Sunday, January 28, 2007

Toyota Yaris - Respect

Lets start with stating very very clearly that this is better than the BIGsmall campaign.

To sum it up; woman crashes boyfriends model plane because he shut the car door with his feet. 'Show the car some respect'.

Its a nice idea, its not overly complex and it doesnt feel like its been used a hundred times before (as so many car ad ideas have). It has potential for a long running series of executions, and is pretty funny.

A nice start to the year for Toyota. Nothing spectacular, but a solid ad with potential for more.

Saturday, January 20, 2007

Ad Pit Review of the Year Part 2

Here is the second part of 2006 in review.
This is for my favourite campaigns and executions of the year!
They may not be the most successful or well thought out, but at the end of the year, these stand out to me as ads I recall fondly from the year.

5. Sony Bravia - Paint

Man cannot live on hype alone.
This ad in no way was as good as the balls ad. It was a weaker idea, a weaker execution, with a weaker soundtrack.

However, it was good enough to keep the Bravia ads alive and well for what I hope will be an amazing third outing.

Worth it for the wonderful raining colours shot at the end. Hell, one explosion and that shot would have been just as good.

4. Magners Cider

Whilst scoring low on execution points; they got the brand positioning absolutely spot on, the placement spot on, the product itself spot on, and so on.

Proof that good planning can save an dull execution.

3. 3 - Lecture

Students throwing paper messages to symbolise the use of texting.
Such a simple idea. So well executed. What more is there to say?
3 is a perfect example of how advertising can absolutely turn a brand that was going nowhere.

2. Yakult - Not Much has Changed

The new yakult campaign was simple, quick, and got the message over brilliantly.
As someone who drinks the stuff everyday, it absolutely reinforced my like of the brand and the product.

Were I not a Yakulty, this may not be here; but for effectiveness on me personally, its deserving of its place.

1. Sony - Robot

Wonderful ad for Sony in Asia. A great insight combined with a good execution.
Considering the stories I hear of how hard it is to produce good ads both for Sony and in Asia, this is a triumph.

I hope that (PS3 and its features over benefit strategy aside) 2007 is when we see the resurgence of the Sony brand that has been missing for such a long time.

Oh, and in my worst ads of 2006 section I missed this one out.
Its PC World and their "Best of Both Worlds" campaign.

Although they have finally started to say what these worlds are, they are still as dire ads as when I spoke about them before:

PC World What ARE You Thinking? Pt1
PC World What ARE You Thinking? Pt2

First, the apology; then the post

New broadband is not yet working properly.


However I shall be posting today from an alternate connection, hurrah!

Saturday, January 13, 2007

Aphorisms Ahoy Hoy

The excellent Adliterate is often talking about the wonder of good aphorisms.
I noticed yesterday that BDO Stoy Hayward have been doing a series called 33 Thoughts, featuring interesting and funny business related proverbs.

Some great examples:

"Money won't buy happiness, but it will pay the salaries of a large research staff to study the problem"

“ If I had to live my life again, I’d make the same mistakes, only sooner ” Tallulah Bankhead

"The secret of success is honesty and fair dealing, if you can fake those you've got it made."

There are some fantastic ones, along with real useful business thoughts.
I wholeheartedly recommend you spend some time there.

33 Thoughts

Tuesday, January 09, 2007

Ad Pit Review of the Year Part 1

2006 was a funny year, we had some amazing campaigns and some truly shocking ones. Part one of my review of 2006 features the worst ads or campaigns to emerge this year.

It was extremely difficult to narrow the bad campaigns down to a final 5, but I somehow managed it. If there were any worse ones Ive forgotten or missed, then lucky you!

5. Samsung TV - Football Finals

Oh dear god. A world cup ad that manages not only to lack any excitement of the event. Its also fails to connect with its target audience, has terrible writing and an awful premise. Such a big quality company, they should be doing so much better.

4. Bulmers Cider

I can imagine the office meeting:

"Jeez boss, Magners is outselling us something rotten."
'Can we cash in by poorly ripping off their image?'
"Consider it done."

3. Coke Zero


Not to mention the print ads, outdated stereotypes and bad writing ahoy. Only number three because the product sold, saved by some wonderful packaging design.

2. Gillette Fusion Xmas Dad

Just truly awful. I cannot honestly believe that a respectable member of any ad agency could watch this and say "This is what I think you should go with". I try to be more considered and objective about ads, but this is absolutely bloody awful. Avoiding number one only because...

1. Helplink Heating

On local radio every hour. Some of them arent totally bad, but there is one specific reason why its my worst campaign of 2006. Bad wobbly shaky planning and a total contradiction of positioning; alongside some horrible push sales strategy.

A typical ad goes like this:

*Ominous music*
"If you dont buy a new central heating system you are going to freeze and die lonely with no friends this winter"

*cheerful music*
"We are your friends, come buy from us, no pressure or hassle!"

(Buy or die you stupid bastards)

ARGH. I thought that type of pressure bullshit died out years ago, nothing like local agencies for reminding you why they are still local.

Sunday, January 07, 2007

Hook Line and Sinker

Well, after a flurry of publicity it turns out that the latest anti-smoking ads are actually pretty good.

Although (annoyingly) I can find no videos of them anywhere, they feature people in ordinary situations being dragged off on a fishing hook to go and have a cig.

Its not subtle, but its extremely accurate; and it really gets across the issue of addiction without being patronising. Rather like the good Nicorette (i think) ads which show people who end up going for fags in the rain or other awkward situation, it looks like an ad that will genuinely make smokers think.

Friday, January 05, 2007

Broadband and Famous Rob

At last. At long long last. Our broadband is ordered for the new house, and (BT cock ups aside) should be in place within the next week! Regular posting how we've missed you.

Great news for me is that i've been invited to watch the Future Marketing Summit in London. So I will be posting plenty of pre-show/in-show/post-show info; which if it is half as good as the highlights I saw from last year, will be well well worth it.