Wednesday, May 21, 2008

What goes on in that bowl?

Great big logs, for a start.

Then there's the chocolate stars and the brown moons.

Talk about double entendres.

Which bowl are they talking about for chrissakes?

If you don't believe me, take a look at this truly brilliant bit of work yourself.

Great big crescent shaped turds - mm, delicious. Coco Plops, anyone?

The new Coco Pops Moons and Stars TV ad

Monday, May 19, 2008

The bandwagon headline bandwagon

Someone published a post recently and mentioned a 'bandwagon' headine for a Prius poster.

Hmm, well I'm not jumping on the bandwagon.

I wrote this in January.

Friday, May 16, 2008

I'm the man who

Got Custom PC magazine to change their newsletter subject lines from 'Custom PC Newsletter'

Tuesday, May 13, 2008

Can you see what it is yet?

I met Juan Cabral last night

On the South Bank at a table and chairs outside.

He was quite old and of African or black Brazilian appearance (maybe an older version of the top left picture in the poster above.)

And a white Nehru shirt was draped over his portly stomach.

One of his young planners from Fallon joined us. He wore glasses and hunched over the table, expressionless. He never made eye contact. I assumed he had Autism or Aspergers.

Juan Cabral was aggressive and rude. The whole meeting was rather unpleasant.

Then, suddenly I found myself scrabbling around with little scraps and stips of paper, trying to think of 'creative' ways I could leave Juan Cabral my email address.

Imagine my relief when I woke up and realised it had all been a dream. Nightmare.

Friday, May 9, 2008

If it's all on the database...

..why on earth do they have to spend hundreds of thousands on TV advertising?

Friday, May 2, 2008

Would everyone just calm down?

If you want good work, you're just going to have to wait.

I'm busy dreaming of a time when we had time.

(Actually, I was never even around 'then' but I've read about it in books and that. And seen it on TV. Creatives driving Ferraris. 4 hour boozy lunches. Bring them back.)

I don't know about you but I get to a certain workload and my idea sprites, goblins and muses stop coming out to play.


Thursday, May 1, 2008

Bring on 3-D thinking

Great article in Precison Marketing today:

Response rates to direct mail are plummeting. Everyone with Sky+ is fast forwarding through the ads. No-one under 20 watches TV at all, ever. People don’t even notice that newspapers carry ads any more, and posters have become mysteriously invisible to everyone but poster contractors and ad agencies.

Yes, as we we’ve all been saying the marketing landscape is changing. We’re all moving from push to pull, opting in, blah blah blah. You’ve read the Long Tail, and The Cluetrain Manifesto, or at least the first two chapters.

And the word of the year is engagement. I think I’ve heard it used more times in the last few days than Elizabeth Taylor’s close family ever did in her entire lifetime. Love or loathe the terminology, it’s true that we’re now in a world where we have to produce marketing that people actually want. It has to be entertaining, informative or helpful to get anywhere in this changing world.

This year’s PM Awards reflect this. The overall winner was an online idea, and there were less straight direct mail entries – but the winners all demonstrated ideas that capture the imagination. The great Bob Monkhouse prostate cancer campaign. A lovely neoprene postcard about surfing in Wales. All great because they leap out of their medium and, yes, engage you.

Of course, the truth of the matter is that ‘engagement’ doesn’t mean ditching the old media – but nowadays, it often means combining them in an interesting way. Then there’s this year’s overall winner, the Argos Big Jar. A great idea. Nearly half a million hits later, the campaign has demonstrated how genuine 3D thinking can make a difference.

Nowadays, the beauty of our business is that we’re needing to think outside the box, beyond execution into big ideas. It’s a bit like art in the old days, it always used to happen within a frame. That’s how Brian Sewell still wants it. But try telling that to Damian Hirst.

John Townshend, creative partner, Rapier