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: Target

One of the more interesting experiments, as of late, in advertising is the attempt to make traditional more conversational. It brings up the question can a TV ad truly be conversational?

While watching the finale of Lost, I saw three excellent examples of being conversational through tv. They were a series for Target by Wieden + Kennedy. They simply featured an aspect of Lost and tied it to an everyday product including this one with the smoke monster. The reason I feel it is conversational is it’s making an ad to specifically speak to a target audience of Lost fans in their visual language. Paired with their tagline “Life’s a moving Target.” it creates a meaningful link to their target that makes one feel like Target understands me. It was so successful in fact that already the next morning there was a few great Target ad spoofs including this one featuring a kiss between Kate and Sawyer.

Agency: Wieden + Kennedy

2009 British Television Advertising Awards

There are many avenues for inspiration in advertising; but, the one that seems to trump them all every year is the annual British Television Advertising Awards.

I was fortunate enough to be back at home in Minneapolis over Christmas and got a chance to see a showing of the awards this year at the Walker Art Center. Although the work skewed more towards the serious this year (most likely due to the economic climate) the work was still excellent. I have found also that the few that you remember a week later are the ones that I truly need to learn from.

I think the greatest or worst piece of a creative persons’ character can be seen when faced with obvious greatness in their field. Those that see it as a command to rise and those that denounce and hate it in fear.

Some of my favorites this year:

Barnardo’s/////BBH

PG TIPS/////MOTHER

Sony/////Fallon

Virgin Atlantic/////RKCR/Y&R

The Importance of Integration

“The man who stops advertising to save money is like the man who stops the clock to save time." -Anonymous

What is the point of making advertising if the voice isn't consistent and whats the point of using a logo if the application is random? Many people laugh off the need to have a singular voice projected for any given company or product/service. The need to follow brand regulations doesn't seem to be a large concern of many creatives and agencies. So why is there a perception out there that you need to?

Lets not forget the consumer. If a specific brand is telling them one day that they are high end and the next day they are offering a coupon in the penny saver, exactly what will the consumer think of that brand? Often it seems that consumers perceptions default to the lowest common denominator.

So than, isn't it important to remain consistent to give the consumer a clear idea? I was once told that advertising should speak in the simplest voice possible so the any given consumer can understand it. They continued to say, it's not because the consumer is stupid; but, it's because they don't genuinely care. All they want to do is read their magazine or watch their show. It has to be simple to stick and the way to do that is to remain consistent pushing ONE attribute that differentiates your brand.

Fallon created an excellent example of a great integrated campaign over multiple platforms for the SyFy show, Alice. Check out a piece of the guerilla advertising, social media and online marketing.

What Inspires You?

"You can't wait for inspiration. You have to go after it with a club." -Jack London

I believe that seeking out inspiration, not just for a specific project, but as an ongoing process is necessary for all successful creative people. The things that inspire us tend to be so different, and for many, it doesn't always come from the same creative field as our own.

I collected together all of the inspiring things that I have posted on my facebook over the last year. They tend to be from industrial design, graphic design, advertising and things that just made me smile.

Check it out and get inspired: pictoral///video

Why Advertising?

Is what drives a person into a creative advertising position a failed art career, utter happenstance or something else completely?

Today during a phone interview I was asked, quite innocently, what drove me to want to be in advertising. Of the 40 or more interviews I have been on across the last two years for practice, for internships, for freelance or full-time positions, I don't think that question hit me quite the same way. I think for each person it is drastically different; but, for most it's a desire to create awesome work that is RELEVANT.

That's what drove me into Advertising. I had a business acumen that I picked up from my parents; but, was always more driven by the subjectivity and social impact of an artistic career. As a result I naturally fell in love with one of the rare career thats satisfies my love of business and creativity while pandering to my need for intense competition.

Yet all I said to them was: "When I saw this specific ad on tv it hit me oddly. I stopped what I was doing from the music, was pulled in by the visuals and was surprised at how well it delivered a message and how beautifully."

This is the ad:

Target's "Design for All"

Agency: Peterson Milla Hooks

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