Tag Archives: creativity

Sound Derision

9 Apr

On a recent trip to the cinema one of our number was presented with these four ads before the film began. It got us thinking, here are a few observations.

Firstly, have a look at these adverts from two charities:

Marie Curie

 

Race for Life

 

They are both a montage of tiny moments from people’s lives. This is a very powerful and emotive technique, one that has been employed in film and television for years. It is a perfect way for charities to create compelling and touching communications that will heighten awareness of particular issues and speak to emotional truths about how people have experienced them.  Now have a look at these, from two mega-brands:

Sony

 

McDonalds

 

It is interesting that all four of these adverts employ the same montage style. This won’t get past consumers, especially with this style so dominant in the advertising world today. Their is a risk that whilst it works wonderfully for Race for Life and Marie Curie cancer care, when brands like McDonalds and Sony employ this style it could appear to be an emotional over-claim.

It raises questions of emotional authenticity. It seems spurious to attempt to place these brands, while certainly loved by some, as pivotal lynchpins in the lives of us all.  It can be tough to be a new stepdad or stepson, but it could seem as if McDonald’s is suggesting that the pound-saver menu might help smooth the rough patch. And Sony, quite frankly, it looks a little like you’re claiming the fall of the Berlin Wall as one of your successes.

As an aside, we would also like to take the opportunity to tell you David Bowie (yes you) that it makes us a bit sad to see Sound and Vision on an ad and given the John Lewis treatment its always been one of our faves – and it seems to actually be you singing it. 

We know how valuable an emotional connection can be to creating a compelling piece of brand communications; however have these gone too far?  We’re concerned that this sort of emotional over-claim is the sort of thing that big brands will come to regret in the future as consumers become cynical about it as a tactic. Is it enough to simply put your brand in the midst of a moving story or significant moment that bears little relation to what your product provides?  We think a brand should be trying to build emotional traction by focusing on what it actually does and the role it actually plays in our lives, not hoping to glean that traction by simple proximity.

In fact there was a fifth advert that was shown before that film that really hit this brief, it too used this sort of montage style to create a compelling feeling around their brand, but in Lurpak’s case it was entirely within the limits of what they can actually offer. This is an ad we can get behind.

 

 

Should We Hold Back?

8 Feb

Grayson Perry’s ‘The Tomb of the Unknown Craftsman‘ is dominated by the figure of Alan Measles, the artist’s 50-year-old teddy bear. The ragged, dog-eared toy has become the “God of Perry’s imaginary world,” playing the part of hero and ultimate male role model. Scattered throughout the exhibition are images of Alan Measles – Alan as fertility god, Alan cast in bronze as a huge toy soldier, Alan as motif for all that is good and brave and strong – but Alan himself, the tatty teddy bear, is nowhere to be found.

Alan Measles (alanmeasles.posterous.com)

Alan Yentob, in the Imagine documentary, asked Grayson Perry why Alan Measles was absent. Perry explained that, even though the British Museum is safe and special enough for the Elgin Marbles and the Rosetta Stone, Alan was too precious to leave there. He was not only more prized than any other object, but more personal – the one thing not for showing, the one thing  so meaningful, so tied up with memories, that it is not for display. The absence in the exhibition of the talisman himself felt honest, and more moving than if he’d been propped up in a display cabinet for all to see. It felt refreshing.

We live in a world where everything is up for grabs, everything is to be shared. Weddings or break-ups, beach holiday or family Christmas snaps, even the precious first pictures of a new born. The bestselling book charts show as wide a range of revealing biographies and tell-all autobiographies as could possibly be desired. Things seem to be validated simply by their exposure.

Tracey Emin, Everyone I Have Ever Slept With (guardian.co.uk)

Tracey Emin is a clear example of this in art. She reveals the most intimate and distressing details of her history – love affairs, abortions, her relationships with her parents and grandparents. We have total access. No holds appear to be barred.

With more ways to share than ever before, perhaps it is time to consider which things are not available for public consumption?

Ambit Magazine

6 Feb

Ambit Magazine Ambit #207 was launched on January 26th with readings from contributors, including Lotte Kramer’s beautiful and moving poetry.

Founded in 1959 by Martin Bax who still edits the iconic British literary institution. It has counted J.G Ballard, Carol Ann Duffy and Geoff Nicholson as contributors and editors, and continues to promote new work.

What’s more they’re not slack when it comes to design either – have a look at some covers. Read an interview with Bax and subscribe via their website.

Ambit Magazine covers (www.jgballard.ca)

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