy and sadistic, I say it's provocative, courageous and incredibly fresh. The illustrations are made by Camille Rose Garcia after the agency made a worldwide search. And look what the satisfied Client says:
“We are thrilled with the end result! Our aim was to work with Saatchi to create a revolutionary concept for footwear advertising, and do it with a real sense of humour. I believe the adverts reflect the Buckle My shoe brand with complete success.”
Nick Rayne, Founder and director of BMS