Monday, 7 June 2010

I am Mercedes Benz

Monday, 31 May 2010

The journey of a star, captured in a flash.

I think there is no need for words here…

Tuesday, 23 March 2010

Star-studded stories – Agyness Deyn, David Beckham, Louise Roe, Noel Gallagher & Snoop Dogg for adidas

The Cambridge dictionary defines advertising as "the business of trying to persuade people to buy products or services". 
Advertising is all about selling a product. Or at least that's the theory.
Somehow, it seems that more and more brands are lucky enough to have millions to spend only on image campaigns. No harm done, it's always nice to sell feelings, trying to trigger some kind of emotional relations in a potential customer. 
But are there boundaries where an image campaign comes to the point of not being an ad any longer – and rather a short movie? Are there boundaries to which extent marketers can "use" famous brand ambassadors before it gets tacky?
What is she talking about, you might think now. I am referring to the latest adidas TV advert "The street where originality lives" by Sid Lee:
The unusually long spot (for a branding advert at least) features the appearance of Adrienne Bailon, Agyness Deyn, Ana Ivanovic, Calle 13, Cheer Chen, Ciara, David Beckham, DJ Neil Armstrong, Fernando Verdasco, Hyori Lee, Ian Brown, Jay Baruchel, Jeremy Scott, Louise Roe, Mr. Hudson, N-Dubz, Noel Gallagher, Snoop Dogg, Tallulah Morton and Whitney Port. Yes I know, that's quite a list...
After I saw that ad for the first time was a little confused. "Now what was that?", I thought. I did a little research and found out that the spot was a follow up to an ad released in January which promoted adidas' cooperation with Star Wars. According to the ad translated "the most iconic moments and beloved figures from the Star Wars saga to the streets, telling their creative story across a forceful collection of adidas Originals footwear and apparel."
Okay, I get that. I also get that the new spot is all about originality. And I also think that creatively speaking it's really well done. But: I was wondering... 
Is this still an advert? 

Why did they insist on having a zillion celebs in the movie when the main topic is originality and people from all cultural backgrounds coming together? 
Is it a must in today's advertising environment to include some A-listers in order to get attention?
I couldn't come to an conclusion myself so I decided to conduct a little vox pop, asking the following question:
What do you think about brands increasingly using celebrity brand ambassadors to convey emotions in their adverts rather than to focus on the product?
"I think this is an obvious trend in modern advertising. I personally appreciate advertisements which clarify a product’s true features instead of some smiling celebrities who try to give the product some superior value through his or her attendance. But I think that most conventional customers are not mainly interested in the product attributes but more in the social awareness of friends and acquaintances which is caused by owing products from sounding brands like adidas and co. Therefore – from a marketing point of view – it is an adequate method to attract new customers."
Christian Wittner (21), Business Administration student
"I guess it's because they're trying to approach everyone with just one campaign. And they are failing, because the music is obnoxious. But if you put together: Snoop Dogg, Agyness Deyn, David Beckham and Noel Gallagher; you'll have pretty much ALL OF THE WORLD covered, which is a great strategy because the brand is not tied to one face, that you might dislike they are selling the brand more than the product. It's more about "buy adidas" than "buy adidas sneakers".
Marta Corato (19), Journalism student
Well I think brands just try to maximise their profit even more, they target a younger audience simply because celebrities are the kind of people they look up to. And of course it is a lot easier to influence younger consumers compared to older ones - given they have sufficient education, they are more likely to buy a product because of the product and not because of the celebrity using it...”
Stefan Mödlhamer (21), Computer Engineering student
So it seems, the majority agrees that featuring brand ambassadors in advertising is a justified means to boost profits. And let's be honest. At the end of the day – it doesn’t really matter how you do that, does it? The only thing that matters is to stay in your audience's minds – adidas certainly managed to do so... they even got someone to blog about it ;)

Sunday, 21 March 2010

Photoshop Disasters... Burberry Spring 2010

Introducing a new category of Madland - Photoshop Disasters!

The amount of horrible photoshop work out there in the vastness of the advertising universe is unbelievable and sometimes I think it's just plain unforgivable. It's ridiculous that millions are spent on campaigns which are then ruined by over-motivated (or drugged) photoshop "artists"...

One of the latest examples – and also one that struck me the most – is the Burberry Spring 2010 campaign featuring Emma Watson. Here it is:

Oh dear, what did they do to your leg? I just can't figure out how something like this could happen?! Why why why? Did they really believe they could sell it as "Oh but it's only hidden behind the boy's leg..." – Yeah. Sure. No further comment, this is just too awful...

Next one up:

This time it's the other leg. As if she wasn't skinny enough, poor thing. 

Dear Burberry creative team, next time you delete/shrink legs, please remember to delete/shrink the other one as well. Someone once told me that beauty comes with symmetry...

Friday, 19 March 2010

The "I've Just Split Up Collection" at Tate Britain

Waiting for the tube at Holloway Road station after an more than exhausting morning at university, Tate Britain's new billboard made me smile...

It's a little small, so here's what it says:
"We know how it feels. You don't even want to wake up in the morning. Your confidence has taken a bit of a knock and we understand. So much so we've prepared a little Collection to cheer you up. Especially, since you have a little more time on your hands now. (Sorry). Ready to feel better? First, stand in front of the Pre-Raphaelite masterpiece Ophelia from Hamlet by Millais. See? Someone else went through that too. Her loneliness should make you feel... less lonely, strangely enough. Maybe it's not the end of the world for you. Actually, you should look at the monumental The Last Judgement by John Martin in Room 9. Now, that is the end of the world, quote literally. This painting will help you put things in perspective, so no more sobbing, alright? Now we should talk about your future. Think about it, your life can go in any direction from here, a bit like Douglas Gordon's new installation that will make you contemplate 'From the moment you hear these words, until you kiss someone with blue eyes'. So comb your hair because you never know who's around. Now, you're for a Turner. Stand in front of Sunrise, with a Boat between Headlands. Its highlights represent the idea of a bright new beginning. Everything will be okay. And remember, we're always here for you (10.00 - 17.50 daily)."

Catchy, isn't it? I think it's brilliant!

What surprised me was that it's an advert for Tate BRITAIN and not Tate MODERN... are they trying to polish their image and change from the dusty classic to the tangy hot-spot?

Wednesday, 17 March 2010

The Specs Effect

Specsaver's new ad, a parody on the infamous "Lynx effect" ads - check it out:

Okay, I am not saying that it's not funny at all but... it's a little cheap, don't you think?

I imagine the following scenario:

Head of Marketing: "What are we gonna do about the new ad?"
Creative team: "............."
Head of Marketing: "Ideas?"
Creative team: "...................."
Head of Marketing: "Anyone?"
Creative team: ".........................."
Head of Marketing: "Okay, let's just do a Lynx parody then..."

I am also wondering about their overdramatic sound choices... give us a break, you're talking about glasses and not the latest Peter Jackson movie!

Tuesday, 16 March 2010


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