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Articles tagged with: Commercials

Industry, Products; Brands »

[16 Feb 2011 | 2 Comments | ]
You talking to me?

You ever have a conversation with one of your favorite brands?
I didn’t think so. So why does everyone in our industry keep insisting that you do? You read this kind of crap all the time. “We need to stop talking at our customers and start having a dialogue.” “People don’t want commercials, they want conversations.”

Do they?
Remember now, you’re a person too, just like these mythical consumers we always talk about. Do you really want to have a conversation with Cisco? Or Verizon? Or Tide?
I don’t know about you, but I’ve …

Sports »

[31 Jan 2011 | No Comment | ]
My Superbowl Predictions

PREDICTION 1: The game is going to suck. Probably low scoring. Lots of 3 and outs. You’ll lose interest after the halftime show.
PREDICTION 2: The commercials are going to suck. Actually, they’re going to be OK but they won’t blow anybody away.
PREDICTION 3: Your party is going to suck. Here’s why.
PREDICTION 4: You’re going to be cranky on the following Monday after spending all night at a crappy party watching a crappy game with crappy commercials while drinking too much.
BTW, the reason Super Bowl ads suck every year is because they’ve …

Film, Journalism »

[19 Oct 2010 | No Comment | ]
People Love Fiction

The rescue of the 33 miners in Chile, became the media and marketing spectacle of the year.
But, one week after, it doesn’t really matter what happened down there, in those 68 days.
Now, what everybody wants to know is when it will become a movie, a book and, who knows, a Broadway musical, a Disneyland ride, a Playstation game.
Yes, people are more interested in fiction, then the reality and the facts.
And that’s why news seems and sounds more like romance these days.
People don’t really care who the miners actually are, but …

Work »

[30 Sep 2010 | No Comment | ]

So the results are in. The worst commercial of 2010 is, by popular vote, the Staples “wow, that’s a low price” spot.
Can’t say I’m surprised.
I actually didn’t mind it, as it felt to me like a bit of an inside joke (you want an ad that screams low price? Here you go!) But I completely understand how it could rub people the wrong way. But is this (or any of the other nominated spots) really the worst our industry has put out this year?
I don’t think so.
At least the Staples …

Work »

[16 Aug 2010 | No Comment | ]
Call To Action

I started to think about this old little friend the other day.
Actually, I received two different jobs with the same recommendation:
“The client wants us to think about a strong call to action in the end”.
So I did it. I thought about it.
And my conclusion was pretty simple.
Shouldn’t every ad be the call to action itself, always?
Ok, this is not a conclusion, this is a question, but let’s move ahead.
If a commercial is good, I immediately will start to think about using the product (unless, of course, it’s a tampon).
I don’t …

Work »

[3 Jun 2010 | No Comment | ]
Like that, only different

This video…
Looks a lot like this…

You take the great ad that was done by Levis, change it around enough so that your peers won’t notice and then present. Upper management will love you. Doing something that looks like it’s been done before but with enough change for no one to notice is a great way to look creative while avoiding risk. You’ll probably win awards, get promoted and start sleeping with the hot girl in media. I’ve always tried to avoid this approach because I’m a self-destructive asshole who’s going …

Work »

[20 May 2010 | No Comment | ]
The Reporters

Sometimes they ring the doorbell.
Sometimes they simply appear in people’s bathroom discovering germs in their toilets or in their mouths.
Sometimes they pop in the TV asking about somebody’s digestive system, clothes’ stains and if the victim wants to try a new brand of yoghurt or detergent.
The reporters from the commercials.
Always wearing suits or lab jackets, holding their microphones displaying the brand logo to the camera.
They just can’t find the answer of one simple question:
Why brands insist on this format?
It is not because of the originality, for sure. And, I hope, …

Industry, Sports »

[3 Feb 2010 | 6 Comments | ]
Super-Size It

So Sunday’s the big day. The day when we watch brief segments of America’s most popular sport, sandwiched between lots and lots of ads.
It is perhaps our industry’s biggest day. But is it our finest hour?
In some ways, it is. At no other time do people genuinely look forward to the messages we put out there. People who otherwise detest advertising will actually tell people to ‘shut up, the commercials are on!’
And that’s quite an accomplishment.
But what is it they are watching, exactly? For the most part, it is an …