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Some of us never buy bottled water not called "Mineral water" - and some of us also note who's behind the brand, thus avoiding Dasani and Aquafina alltogether. ;)
In other words, use your head and don't get had!
If the water bottle states "0 calories" it's a softdrink-water aimed at morons, probably straight from a tap and 'purified'. That's what your Britta Filter is for.
Thank you for posting Pocari Sweat vs. Pacific Life. I created the concept and produced the Pocari Sweat commercial. I was brought into the Pacific Life campaign process via their agency Kovel/Fuller in Los Angeles. The agency spent a number of days talking with and meeting with myself and my director, and had us create storyboards as well as
creative ideas to make this spot while not copying the Pocari
commercial.
After going with another director (Justin Klarinbeck at Boxer Films), all of my crew and post houses were utilized to create this campaign.
As I am told that the Pocari commercial was used on-set to recreate the shots, I was also told that it was also used in the telecine bay to match the look.
In short, both agency and director lacked all creativity and integrity to produce this commercial. I am certainly flattered with their gesture, but shocked with their exceptional expression of non creativity.
As the spot aired, the word quickly got back to my client in Tokyo, who at present, is going over all of their legal options regarding International Copyrights. The original Pocari "Tennis" won numerous awards Clio, AICP, New York Art Director, London Film Festival, AICE.
It was featured in numerous trade publications AdWeek, Post, Creativity, Boards, Shots, and a number of FX magazines. With that in mind, it would be almost impossible that the Los Angeles based agency was unaware of the commercial.
Completly unrelated, but as I lay in Bed watching an old british movie (with Dudley moore in it as a man who sold his soul to the Devil) two charachters were named "Abercrombie and Fitch" - synchronicity! I tuned in late so I have no idea what that film was called..... but it was funny. :)
Schwimmers Trademark blog has some thoughts on it here:
That's Some Catch, That Catch-22 best quote: "A possibly relevant fact is that Abercrombie reportedly has sued Eagle three times recently (and lost each time). "
In the right media (say House and Garden and similar interior design magazines) this DPS press will really stand out next to the pretty shots of pretty funiture, I'm sure.
Badly placed (other media) it might get glazed over and quickly interpreted as a travel ad.
The palm tree reminds me of a Arne Jacobsen recliner, actually. I don't know if that was intentional but it works for me. ;)
Song "The way you Walk" by Papas Fritas
added trivia Tony Goddess and Papas Fritas make a big hit, thanks to TV ad at Bostonherald where the singer says : "It's weird. It's really become so defining. All of a sudden we get to have a new record out, because of a TV commercial, and there's a sticker on it that says 'as heard on the Dentyne Ice commercial.' ''
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