John West Salmon TV ad – If you go into the woods today…

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The original was a corker, the follow up fishing fellow wasn’t so good.

So we now have a new mega ad – The epic 90 second version of Into the Woods went live on Facebook and YouTube, on October 5th. Stage two is the 30-second pre-launch teaser on prime time TV, October 7th, and 8th, supported by movie listings advertising across News Limited publications. Campaign climax happens mid-October when the 60, 45 and 30-second films go to air on television and cinema screens across Australia.

So all that said and done, is it any good?

I think it lacks the creative impact of the original. This had a cracking creative idea, based around a product truth and packaged up beautifully with a clever bit of humour:

The new version seems to take the premise of “enduring the best” (which was most likely a reverse engineered / post rationalised proposition) and stretched it a bit too far.

More of a story than an ad based on a product truth and a continuation of the creative campaign.

Campaigns are precious things that need to have clear direction and it seems that John West might have lost their mojo in chasing the salmon in this one.

Despite all that, the idea of enduring the worst to bring you the best is solid. A John West Facebook page provides an interactive platform where consumers are encouraged to be their best by sharing their achievements and getting a taste of the epic adventures of others.

But as always, the adventures that John West presents in ads have to remain as relevant, motivating and interesting as possible. Having created some great work, they have a tough job to beat it.

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Resident Evil 6 Cries for help – scary trailer

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I’ve posted previously on the power of the game franchises. Here’s a corker from Brothers & Sisters in London – as they say:

We’ve made a proper scary advert. 20 watches and it’s still chilling the bones

Few can compete with Resident Evil.

The movies and games are guaranteed to sell by virtue of the strength and quality of the franchise.

Most studios would bite off their right arm for this sort of selling power.

As we near the release of Resident Evil 6, this quietly terrifying trailer is hitting cinema screens (not to mention the viral overload).

It is brilliant in it’s understated and chilling simplicity and in the way it portrays the point we have reached in the story.

Production values are top class, but like any horror genre, it’s what you don’t see that scares you senseless…and it also looks like the game.

Here’s what they say in the pre-order blurb:

Resident Evil 6 is the dramatic and horrific fear inducing blockbuster entertainment experience of 2012, delivered by The Godfather of Survival Horror.

• 4 closely interwoven scenarios each with their own protagonists and challenges, come together in Resident Evil to reveal the truth about a global bio terrorist attack
• Experience the horror of Resident Evil 6 from three different perspectives. Feel the intense fear as Leon investigates the President’s murder; the horrific action as Chris fights in China and the tension as Jake escapes from Eastern Europe.
• Team up and share the horror of Resident Evil 6 with online co-op action for up to 4 players
• Face unpredictable enemies in Resident Evil 6. Zombies that run, jump and wield weapons plus the deadly J’avo that, when hit mutate into any number of hideous forms.
• Check online stats, progression and compare to friends on the free residentevil.net service

 

‘Like’ on Facebook
http://www.facebook.com/residentevil

Follow on Twitter
http://twitter.com/#!/RE_games

Curiosity Oreo Red – Mars Rover landing press ad

Oreo has become cool.

A diminutive biscuit (cookie…) that hasn’t changed much about it’s appearance in 100 years is re-inventing itself.

More than that, it is reformulating its advertising as well as it’s ingredients.

This ad does a nice job of making Oreo a bit more topical courtesy of the Mars Rover landing on the red planet.

The Curiosity Oreo is not available in stores which is a bit of a blip in the strategy. Even as a PR giveaway it would have been outstanding.

The red cookie follows in the footsteps of a previous space-themed, boot-printed cookie in honor of the July 20th anniversary of Neil Armstrong’s inaugural walk on the surface of the moon. And it is part of a much longer Daily Twist campaign.

A rainbow cream stacked Gay Pride-themed Oreo drew over 65,500 comments (both supportive and opposing) on the company’s Facebook page and was shared nearly 300,000 times.

Nicely understated and gaining popularity on-line!

The best ad from Cannes – Guardian open journalism: “Three Little Pigs” TV ad – the Guardian

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Logo of the British newspaper The Guardian

The Guardian newspaper in the UK has a long history of great advertising.

The classic Points of View TV ad is one of the best.

This ad (even at 2 minutes) is my choice from Cannes, although it didn’t bring home the bacon in terms of awards…

It communicates a complicated message of the breadth of Guardian coverage through a brilliantly constructed creative examination of a story we all know. Entertaining, interesting, relevant and motivating by underpinning the credentials of a great paper that is still innovating in the digital world.

A very different perspective and very much what the Guardian brand stands for.

McCann Melbourne creative director Annie Price.

Price has urged Aussie marketers and agencies against treating people like “idiots”, and has held up the highly regarded ‘The Little Pigs’ campaign by BBH as an example of the type of advertising the local industry should be striving for.

She told AdNews: “There’s not much Australian advertising can’t learn from this stunning commercial.

“It’s intelligent. It’s entertaining. It’s beautifully produced and so gripping, it has you coming back for more and more. It really is storytelling at its finest. There’s no doubt who it’s for and you’re left feeling compelled to go and buy a paper.

“It’s the intelligence of the Guardian commercial that most impressed me.

“No denying we make some great ads in Oz.

“But sadly, Australian TV screens are still full of a disproportional amount of commercials that treat people like idiots. Ads that assume that we are sitting there on the edge of our seats, just waiting to be informed about toilet cleaner, muesli bars or moisturiser by a moronic presenter. It’s 1950s advertising without the lovely retro outfits and atomic burst laminate.

“Clients and agencies alike would do well to remember that consumers are getting their information from so many sources nowadays, TV is not king. For us to truly impact on someone’s life via TV, and make a real connection, we’d better be smart about it and we’d better not insult his or her intelligence.”