It is well art directed and interestingly concepted. I wish the writing was better. Something which ties to the idea that, "you thought 9/11 was bad ...". I don't feel that using "The Tsunami" as an example, especially art directed the way it is, works. I guess they mean the Tsunami that ravaged Indonesia a few years ago, but I think that it gets lost in translation.
However, what are our thoughts on using September 11, 2001 for marketing purposes? Cause marketing? Is it time?
I think its ok. It's unfortunate this ad has a few too many flaws to be effective. But, I feel with the right tact, the emotional luggage that 9/11 pulls along with it can be an effective tool to help push social issues, or at least give them a benchmark for comparison. An example would be comparing the 1,000s that died on Sept 11 to the 100s of 1000s that have been massacred in Darfur. Something like that.
Just make sure it all makes sense, and works really well. Even a slightly poor idea or execution will not be effective.
I should mention again, as I did in the title, that this ad was and is not sanctioned by the WWF, and if you do find this ad über offensive and want to lash out, please aim your anger somewhere else. Trust me as a designer, it is sooooo easy to get companies actual logos and rip off their style. In this case it was done by a DDB Brazil creative team, and according to this article from AdFreak, that team is, "No longer with the agency."
They have been thought leaders, digital innovators and downright funny people since I was a kid. It wasn't till I attended a forum with Jeff Goodby and he presented their reel that I realized that they were responsible for almost every ad campaign I have ever been floored by, and that GS&P were probably why I got into the Biz in the first place.
Advertising gets a bad rap. Like lobbyists and lawyers, we are a hated people, until we're needed. The reason being there is noone better at creating buzz, informing, educating, selling and maintaining loyalty than us.
The argument is made that we manipulate people and products so that people are persuaded to buy products they don't need or that aren't any good. And, I won't lie, this happens, but is rarely sustainable. It applies to fads (in a broad sense). I might be able to convince a ton of people to do something once (watch a movie, buy a soda, wear a shoe), but if the product didn't work, I and the company may have lost you for life.
There's a quote I learned while in Ad School. I can't remember if it was a Steve Kopcha original or from the David Ogilvy's of the ad world, but it goes something like, "You can't advertise a shitty product." It falls into the fool me once shame on you, fool me twice shame on me category. Especially in this Facebook/Twitter era, where if something sucks everyone knows.
So, in our truest, purest and least invasive form, Advertising helps people's decision to open their wallet a little or a lot easier. By definition... serving capitalism. We have a place in a capitalist society. And it's not a small place either.
I was sent this article today from Ad Freak by Scott Lichtenauer. He and I tend to really appreciate the life that insanity breeds. The erratic behavior, crazy antics and complete lack of remorse for one's actions often result in the most amazing life experiences.
Under those guidelines, Scott has done a lot more "living" than I have, but the St. Louis doctor that this article, and its source from The Riverfront Times, discusses has most people beat.
Apparently when this Dr. Kalk cracked he went by the book. Total loss of hygiene, delusions of grandeur, destructive behavior and a complete disregard for financial restraint. In his case, he spent a reported $50,000 on advertising (In RFT primarily). This is during a time when his practice was losing $90,000 a year, according to the article.
But, like a phoenix, out of the ashes comes some of the most amazing things. Check out the ads he was running.
Good for him.
I hope Dr. Kalk is getting better. The article reports he has recently been arrested for crimes he may have commited while bat shit crazy, but more than likely they won't hold up in court.
You really should read the entire article though. It's an incredible story of the fall of what appeared to be a promising life of a normal and friendly individual.
My favorite quote has got to be this, said of Dr. Kalk by a burned friend, business partner and the son of a mafia hit man,
"I don't have much of a social life. The friends I got I can count on one hand and with fingers left over ... I really liked Alex. If it had been anyone else, they'd be dead."
Volkswagon has had a storied advertising past, from their iconic "Think Small" from DDB in the 50's, through the cultural phenomena that was the VW microbus in the 60's. They were early venturers in product placement in the 70's with the Herbie the Lovebug films, and through the 80's and 90's expanded their Jetta, Rabbit, Golf and Passat lineups with advertising that was way above par. In the Early 2000's, Arnold Worldwide was doing extremely interactive and fun things with the brand, starting with the launch of the New Beetle and extending that buzz across their entire brand. I remember the "There's a yellow one." ads off the top of my head.
But in 2005, something that happens quite frequently, but isn't talked about much, happened. A marketing executive from Crispin Porter + Bogusky, left to change jobs. As a matter of happenstance, she went to work for a "small" car company called Volkswagon. And when it was time for an agency review, guess what agency she favored. Goodbye Arnold, hello CP+B and more personally, goodbye to my College plan to work for Arnold here in STL.
Anyway, you may remember the "My Fast" campaign, featuring a little humming creature sitting in the passenger seat of thos drivers that find it hard to control their fast. That was one of the earliest CP+B VW campaigns. Subsequent campaigns have featured extremely realistic and often unexpected car crashes, a lot of lame but funny usage of "Germa-nglish" like "Unpimp Mein Auto", and recently a talk show-esque set of spots, featuring a pristine vintage Bug as the host.
No more. C'est la vie.
VW is looking to become more mainstream, and they don't feel that Crispin Porter + Bogusky is the right agency to get them there. I can't help but agree with them. Look, people love to hate CP+B, or at least root against them, but they have done a good job, especially with VW. Adage.com sites that VW's market share climbed:
"to 2% from 1.6% through July, according to Automotive News figures, the result of a 13.5% sales decline as the decimated auto market as a whole fell 32%"
But, I describe Crispin as a "Underdog" shop. Their style and marketing sensibilities cater to clients that have nothing to lose in gaining ground in the consumer conscious and pocket book. Look at Burger King, Dominos and Sprite as examples of that. All of which are chasing giants.
Even their Microsoft Vista stuff screams, "We're not as good, but...
So, for VW, if they want to become a more mainstream choice, and yet maintain their immaculate brand, I don't think that CP+B is the right agency for them.
Many VW lovers are worried about their beloved brand trying for the mainstream, especially as so many mainstream automakers are failing. But, I don't see how wanting a larger market share does not require cannibalizing your niche brand or charm. There is no reason why when someone is shopping for a Honda or Toyota (which are a lot of people), they shouldn't also be thinking VW (which is not as many people). And Honda and Toyota's public perception, brand and quaity hasn't been compromised. At least not as I see it.
VW will find an agency that will do them right. And now is the time when market share is up for grabs as we come out of the recession. I don't fear that they will go the Krispy Kreme route, and toss their brand and let quality suffer for short term profitability. Plus every ad man and woman has dreamed about this "holy grail" of accounts. Anyone who gets their hands on it will handle it with the respect and creativity it deserves.
Sorry I have been out of sorts lately. I was on vacation, where I destroyed at least 5 burritos, frolicked on 2 beaches and took in a whole lot of sunshine in San Diego. Also, work has been crazy lately. We're cranking out a website and promo pieces for Astound Sound. They're an audio software that takes your compressed music and movies and expands the sound without stretching it. Its pretty incredible, and the work we're doing for it is very cool. The new site should be live in a couple weeks. Here's the banner I'm working on now, just to give you a sense.
But also, we found out a few weeks ago that my company NGAGE has merged with an agency known as Hughes, and that we are going to retain their name. Hughes has been around for more than 30 years, and has about 30 clients. Scottrade, our biggest client, will remain so for Hughes, but we are also bringing our other beautiful clients, much needed digital expertise and agency culture/brand. Here's some of our combined work, I did some of it.
As I said, Hughes has been in existence for over 30 years, and has seen at least two generations of Hughes at the helm. They have been profitable, versatile and extremely thorough. They specialize in the front end, and the back end. The research, and the PR proliferation. We are charged with bringing them a better creative product, opening doors in the digital space and most importantly breathing some new life and freshness into the company.
The immediate question from everyone when I tell them is, "Is your job ok?" The answer is an overwhelming yes. First off, I plan to approach the situation like my job is in danger, even though it's not. I'm going to dominate. But, lets go through the list of pluses in my court:
1. Hughes is an agency that falls more in line with my educational background (though I feel like my education may have been a bit outdated), and NGAGE has prepared me for where Hughes and the marketing world is moving. I'm covered.
2. My Creative Director will remain my CD, and immediate boss. This is huge, and if I was jumping onto a whole new creative team, I think I might be a bit more concerned. Though new creative thinking is never a bad thing, it's nice that I am on the inside of this transition.
3. I don't have to move offices again. Hughes (South Campus as we're calling it) is coming here. Which means a new creative floor. Thus less shushing from the AEs and more creatives being creative; collaborating. Never a bad thing.
4. More clients. More variety. We're like Y98 over here.
5. New people, more people. Fresh blood, fresh ideas. More business contacts. More growth potential.
So, I'll keep you guys up to date on how I feel moving forward, but as of now, I'm pumped.
