I built this website. From scratch. Including the servers.
I fully understand why this strategy was dusted off from the last 80s when we saw it in Reebok lets U.B.U, selling things on individuals uniqueness is a shortcut to the consumers heart. For remember - they're all individuals.... -"I'm not". This is grooming stuff, clearly we don't all look alike, and the base selling point of all grooming stuff is bettering what you got.
I have no beef with that. I guess I'm just a little surprised at the execution feeling so dated, especially when it's coming from Amsterdam in the heart of happening Europe and not the we-get-all-our-fashion-a-year-later-Los Angeles office. Macklemore's "Thrift shop" was in 2012, where that guy in the suit & hat belongs. The ball culture heel dance cat walking mainstreamed when Madonna released Vogue and I was in college! (And as I recall she got a lot of hate for 'stealing' a culture that belonged to an often poor African-american and latino gay community, instead of kudos for breaking down the barriers that kept them out of the mainstream - there is literally nothing new under the sun). I suppose it's due for another revival, like when everyone was into Swing dancing in the late 90s (though lets never speak of that again). Even the dancing on treadmill guy has already appeared in many ads, most recently for Indeed job hunt when a Physiologist lets it rip. My point is, for something that is clearly aiming to be "you be you" fashionable, it's dated like a mall in suburbia and fails to hit the mark of real individuals who do their own thing, because those people wouldn't be caught dead in a mall.
For the record I had the same issue with the punks in the U.B.U campaign. Like punks would wear Reebok. Puh-lease.
They might have paid Instagram for the rights to use the images, remember their TOS change?
Still, in most countries one would require a model release in order to use someones likeness. I'm pretty sure that's not the case in Russia however.
Agreed. Great piece. It's very interesting that Bowie once worked in advertising, and found it not creative enough, and then he turned into the ever-evolving David Bowie with a "campaign" for each album. The late Bowie. I hate saying "The late Bowie", I was convinced that he was immortal.
Twitter became the pressed-for-time journalists watering hole, which looked like it would become a problem of non-verification, even early on. For real time events like natural disasters, Twitter served an information purpose which was a double-edged sword, on the one hand you may see actual events happening now. On the other you may be trolled by people who saw them before you, or like Gottfried you get fired for cracking a joke before the severity of the event is known. Twitter can't BOTH be the local pub and the window to the world at the same time it's not Schrödinger's social media, but it tries so hard.
Interesting strategy. It seems far-fetched at first but I can see how a 'classic' coffee can run with this propostion (and how it may work better in a language other than English). Coffees overall have new and interesting strategies, remember the Prima Café campaign reminding people how it was under communist occupation with Grandfather, Choir and Wrestler reaching out to the foreign friend who sent them coffee?
Coffee is a heavy feels category, all I'm saying.
@Gareth Hart, who brings up a very interesting point about how our lives are on the web now, which is operated by private companies, and how we interact with our governments via the private company-operated web-roads established. At a conference Internetdagarna, this was actually discussed at length with a panel of politicians and security experts, how much metadata are we allowing to leak out in interacting with the various websites, can packet sniffers see who we are and why we're logging in at the IRS? Will cookies track which pages at the medical center sites we read? (Note: In Sweden where most things are government centralized and everything is on the internet, following one individual with keylogging would potentially give you all of their information in no time at all). How should the Internet be governed in the future? How should the openness of the Internet be guaranteed and how can we meet potential information security threats?
Much like when we moved off shopping on the highstreet and into the private property malls, we forget that we give up the freedom of assembly and freedom of speech at the doors of these private entities. You can give out protest-fliers on the highstreet to no shoppers at all, or be led out of the mall of america where all the shoppers are, when you attempt to protest there. This is happening on the internet now. Collecting all your eggs in one basket, with a handful of major corporate owners, when the fundamental idea of the internet was a decentralized network is the antithesis of the original "cyberspace" idea.
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