Entries Tagged 'Copywriting' ↓

50 Top British TV Spots Chosen

The UK’s Advertising Producers’ Association has released its annual list of the 50 best commercials. See them at AdRants.

That fantasy flying diesel from Honda (by Weider & Kennedy UK) looks like a Disneyland dream. (Personal skepticism: ok, Honda’s diesel is clean and quiet, but is it fast?)

The Stella d’Artois spot from Lowe London is a major WWI epic. A “reassuringly expesive” spot to produce, I think.

Is that “big and agile” gymnast wearing a fat suit? (He’s selling a “big and agile” Skoda SUV.) You be the judge.

The Return of the Train spot by Rainey Kelly Campbell Roalfe/Y & R incorporates scenes from Hitchcock’s North by Northwest to sell a fast, new Virgin Train service. Using a terrific movie to sell a product without a big stretch of “borrowed interest” is seldom accomplished.

All in all, these are awfully intriguing commercials and easily worth the 2 Euro membership fee.

GE Singin’ in the Rain Spot

General Electric has an engaging new TCV spot. It shows ecologically happy jungle elephants dancing in puddles to the tune of Singin’ in the Rain. It’s titled Singin’ in the Rain, too. What would Gene Kelly think?

Very engaging and original.

UK Sunbed Association promotes tanning health effects

The Sunbed Associuation, a British tanning salon group, has been promoting the health benefits of tanning in leaflets distriViotamin D, a natural result of sun exposure, they say, helps “some cancers, osteoporosis, high blood pressure, multiple sclerosis and depression.”

They forget about the increased risk of skin cancer, including its most deadly form melanoma. In a current book Risk, authors Ropeik andGray of the Harvard Center for Risk Analysis, say that skin cancer is not figured into standard cancer risk charts, because it is so very common. In fact, they say, in the US each year, new cases of skin cancers approximately equal new cases of all other kinds of cancer combined. (See p. 346 of the current paperback edition.)

Anyway, the British ad watchdogs, the Advertising Standards Authority, made the sunbed people stop promoting the health benefits of increasing your exposure to UV rays in tanning salons.

VW Moves Account

According to Adweek, Crispin Porter + Bogusky has won the VW account from Arnold in Boson. The account bills $400 million. Amazingly, it will switch without a formal creative review.

There have been backchannel talks with the new agency for some time. US VW sales are slipping some 20 percent this year compared to the same period last year. Sales were down last year as well.

The agency had handled the $25 million BMW Mini Cooper account, but resigned it this morning. A key player at Cooper — marketing communications manager Kerri Martin — moved to VW in a similar capacity and that clinched the account switch. Evidently, the Mini Cooper people were very happy with CP+B’s handling of the account.

Commercials Reach Saturation Fast

There’s a new study being run in Omaha, Nebraska, by MediaCheck that finds TV commercials reach saturation levels for their audience in a matter of weeks. After that, the spots should air less often. Therefore, advertisers will need more commercials to run less frequently.

The problem is that TV production costs are high — about $400,000 for a 30-second spot. So agencies are looking at less costly production techniques.

One large agency is studying MTV’s methods because it produces so many videos so affordably.

Then, too, production costs are lower in other countries, so Canada, South Africa and India are being considered as low-cost production venues. It is said that computer links can afford control over the shoot without sending everyone to Calcutta.

No matter where the spots are shot, it is becoming more and difficult to get the consumer to actually see them, so in the seesaw battle between creative and media, media is on the upswing.

The Omaha study is named the Wanamaker Project after the Nineteenth Century department store magnate John Wanamaker, who said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

Posters as Fast as a Speeding Train

New York magazine, after going eight years without an ad campaign for itself, will try to make up for lost time. The magazine will run new posters in subway stations every weekday.

The campaign with tagline “This is New York,” will run the daily series in five subway stations in Manhattan: Columbus Circle, Times Square, Pennsylvania Station, 68th Street, and Spring Street.

The poster will appear starting this Friday and running through September 30th with timely topics: Primary Day September 13th will feature the four Democratic candidates for Mayor. When the Feast of San Gennaro starts on September 15th, the posters will list the calories in traditional Festival foods.

There will be unchanging posters as well on phone booths using a reflective material, again stressing “This is New York.”

The new ad agency is Weiden & Kennedy, the creators of advertising for ESPN with the theme “This is SportsCenter.”

Viewers of W&K’s ads must have short memories, I guess. But the daily poster replacement is innovative and will be a logistical challenge.

Beer for Kids in Japan?

Going the US one better than the non-alcoholic RedBull ™ mixed with real vodka, a Japanese company has introduced Kidsbeer ™, a guarana soda that looks just like your favorite brew.

It is a reformulated version of Guarana — an ordinary cola based on the South American plant — now made less sweet and a heck of a lot foamier.

(I hope it tastes better than the B to the E ™ sweet malt beverage I mentioned earlier in this journal. Remember, that was real alcohol pretending to be soda. It looks like beer, but it tastes like those energy drinks.)

Kidsbeer ™ is selling well. It is a twin of real beer in traditional brown glass long-neck bottles with classic beer labels. It is gaining popularity, even being sold as a gift item in department stores.

The theme line is translated as “Even kids can’t stand life unless they have a drink.”

I hope that line wouldn’t fly over here. It’s an obvious way to encourage underage drinking of Realbeer.

Jeans Billboard and 1800’s Gentleman

An enterprising photographer has taken a photo of the Plugg ™ jeans billboard in Times Square. You know the one: there were rumors that it was too raunchy even for the new Times Square, and that it would never be displayed.

Apparently not, because there it is, just over the shoulder of what one blogger called an 1800’s gentleman.

The gentlman is George M. Cohan (1878-1942), the old time Broadway actor, and prolific playwright. He’s the man portrayed in the James Cagney movie, Yankee Doodle Dandy.

The billboard behind it does conjure up old Times Square, though. (Frankly, I think the pigeon on Mr. Cohan’s head is more annoying than the billboard.)

Dish Network TV campaign

Publicis West in Seattle has come up with some innovative, hard-hitting spots for Dish Network ™.

One entitled Binky, shows the TV sucking everything in the room to it. “TV doesn’t have to suck. Dish Network. Better TV for all.”

Another titled Dinner shows a quiet dinner party disturbed by a mysterious breeze. Yes, it the sucking TV again. And this time it sucks up the cat.

I think a lot of people these days feel that cable TV is terrible and this campaign reinforces that and gives athe cable user a beeter choice.

Bleepin’ Gas Prices

Have you bought any gas lately? I hear that some gas stations are raising their prices several times a day.

So this billboard by Dallas Area Rapid Transit captures the feelings of a lot of drivers.

The headline on a typical gas pump showing $39.97 for 16.705 gallons is “@%$*$?!.”

You took the word right out of my mouth.