30 Nov 2011

Where Out Of This World?

Like Muller before them, here's another client spunking what I can only imagine is a truckload of money on a massive big brand tie-in (though I note that they have to plug the new Star Wars DVD, too) - with little thought actually going in to creating a memorable ad.



It basically consists of "imagine if Darth Vader was the boss of PC World", and that's it. None of the ideas are especially amusing, from the crushed car to the boiling drink (note the obvious cutaway) to the haircut.

"Perhaps I can find new ways to motivate them" says Vader of his staff. The scriptwriters clearly couldn't think of any, so just said something about a laptop and left it at that. Surely someone at M&C Saatchi could do better?

I'd suggest how to improve it, but I've never seen Star Wars, so I'm not the best person to ask.

Simon Pegg has seen Star Wars though. This is what he thinks.

29 Nov 2011

Smile For London poem

A little creative writing for once. It's done in a bit of a hurry, and it's possibly very bad, but I'm pleased with it under the circumstances.

The "brief" was to write a short poem for the Smile For London campaign, which puts up adverts in tube stations  to cheer up commuters - starting on the so-called saddest day of the year.

I'm waiting to hear if my poem is selected, and if so, what visuals they'll put with it. Anyway, here goes.

Find a London Victoria train
That passes over Coldharbour Lane.
Just at the apex of the track
Look left, and you'll be looking back
To own the parks, the homes, the streets
Where stories start and moments meet,
To declare your victory foursquare -
A second's term as London Mayor.

Miracles of the Future (from 1950)

Been a bit slow with blogging as very busy this week and internet connection in the School has been intermittent, so time to get back to it.

I just love this kind of thing - it's a bit of a truism how visions of the future are always more interesting for how they reflect the fashions and dreams of the present, but it's fascinating nonetheless.

Click here to read the article on Retronaut. They must be surprised to discover we're still using cream and razors to shave our hairy faces, and that disposable soluble plates are not the norm. My particular favourite is the method of cleaning rooms - hose everything down then dry it all with a blast of hot air.

Of course, being a 1950s vision of the future, the cleaning is all done by a "housewife".

And no one ever predicts the internet. It's like the Hitch-Hiker's Guide To The Galaxy - in that book, roving researchers make entries for a galactic encyclopedia, but the book, though electronic, is not remotely updated - you have to go and buy the new one.

It just makes you wonder - what is it that we're not predicting?

25 Nov 2011

Ad Breaks, Tweet Breaks, and Zeebox

Sometimes ideas are right under our noses.

I've been watching TV with a laptop on my lap for ages now. I get Guardian minute-by-minute or over-by-over commentary while watching sport. I even follow the X-Factor live blog while watching the programme. I follow #masterchef while it's on. For many, following the twitter debate is an essential part of BBC Question Time, though I find the most essential thing to do is turn it off.

It's called the "dual screen" experience. And a new app / site for laptop and iPad (and soon iPhone) called Zeebox aims to take advantage of that. It shows you the most popular TV programmes by social networking activity, then shows you a Twitter feed filtered by hashtags. With certain TVs you'll even be able to use the app a as the remote control.

You can comment at any time and it automatically adds a hashtag and posts it to your twitter feed - and you can also reply to tweets. However, somewhat weirdly, it connects with Facebook and only lets you connect and chat with Facebook friends - which in my case are quite a different set of people to those I interact with on Twitter.

Its founder, Anthony Rose, has noted that twitter activity spikes during ad breaks. We tweet while we watch and  watch while we tweet. He's got a team of former BBC iPlayer employees, and a deal struck with a charming new TV show called Desperate Scousewives.

But I don't think this is the tipping point for a Social TV revolution. Nothing that it offers is anything you can't fairly easily achieve yourself within Twitter - and, as in my examples above, it can't bring in liveblogs and comment from popular websites.

The extra features revolve around "zeetags" - the site explains: "when it picks up references to things on a show, like Tom Cruise, armadillos, Late Victorian sideboards or Usain Bolt, it puts them up as zeetags. Hit the zeetag and it brings you the lowdown, from Wikipedia, Google or anywhere else you want to go on the web." However, it doesn't yet offer more than you could get by, you know, searching on Wikipedia or Google, and Brand Republic suggests that the real purpose of these tags is to measure the immediate effectiveness of product placement by offering "buy now" links for goods mentioned onscreen.

More thoughts on dual screen coming soon...

23 Nov 2011

Now I'm DEFINITELY in the festive mood...

...and it's all thanks to Euro RSCG London, who've produced a series of sponsorship idents for Christmas programming on UKTV and Dave.

Why? Because unlike the vast majority of idents - see the much complained about Aviva ads for Downton Abbey and the execrable Phones4U slots during Harry Hill - it's simple, unobtrusive, doesn't try too hard to be funny, and gently makes a point about the product each time.

God bless us, every one!

22 Nov 2011

This will definitely help end poverty.

"Anti-poverty campaigners are parodying the life of George Osborne in an internet comedy series that follows the "bumbling" chancellor as he takes street-dance lessons and struggles with fad diets."


No.

No no no no no NO.

Hard to know where to start, but perhaps with the mild suggestion that they should have made it funny.

Secondly, I would gently venture to suggest that making puerile attacks on the Chancellor of the Exchequer isn't going to make him any more likely to do what you want - and will make a lot of people think that your campaign is simply a politically-motivated attack rather than a genuine attempt to alleviate poverty.

Lastly, there's barely any connection between the sketch and the message - so if you make it to the end, you just have to read the rather lengthy pay-off.

The film should be part of the solution. This just adds to the problem.

21 Nov 2011

RKCR, you are really spoiling this product

Actually, I suspect what is going on here is a client problem. You can't just re-position a brand when it's, erm, ambassadorial image is so ingrained in the minds of the public. But someone somewhere decided that a 30-second ad slot could convert Ferrero Rocher from a kitsch gift to a sophisticated middle class party delicacy. It's actually more preposterous than the original.


It's also about 4 times more boring and 7 times less memorable than the old ads.

Can't we have a Christmas ad with some speed metal or really dubby dancehall, or something? I tire of these winsome ballads.

19 Nov 2011

Sainsbury's Bags For Life

"Why do we have so many Bags For Life?", called Mrs Cutcopywrite from the kitchen.

We do have a lot. But if I collect enough, Sainsbury's will make me immortal.

Bags. For Life.

Live Well. For Ever.

18 Nov 2011

The Future Of Advertising video

A video I made to promote Dave Birss' "The Future Of Advertising" podcast - which he is putting on hold until a new agency sponsors the School of Communication Arts.

It was just based around the simple premise that the industry needs to put energy and investment into self-renewal.

17 Nov 2011

Lea and Perrins

The new worcester sauce print ads, by M&C Saatchi, are a little like Lurpak in terms of art direction, in that they make the food the hero, and go all out for appetising irresistibility.



What's great is that the copy reveals a truth about the product - you really do add it to your cooking to add a dash of flavour. It's pretty essential in Shepherds Pie, and I recently used it to liven up a rather uninspiring Chili Con Carne. In fact, I wouldn't be at all surprised if the ad was aimed at people who already know this - either to drum in the habit, or nudge them to share the culinary tip with friends.

Also, putting my SCA student hat on, good visual mnemonics - colours, font, and decorative border all mean no need for a big logo or big product shot.

15 Nov 2011

Oh Brothers (What The Shitting Fuck? #4)

This one is mental, in strategy, copy, and execution.


Firstly, toffee apple. No problem with that as a drink flavour, it's a nice idea. But it's surely one most associated with a specific event - Bonfire Night - and yet it's not even released until 25 November. If they'd made a spiced mulled cider that you heat up, I'd be listening.

Second, the line doesn't even make sense. Is winter - the season of Christmas and snow - really something that people hate that much? I think it has a certain romance to it. It's certainly not "odd" to get a taste for it.

Lastly, the copy says "winter", but the art direction says "night time". Not the same thing. And the bottom of the artwork in particular, with its sinister yellow silhouettes on black, looks more like a Neighbourhood Watch poster.

I've never heard of the agency, Skonka, before. I suspect we won't be hearing a lot more from them.

12 Nov 2011

Lewis of John Lewis

I love The Smiths.

I love "Please Please Please Let Me Get What I Want" (though I prefer the original).

And, unlike a number of Smiths fans, I love this ad.


A lovely, heartwarming twist, nicely paced, and held together by a genuinely great performance from a young lad called Lewis McGowan. I'm going to remember that name because he's a star.

11 Nov 2011

"Inherent in the future is a fetishisation of the past. Discuss."

Note: this question arose from a discussion on Twitter following BBH Labs' "Tale Torrent" event, a collection of stories about the Internet which (I had noted) had involved a great deal of nostalgia. Thanks to Rishi Dastidar of Archibald Ingall Stretton for the challenge, which I will take on in a loose, disjointed way before I collapse in exhaustion.

What was the deadliest conflict in the history of the world? You'll probably think one of the World Wars, and in fact the Second World War, by any estimate, killed more people than any other in history.

But there's another way to slice the numbers, by factoring in historical levels of world population. Even at its highest estimation, the Second World War resulted in the deaths of 3.1% of the population. But although the An Lushan rebellion of 8th Century China was responsible for fewer deaths, it still took out a staggering 14-15.3% of the people then living on the planet. 5 centuries later, the Mongol conquests wiped out somewhere between 7 and 17%.

In fact, if you order armed conflicts by the percentage of the world's population killed, the 2 World Wars are only at 5 and 8 - and they're the only 20th Century conflicts to make the top 10.

We are, as Steven Pinker tells us, living in the most peaceful time in our species' existence. You'll also see figures from this video showing how rates of violent death in current hunter gatherer tribes far exceed those of western society - giving us an insight into death rates before records began.

So what does this tell us?

Clearly fetishisation of the past is prevalent, or else this information would not be surprising. Instead we are bombarded with messages of moral decline, educational decline, rising criminality, and economic armageddon. We're going to hell in a handcart, as we are regularly told by well-paid tabloid columnists, and we should go back to the way things were.

But is it inherent in the future? I'm going to alter that a little and say that it is certainly an inherent result of progress. We largely aspire to live comfortable lives, and breaks in our routines cause disharmony and chaos. Note the reaction every time Facebook makes a minor change to its layout. Because we fail to fully understand the new developments - and it will only ever be an elite few in this position - we worry that they threaten our habits and our way of life, whether it's where you click to get your messages, or whether your children will ever make real friends.

My old (in both senses of the word) boss used email every day, because he understood it and could relate it to the past - i.e. the simple act of writing a letter. But, however much I tried, he could never get his head around Twitter, which to him was irrelevant people saying irrelevant things all the time. What he couldn't grasp was that the past was just the same - if you could listen in to every telephone call made in the 80s, you would doubtless hear an awful lot of inconsequential nonsense. The difference is that technology now allows us to do just that, and we have to learn to apply our own filters.

But even that is actually the wrong way to approach it.

What we need to do is relate progress not to the past, but to people - to human needs and instincts. And these remain virtually unchanged over the centuries. The need to communicate. The need for artistic achievement. The desire to share creativity. Because if there was one thread that emerged from the "Internet stories" at Tale Torrent, it was that they almost all concerned relationships between people. From James witnessing his Mother finding long-distance love, to the imagination of Rachel's daughter, to J. Nicholas Geist seeing a friend come out of his shell thanks to World Of Warcraft, human relationships were at the heart of the matter throughout.

So my answer to the question is "probably, but it's up to us to change that". It's up to communicators and early adopters to take out the technology, and instead discover the human need it fulfils.

Right, I'll leave it at that. It's late and I have to present work on STDs in the morning. If I get chance, I might look at the psychological urges behind nostalgia, and what actually goes on when our brains are confronted with progress and novelty.

9 Nov 2011

Memorable Quotations from last night's Creative Social

Attended a Creative Social event at LBi London last night entitled "Creative Looting", all about where ideas come from, and where the line between inspiration and stealing lies.

Some memorable phrases from the night, some very much paraphrased:

"Bet he could top cosmic boy!" - a perhaps unintentionally homoerotic frame from one of Tom  Eslinger's childhood comics.

"Put ideas into the client's head so they think that they thought of it" - Liz Sivell gets underhand inspiration from Derren Brown.

"[The] PC is the LSD of the 90s" - Timothy Leary, via Andy Sandoz.

"Keep digging" - Dave Bedwood on finding ideas. Which made Tool's "Stinkfist" run through my head for most of the rest of the evening.

I'll keep digging 'til I feel something...
Elbow deep inside the borderline
Show me that you love me and that we belong together


"The Apprentice is the ultimate MacGuffin" - me, while listening to Nathan Cooper go through the 7 types of story (tragedy, comedy, monster, voyage, quest, rags-to-riches, and rebirth). Think about it - no-one remotely gives a shit who gets to work with Lord Sugar, that's just a device on which to hang their grotesque personalities and ego struggles.

Last word for Dave Bedwood, I think.

"You just have to be good".

Thanks to LBi for the free beer!

8 Nov 2011

Not the face! Not the face!

Spotted a quotation that resonated with me in one of Dave Trott's recent campaign blogs, from Mike Tyson:

“Everyone’s got a strategy, until they get hit."

It reminded me of Buddhist Ben, a Buddhist called Benjamin, who visited our School early on in the year to talk about "mindfulness". I was more interested in his martial arts titles, and his streetfighting past, and about the kind of mental state one needs to own or achieve in order to take a punch in the face without falling over, or at least falling to pieces.

It's easy for us to fantasise about it. Some nasty type squared up to me recently at a bus stop for accidentally getting in his way, and I've thought numerous times about knocking him out with one blow, or alternatively wrestling with him and pushing him into the road into the path of an oncoming vehicle.

Of course I just backed down and apologised straight away. I didn't even say what I wanted to say, let alone do what I wanted to do.

The best-laid plans of mice and men etc.

And that's why I find boxing so fascinating. I can't stand youtube videos of painful pratfalls and skateboarding spills, or people getting hit in the face. But I can watch Manny Pacquiao overcome an opponent with skill, speed, strength, bravery, and aggression with no revulsion and a great deal of pleasure.

And it's because they embody an ability we wish we had ourselves - to remain professional and keep to a plan under the most extreme pressure.

(disregarding ear-biting abberations, obviously)

You could say the same about football to an extent - it's not about playing the perfect pass, it's playing the perfect pass with big men running at you from all directions. But I don't think any sportsman comes under the kind of relentless, violent, pressure as a boxer (and, I suppose, other martial artists).

I'll never be like Mike Tyson. In so many ways.

But I can try to emulate that attitude - not aggression, but just a focused mindset that adapts and changes and reacts and defends, but never wavers from its single-minded purpose.

I'll just try to do it without raping a stripper or converting to Islam.

6 Nov 2011

I have a terrible, terrible confession to make.

I just watched the first episode of Mad Men. Not just the first episode. My first episode.

I've got some serious watching to do to assuage my guilt.

The Flaming Tar Barrels of Ottery St. Mary

Most towns put on some kind of municipal celebration for Bonfire Night. They'll burn a few tires, let off a few fireworks in a field with some security and a burger van, then pop off to bed. To be fair, some towns make a fair effort - especially this year, when in Oban they accidentally let off 30 minutes of fireworks in 30 seconds. Which I think was probably far better than what they'd planned.

But still - it's not a patch on what they do in the small Devon town of Ottery St. Mary.


It's a tradition so old that no-one's quite sure why they do it, but every year, they take a number of barrels, which have been repeatedly painted on the inside with tar. Then they set them alight. Then they hoist them on their shoulders (wearing asbestos mittens, several layers of clothing, but no helmet or any other safety gear) and run round the town square or up and down the streets as spectators (numbering in their thousands) shrink / leap out of the way.

You have to be born in Ottery St. Mary to take part, and it's clearly a matter of huge pride to these men, who've been training for these days since childhood. There's a huge degree of pride and status involved in carrying the barrels, and these burly alpha-males revel in it.

I'd recommend it to anyone. It's basically a cross between a rugby club pub crawl and a Rammstein concert.

4 Nov 2011

Collective inspiration with Steve Henry

Another week over, and I need to get my Friday blog out of the way. As is my wont, I have a couple of blog posts lined up, but I wanted to talk about the energy I felt this afternoon.

No point boring anyone with the exact details, but essentially, it was Steve Henry (creator of the Tango ads and the finest Pot Noodle ad ever), Marc the SCA 2.0 Dean, and a collection of advertising students talking about photography, washing powder, and banking. And the rate at which valuable ideas and thoughts were spilling from everyone's lips was like no conversation I'd been in before.

I came out of it thinking we could have seriously revolutionised banking. Maybe we haven't. Or maybe what we thought up could work, but no-one will be brave enough to hear us out and give it a go. But that isn't necessarily the point.

The point is that we were using our brains. We were feeding off each other - each idea was never one we'd stored in our heads and waiting to say, it was an expansion of the previous idea, or a lateral thought that took it somewhere new.

Because for all the talk of how creativity can be nurtured, and situations deliberately created to make it happen, I've remained just a little sceptical - especially as my best ideas have tended to be moments of solo inspiration. But today, for the first time, I really saw how it can work.

3 Nov 2011

Choice FM - slowmo bullets

We had Paul Brazier, ECD of AMV BDDO, in the school today - and we got some incredibly valuable feedback on our work. In honour of this, here's a great AMV ad; a heart-stopping one minute spot for Choice FM's "Kill The Gun" campaign.

2 Nov 2011

Rustins - perils of family branding

Just a quick post tonight, but I noticed this brand name on the paint for our new dining chairs.


As one might expect, it's a family name, and one with a proud history. But it could hardly be worse - it rhymes with dustbin, has "rust" and "tin" in it... I'm sure it doesn't do them any real harm, but if you put them next to Crown, Dulux, and Farrow & Ball in a list, it does seem a little lacking.

1 Nov 2011

Thomsons indie holidays

Set to a gentle reworking of The Pixies "Where Is My Mind", this 90 second spot from Beattie McGuinness Bungay positions Thomson Holidays as a chance to rediscover the quality time you miss throughout the rest of the year. But...



...I find it a little ill-judged. Everything about the family suggests the upper (though possibly liberal) end of the middle class spectrum. It all reeks of expensive vintage shops, 4x4s, golden retrievers, and detached houses with long-haired toddlers running around being creative. The instagram-y filters at different points of the ad don't help either.

A child voiceover is fine if they're clearly too young to have written the words given. But this boy looks just old enough to at least understand what he's saying, and the final shot where he speaks the words to the camera break the illusion of a child reading an adult's words. He just comes across like a particularly precocious privately educated swot. The meaningful, knowing look to the camera at the start only exacerbates this.

It was suggested to me that perhaps they're pitching at that end of the market - but in that case, why was the ad launched during an X-Factor live show? And why, when I google "Thomson Holidays", does it immediately give me "cheap summer and winter package holidays"?

I'd really like to know the thinking behind this, because it's a big campaign, but at the moment, I just don't see it.