Every bit of me says I should lambast this work.
Here we have the legends (Grandfathers…) of Rock, the mighty Status Quo, reworking their 1975 hit, ‘Down, deeper and down’, to include Coles’ ‘Down, down, prices are down’.
Quo’s original track was the inspiration behind the supermarket’s grating, but memorable tune introduced last year.
But before I drift off into dismissive hyperbole about the demise of the once great ad industry, a few salient thoughts:
The overall impression isn’t therefore that this is a credible Rock band selling out, it’s more a case of here are some ageing Rockers having a laugh at the expense of Coles.
At the same time it delivers the message and as a nod to the original tune is a bit of fun (if a bit of a cringe at the same time). This should appeal to a lot of the mass market and get the tune lazer etched into everyone’s subconscious.
Red guitars on sale in-store apparently.
Funny for a moment, but I only hope we don’t have to endure the joke too often on our screens!
Here are the boys doing their bit:
This campaign is still creating lots of trade talk.
I for one was critical of the fact that the promise of what the bank “can” do was not delivered in the TV ad.
As suspected, the follow up justification is now coming thick and fast.
As a rational message I like the press. Particularly the simple, clear and well branded message endorsed by a gold medal.
More of this and the consumers have a real reason to look at the claim and the bank.
Coles as a “challenger” supermarket brand seem to have a knack of knowing what the mass market, Mrs (and Mr) average shopper will respond to.
They have dispensed with Ad world trickery / irreverent humour, in favour of direct messaging using Dawn.
The tune is still there, haunting you throughout, but the fact that there is a genuine and funny star, performing (not just preaching) works to communicate. Ads still need to entertain real people (I apologize to “non-real” people). The casting of Dawn is inspired because it is believable, relevant and potentially motivating to the viewer. Also family funny. Anyone who understands the supermarket consumer will see it resonates with them.
Needless to say Australian viewers will see a lot of her as the mighty media spend rolls out.
Classic SuperBowl fodder for the NBC masses!
It will most likely be the most talked about SuperBowl ad, but is this going to help buyers rally around the brand. The sentiment is strong, the emotion is impressive, but will Clint and Chrysler win versus the other cars in the halftime ad race? VW and Audi give them a good run for their money in my view.
One of my favourites of the SuperBowl ads – unlike the sombre Chrysler, this one takes the lighter side and is better for it
The new Diesel campaign, developed at Anomaly London, features “stupid” acts, a digital recruitment campaign for the Diesel music video/2010 catalogue, and viral activity outlining the company’s Stupid philosophy.
I am clearly beyond their demographic / psychographic / socio group, but I fail to understand what this delivers to their target?
Associate yourself with the stupid and you are cool?
There is a lot of press on the ads and it includes the rationale:
Diesel Stupid Philosophy
“Like balloons, we are filled with hopes and dreams. But. Over time a single sentence creeps into our lives. Don’t be stupid. It’s the crusher of possibility. It’s the worlds greatest deflator. The world is full of smart people. Doing all kind of smart things… Thats smart.
Well, we’re with stupid. Stupid is the relentless pursuit of a regret free life. Smart may have the brains…
but stupid has the balls. The smart might recognize things for how they are. The stupid see things for how they could be. Smart critiques. Stupid creates. The fact is if we didnt have stupid thoughts wed have no interesting thoughts at all. Smart may have the plans… but stupid has the stories.
Smart may have the authority but stupid has one hell of a hangover. Its not smart to take risks… Its stupid.
To be stupid is to be brave. The stupid isnt afraid to fail. The stupid know there are worse things than failure… like not even trying.
Smart had one good idea, and that idea was stupid. You can’t outsmart stupid. So don’t even try. Remember only stupid can be truly brilliant.
So, BE STUPID”
I would argue that Stupid is not often confused with Brilliant and perhaps Diesel are out on a fashion limb on this one? Do the slacker generation really aspire to be stupid?
Vodpod videos no longer available.
Too often the multitude of twisting roads, chrome and perfect couples can meld the car category into one lump of advertising ineffectiveness.
Love them or hate them, the new TV commercials by Chrysler Australia promoting the Q1 2010 Jeep retail campaign named “Off-Road Runner Sale” stands out from the crowd.
I remember the brand and the deal.
Effective work by Clemenger BBDO Melbourne
The Swiss campaign uses the tagline “It’s not happening here but it’s happening now”, in various languages, from French to German. Using transparent billboards, the campaign aims to show people what is going on in the world, featuring issues in countries like Iraq, China, and Sudan.
Too hard hitting for some (particularly the violent images), but arresting and very much bringing the issues to the mass market.
Worth a good gander to see what all the fuss has been about.
The UK agency DHM have taken the Economist ads into a strong new campaign for press.
Not quite leaving the classic red behind and evocative of the famous predecessors, they are a nice evolution.
Clever stuff. More at: http://www.dhmlondon.com/work.php?work=25#
See some of the classic originals at: The Economist Red Wires Advertising.