Promoting New Models Agency Craps On Old Models
Acknowledging old agency models are dead and to position itself as a leader in the "new way," Sydney agency, The One Centre, has launched a one million campaign, running in magazines, on TV and on the web, that places old models on the runway with the tagline, "Old models don't cut it anymore." While the analogy might be on target, the use of, very likely, wise and intelligent older women, basically says there's no need for wisdom and the only thing that matters is the new flash.
The One Center Founder and CEO John Ford justifies the campaign by citing his agency's in creating everything from glassware to furniture, T-shirts to shoulder bags, staff uniforms to print ads, websites to direct marketing programs, TV ads to packaging, retail stores to soundtracks, to designing multi-million dollar brand experience centers and concept bars.
Ford goes on, saying, "Advertising is bigger than just broadcast media. Advertising isn't dead. We just need to get more expansive about what we think of as media. We need to look for ways to express brand in everything." Oh, and along the way, if we offend and piss off an entire, and very huge demographic segment who has a boatload of disposable income, who gives a shit.
Comments
And just think - old cars - junkers that no one would ever want as collectibles (the Aussie version of a K-car, say), would have made the same point, without looking foolish.
This is just a case of being so in love with an idea that you can't see the forest for the trees. The idea behind the agency is right, and is everything I wrote about in Use A Stick. The idea behind this execution, though... isn't.
See her in the middle? That's your girlfriend.
Slick.
Irreverent.
The New Model?
Don't buy it.
How about this for a "model"?
Do work for the client. Get results for the client. Charge the client.
New, old, it's all the same at the end of the day from most clients' perspectives.
Your comment was:
"Oh, and along the way, if we offend and piss off an entire, and very huge demographic segment who has a boatload of disposable income, who gives a shit."
As far as I can see, they're advertising their agency and not trying to sell shit to the elderly. I think it's confronting, attention grabbing and is probably working it's butt off for them.
You must be bloody old Ernie if you think the same ad using cars would have worked as well. I don't think you'd be getting all up on your high horse if it was motor cars.
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