Aquafine Commercial A Waste of :59

aquafina_toga.jpg

Here's a commercial for Aquafina water that's 59 seconds too long. The joke's pretty dumb too. Yet another fancy, high-priced production to insure nice, fat agency fees. Oh wait. Silly me. That's a good thing. Of course we want big fat agency fees. Otherwise, how would we fund all the foosball tables and pool tables and "client lunches" and "business" cell phone bills and trips to Cannes? Sorry, we lost our mind for a minute there. This spot is great!

by Steve Hall    May- 8-06   Click to Comment   
Topic: Bad, Commercials   

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Comments



Comments

There's a :30 cut of it on aquafina.com -- where you'll see that this brand has a serious identity crisis. Are they co-opting scenes from old major motion pictures, or are they "sponsoring" so-called "indie" film (which isn't independent when it's got, say PepsiCo's Aquafina as a sponsor). What does the "drink" campaign have to do with any of it? Not much.

Another example of a brand (and agency) that can't think outside of television without thinking outside of a succinct and defined brand. Sad.

Posted by: evil grimace on May 8, 2006 1:32 PM

I thought it was for ecstasy.

Posted by: h^gs on May 8, 2006 2:11 PM

I thought it was for ecstasy.

Posted by: h^gs on May 8, 2006 2:12 PM

Ok, I'll disagree.
I thought it was clever and enjoyed it - glad to see Marmalard and Niedermeyer get a job in this millenium.

They're selling WATER ffs.
S

Posted by: steviethek on May 8, 2006 2:23 PM

Sure, there's no doubt that this spot is nothing more than a low-concept, production heavy grab for the low-hanging fruit.

But you know what? My Dad's going to think it's funny. He also likes the Aflac duck.

Now if you'll excuse me, I have to get back to poaching pro-bono ideas out of Archive.

Posted by: rushing on May 8, 2006 2:27 PM

My dad will think it's funny, too. My dad, however, would never fork over for bottled water, so it's more than irrelevant.

I thought the same thing when I saw the Jimmy Fallon Pepsi ad from the same agency - when someone is the ecd, cd, and the creative, well, bad things are gonna happen. When you ask around the agency if something is any good, you have to make sure to ask OTHER people than yourself.

Posted by: okay. on May 9, 2006 3:30 AM





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