Protein Audience Survey 2012

Protein get ready to release their annual Audience survey – researching their network of 18-35 year olds cultural innovators and influencers. The object of the survey was to document what makes this group tick, how they live their life and what they expect from their favourite brands. The data’s been compiled, analyzed and pulled together in this tidy 90 page printed report. They’re pitching it as a “must-have resource” for any brand that wants to understand 18-35 year old consumer behaviour and that wants to find out the best ways to communicate with this key group of consumers. I, for one, am looking forward to getting my ‘on-demographic’ 18-35 year old, culturally influential mits on it! 


Watch the teaser here:
http://vimeo.com/38225227

Newsweek: Madmen Edition

Newsweek celebrate the launch of the new Mad Men series with a tribute, retro-styled edition – it comes complete with 60’s reimagining’s of modern ads! Very slick indeed! How would these have been costed I wonder? Either way, a toast to the new Mad Men series! 

See the ads here:

http://www.adweek.com/adfreak/4-great-ads-mad-men-edition-newsweek-139107

PUMA SOCIAL: The Afters Hour Athlete; Droga5

Further to their utterly stunning, Grand Prix winning ‘After Hours Athlete’ spot, Droga5 have returned with more of the same. Instead of the beautifully crafted and evocative copy of the previous, we get audio clips of facile, reality-type television playing in the background. These are juxtaposed against the night-time revellers of before, immune to the stupefying pull of TV as they hunt fun and sport amoungst the lowly-lit bars and kebab-houses of the city.

Just brilliant....

DollarShaveClub.com

I have literally no qualms about pronouncing this the ad of the year. DollarShaveClub founder Michael Dubin sells the shit out of his budget razor service. Reportedly on the first day their site received so much traffic it crashed - not before getting 5,000 sign-ups through! 

Guerilla Marketing: Leaf a Message

Love this guerilla marketing effort from artist William Cravis. Somehow the notion of bending to inspect a branded leaf is somewhat more urbane than having a flyer thrust into your hand. Mr Cravis, I salute you for your originality and your eco-credentials. A #win.

Branded Catchphas - Solve Media

Ad startup Solve Media has a plan to kill off the pre-roll advertisement that it thinks will make users and advertisers happy: Instead of sitting through a pre-roll advertisement, Solve Media give you the option of typing in a branding message from the advertiser instead. Not sure how I feel about this, it’s pitched as being on side with the user - I think I would sooner choose to ignore an ad rather than parrot-back its brand messaging. Although presented in a jaunty manner in the video above, the whole idea feels a tad obnoxious, proposing you enter into some sort of Brand catechism with them to pay for the privilege of viewing whatever content it is you’re trying to access. Good to have the option no doubt, but a general thumbs down from me.

The Creative Ransom

If you enjoy the sensation of grievous, gnawing envy and the re-flux of "why the hell didn't I do that first!" I recommend watching this video. Hats off to those involved! 

'Embrace Life' - Sussex Safer Roads Campaign

Chanel No5 / 'Come Walkabout' - Baz Luhrmann

Testament - if ever it was needed - that Baz Luhrman is in fact king, he has here managed to imbue the usually banal Perfume and Tourism advertising categories with such artistry and sentiment that typed words on a page are unequipped to do him justice:

Chanel No5

Engaging and beautiful, Baz creates a world in which any sentient being should wish to inhabit - all the while positioning Chanel No 5 as the touchstone. "The trailer of a movie that has never actually been made." 

'Come Walkabout' - Tourism Australia

If any single ad is capable of affecting you to the extent that you reach for your credit card, book a chunk off work and run for the airport, then this one is!

 

Night Drive: Dylan Thomas, Richard Burton, DDB & a VW Golf

'A Midsummer Nights's Dream' - Re-engineering Shakespeare by BBH & Levis

At one point I felt like, if there was an ad that I most wish I had made, it would be this one.... 


‘Midsummer’ by BBH London. It is a modern take on Shakespeare's ‘A Midsummer's Night Dream’ for Levi's 501 Jeans with Anti-Fit.

Set in the urban streets of LA, the advertisement presents an entirely original interpretation of Act 3 Scene 1, employing the usually absurd and comedic Shakespearian text and instead using it to dramatic and heroic effect.

I envy the advertisements use of creativity on every level: the entirely original interpretation of the classic text, the editing that gives the advert the complete feel of a short movie, the evocation of romance perhaps unexpected or unwarranted of a jeans advertisement, fulfilling the brands mission statement and brief absolutely (Levi’s presents itself as a brand that “appeals to people with a desire to stand out and the confidence to express themselves in an original way.”)

The ad works whether or not its intended audience recognize the Shakespearian and theatrical significance of the piece. However, although it is not possible to gauge an advertisement’s ‘success’(i.e. whether the ad is either ‘good’ or ‘bad’) until you know the actual objectives behind the advertisement, I consider this advertisement to be massively effective in its understated simplicity.

The ad still gives me shivers – love it.