After watching Dove's new Ogilvy-created commercial Onslaught, a follow up to Evolution, you might become a bit sickened you work in an industry that forces impossible ideals down the throats of innocent children. Now if you think that's overstating things a bit, just watch the new commercial. You know it's true. You know there are far too may "bigger, better, more beautiful, clearer, slimmer, fuller, trimmer" ads out there incessantly bombarding people with messages that basically say you're too fat, ugly, flat, dowdy, slobby for your own good and you simply must rush out and buy product after product after product that promise to turn you into a super model but will do nothing but drain your purse.
Why crash just one or two cars when you can turn multiple fender benders and head ons into a slo mo spectacle of ballet-like proportion? French car manufacturer Renault wen with the latter in a recent commercial for its line of vehicles. Shot on what appears to be salt flats, multiple Renaults spin, pirouette, promenade, cabriole and generally move with grace while at the same time collide dramatically on ground and in mid-air in one of the best car commercial we've ever seen.
Look! Look! It's a movie trailer that's actually an ad! Gee, that's never been done before. But as Shooter's Post & Transfer (which post-produced) COO Ray Carballado tells us, "As more and more advertising becomes content and effects driven post houses have to have the talent as well as the technology to pull off more than a 30-second spot." Well, right you are, my friend. A movie trailer. Now that's some rockin' shit!
Anyway. In the trailer, Philadelphia Eagles QB Donavan McNabb must defeat the mortals so he can live forever so says "some weird, old guy." So McNabb trains while the old guy does a twist on the John Cusack Say Anything boombox thing forcing McNabb to listen to sportscasters pummel him with negative comments. Somehow it resolves to a showdown between McNabb and...uh...a field full of ghostly football players.
We all know Second Life jumped the shark long ago but when an Ad Council campaign pokes fun at something you know it's really over. This PSA for obesity prevention has fun with Second Life oddities while urging people to wait 15 minutes before having seconds because, as most people don't know, it takes the brain longer to realize the stomach's full than the stomach itself. The ad points to a site, launched Thursday, called Small Step which, among other things, educates people on portion control.
Other elements of the campaign kick off next week.
OK, here we go again. It's Sony Balls Part Three except this time it's called Sony Play-Doh. Apparently, 20 bunnies made out of Play-Doh (plasticine) and one giant 30 foot bunnie will roam the streets of New York courtesy of 40 animators and 100,000 stills all rolled up into a :60. The spot was shot in New York City in August and a teaser vid has been placed on the Bravia Advert site. So there you have it. Will it be as ballsy as Balls? As spectacular as Paint? We have no idea but we'll find out son enough when the :60 is released in the near future.
Oh look. Sears is getting hip! Whether or not that ever happens doesn't really matter but we do like this new commercial from Y&R Chicago which has some nice video effects courtesy of Zoic Studios. The models in the ad were shot on green screen. The environment they inhabit consists of thousands of photographs which were then animated and served up as a story book. Nice work.
We really wonder if people do their homework before launching what they believe will become something akin to the next YouTube. The idea of commercials as content has been done many times before and has failed each time. However, the recently launched Firebrand doesn't seem to care and believes its offering of the "coolest" commercials served up MTV VJ-style will connect "consumers directly with their favorite brands in an integrated environment." How many billions of time have we heard that before?
We tried really hard not to laugh when Firebrand CEO Roman Vinoly said, "We program TV spots like a DJ spins music in a club. There is a rhythm and flow to it." In an attempt to spin Firebrand as something other than a massive database of commercials, Vinoly adds, "On Firebrand, you'll see more car chases, explosions, gags, drama, heroes, Oscar-winning actors, directors and producers in an hour than in a month of HBO." Right, dude. They're still fucking commercials. Not The Sopranos.
Every time we see a commercial for a violent video game we wonder if they are the cause of human violence or they are therapy for our violent tendencies. Personally, we don't care for games that involve beating/kicking/mauling the shit out of people purely for enjoyment. We know. It's weird. Everyone should enjoy a few hours of violence each day. It's good for the soul, right?
You've got to wonder though what some alien race thinks of us when they peer down on our world. We can imagine their first words to be, "What the fuck is wrong with those people? Killing each other over such idiocy as geographical borders and religious beliefs. They even have video games when the real thing isn't good enough for fuck's sake!"
Oh there are so , so many stereotypical elements going on in this DDB Chicago created, Biscuit-produced commercial for McDonald's. First, we have the classic male game of oneupmanship where the two guys in the ad try to out do each other over the prices they paid for their clothes and haircuts. Second, we have the classic female amusement over this alpha male trait.
Then, we have the woman illustrating the pointlessness of all this bravado and trumping them both by announcing she paid only one dollar for her double cheeseburger. And then we have the "I'm not gonna let a woman beat me" response from the men who begin bidding to buy her burger. And finally, we have an homage to the men-as-idiot trend made famous by Verizon's Dumb Dads.
While some will recognize The Odd Couple theme music in this new RPA-created Honda Civic Hybrid commercial and others won't, the message is crystal clear. There are clean people in this world and there are environmentally unconcious slobs. In the case of the two men in this commercial, one cares about the environment and one doesn't.
Throughout the spot, the former picks up the latter's trash as the go through their days, weeks and months commuting to work along the same path. It aligns very nicely with Honda's be good to the environment message and will likely appeal to those who do actually care and properly make fun of those who don't. All while selling a car. Nifty.