..... and in the great tradition of positive 'word of mouth', as I solemnly declare that I'm not part of any Adland 'buzz mktg' programme, I'd really encourage everyone who uses this amazing site / community to sign-up to be a "Super Adgrunt" so that you can view any of the TVCs/ commercials any time you want.
It's great for academic, marketing or agency research - and even better for settling arguments with family, friends and colleagues.
The best bit of all though? The price...... 2 euros per month is peanuts guys - if you work in an agency you'll know what I mean. The cost to have access to a vast commercial archive like the Adland one can be enormous from other sources.
Two euros per month for all you can eat .... sounds like fast-food heaven, and a dietician's heel to me :)
Clemenger BBDO in NZ did exactly the same thing 3-4 years ago for their client, LTSA (Land Transport Safety Authority), in fact not only the same 'private seller' small ad idea - but in the same publication, in this case, NZ Autotrader!
They were also awarded for it.
However, to be fair - in a social marketing category, where the primary aim should be to save lives rather than win awards, - agencies should be shamelessly using ideas from other agencies, if they are seen to be working..........
nice work - not withstanding the other very real issue raised by Dabitch regarding the risk of comparing the poor wee animals to the other unsavoury (and 'un-cute') reality of homeless people in our communities.......... funny how they are also ignored by the public as well.........
My only other comment as a Kiwi living in NZ is....."Scamtastic!" - I may be being totally uncharitable, but I find it strange that the first time I've ever seen these ads / TVCs is here on Adland......... mind you, it is time for submissions in Clios, One Show, D&AD etc..............
Jeez, perhaps I really am becoming cynical in my old age!
This is just brilliant - interesting though, it's so "Sony Playstation" in many ways - a bit of a problem if you're X-Box. However, I still love it, but do wonder whether its 'banned' status was actually 'on-strategy' from the beginning.......... mind you, I'm just an old cynic :)
I think that this kind of backlash is starting to rear its head in many places, even down here in NZ. In many ways, it's understandable I guess.
Graffiti Art (as opposed to pure 'tagging' which was as much about marking out territories as anything else) originated as an anarchistic, anti-establishment form of artistic expression - these people were talented, but viewed as outsiders, not only by the average Joe / Joe-ess, but also the established visual arts community.
That is changing now, and how it's changing! - many of these artists are being openly applauded and recognised within their communities and even further afield. There are exhibitions, coffee table books and cool magazines such as Juxtapoz all showcasing what, at it's best is amazing work.
However, the more 'mainstream' these artists / collectives become, the more chance they have of being used (sorry, commissioned) by commercial interests - especially advertisers. This is where it can get ugly for the artist, and advertiser.
If the graffiti artist does a piece for an advertiser, there are a few real problems that can develop:
-most of the 'counter-culturalists' out there feel that the artist has sold out to 'the man'.
-if the advertiser gets the artist to do the work on a wall, hoarding or any other area where the graffiti artist community normally 'display' their work, then in their eyes, that advert has 'stolen' their own work space / canvas.
-this when you usually see the piece defaced, adjusted, or in some cases, completely painted over by another piece of 'real' work by an irate graffiti-ist.
At the end of the day, it is all about authenticity and being 'real', and so to see that Sony didn't just commission a supposed graffiti artist ( a real sin :)) to complete a piece of work, but then virtually have that work 'mass-produced' by having an army of copiers out there on the streets, using up available wall space just ain't right, and is certainly not authentic!
So, would I ever use a graffiti artist for a piece of advertising - too right I would, BUT knowing the nature of that community, and that they will spot a fake from a mile away, I'd not try and pass off the work as 'authentic', I would either purchase genuine billboard space for the work to be created on, or provide whatever medium I want them to work on (a car, bus, train etc), and always make sure that when revealed, the piece could be clearly linked to the advertisers brand.
Then, at least the work is 'real', even if the graffiti artist can still be accused of selling out to 'the man'.
Citizens of Adland, toogether we can conquer the world! :)
Well, whether or not we could collectively enter the competition now as the "Adland collective", what has become apparent is that this ad is a MASSIVE SUCCESS for Virgin Music.
Look how many of us have spent real time engaging with it - this is a damn good example of the power of engagement (and entertainment) - and it's not even an uber-trendy Flash animation!
Well done Virgin and agency!
I agree with the article - and the comments made ....... to a point.
However, something really exciting is starting to emerge.
First of all, although there were some good points made, the article is still written from a kind of 'anti-millenium' point of view.
1. We now live in a time where more and more people are thinking about 'Brand Me' - and that's good if not taken to excess.
We will never see the levels of employer loyalty again that were prevelent in the later 20thC. Therefore, we shouldn't be blindly loyal either.
Instead, we (particualrly those of us in agencyland) have to recognise that we are our own brands, and while our own needs, wants and desires are at least partially met by an employer, that's a terrific and 'beautiful' piece of synchronicity - however, companies routinely restructure / cut staff, or 're-size' to suit their own needs.
The smart person now must learn to treat their own employment situation in the same way - be trusted, loyal and committed while with in the employ of some organisation - but also be brave and gutsy enough to do yourself (and your employer) a favour and know when to move on again - that may be because you can't learn any more where you are; or your paths no longer run in the same direction, or the money ain't good enough for the value you bring in.
Whatever the reason, have the courage and integrity to move on, carry no grudges and treat each change as a transaction in the curreny of life - take back the control and live the moment!
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Oh go on then - you can still kiss me, I've taken my Vitamin C, echinacea and garlic tablets :)
Seriously Dabitch, you and the crew do a terrific job and perform an outstanding service for the global community of AdGrunts - keep on doing that good thing that you do!
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