Creative Ramblings

Shedding Light On The Classic Kiss

2013-04-08T08:01:00.000+08:00

Monday's post has always been a the hardest and I've been posting rather sporadic nowadays due to work but I'll be trying to get back the momentum I once had.

So I was looking at some commercials of late and I really missed a classically simple TV commercial.
Sometimes we just don't really need to get too fancy. A good story well told in execution and clarity in communication, then linking it back to your product which is simple enough to get. No fussing around with crazy effects or epic looking spectacles for a commercial. Just simple and to the point.

Based on an insight of how the things we love to do should last forever, this spot is simply charming and brilliant. You probably can't broadcast this in certain parts of Asia, namely Malaysia cause the band kissing on TV, but this work is based on a human intrigue and truth of how magical a kiss can be.

Grey London nailed this really well. And bravo to the Vodafone client who went along with it. You can do these kind of commercials in any century and still be relevant and current as it is based on pure human emotions. Love it.

Source:YouTube

The Largest Living Exhibition Ever: The Entire Island of Manhattan

2013-03-27T11:49:00.000+08:00

Delivering a story to your audience with a new experience in an old way. Recalling 1993 is an activational-experiment exhibition launched by Droga5 for the New Museum exhibit called NYC 1993: Experimental Jet Set, Trash and No Star. It uses a not so old relic of the past (the pay pohne), to deliver an island wide location experience that is quite immersive and entertaining.

We probably saw this kind of thing done pretty much online before, using maps and pin pointers to deliver messages or historic events in the area, but to disseminate message using the almost forgotten piece of still existing artwork from the past, the pay phone? Now that is simply Brilliant!

Almost certain to pick up some metal for this. Great work.

Source: Droga5 YouTube

Digital My Ass?

2013-03-15T10:16:00.002+08:00

This is for tech junkies moving forward. Some things you just can't replace paper with. Very insightful in terms of character. This really simple and sweat commercial by the guys in Leo Burnett just puts a smile on your face. Nothing too trivial about it which makes it ever more charming.

Source:YouTube

David A. Smith. Thank you for the inspiration.

2013-03-04T14:17:00.000+08:00

Its been a long while since I posted anything. Gotta get back to doing it. So here is the first of many to come. This is a little lengthy but any art person or typography lover will appreciate this. Like the title of this post, really David A. Smith, thank you for showing your craft as craft these days are so lost. Many newbies learn thing from computer but never by hand. Nothing replaces craftsmanship. Hope the trade lives on. Thanks to people like John Mayer too for appreciating art like this and allowing it to happen.

Source:Vimeo

Ikea's Floating Night Market

2012-10-01T09:30:00.000+08:00

A little bit of inspiration from the east brings wonders to the west. Beautifully done. Great activation and PR. Not the most brilliant, but effective and noteworthy. Must be a spectacle to see on the backdrop of the Canal.

Source:YouTube

Smile. It's a Volkswagon Ad

2012-09-26T09:00:00.000+08:00

Such a simple idea of just smiles. I'm a champion for it. To make someone smile. Volkswagon now claims it, so could many billion other brands. The nice twist in this was about the stories you have with you when you travel by car to your destination. It fits the VW brand like a glove. While other automotive brands go for its looks and power, they went for what really matters. Life. Nicely done.

Source:YouTube

Falling in love never change.

2012-09-25T09:00:00.000+08:00

Never Knowingly Undersold was the line taken up by John Lewis in 1925 and still is till this very day. This Commercial-Film shows how when a love story is told regardless of time or era. Also a true testament of sticking to what you believe in. Beautifully crafted, well edited and mesmerizingly charming. The truth is in the details.

Gone are the days where brands stand for what they believe. Brands that want to change their positioning every 3 years have to really look in to brands like these to draw inspiration and believe in what they stand for. Change the look, don't change your values.

Source:YouTube

Apple vs Samsung ... Again

2012-09-24T09:10:00.001+08:00

The battle begins ...again. Samsung pulls one of at their closest rival Apple when they launched their Galaxy series the last time and has decided to do an encore production again as the new iPhone5 comes out. I must say, it's done pretty well but I think once is cool, twice is lame. But they have a turf to protect, so many would understand why they would do it. As marketeers it felt like they do not really have anything new to say, besides the obvious which they already said the last time.

Samsung drew first blood.

Nevertheless the bickering continues as even Apple hits back. Subtly and with class. I might sound bias, but I am never for advertising that whacks directly. It's just not very professional. With 4 new ads for Apple's iPhone5, only one of it did while the others just focused on their own features. That for me says more in the confidence of your product. In General, marketeers who whack directly can't tell a good ad even if its staring them in the face. Hence besides manufacturing good products, Samsung don't do great or game changing advertising that inspires.

The whack back using thumbs.

The other features.

Source:YouTube

Street Pong!

2012-09-13T08:45:00.000+08:00

While everyone is out and about yapping away about the iPhone5, I really think the basics of what Apple as a company has inspired other technologist to so is basic human intuition and interaction. This borrows a little of the simpleness of touch technology to just make waiting a little better. Nothing crazy breakthrough nor redefining in any sense, but it places a smile on the person who is in wait to cross the street. And that is what truly matters in technology.

Source:Vimeo

Join the anticipation of FIFA13

2012-09-12T00:09:00.001+08:00

Some may be waiting for the iPhone5 launch, but I am some how more eager with the launch of this. I think as Sony progress through the tech world, they will soon realise that the brand that went against the grain of all their previous Sony product way of advertising is the only worthwhile entity that is still alive in the Japanese electronic stable. They do come up with cool stuff. Just never bold enough to challenge the convention anymore.

Samsung took over bullishly by just doing everything under the sun to a point it is rather looked upon as a schizophrenic brand. While the Nokias and Apple kept on reinventing and determining what is cool. Playstation is now under the attack not only from a slew of other rival gaming console makers but games that is offered on mobile and online devices as well.

It'll be interesting to see in the years to come on how or will the Playstation brand live on or perish like their mother brand Sony did. But for now, I shall enjoy the anticipation of the FIFA13 launch by EA Sports for the Playstation.

Source:YouTube

No Drama, Just Heat.

2012-09-10T23:35:00.001+08:00

Typically American cheesy soap opera like parody. The lines written in this piece will make you cringe but yet make you feel so good about yourself. Funny and deliberate yet you know what is coming as this is so stage, you remember it for what it's worth. Besides, who says an electric company cant have fun. Well done JWT.
Source:YouTube

Aardman does Nike

2012-09-03T08:30:00.000+08:00

Aardman Ads did this wonderfully done stop motion piece for Nike's CTR360 Maestri III. Nicely done by the masters of stop motion and directed by Patrick Bolvin. Only missing piece was the a stronger sense (besides the puppet strings) of the concept of take control. Maybe a twist at the end would be great. But nonetheless, it's good.

Source:YouTube

Jack Daniel's. Handcrafted Typography, Handcrafted Whiskey.

2012-08-30T00:16:00.000+08:00

What is amazing about this work is basically the craft that goes into the making of these type. It shares the same level of passion for typography as Jack Daniel's have with whiskey. Maybe it resonate with me well as I am from the art world. Seldom a story of craftsmanship as obscure as typography is showcased in relation to a brand. It does really drive home the message they really want to say.

The film was really well shot too. Very good pairing of background old school music that even includes the light crackles of a transistor radio without really stripping on an overkill of scratches and grain over the whole imagery. Brilliantly simple storytelling.

Typography is a lost art, and diminishing by the rate it's going off. This helps instil some pride back to the work of a craftsmen. Brewers and artist alike.

Source:Vimeo

Muscle Music! Old Spice.

2012-08-29T07:01:00.000+08:00

I know that there are many music campaigns out there. Some good, others cheesy. But this takes the cheese cake! It's out right good cheesy. Randomly funny and I must say, a brand like this tires so easily, and W+K know how to revive it time and time, over and over again. Brilliant stuff. Make music! Muscle music! It's Wednesday!

Source:Vimeo

Virgin Accidents

2012-08-27T09:17:00.000+08:00

Sometimes I do feel like doing this to my current phone. Here is a lame, but very single minded commercial by Virgin Mobile, that just pushes hard on their offer and nothing else while keeping it rather entertaining. I can believe it being striped down to quick interstitials between programs. Brilliant way to push out the ever so boring promo. It's no breakthrough, it's just simple.

Source:YouTube

Long Time No Posts

2012-08-06T09:08:00.002+08:00

Hi all,

It has been awhile since I last posted stuff. Due to the busy nature of the job that just took over everything. Shoots, awards, pitches, new business, new accounts, new bosses and all. Would be taking a break soon as well so hope to start all the usual postings back in September, as I gather more resources. Please do not hesitate to go through the archives of this blog.

Thank you for reading and do stay tune.

The Creative Rambler

David Coulthard catches a golf ball with Mercedes

2012-06-26T08:57:00.002+08:00

Viral videos just got real. Formula 1 legend David Coulthard and pro-golfer Jake Shepherd set out to break a new world record for the farthest golf shot caught in a moving car. Of course with the help of the Mercedes-Benz SLS AMG Roadster. The reenactment of a scene from an older Tag Heuer commercial.

The car caught the ball 275 metres away from the tee and the stunt was even verified by Guinness World Records. Brilliant confidence spot to do it for real. Most viral these days are so stage it gets bad.

Here is the behind the scenes posted below. Source:YouTube

McDonald's sharing some truths

2012-06-21T09:17:00.001+08:00

Great way to "keep it real" so to speak. This brand and stance of marketing is interesting to watch taken by McDonald'd Canada in revealing and answering some truths in what they do. They set up a website to get feedback then answer the questions.

So far only one has been answered but we'll wait and see. First hint of something that is staged is when they disable the comments option on their YouTube page. Good effort really, but in my experience so far with the web, netizens on social media are not very forgiving. There is a first step into everything hopefully this is one of it. It also shed some light on what we ad people do to those who think we just sit in front of computers photoshoping stuff all day. Loving it.

Source:YouTube

Virtual Graffiti, Singapore Approved?

2012-06-19T10:17:00.001+08:00

We may need this app for Singapore. Sad but true. This gives people a chance to graffiti the city virtually. Looks interesting. Not sure how we;l it works or if it's geolocation based. But good idea, especially if you get prosecuted heavily in cities like this island we call Singapore.

Source:YouTube

Real sentiments when you work in advertising.

2012-06-18T10:57:00.000+08:00

You really can't beat the truth. Deutsch is capitalizing on that truth by speaking on this topic in a forum at Cannes on how to keep advertising people happy. Truth be told, I hear this all day. =) It's Monday.

Source:YouTube

Nike. Still Doing It.

2012-06-15T10:04:00.001+08:00

This is so amusing. Can't help not posting this up for smiles on a Friday. Always remember that we are never too old to do the things we love. "Still Doing It"

Source:YouTube

Coke Security Cameras

2012-06-13T10:07:00.002+08:00

All I can say is that this is brilliant. See things differently. Honest and true.

Source:YouTube

This is what happens when we get paid by the hour and not by the idea.

2012-06-12T00:00:00.000+08:00

I’ve always wanted to do a real rambling piece about some of the truth about the advertising industry for a very long time. Here is my attempt. This video always comes to mind when I talk about the subject of, how we are creative and how we've screwed ourselves over in the industry:

Everything these days are now quantifiable by time. God knows how many people in the advertising industry hates filling in timesheets. An accountants way to justify work based on the time you spend on a project. Unfortunately the idea generation process don’t work that way in the creative world.

Here are some examples; If you are in the office toilet cubicle taking a dump and came up with an idea, do you cost that as time on job? If so, How many hours spent? If you have an idea for your client over the weekend, should you not share it with the client or the team because it is billable? The client didn’t request that you work on the weekend. That would be a misuse of time wouldn’t it?

That’s the constant struggle I have when filling up timesheets. (I'm not petty about where we think of our ideas, really) But a creative thinks of ideas anywhere, anytime and everything at the same time. Sometimes ideas come in 2 minutes some 5 days or even 2 weeks.

It goes to show there are many finance people in our industry lack the understanding of what goes on down at ground level while they make decisions based on head counts and numbers. Ask any of them about what they think of your most game changing advertising campaign. Then ask them what is the most profitable performing account. They would only know which makes the most money, not what makes good work.

That is the fact and reality of the industry and its very sad state right now. so here is an idea:

What if we get paid per idea?

That would limit the number of ideas we come up with but also ideas that is worth selling only so we won’t waste our time or the clients. Just like Lee Clow said, if the idea is big it pays more and if the idea small then it pays much less. The quality of the idea is then judged by its scalability and expansion in the campaigns big idea. So if it is extendable to different mediums or various avenues then it should be worth more or even multiplied.

Now as all creative industry, you may charge as high as you want but as a check and balance, make sure the idea delivers what it sets out to achieve. Acquisition or sales, awareness or pure branding, it can all be tabulated and measured to put a cost figure for the idea. I may even include a buyout time frame. That means the campaign created now has a shelf life. If it's intend to run for 2 years then anything more is then renewed in an addition to the cost on negotiated earlier. Photographers do it. Audio houses and even film production houses does it. Why not we?

We work in a creative soloutions industry. We can actually solve some of the most toughest problems our clients throw at us. From reducing starvation in the region or raising education funds for a nation, to making up a new catch phrase or making the brand a household name, why are we not changing the way we charge our ideas in our industry?

My proposed soloution might not be the most ideal, but then again we can change only we try. We can only try if the people viewing the money see the long term benefits rather than the short term ones. Just like we preach in basic brand building. If you asked me, milking the client at one go is just the dumbest move an agency can make, and we are just watching it happen.

Point to ponder? Enough rambling for today.

When you need to sell small

2012-06-11T11:46:00.001+08:00

The smallest streets of belgium are now covered by the Toyota iQ for Google. Great publicity stunt to promote the iQ really. Yes, it's a possibility for any small car to do it but seizing the opportunity to do it is a great move. More marketing than it is creative really. Not sure about the music on the video, but getting on the community to tag their street that has not been covered by the Google van is a nice touch to close the loop in involvement and interaction. Nice work. Great spotting.

Source:YouTube

Perrier's Drop Drama

2012-06-08T10:03:00.004+08:00

Water, sold in the most dramatic fashion ever! Perrier does a film like television commercial with a surreal take on earth's ever changing weather. Not sure what year this depicts but the female hero rockets up to the sun while sleeping to cool the earth with a single drop of Perrier. Something Hollywood, Bollywood or even a piece of wood would have thought that up in a million years to do this cheesy ad. The art and styling and quality of the commercial is brilliant though. Heroine is a beau too. Not sure where they were headed... maybe it's something in the water. Just a little drama for a Friday.

Source:YouTube