Friday, 25 March 2011

Harley Davidson - Sprit of the West



Anyone can be a bad-ass, even an old granny when it’s done right and this one looks like she could have been part of a biker gang in the 80’s but had to give it up due to her crumbling spine and aching knees, yet the spirit of Harley Davidson is still with her.

This Ad is for the opening of a new dealership in Antwerp, Belgium so the meaning of the Eagle has more than one symbolic meaning: Besides the obvious, it also seems to say that the spirit of Harley Davidson will always be with you no matter what.
This lady looks like she has formed a strong bond with eagles over the years and now they never leave her side. The eagles have remained loyal to her over the years and maybe used to follow her around when she rode her Harley. These may all be assumptions but at least the Ad is allowing me to make them. This Ad pays tribute to the Harley Davidson Brand in such a memorable way and uses the symbol of the Bald Eagle in a hauntingly beautiful way.

Bald eagles are the most powerful hunters of all birds so to see them feeding on Grandmas’ bread is very unlikely which makes the image even more powerful.  

They could very easily have gone down the slippery, clichéd  road of “The Eagle Has Landed”, but knowing the incredible work that has come out of Harley I wouldn’t have expected anything less than this.







Wednesday, 23 March 2011

The Internet and the Mind

The Internet and the Mind.     


Sit comfortably. Take a moment to relax.

 Now look at your computer screen. Look at what is behind the screen and how the internet has beamed this through your browser via Satellites in space. Now, we know the effect the internet has had in making the world smaller, connecting us into one global village. The recent Tsunami in Japan triggered emotional responses around the world literally as it happened thanks to the rapid spread of information through Twitter and other News Channels. As soon as any major event happens it spreads through our collective mind.   

 So consider this:

Considering our mind and body are conditioned by experience from when we’re born, and a lot of it is recorded in our minds unconsciously, then imagine the unconscious effect the Internet has had on our mind. I’m sure you’ve heard the term “Media Controls the Mind”, which is true to a point, the reason being is that the power of the Media has to do with the unconscious way that we take part in it.

So, let’s take the internet and call it consciousness instead, just to remove any mental construct you may have of the internet. They also call consciousness the World Wide Web, so let’s just call it that then.  

I will take a slice out of my own conditioning, for example: When I was born I was conditioned to believe that I was separate from the world around me. It could have started immediately as I popped out, but more likely is when I stopped relying on my mothers’ breasts for milk. Toys and bears arrived and eventually little gadgets. These were my gadgets. If you took them away I cried because I felt separated from my stuff. This was the beginning of my ego. I went to school and started to notice all the things that were different from me and the other kids. It’s happened to all of us, and we unconsciously judge each other because we still believe we are separate. The only way to change this is to become conscious of our thoughts, so let us say consciousness is the act of becoming conscious. We still need to rely on our ego to make our way in the world until we know ourselves well enough to let go completely.

Do you remember when you first got your hands on a gadget? Unless you born in the era of the Sony Playstation it was most likely a remote control. Ding Dong, and along came the big bad wolf – Television. This was followed by cartoons, movies, and heaven forbid – The News. Let’s forget about advertising for now, we’ll go into that another day. So at this point we’re all thinking we’re separate while we are unconsciously exposed to random images shot from all around the world. We watch Rambo fighting in a jungle in Vietnam, (we may have made a conscious decision to watch it but if we’re watching it on TV it’s most likely we watched the majority of it unconsciously.) Before we know it we believe we’re separate from that Jungle. One day we get on a plane to go see that jungle, and when we get there we still think we’re separate from it, by now we completely feel separate from it. We go through life experiencing the world as though everything is projected onto a screen in front of us.

 We all went knocking around through life until the date 16 February 1989, ka-ching: The internet came to town. The World Wide Web. Now we felt a little more connected. We could travel anywhere in the world, the village opened up. But still, we felt a little separate from each other, until instant messaging allowed us to chat to anyone, anywhere, anytime. We could chat to a complete stranger in Greece or some guy in Beijing. (This is old news, I know), but, a couple of smart guys were observing this from behind the scenes and developed software that would allow us to upload our profiles and search for anyone in the world. We obviously made a conscious decision to do this, but remember, we’ve already been programmed to believe we’re separate. Before we knew it we had hundreds of friends, maybe even thousands. The more the merrier.

While we’re on Facebook we are conscious to a degree, mostly we are emotionally involved with connecting and sharing with the people in our lives. So what’s happening unconsciously? What’s happening in the background of our minds? Could it just be that our minds are being unconsciously programmed to believe that we are all connected?

Could it just be that the Internet, especially Facebook is programming our minds to some day access the World Wide Web WITHOUT the internet? Is technology leading the way, or is it consciousness? There is no separation between the two. Technology is a reflection of our consciousness and visa versa. They say if we close our eyes and imagine we can travel anywhere in the world. The only thing restricting us is the belief we hold in our mind. If we are only using a fraction of our minds what will happen if the rest of it opens up?

         Imagine.    
                                                
                                                                                   

Tuesday, 15 March 2011

Yes, I do want to see more.




This is an ad for Lexum Laser Eye Surgery, a Swiss company.

 The headline is: Who wouldn’t like to see more? This ties up the image beautifully. The headline is relevant even to me who enjoys 20/20 vision. This resonates with me and my own journey in learning to understand the world within and around me. The key to seeing past what we already know is our infinite imagination.  If I am living in Switzerland in the future and my eyes start failing me I will always remember Lexum.

I also want to know more. I want to know what is behind those massive white sheets. I can see the giant octopus but I have no idea what is in the background, it could be anything. Is that a castle in the far distance or a mountain range? The fact that I can’t tell what it is shows how brilliant the execution is. They have really tapped into the realm of the imagination with this one. This Ad inspires me to someday create Ads that open peoples minds, unlocking the child like curiosity within. This is what advertising should be. It makes me want to begin writing an Ad with the end in mind, the feeling that will linger on when they carry on paging through the magazine.

The core human quality that is evoked in this Ad is curiosity. We are all curious as children, so why do we become less curious as we get older? The reason is bad advertising! Being exposed to mind numbingly boring advertising for years at a time will damage brain cells severely and cause long term apathy.

Considering that the mind and emotions are infect one energy working together then an Ad that fails to invoke a positive emotional response will be lost within seconds afterwards. I felt the effects of this Ad lingering in my body chemistry long after I saw the Ad.

Chewing gum is a full time sport




Well done Ogilvy Cape Town, you make me feel good about being a non-gum-chewer. My jaw is defined enough as it is, thank you. Now this guy on the other hand has been doing the chin super circuit at Virgin Active for the past year.  

This is a beautifully executed Ad. The benefit is communicated with such class. I can imagine how long this guy must have been chewing that gum for, and maybe he is thinking to himself as he looks up: “I must stop chewing this gum, I don’t think Nicole even recognises me anymore…but no! I won’t, I can’t, I will not stop chewing this gum, I’m going to chew it till the bitter end…which is…never! I don’t care if nobody recognises me anymore, me and this gum are going down together!”

I would love to know how long the creatives were bouncing ideas around until they arrived at this one. It seems so obvious, almost too obvious. I feel like I should have come up with this, but I didn’t and that pisses me off. I want a real campaign and a real brief and I want it now!

The headline works well with the image and ties the benefit together really well. I love where this guy is placed with the dull face-brick apartment block in the background and the cheesy looking hedge. It must be somewhere on the outskirts of Joburg.

I love the headline. The art direction is flawless. If I stare at this Ad any longer I may be tempted to walk to the petrol station to buy a pack of this Infinity and try it for myself. Allow me the pleasure of making dinner instead.

Thank you and good night.






Wednesday, 9 March 2011

Down the rabbit hole deep inside False Bay Hospital



It was a beautiful, windless Saturday morning with cyclists and runners in full force, full of families and friends enjoying the crisp ocean air. If I didn’t need to have my eyes on the road I might have seen dolphins diving through rainbows, it was that perfect for all involved, except me: I was on my way to the Tokai Medi-Clinic to have my balls inspected.

While inside the waiting room I imagined what it must be like inside a government hospital. I looked up at the clock and considered my next move.

I’ve heard some stories of False Bay Hospital that made my stomache turn, and have avoided it like a plague since. This was an opportunity to find out for myself, so off I went, straight down the rabbit hole.

As I pulled into the parking lot I was pleasantly surprised by how few cars there were and my initial excitement was overhauled by the realisation that people who come here do not own cars. As I entered through the sliding doors my mind was overflowing with disturbing images of warzone emergency wards with screams echoing down the corridors. Naturally, it was not what I expected. I greeted the receptionist and he pointed me in the direction of the waiting area.

I took my place on the cold wooden bench among some very weak, sick looking people. I felt privileged as I opened the first page of a new novel while everyone else had their eyes glued to a game show on SABC 1. The character in my book was at a point in his life where despite having everything he ever wanted felt bored, and so became known as the Dice Man. He was even more self-indulgent than me and it felt better projecting this into the novel than into the people around me.


At the far end of the room a coloured mom had completely lost control of her son who was about 5 and running up and down spilling Simba Chips and hanging of strangers’ legs. I made eye contact with the mother and tried to hide my expression of severe judgement with a weak smile. I immersed myself back into my world of fiction.

If was going to sit here there was no point in being an observer, I would have to talk to people to have a full experience. I needed to find out who they were and why they were here.

A man wheeled himself in on a wheel chair with a wooden a cast on his right leg exposing his swollen foot. Hi name was Henry. I asked him what happened. He had slipped and fallen of the pier at Kalk Bay Harbour. I asked him what he was going to do and he said that he thought it was a sign that maybe he needed to change his direction in life. He felt like things weren’t going anywhere and actually felt quite positive as he could now stop to reflect and consider. I admired his attitude. He moved in closer and we exchanged our own “war stories”. He asked me what I was doing and I told him I was studying copywriting. His eyes lit up and he launched into the workings of the human mind and how advertising triggers certain chemicals in the brain and that people are manipulated into buying things they don’t need. Of course I defended this.

Henry turned out to a remarkably intelligent man and told me about how Germany is fast becoming the world superpower, the future of space travel and the fate of the Vatican Church. From there we entered into a two and a half hour conversation about reality, the mind, back to advertising and media and into technology and into the meaning of life and fiction.  

There was a time of about what seemed like 15 minutes where past, present and future all seemed to converge as all barriers between us had broken down. The room around us seemed to shine as before it appeared dull. People who before were hanging onto their stomaches or crouching over in pain were all sitting upright and talking to one another. The energy in the room had completely shifted; it felt as if we could be anywhere.

It was now three hours later and I had completely forgotten why I was there. Henry’s cell phone went off so I stood up and walked to the nurse to ask her why they hadn’t called me yet. She said they called me two and a half hours ago, I replied that that was impossible as I had been sitting there the entire time.  Eventually the Doctor let me in, I dropped my pants and he said: “I’m sorry, I can’t help you with that, Saturday mornings are for emergencies only.”

So, with my pants down I burst into laughter at the insanity of my situation. To this day no doctor has been able to pin down the strange rash and I felt like I was part of a larger science experiment for the entertainment of mankind.

Perhaps the reason for me being there was to meet Henry and connect with someone that I would normally just form opinions about. It taught me that everyone has a story to tell if we only just take the time to listen. We are all similar in more ways than we are different. If we overcome our separation through shared experience we will all see that there is nothing separating us from the man passing us on the street except a mentally constructed barrier.









 















Monday, 7 March 2011

Finally, a great print Ad




One thing I would never expect is for a traffic officer to be leaning inside my car with an expression of calm satisfaction all over his face. He is clearly savouring the aroma of the new Glade Sport; it’s as if he pulled over especially to get himself a hit of some sweet smelling perfume.

This Ad is so effective because it is the last thing you would ever expect a traffic cop to do and it allows me to use my imagination so beautifully. I can imaging the scene of events leading up to him being completely mesmerized by the aroma, perhaps he was about to actually write out a ticket and interrogate the driver, or maybe he pulled the driver over because he saw the Glade Air Freshener hanging in the car. The art direction is brilliant, I love the fact that he is wearing his aviator sunglasses which hide the expression in his eyes, if we saw that it would make it too obvious. We are also not sure if he is looking at the driver or to the side of him.

The message is so clear in this Ad: Glade Sport smells so good that you will want to linger around longer than necessary.

There is also a good insight into the life of a traffic cop: He spends a lot of time in his car and could do with some sweet smelling air freshener.  In films, traffic cops have always been depicted as having piles of half eaten donunts and old soggy MacDonald’s cartons and generally a whole lot of filth piled up on the dashboard.

One possible scenario that I find most amusing is that he was about to write out a ticket and stopped it in mid-sentence when the Glade Sport gently tickled his nostrils. This Ad takes an actual event and freezes it in time with a multitude of possble beginnings and endings, it makes me want to know what the traffic cop is going to say to the driver as he leaves.

The one sense that is the hardest to ignite in advertising must be smell. This Ad temporarily made me smell something, it might have been the diminished smell of my cologne, as I write this I feel myself accutely aware of the smells around me, some are not too good and as much as I hate air freshners some Glade Sport might actually be quite good right now.

I can imagine anyone who sees this Ad having a slightly different initial reaction. This Ad sparks the imagination. This Ad is refreshing, pun intended.

It is written and aimed at the Italian consumer, but it shows that when the insight is great it breaks through all cultural barriers and hits home with anybody. It definatley hit home with me.




Comparison of a Good and Bad BMW 5 Series Print Ad

Welcome. This will be the first of many blog entries spanning over the next two years, there may even be a fine thread that tie them all together.

So, to get off the starting grid I have taken the easy route: To rip apart a print ad for the new BMW 5 Series taken out of the November 2010 edition of Men’s Health. Firstly I will take you on a short ride through my perceptions of the current state of Car advertising in our status oriented nation and a “style war” between Audi and BMW.

The first time I saw the new Audi S5 Arrogantly pierce my vision from behind I fell in love and thought that I better get into advertising fast, as in yesterday. I see myself comfortably staring down a Toyota with my futuristic lights and beautifully styled front grill.  It is so beautifully styled that every time it goes past it seems to say something different, as if it has taken on a multi-dimensional personality.

The New BMW 3 Series seems to have a completely different sort of confidence, it's alot more refined and is a natural continuation from the previous 3 series. Both cars are equally mesmerising, they seem to take on human characteristics and evoke strong emotional responses in me.  

Unfortunately we will now have to have a look at a piece of advertising for BMW. Even more reason for me to become a copywriter, as in last year November.

The headline is: BEAUTIFULLY ADVANCED. The first line of copy is: The epitome of aesthetic perfection, cutting-edge efficiency and exhilarating performance…The rest is an announcement of some of the new features.

Why bother telling me something I already know? The car has already captured my attention on the road and it makes me want to cry myself to sleep when I have to lay my eyes on such a sad piece of advertising. What in the name of sweet baby Jesus has happened to BMW? Atleast the car itself allows me to use my imagination.

Maybe I shouldn’t attack BMW without putting all the other car manufactures on the chopping board. This is a trend that has spread like an oil spill across main road during rush hour. We’ve heard it all before: The economic climate, poor consumer confidence, a major slump in car sales. Shouldn’t this be even more reason to tap into consumer imagination and desire? BMW and other major car brands must all be sitting around the same boardroom table with their balls left in a jar outside. I do understand that the new BMW 5 Series speaks for itself and the brief could state that the Ad just needs to highlight the beautifully advanced features of the car.

Now that was the easy part. It’s very easy to tear apart a bad ad, but can I write a better one? BMW obviously have a very finely tuned strategy and I don’t see them doing anything other than what they know will boost sales. But is this what advertising has come to? Is that all it’s about? What about long term brand equity? What about engaging the imagination? There is no theme running through BMW’s advertising anymore. I was at the cinema recently watching a film in 3D. Repeat: 3D. BMW showed an Ad for one of their new off-road vehicles and it was riding around my head in 3D a few times with some catchy music and that was it. They could have taken me on a virtual journey into the unknown but they didn’t.

Brands are not going to last in the consumers minds if they are not being engaged on an emotional level.