Posts Tagged ‘VW’

It’s the story stupid…

February 7, 2011

Super bowl ads. Everyone’s talking about ’em. On twitter, I linked to this article, “Super Bowl TV Spots (Versus All The Rest of the Year).” The gist was basically, yeah Super Bowl ads have a larger audience, but the quality of our work shouldn’t depend on the audience that’s going to see it. It’s summed up with, “Just seems to me that a TV spot is a TV spot. TV, radio, any media buy is a public appearance for which we ought to put on our Sunday best, no matter how large our congregation is.”

Super Bowl ads are known for their spectacle, for their over the top quality, but the ads that I always seem to like are the same ones I like the rest of the year, it’s the ones that tell a story and connect with me emotionally.  Seriously which ads to do you remember over the years?

Ad Age just did an all-time Super Bowl ad poll, it came down to Apple’s 1984 spot and Coke’s Mean Joe Greene ad, according the reader’s poll Mean Joe Greene crushed Apple’s ad.

(Here’s a link to all the ads polled: My favorites NFL “Crazy” & Reebok “Terry Tate, Office Linebacker,” Monster, “When I grow up,” and EDS “Herding Cats”– though it’s a little too much of a gimmick, I find it amusing).

I’ve never understood the appeal of the 1984 ad, though of the spectacle ads it does have a compelling narrative and emotional element (the drive to break free from Big Brother). But the Mean Joe ad, come on? Just watching it now, I was almost in tears. “Hey kid, catch…”

That brings us to this year’s ads which has the usual blend of stupid beer ads that aren’t funny the other 364 days of the year, the offensive — Groupon, the unremarkable…, can’t remember any of those, and the spectacle — Coke & Audi, which were all right, but will probably fall into the unremarkable category before too long.

So which ads did I think were the best. To me one stood out:

I don’t know if this ad was targeted to parent’s but it sure felt real to me. Another company might have gone for over the top, might have tried to make it funnier by making it more absurd, and they would have lost the reality of the moment. Absurd is fine if it’s real, but when it becomes surreal, it needs some element to ground it back to reality.  This ad feels so true to life to me, and it’s so well executed, down to the music, the way the child rushes past his dad at the end, and the surprised reaction at the end.

Does an ad like this sell cars? I would say yes. It’s clever and honest, and somehow sympathetic, and I believe it makes VW seem clever, honest and sympathetic. They could have shown the car racing around corners, but that wouldn’t hook me the way this ad does. That’s the power of emotion.

Along those lines the other ad that caught my attention was the Eminem Chrysler ad. A paean to Detroit (and America frankly), I think it’s a powerful ad, that appeals to that underdog spirit in all of us. I love the script, again eschewing talking about the car, the car is a symbol for something more powerful, and if you want to connect with that story, if you want that story to become your story, buying the car is a way of broadcasting that to the world.  I love the end tag, “Imported from Detroit,” simply brilliant.

Here’s my problem with it, do you need Eminem in it? Why not have him narrate the entire spot? The spot is great for 3/4 then it falls apart at the end. Why does he get out of the car? What’s the deal with choir?  It’s one of those commercials that had me, then loses me at the end. Don’t get me wrong it’s better than 90% of the car commercials out there because of the script and the music, but it ends up falling flat at the end.  Too bad.

I would be remiss if I didn’t talk about the negative ads of the night…. What, wait you missed them?

How about this one:

The ad is obvious swipe at Apple from the 1984 reference to the white ear buds. I find the interesting, but not credible. The ad is trying to turn Apple from the rebel fighting Big Brother into Big Brother. But ultimately I’m not sure that I believe the argument coming from Motorola. I’m not sure what people think of Motorola, but rebel isn’t really one of the first ten themes that come to my mind.  So ultimately while I like the message aikido going on here, I’m not sure it can be successful without some other validation.

The other spot that I recall going negative was this one:

A lot of spectacle, pretty funny and well executed, but ultimately it felt like they were too clever. Audi is trying to be luxury for those who don’t want luxury or something like that. That might be the right position for them, and this ad communicates it well, but there’s not emotional component to it other than the basic message. Compare this ad to the Chrysler ad or the VW ad, which one moves you more?

Still, it’s good to see brands going after each other at the Super Bowl, gets me excited for 2012.

Super Bowl ads remind me of big Hollywood blockbusters, full of sound and fury but ultimately as forgettable as Transformers or X-Men. The best blockbusters, like the best ads are the ones that focus the sound and fury in service of an emotion and a message. The best way to do that is to tell a story. The best ad this year was probably the least expensive to shoot, the same thing was true of my favorite ad from last year.  You can be simple and powerful if you focus on story and emotion instead of spectacle and being clever.

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Best of the Decade #3 – #1

December 30, 2009

And now we’re at the end of the line.

I want to say, these choices are highly subjective.  These are my favorite spots, in making the list I tried to balance out affect with effect — essentially form  (how it was shot, written, put together) with function (how well it delivered a message, feeling, story).  I think that’s one point I’ve made over and over again here, that it’s not enough to have one over the other.  An ad has to to have a message it’s delivering, but to just deliver message these days is not enough, you need something else, whether that’s story, emotion, or personality (kind of a combination of those two elements), something that’s authentic to your brand.

“Herding Cats” or the Cadbury “Gorilla” deliever personality in droves, but they ultimately don’t connect to what they’re trying to sell.

By the way, I tried to come up with a list of my favorite political ads of the decade, but there are so many ads, and not many places that compile such things, in addition to the fact that many of them are no longer on youtube.  Maybe I’ll try to post a couple if I can find them.

Now, our #3:

The one that started it all for iPod (less the original ad that I profiled in an earlier post).  I love the simple expression of information: “iPod,” “Mac or PC,” Apple logo.  Did you need more to want to go out and buy one?  Did you need someone to tell you, digital music player? How about holds over 1000 songs? (For a contrast check out this funny video by Microsoft Marketing folks, what if Microsoft made the ipod.)

You don’t need more to know this is the hippest, stylish,  most fun device around.  A good reminder ads don’t need to be jammed full of information to make their point.

#2

My dark horse choice, but this is the only ad on the list that made me want to go out and actually buy the product, that’s pretty impressive these days.  Again, it’s a genre buster, a video game ad that doesn’t show the video game.  In a way, it gets to the point of why we play video games cause we want to believe they’re real.  It’s the reality of the fantasy.

This ad brings a fantasy world to life (reminds me of how I felt as an eight year old when I first saw the Star Wars trailer), in a very real way. In fact it’s grounded in reality, the acting is very good, the style feels like the interviews from “Band of Brothers.” It feels like a documentary, which makes the unbelievable aspects of it more acceptable, you suspend disbelief because it’s so grounded in reality.

And, again, there’s no talk of how much it costs or how many levels, no shots of the game or all the features.  I didn’t know anything about “Halo,” this commercial just throws you into the world no explanation necessary, and you’re drawn into it.  It’s compelling and real.

There’s a whole series of these ads, I’d recommend you check them out on youtube.

#1

No surprise to anyone who knows me, I mentioned this one back in June as an ad that inspires me.  It has all the elements I’ve mentioned before, all in a package that is executed perfectly.  It’s unexpected — we don’t know what it’s selling until the very end, and then we barely see the car. It’s experience, I know this guy, I have friends like him, I’ve been him.  It’s compelling, it shows and doesn’t tell.  It’s stylish and visually interesting.  The music is great and informs without distracting.

This ad is a near perfect mix of form and function, each one working together to inform and support the other, and that’s how it should be.

Happy new year to everyone.  2010 offers a year of political ads and a whole new slate of issue ads.


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