The Rise of Wanky: Here to Stay?

Recently, within a few product categories, there has been a rapid increase of the wanky ad.

First evident in TBWA’s Starburst followed by Crispin Porter Bogusky’s VW & Burger King and now with Wieden + Kennedy’s Old Spice stealing the show with their latest slew of “Smell Like A Man, Man” ads. The question is are these ads shifting pop culture or vice versa has a new generation of dry humor, evident in the target market, given way to wanky ads to grab attention? The viral pop culture success of Old Spice’s “The Man Your Man could Smell Like” proves that this advertising, whether or not sparked by the target market, is at the very least able to spread quickly when the target’s sense of humor is imbedded in it.

The question is, is this a passing fad or a method of cutting through the clutter that will continue to prove successful?

Ad of the Week: Levi's

Much of success in advertising is dependent on those that are extremely talented mixed with a client willing to take a risk and, in some ways even more so, being in the right place at just the right time.

When the Levi's account was won away from BBH by Wieden Kennedy, I was a little worried because BBH had done some notable good work for Levis especially with one of their last pieces, Strange Love. Yet with Wieden Kennedy's release of this series of two ads including this first anthem, America. It was clear the WK was putting a very unique stamp on the Levi's brand that should prove fruitful for quite some time.

As always from WK, it's excellent art direction, great writing, cohesive branding, good music and a distinctive voice. The reason I feel these ads were released at such a perfect time is that they are keying into the same audience that Pepsi and Coke have attempted to with Refresh Everything and Open Happiness, the young generation that looks at all the issues in front of us as the human race and has a positive viewpoint of what they can do to improve it. Its keying into the new generation of "pioneers" looking to explore and put their unique stamp on things and all of these emotions and aspirations are now being housed within the Levi's brand. The ads themselves went live shortly after Obama had stepped into office. It was a time when many Americans had come off of the high of the political campaigns and now felt refreshed making history with one of the first african american president's in history.

Yet, with anything, the consumer and the dollar is the true judge of wether this campaign is successful or not; but, I wouldn't be surprised if this helped increase sales over the next few years.

Agency: Wieden Kennedy

There Are No Cool Products

In my short time in advertising, I’ve found that there are no cool products, only great creatives. Its those game changing creatives that I want to work with.

I feel its a good practice to seek out agencies that are doing excellent work and shaping brands into something cool because your more likely to find these creatives. Yet to seek out an agency to specifically work on the nike, apple, burger king, etc. account is a miss. The creatives that established that brand may or may not work there still. Although you will be able to work within that brand and create some good work, you may miss out on the chance to learn from those that have been successful at establishing it. So I've found that the best way to work on those accounts that are redefining and thriving is by tracking the creatives that establish them.

Those that can get excited about redefining a stodgy deodorant brand, infusing life into a personality void brand or creating real positive social impact with a soap, are the types of creatives changing the way to advertise.

The question I have, and still have not been able to answer, is can that excitement and energy be taught or does it only come naturally to a select few?

Account Manager's Portfolio

I once read an article that proposed account managers should be required to use a portfolio of work when interviewing. I agree.

Being a young creative in the industry, I see how frusturating it can be to work with an account manager that poorly interprets a clients feedback consistently or simply says yes to everything a client wants. Often the reason for this seems to be that the account manager is judged on how much new business they can get from a client and if they simply do exactly everything the client says they should, hypothetically, be rolling in the dough.

However, if they consistently give the client what they want instead of bringing the agencies expertise to the table to enhance their clients work (involving push back) the work can become stale, sales can plateau and eventually that client will find a different agency they can refresh their brand. The best campaigns out there takes a brilliant creative; but, an even smarter account manager that can sell the work and help the client understand why this move is the best for them.

If an account manager is required to show a portfolio of work they sold through to the client, an agency can quickly see if the account manager is simply a yes man or worth their weight.

Account Managers I want to work with sold these ads through:

Levi’s O’Pioneers///W+K

Nike +/// R\GA

Target’s Sign of the Times///PMH

HBO Vouyer///Big Spaceship

Skittles Pinata///TBWA

Starbust Berries & Cream///TBWA

Sprites Lymon///Crispin + Porter

What I Learned

What I learned the most from working at two agencies (MRM Worldwide & Campbell Mithun) is you can't go after the creative position that will pay you the most or give you the most prestige, you must go after the one that will allow you to create work you are proud of.

Even more importantly is how do you find which agency to work at that will offer you the type of creative freedom you are looking for? I found that it isn't the agency itself; but the people that work for that agency. Just because agency "x" created an awesome campaign for "y" brand last week doesn't mean the CD, AD or CW that worked on it are even still at that agency. In a way you almost have to follow the individuals that inspire you in order to have the chance to construct the career and book of work that you want.

The following are five ad pieces that have truly inspired me.

Levi's O' Pioneers

Agency: Wieden + Kennedy

Reason: A highly aspirational ad targeting the positive younger generation selling them on the concept of the brand Levi's as a steadfast company fighting for change as many americans have. The ad that was art directed beautifully and has some excellent post production.

Target's Brand New Day

Agency: Peterson Milla Hooks

Reason: A truly unique, original approach to show savings at a department store. Beautiful Art Direction & A Great Song

Apple's The Intel Chip

Agency: TBWA

Reason: A tension/excitement building ad that delivers one simple message: Macs are now coming with Intel Chips.

Johnnie Walker's Android

Agency: Bartle Bogle Hegarty

Reason: An aspirational ad that targets current consumers of Johnnie Walker and reinforces what the brand stands for: Men that keep walking. An excellent concept around the brand theme.

Famous Footwear's Make Today Famous

Agency: Campbell Mithun

Reason: The first ad to truly infuse life into a brand that has had little to no personality thus far. Excellent Art Direction & A Great Song