Please note – I wouldn’t look at this if you’ve got food on your mind! It contains explicit zit popping material.
A while ago an almost surgical excising of a zit became an internet viral hit – the on-line pimple squeezing got a lot of views. 5 million endured the 3 minutes in full glory.
Some of those unforgettable moments are in this piece from Naked Comms in Sydney together with a multitude of other zit popping moments.
The venerable Adam Ferrier said:
“We pride ourselves on finding the right solution to the presenting problem. This video, although difficult to watch for some, will tickle the target markets interest and get people to try Oxy.
“The idea came from the simple insight that guys like watching videos of guys squeezing big pimples. It speaks to our target much more authentically than the glossy, cheesy work of Oxy’s big spending competitors. We believe this work will result in mass trial of the brand, and change consumer behaviour towards Oxy.”
An age ago I worked on the brand when it was with SmithKlineBeecham. We thought ourselves somewhat revolutionary for introducing the word “zit” into our ads – famously coining the line “Blitz those Zits with Oxy”. It did well as it appealed to the target in their terms versus Clearasil which was still talking “cleansing”.
That was prior to the connected revolution the target enjoy today so I think it is probably a very smart strategy to re-calibrate the conversation (on-line at least) and show the true gory glory to the target.
The on-line piece concludes on a free sample afer the “man sized” message – it works and should generate trial if it reaches enough people. My only add-on would have been something a bit more brand centric about to close…something like:
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.
A recent Adnews article shows that many agree:
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.”
It is certainly getting the views on-line, but I dont think it has the same tone and class as previous more understated efforts. Ref the classic white and black pint
The great thing about Guinness was the understated confidence in it’s humour and advertising. I can’t help looking at this and feeling it is “try-hard” and the joke is stretched by the end of it. Easy to buy the idea, but it should have been shorter and simpler as a reveal.
The Ultimate Sports Websites Awards (Published via SportsBusiness magazine) is an annual celebration of the best in class and an opportunity to raise the bar for excellence in website content, design, and function.
Chelsea FC won the Ultimate Sports Website Award and was the overall winner. It was best in sector, best for site style and best site community. Others in the mix were Man Utd., Euro 2008, WRC, Cricinfo, London 2012, NBA and UEFA.
Against some tough competition, it was good to see the Australian Football League (AFL) winning the Federation or League site award.