The new guy at Pereira & O’Dell NY

Back from the hiatus of blogging. Since my last entry, I’ve started interning at Pereira & O’Dell in New York. First agency experience here in the Big Apple, and I have to admit that it’s more akin to my time at T.D. Wang than anything. My observations are that the hours are late and very high stress. A far contrast from what I experienced at Muhtayzik. It’s good experience regardless, so we’ll see how far this takes me.

Also getting the chance to work on sports related clients all the time. Who’d a thunk it? Paul Boupha? Haha. Any way, back to my ad world observations.

This spot made some headlines a few days back, and I thought it was funny enough to share. It rides on the fame of goat videos. I suppose it’s an easy route to take when developing creative. But if it works, it works. Again, always produce something fun and worth watching.

Another spot is this one for VW. I imagine the brief was to really exemplify their USP. Why not show the scenario played out in a situation you wouldn’t want their USP. Very smart execution even if it is a stunt. I’ve begun to understand that stuntvertising isn’t meant for the people actually experiencing it in the moment (because they’re likely actors any way) but more for the viral video content it ends up being when posted online. At any rate, I’m a fan of this little spot.

Fun, clever ambient stoplight

Another fun execution from a basic insight. How do you get people to stop in their tracks? Entertain them. How do you entertain them? By unexpectedly remixing things they see every day and take for granted. A valuable lesson going forth in thinking up my own executions.

Honey Maid Made Well

This Honey Maid campaign hits all the right notes. Most families in America are different. Times are changing and the traditional family is increasingly harder to come by. Is that a bad thing? Absolutely not. The ever-changing idea of what makes up a family does not detract from what the essence of a family provides. Love, safety, security, support. This is what the snack brand wants to convey in its messaging.

I think they did it superbly with their ‘wholesome’ angle. It ties in with a USP for the cracker itself and also stands for something more societal.

Although some, namely teachers I’ve come across in school, would argue, “It’s just a graham cracker. The messaging can’t be so grand. It doesn’t fit.” They would argue how a simple product could tie in with such a deep and elevated message. They would argue that it wouldn’t work.

I believe in the exact opposite. I would argue that this campaign is brilliant. They’ve managed to take a simple snack and elevate it to something that stands for so much more. You’re not just eating a cracker, you’re consuming the idea of what this brand believes in. It differentiates them from its competitors and gives them a voice you’re proud to listen to.

Simple, funny prints

Winning formula: dogs and simplicity.

I think this print is amazing and requires very little explanation. Feels European?

The lesson of the day is to just think of everything as if you’re telling a joke. There always needs to be a punchline. There always needs to be a twist. Explain this ad as if you were delivering a funny line when talking to a friend.

…of course, that’s all well and good. But easier said than done. Heh heh.

The Glory of Ambient

I like ambient. Albeit it can be expensive as ffff. It immerses you in the advertising, and you’re given a more likely reason to talk about it with friends. The coolest thing I’ve seen lately is the kinetic football field installed in Rio’s favelas.

In conjunction with solar panels, the field itself was installed with tiles underneath the astroturf that lit floodlights on the field at night. This allowed people to continue playing football so long as there were people out wanting to play. Super cool and super beneficial to the people.

Another simpler, and essentially, more clever ambient execution comes from a party supply store in Toronto.

Although I admit the execution is tiny and one-off, it’s fun and speaks true to the heart of the message. Plus, inexpensive to pull off.

Triple Whammy Day

Three pieces in the ad world worth discussing today. Two of which are really gay. Oh, San Francisco.

Let’s begin with DiGiorno’s misguided tweeting and almost immediate beg for forgiveness. Recently, they posted this:

#WhyIStayed is a hashtag revolving around the topic of domestic abuse. Without the proper context, DiGiorno’s social media team saw that it was trending and posted the above without doing their research. They instantaneously received quite a bit of backlash. Within minutes, they took down their tweet and issued this apology:

I’ve been in my fair share of PR disasters before. They don’t feel good. Even though they done f’d up big time, the person at fault did the right thing in personally replying to every single complaint. It’s the hard thing to do, but in the end, it’s the best thing the company could have done. Just suck it up, and admit to your failures. We’re all human. Just make sure it never happens again. I applaud them on how they’re riding out the shit storm.

Gotta give a nod to Muhtayzik Hoffer for this pretty funny spot. Simple situation spun on its head. It’s essentially a copy-driven piece which makes me like it even more. Kudos to Mike Gallucci here for his unmistakably weird sense of humor. Even though I barely knew the guy.

I don’t know why I discovered this so late. It rings similar to the Gay or Nay microsite I did earlier this year. Although it’s done on a much simpler and grander scale. The message is very simple and the execution didn’t take much effort at all. No matter what you look like on the outside, the inside is the same. Beautifully intricate message delivered in a very easy and digestible way. I love it.

Some Lyrics are Brilliant

I’m very late to the Sam Smith fan-train, but I’ve been obsessing over his album lately. In particular, ‘Stay With Me’ has gotten more eerily beautiful the more I listen to it. At first, I liked the song for its melody and the singing. When I actually listened to the lyrics, I realized just how concise and masterful the writing was. I just had to blog about it. So let’s dissect.

The lyrics are simple. Quick. He tells so much of a story with so little words. The principles of getting in as fast as possible and getting out even faster applies here. We open on a man convincing a woman not to leave. She isn’t his lover. She’s a fling, but he needs her to stay because of his inconsolable heartbreak.

I love how song lyrics are conversational. I love how they tell you something directly, yet at the same time, not explicitly. I love even more how it taps into your emotions regardless if you’ve been in the same situation or not. In effect, my realization today is that music makes for good copywriting. Sam Smith told a wonderfully crafted story. I want to, one day, be able to do the same.

And then after I’ve mastered that, I’ll work on sounding as good as him.

—

[Verse 1:]
Guess it’s true, I’m not good at a one-night stand
But I still need love ’cause I’m just a man
These nights never seem to go to plan
I don’t want you to leave, will you hold my hand?

[Chorus:]
Oh, won’t you stay with me?
‘Cause you’re all I need
This ain’t love, it’s clear to see
But darling, stay with me

[Verse 2:]
Why am I so emotional?
No, it’s not a good look, gain some self-control
And deep down I know this never works
But you can lay with me so it doesn’t hurt

[Chorus 3x]

The Gisele Spot

Another popular spot that’s been poppin’ up all over the place. Gotta hand it to Droga5 for delivering another great spot to accompany their wonderful tagline: I will what I want.

Take a supermodel known for being high-end, luxurious, and feminine. Throw her in an environment doing the complete opposite. Show her in a powerful, sweaty, down-to-earth activity that also embodies sports for the brand. For good measure, let’s include people’s tweets that both rant and rave about what she’s doing. Film it beautifully. Get people emotional about it. Nibble on the human truth that everyone gets bullied, but as long as you put your heart to it, you can do damn well whatever you please.

Thus the thought process behind this spot. Essentially, the reasons why this is another home run for Under Armor.

IKEA at the Forefront of Technology

This has been making the rounds in the ad scene lately.

Obviously, there have been countless parody videos for the iPhone. Yet all of them have been pretty popular and successful just because of the sheer fact that people are blasting away their preconceptions and expectations from the original. They already know in their mind what’s supposed to happen, and they want to see what changes and twists the new version is able to incorporate.

That’s why SNL is so successful. That’s why other parody videos are so popular. However, IKEA has nabbed at a low-hanging fruit by taking the parody approach. Not to say this ad, and particularly the writing, isn’t clever. But I’ve seen it before, and I’ll probably see it countless times again.

Tonsillitis

I’ve been couch-ridden for the past few days. First time in my life I’ve ever gotten tonsillitis. I thought I was actually rid of this a few weeks ago when I first got it, but I think my laziness and naivety caused it to resurface with a vengeance.

I’ve never experienced this type of pain in my life. It literally hurts to swallow anything. Food, medicine, even water. The pain is like needles piercing the back of your throat every time you move. Quite torturous. However, I did discover that warm milk and turmeric works pretty miraculously — although it’s not nearly as potent as I need it to be.

I’ll be visiting my first New York doctor tomorrow. First time using my Medicaid as well. All these mundane little things are acclimating me more to this New York life of mine. I suppose that’s a good thing in a sense. I’m just sick and tired of being sick, and I miss actually being able to speak.

Pain, you can go away now.