Here is a really nice succinct creative idea.
You get it. In 16 seconds or less.
I was a fan and then I looked into what you were getting. In essence the text service is just an intermediary to a Google search via the call centre. And it costs to use the service?
Given that 52% of Australians over 16 years of age have an internet enabled smartphone, the service starts to look less appealing and is arguably a premium time saver at best.
An excellent, low cost creative idea, campaign and execution, but perhaps a questionable product benefit.
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.
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
Follow on Twitter
It is all too rare to see an arresting ad that has this sort of impact with a precisely targeted group.
If you didn’t know what was coming (as most viewers don’t on Nickie’s site), the impact is phenomenal.
The genius in this ad is to get the creative idea beautifully executed and placed in the most relevant, well targeted place possible – Nickie de Jagger’s YouTube site.
This is VW creating a relevant and motivating connection with drivers.
VW are one of the most impressive companies at this sort of big idea based advertising. A few classic examples:
The video can originally be found in Nickie’s channel Nickie Tutorials
Thanks to Gruen for getting this one on-air.
To be more precise…2012 Yeosu EXPO HYUNDAI MOTOR GROUP – Hyper-Matrix.
The Hyper-Matrix is comprised of a steel scaffolding and thousands of lightweight, 300mm x 300mm cubes, each attached to its own stepper motor.
Lots of future possibilities with this one.
- Hyper-Matrix video wall moves, astounds (news.cnet.com)
More good work from the Bonds pants people.
The same campaign, with a touch more attitude.
- Bonds shop your shape – mens Quick Dry versus the No Rides TV ad (sullieseverything.wordpress.com)
- Bonds stages battle of the undies dance-offs (mumbrella.com.au)