Welcome to MADLAND - A blog on advertising, campaigns, marketing news, media and design

I am Mercedes Benz

2010-06-07T14:01:00.000+01:00

The journey of a star, captured in a flash.

2010-05-31T15:11:00.007+01:00

I think there is no need for words here…

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

2010-03-23T21:36:00.039Z

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 advertolog.com 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 ;)

Photoshop Disasters... Burberry Spring 2010

2010-03-21T10:28:00.061Z

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...

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

2010-03-19T10:09:00.004Z

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?

The Specs Effect

2010-03-17T22:57:00.011Z

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!

Ouch!

2010-03-16T00:09:00.010Z

Big ads on big screens

2010-03-14T23:32:00.012Z

Is there anything more exciting than the ads before the movie in a cinema? Most people I know keep telling me, "Oh come on, we're not late. The movie starts 15 minutes late anyway... there is sooooo much advertising!"

Yeah... so?

Most of the times the ads (and the trailers of course) suck me in to an extent that my popcorn is already gone before the actual movie has even started. On Saturday, we spontaneously decided to watch Martin Scorcese's new Shutter Island and even though I had to pay more than ten ridiculous pounds to sit in a filthy theatre (yes I'm talking about the Vue, Leicester Square), I recognised the massive amount of good advertising. And when I say "good", I actually mean absolutely brilliant!

The first one that caught my eye promoted Tanqueray gin and even though the brand is on the market since 1830(!), there is not a single notion of tradition present in the latest "Resist simple" campaign. It is very classy, not too modern and makes me think about a spy in an irresistible tuxedo placing the order.
But take a look for yourself:

Tanqueray "3 Glasses"

Next up was the Peugeot advert "Motion & Emotion" - and I am not only saying this because I absolutely adore Peugeot (I would like to greet my little Peugeot 206 here, who goes by the name Filou: Hello Sweetie!). Back to the ad, here is the one-minute-spot I am talking about:

The last one I'd like to show you is kind of obvious – it's the latest Lynx Twist campaign (for non UK readers, Lynx is nothing else than Axe). And yet again, Lynx's marketers manage to make an entire audience burst out in laughter:

Oh and while we're at it, the movie itself was not too bad either ;)

Scarlett Johansson, jack-of-all trades

2010-03-12T16:19:00.039Z

Been there, done that . . .

These four words must be omnipresent in the mind of 25-year-old actress/singer/songwriter/model Scarlett Johansson. You don't necessarily have to be ad-aware to realise that the beautiful blonde is dominating the advertising world, being in ads for literally everything.

The latest campaign she's involved in, is for the spanish high-street chain Mango, stepping into the glorious footsteps of Penélope Cruz, trying to make a name in a little less luxurious market. Johansson's glamorous looks, reminding of the Golden Age of Hollywood, already securred her appearances in upper-class adverts for Louis Vuitton, Moet and the like.

However, I realised that the artist polarises – people either love her or they hate her. With comments ranging from 'Oh my god, she is just awful!' to 'I love love love her!', I have heard literally every gradation of affection.

As I like to speak in pictures, here is a little extracts of her best campaigns:

Mango Spring/Summer 2010

D&G Cosmetics in 2009

Calvin Klein in 2009

Moet et Chandon in 2009

Louis Vuitton in Summer 2007

Introducing the iPad

2010-03-08T13:06:00.018Z

On Friday Apple finally announced that their new beauty, the iPad, will be in US stores from 3 April (late April in the UK). The prices start at $499 (£329) and go all the way up to a massive $829 (£547).

Usually I am a huge Appleholic, but this time the madness did not infect me AT ALL. It only raised some questions... Are they trying to infect our (mostly) tech-free spaces with connectivity? Is there really anybody out there who would rather put a bulky piece of aluminum on his lap instead of a good book, magazine or newspaper while realxing on the couch? In general, Apple's developers are geniuses, that's for sure, but in this case I think they have gone to far trying to spread their geekiness worldwide...

Plus – I sure as hell know better ways to waste 400 quid (that new Marc Jabobs clutch pops into my mind although I wouldn't use the term "waste" in that case of course). Let's be honest, it's just a huuuge iPhone, isn't it?

But let's put that aside and concentrate on something else, the iPad's brandnew TV commercial. The ad was first aired during last night's Oscar coverage, take a look:

I like the sound but miss the fun, I hope there are more ads to come in this is really only for introduction purposes... What do you think?
53XPKSA37GM7

New Pepsi Max TV ad

2010-03-04T14:29:00.017Z

Seems that Pepsi has hired Barney Stinson:

For all those who don't know what I am talking about, click here for an explanation... and start watching How I Met Your Mother for god's sake ;)

R.I.P. Lee Alexander McQueen

2010-03-02T16:07:00.017Z

A tribute in adverts...

Ban on children's adverts... Really?

2010-02-19T16:41:00.031Z

David Cameron has announced today that the government plans to tighten regulations on online advertising targeting children. He criticises that kids as young as seven are used as "brand ambassadors" and that the advertising industry's concepts such as kgoy – Kids Growing Older Younger – would undermine family values.

"You can't cut children off from the commercial world, of course you can't, but we should be able to help parents more in terms of trying to make sure that our children get a childhood and that they are not subject to unnecessary and inappropriate commercialisation and sexualisation too young", Cameron said.

The thinktank Compass goes even one step further and proposes a ban on ads in public spaces as well as on all TV ads that are aimed at kids under the age of 12.

However, it is unlikely that the government will accept the proposals, with the advertising industry being valued at $450bn (£287bn) worldwide.

It could raise a question though: Is the whole problem the advertising industry's fault?

The US journalist Kay Hymowitz once said, "Marketers make it sound like kgoy is just a fact of nature. The truth is, they have played a central role in making it happen. They know that the way you seize kids' attention is make them feel older and more glamorous - and sexier."

Sure, that can't be denied to 100 per cent but it is also true that brands only follow their customers wishes and needs though. If there was no market for – let’s say – make-up for little girls, their would be no make-up for little girls. Of course there are borders, but it is not the brand’s duty to set these. It’s the parents’.

Aren’t the Jordan’s and Britney’s of this world a way worse influence than adverts? Would we ban them too? I don’t think so...

Phenomena such as Hannah Montana, High School Musical and Glee have shown that kids need someone they can look up to, someone they can identify with – it seems that after fifty years, Barbie isn’t inspiring enough any more. Which is actually good, isn’t it? Shouldn’t we be proud that compared to fifty years ago, today’s kids have higher goals and want to be more individual?

And let’s be honest, eventually it is always up to the parents what they buy and what they don’t. However, I do agree – for them it is a lot easier to blame the advertising industry than to look for the mistakes they probably made when raising their children...

If you want to read more, here are the Guardian's stories on the topic:
David Cameron promises to tackle advertisers who sexualise children
Ban all advertising in public spaces, says thinktank

Now and Then... Apple

2010-02-17T21:11:00.034Z

I’d like to introduce you to the "Now and Then" category of my blog – from time to time I’ll have a look at brands and how their campaigns evolved in time, if the message or maybe the audience have changed.

To kick the new category off with a bang, I am going to start with the famous Apple commercials. Everybody knows them, everybody likes them (I bet even Bill Gates does)!

Here we have the very first Mac ad from 1984 – the allusion to George Orwell's "1984" was first aired during the Super Bowl and was directed by Ridley Scott (yes, THE Ridley Scott):

Can you believe that this ad is from 1984, introducing a new brand? That's what I call taking risks... For comparison reasons I looked up other computer ads from that time and I found a spot for the Commodore 64 – click here to see it. Isn’t it just hilarious? Try to imagine seeing an ad like this on TV now... on the other hand the “1984” spot from Apple would still work for sure, don’t you think?

Now let’s get onto our time machine and fast forward to the year 2006, when the current Get a Mac campaign started. Each of the 30 second spots show a different “battle” between the young, cool Mac against the stiff, uptight PC. Some might say that Mac seems a little bitchy or sniffy, but hey – it’s fun! Plus, you’ll definitely remember the message...

Here's one of my favourites, "Out of the box":

In case you want to see all of them (and I truly do recommend that), click here. The campaign is still running and I hope there are more spots to come.

While we're at it, did you know that Apple produces a special UK version of some spots?

(A little weird though... sorry guys, but I am voting for the US version!)

You see, even more than 25 years ago Apple was already as daring and different as they are now... someone once said "never change a running system" and it seems that this concepts works just fine for them.

As I am a little obsessed with Apple so look forward to more exciting posts on the topic...

Convinced? Get a Mac!

Welcome to MADLAND!

2010-02-16T21:15:00.005Z

Imagine the following scenario: It's a rainy Sunday evening, you're relaxing in front of the TV with a packet of crisps/popcorn/M&Ms, watching your all-time favourite movie. All of a sudden it happens: commercial break – oh, not again!

Another one: You flip through your beloved fashion/gossip/sports magazine and halfway through, you realise that around 50% of the pages is pure advertising – kind of annoying, isn't it?

Why am I telling you all this? That's easy – because I count myself among those few poor creatures who actually like seeing ads and sometimes I even start to feel that (especially in the TV case) I enjoy the ads more than the actual program.

So here's the thing: for years I have been trying to convince my friends and family that advertising is in fact not that terrible, you just have to see it from a different perspective...

But don’t worry, I’ll also show you the really bad stuff – because this is where the fun’s at, right?

Okay, having said this, welcome to MADLAND again and I hope to see you around!