2013-05-23T11:05:30-04:00 Josh Okungbaiye http://www.huffingtonpost.co.uk/author/index.php?author=josh-okungbaiye Copyright 2008, HuffingtonPost.com, Inc. HuffingtonPost Blogger Feed for Josh Okungbaiye Good old fashioned elbow grease. tag:www.huffingtonpost.com,2013:/theblog//3.2548442 2013-01-25T04:12:17-05:00 2013-03-26T05:12:01-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
Whilst I was contemplating about going to the gym I came across the Lucozade advert created by Grey London. I was initially drawn in by the scientific approach, so I automatically assumed it was something serious (I guess this was what they were planning the whole time). I really appreciate the scientific theme of the campaign, it slightly reminds me of a scene from Frankenstein. Through introducing this theme, it created a sense of tension and expectancy. This is the same type of tension and expectancy you get when your sport team is playing in the final of a major championship game. Through triggering these emotions, it encourages the competitive individuals in the audience to actually pay attention.

The advert is imbued with the spirit of competition. It presents Lucozade as the superior product and water as the inferior product. I must admit that the advert does make some pretty bold claims. For instance, it states that Lucozade is 'Better than Water.' On one hand I think that such a bold claim may cause the audience to be quite skeptical. On the other hand, the advert may spark curiosity and encourage the audience to try out the product to see if it is all function or just fizz.

Lucozade is produced by GlaxoSmithKline (a pharmaceutical company) and this advert solidifies the brand's leadership role within the growing energy drinks market. Since its launch in 1927, Lucozade has been very innovative in bringing value to the customer through its formulations and scientific development. I think they presented the advert as a lab experiment so they could communicate the brand's dedication to scientific innovation. We as consumers love our products to improve and it is an added bonus when improved products also improve our physical performance.

From a critical point of view it would have been great to see a group of average Joes and Joannes doing the physical sport test. I think it would have given the advert a perfect balance between comical and informative. In addition, I think Lucozade and Grey London could have taken the campaign further by giving the audience a chance to write reviews or diaries of their sporting development while consuming the product. This could perfectly align with those fitness related New Year resolutions. Through adopting this approach it will diffuse skepticism and also lead to further product development.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.2312481 2012-12-16T17:01:21-05:00 2013-02-15T05:12:01-05:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
The latest spot featuring Tony Mortimer (a former member of East 17) and the Mariachi Doritos reminds the audience of the importance of fun (Mexican fun so to speak), social activity and community. I think it is a relevant message, particularly in this festive period of families and loved ones coming together. I also love the fact that they used a Mexican band to recreate a full-length British pop classic (One can argue that the jingle has finally evolved). I think they used this cultural exchange to add character to the product and encourage the audience to form stronger associations with the brand. For example, people associate luxury and style with the likes of Chanel, Louis Vuitton and Prada. Through the focused planning and artistic direction of the campaign it could cause the audience to automatically associate fun parties with Doritos overtime.

As part of the campaign, people have the opportunity to win an online gig from the Mariachi Doritos. However, I think in order to take this campaign to the next level they could have at least tried to make the 'Stay Another Day' song a Christmas No. 1, perhaps it could compete with Gangnam Style and then we could watch this campaign transform into a different animal and watch history repeat itself.

I really appreciate the use of cultural exchange because it solidifies the message of fun being something that we can all relate to and be a part of. The strapline of the campaign states 'For fun, add a little Mexican,' so even if you do not have any Mexican friends or relatives to party with, I'm sure a few packets of Doritos will still do the trick.

On a separate note, I would like to wish everyone a very Merry Christmas and a Happy New Year.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.2200668 2012-11-27T18:21:31-05:00 2013-01-27T05:12:01-05:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
In the world of music, popstars are currently fighting for the Christmas No. 1 position. Similarly in ad land, agencies are also fighting for the Christmas No.1 in advertising. With regards to this, I personally think that this advert snatches the title from John Lewis' latest Christmas advert (created by adam&eve/DDB). This is because it has all the right psychographic ingredients of insight, emotion and wit that appeal to the target audience. In addition, the idea of the Christmas spirit is really difficult to capture in a 90 second commercial, but I think DLKW Lowe and Morrisons captured this successfully and presented it in an endearing way. However, the focus on the mother's efforts begs the question....'Where is the help of the father and the children?' Even though the advert delivers its message successfully I still think that it glamourises the idea of the overworked passive domestic mother sheepishly doing her role (I thought it was quite cliché). From a personal viewpoint, I am pretty sure the traditional family framework has changed dramatically since the 1950s. I think that this advert should have explicitly reflected that change. By closely analysing their past and current campaigns I can see that Morrisons were trying to move away from the typical Christmas clichés, but I can see clichés such as the one mentioned still rearing their predictable heads.

Although the advert does have some faults I still think it was well executed in terms of its messaging and aesthetic direction.

Just remember that some of our mothers may be stressed out about Christmas, but at least they can find comfort in the fact that Mother's day is well on its way.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.2046969 2012-11-04T19:37:24-05:00 2013-01-04T05:12:01-05:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
By presenting the advert as an amateur candid camera show featuring real people, it gives the campaign a sense of authenticity and presents the product as something to be experienced physically and emotionally. I think LG and SuperHeroes Amsterdam used this art direction in order to lure the viewer into expecting what was going to happen next. The encouragement of voyeuristic curiosity in the viewer is further strengthened by the input of 'reality TV' elements into the campaign.

From a personal viewpoint, I honestly cannot remember the last time I saw an advert for a television monitor. Furthermore, I have noticed that my television has been dominated by adverts for tablets and smartphones. In the midst of technological advancement and the ongoing debate of television's place in the future of entertainment and advertising, I think the LG campaign is timely in its message and forthcoming with its product.

From a critical point of view, I wish LG could have used the IPS monitor in a number of creative ways to further demonstrate its visual superiority (perhaps by creating a mini series). By taking this avenue it will enable viewers to see first-hand the product's capabilities in a fun and fresh way, and this could bolster the campaign's potential to become viral.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1882560 2012-09-13T19:38:16-04:00 2012-11-13T05:12:01-05:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
The opening sequence of the advert stirs up curiosity by bringing the viewer into an 18th century opera performance. The luxurious interior of the opera house coupled with the outrageous theatrical elements creates a backdrop that keeps the viewers eye on the overall narrative. Within the commercial, a sense of tension is momentarily created. I must admit it did not have me on the edge of my seat, but it was just enough to make me highly expectant of what was to come. Before I could blink, the well-designed KIA Soul was on the stage. In and amongst the decadent setting, it is clear that the innovative design of the car is one of the strong selling points. By looking closely at the commercial we see that the product is a stark contrast to the platform it is presented on. The use of contrasts is used numerously throughout the advert. I think the agency's aim behind this approach was to emphasise the uniqueness of the product and to create an atmosphere of non-conformity for the viewer. I also think they used these techniques as a tactic to encourage retention in the minds of the audience.

In terms of the sequence of the advert, it began with an 18th century decadent aesthetic, which transformed into a 21st century modern rave. I think the sequence reflects the evolution of the KIA organisation, which has been heavily propelled by creative product design and innovation. According to a recent KIA report, it states 'Kia is the newest and most exciting force of change in the automotive world...' The advert further illustrates the organisation's transformation and it's commitment to the everlasting pursuit to be the next best thing.

The commercial appeared during the MTV VMA (Video Music Awards). I think the reason behind this strategy was to reach their target audience of young millennials (Age 16-24) and create a strong impression of cultural relevance. The hamsters were dancing to the Axwell remix of "In My Mind" by Ivan Gough & Feenixpawl ft. Georgi Kay, a song that is gaining mass popularity amongst the youth. In this day and age, owning a car is still seen as 'cool' so I think the addition of cultural relevance was an effort to further bolster the car's cool factor and increase the value of the product in the mind of the target audience.

The only flaw that I could pick out was that the KIA Soul does not time travel (Do not be fooled people!). Apart from that, the advert was memorable, humorous and it clearly demonstrated the visionary outlook of both the product and the organisation in today's world.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1819807 2012-08-21T18:48:36-04:00 2012-10-21T05:12:12-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
In terms of the overall advert I think it presents a new alternative to selling men's grooming products. The commercial was not riddled with cliché alpha male elements. Instead, it displayed the vulnerability and weakness of a young man in love/lust. In addition, the campaign seems to carry an undertone of self-improvement. This is demonstrated through the short and effective copy encouraging the audience to overcome their fears and be pragmatic in achieving victories.

The presentation of Susan Glenn serving as a metaphorical representation of all our fears, passions and obsessions makes this advert quite universal in its message. In connection to the point I made earlier, I do find it quite outrageous that the campaign presents Axe as the antidote to fear and vulnerability. I also think that the emphasis on the word 'fear' creates a lasting impact on young men because it threatens the male ego. It is understandable that the commercial aim of the campaign is to increase the sales of Axe products, but it is quite clear that the crux of this advert is based on self-confidence and self-esteem. I personally thought it was a little too simplistic to present fear as the greatest enemy to copulation and Axe as the solution. It is very important for viewers to not confuse fear with self-esteem and self-confidence.

I do applaud that the advert didn't just sell a false dream. i.e. by spraying yourself with Axe you will automatically become God's gift to all women. I think it was refreshing for Axe and BBH (New York) to take a different approach in communicating to the young man still trying to understand the world of lust, love and sex. However, I think that demeaning vulnerability and weakness reinforces the notion that you have to be a brutish, fearless alpha male to get ahead in life. When we know in reality that is not always the case.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1749281 2012-08-06T17:59:38-04:00 2012-10-06T05:12:17-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
Sport is the ultimate game and I think it reflects Life. Wieden & Kennedy (W+K, Portland) have captured this in their latest advert, which depicts an athlete jumping and dodging obstacles as though it was a computer game. The aim of the commercial is to showcase Nike's new training platform, which helps you track and measure your workouts so you can compete and compare your performance with your friends around the world. I think the timing of this campaign further bolsters the purpose of the Olympics and the spirit of global competition.

Sequences of the advert reminded me of a variety of gaming classics (Super Mario being one of them). I think they used this approach to target the young generation of 20s to 30s because of their easy acceptance of innovation. I also think Nike and W+K tailored the creative direction to briefly teleport the audience back to their childhood memories of Nintendo and Sega Mega Drive in order to pull at the heart strings.

Recently, Nike have been releasing a few innovative products, one of them has been the Nike+ Fuel Band. With their latest addition to the product line, one can clearly see that Nike sees innovation and technological progression as an essential element to the advancement of sport and personal fitness. It is clear that Nike recognise this an another avenue for them to differentiate their products. This explains why pioneering innovation comes across so strongly in the advert.

From a critical standpoint I was quite concerned by the fact that the baddies in the advert were black. I'm not someone that focuses on colour, but this was quite plain to see. The sight of this led me to ask, why couldn't the baddies be evil purple penguins from outer space? One understands that there is limited time too communicate the commercial message, but I'm sure there were alternatives that could have enhanced the message of the campaign. I personally think this approach was lazy and Hollywoodesque. I highlight this point because I strongly believe that advertising plays a huge role in cultural formation and individual perception. It would be naïve to think otherwise.

Apart from the slight tastelessness of the depiction of a baddie I do think this advert is fantastic and captures the importance of innovation, the competitive spirit and the inherent need for all of us to want more and do better.


]]> tag:www.huffingtonpost.com,2012:/theblog//3.1632629 2012-06-27T19:21:10-04:00 2012-08-27T05:12:06-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
The close-up shots are reminiscent of being up, close and personal to a car mirror. I think it was intended to simulate the familiarity of being a driver. In addition, the sound and dramatic movement jolts the audience out of a trance and follows up with the shocking statistics. I think that this approach strongly communicates to viewers that certain driving habits can easily lead to deadly situations.

When the commercial ended I was quite surprised to find out that it was a Volkswagen campaign, it was something that I expected THINK! (Department of UK Transport dedicated to promoting road safety) to create. I was impressed by the fact that the advert rebelled against the conventional style of automobile adverts. I think the brand used this unconventional style to effectively educate and re-affirm their commitment to the safety of their drivers.

Overall, I think it was a thought-provoking advert that challenged drivers about their habits in a concise and effective way. It also demonstrated just how easily a driving habit can easily lead to a fatal consequence. The advert had a call action, but most importantly it was a wake-up call.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1525942 2012-05-18T06:54:25-04:00 2012-07-18T05:12:06-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
Although Stella Artois' performance has proved to be positive there is still a lack of awareness of the Belgian cider (or cidre). Mother (not my mother, but an advertising agency) have confronted this problem by creating the Cidre 'Cidre Duet' campaign. The advert is presented as a public service announcement. Through strongly highlighting the name 'Cidre' it puts the intrinsic differentiation of the product at the forefront. I also think that this early establishment of the name gives the product its own signature whilst projecting its unique selling point and heritage.

The 80s French film aesthetic and alpha male undertones give an indication of its target group; which consists of affluent GQ magazine type men between the ages of 18 to 34. The numerous images of affluence feed into the product's significance and perceived quality. On some of the outdoor billboards it reads, 'Pour into a chalice, not a glass.' This further stresses the significance of the product by instructing consumers on how the product should be perceived and consumed. I also think this advert effortlessly presents the product as something that is exotic and fashionable.

Now the audiences of drinkers have been made aware of the 'Cidre.' Let's hope that after a few drinks they still remember it.

Enjoy!

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1458819 2012-04-30T10:09:25-04:00 2012-06-30T05:12:02-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
The advert filmed by Jim Weedon features Michelle Dockery from Downtown Abbey and Leo, a man with burn scars. By including a star actress alongside a burn victim, it gives the campaign more weight in its message to promote facial equality in film. The background music, heavy rainfall and dark lighting thrust the audience into a sinister scene. Although the setting is reminiscent of a horror movie, the tension in the opening scene is quite measured. I think this approach was used to create space for interpretation by not leading the audience too much. By cautiously guiding the viewer through the narrative, some members of the audience fall into the trap of thinking Leo is the villain by using his facial disfigurement as a basis for his character. Such knee-jerk assumptions have been the result of years of film conditioning that have led people to accept that facial disfigurement is an indicator of an evil person (Characters that come to mind are Two-Face, Dr Doom and Freddy Krueger). We may not realize it, but it has become automatic in our mental processes. Others may argue that the tense and sinister setting in the advert encourages negative assumptions to be made. I argue that it was a catalyst to expose the audiences' way of thinking to themselves. This push for self re-examination is further accelerated by the question: 'What did you think was going to happen?'

I must admit, the pessimist in me questions how one advert can change years of mental conditioning. The optimist in me believes that this is a long-term battle that should be fought with a long-term campaign strategy. In order to counter the years of conditioning there are two ways DDB can take this campaign further. One way is by turning the advert into a series, depicting Leo as the hero. Alternatively, the advert could become an online campaign that gives the audience the chance to select what happens next. This will enable viewers to be active in their efforts to change their way of thinking. It also makes the audience less passive in their response to the advert.

DDB and Changing Faces have been courageous to go head to head with widely held beliefs that have been proliferated through movies. By showing the advert in cinemas it reinforces the massive steps that are being taken to achieve face equality. In other words, the campaign is practicing what it is preaching.

Enjoy.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1444422 2012-04-23T11:40:48-04:00 2012-06-23T05:12:02-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/ real Michael Jordan. At first glance I assumed that sharing a name with a legendary athlete was a gift, but soon I realized that it was a curse.

By taking a closer look at the advert I saw the protagonist's life echo the early days of Michael Jordan. It is important to note that the real Michael Jordan was once rejected because he wasn't tall enough. Parallels are further formed by the advert being filmed in Chicago (the home of Michael Jordan's team; the Chicago Bulls). I think they formed these parallels to portray to the audience how close to our identity sport teams and athletes can really be. For example, I support Arsenal FC because they are a London team with great players (Well... that's one of the reasons). Sport teams and athletes really do represent us and I think the delivery of the advert reinforces this underlying message.

Although the aim of the advert was to creatively explore the challenges of sharing a name with a famous athlete, I also think one of the objectives was to further increase the amount of viewers on ESPN. The strapline 'It's Not Crazy, It's Sports' is effective in channeling the frenzy that sports generates, particularly the big games. The strapline is also successful in communicating ESPN as a platform for us to idolize our favorite sport superstars. I know this may sound crazy, but consciously or subconsciously we idolize famous athletes and Wieden and Kennedy illustrate this frequently, particularly in the clip that depicts the waiter bringing out the best wine for Michael Jordan. I think Wieden and Kennedy took this approach because they wanted to explore our affinity with winners. In terms of a brand, we want to be associated with a winning brand. As mentioned earlier, sport teams and athletes represent us, so if they win, we win. So as we idolize them, we also idolize our connection to them. This explains why we wear our sports team jerseys with pride.

One profound thing that I noticed was that all the people from different races and social classes all knew who Michael Jordan was. I think this approach was an effort to communicate ESPN as a channel that is all inclusive and far-reaching.

Finally, the advert explores the name of a person as being a brand. It also explores that the strength of the brand can arguably indicate the quality of the product. In this case, people saw the brand (Michael Jordan), but when they saw that the product was an average man, they were disappointed. It raises questions of a brand's capability to establish positive or negative ideas pertaining to a product's quality.

Enjoy.

]]> tag:www.huffingtonpost.com,2012:/theblog//3.1429067 2012-04-16T18:18:49-04:00 2012-06-16T05:12:01-04:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/



The overarching theme of the advert is running, and such activities require a lot of motivation. In the advert I see that love for her partner motivates her. She's driven by her desire to see her loved one. This is echoed as she sings "I Will Run to You." To the audience the 'you' in that sentence could be personal goals. I think Weiden and Kennedy have made 'you' open to interpretation in order to encourage the audience to examine who the 'you' is in their own life. With this in mind, it led me to ask myself what my motivation for running was. My motivations ranged from increasing stamina to just getting some fresh air. The advert communicates that whatever your motivation, RUN STRONGER and do it with Nike. This is further justified by the close up shots of the Nike shoes.

I think that this advert successfully explores human will-power, love and relationships. I also do admire the way Weiden and Kennedy twist gender expectaions by making the woman the heroine and the man as the helpless victim. I think they took this approach because they wanted to communicate to two types of women; those who were presently into running and those still contemplating running. In this case, I think the group contemplating running are very important because it is quite likely that this group probably doubt their ability to DO IT and get fit. The advert focuses on this group by making them feel empowered to get our there and RUN STRONGER and be determined in reaching their fitness goals.

Enjoy.

]]> tag:www.huffingtonpost.com,2011:/theblog//3.1135054 2011-12-07T16:43:59-05:00 2012-02-06T05:12:02-05:00

Josh Okungbaiye http://www.huffingtonpost.com/josh-okungbaiye/
On-live advertising is a new concept and it is made up of THREE variants.

The first variant works by consumers streaming live online footage of themselves using the product or service. While this is taking place, the online streaming footage will be integrated into the actual television commercial while it is being broadcasted. The individuals participating in this on-live advertising can be selected using crowd sourcing platforms. Websites such as USTREAM and justin.tv have created an environment for on-live advertising to become a reality. Through this approach, advertising in the future will be able to create more of an alignment with current tastes, opinions and preferences. As a result, this may lead to more effective decision making. Furthermore, this may also challenge viewers to re-evaluate their negative perceptions towards advertising.

The second variant of on-live advertising works by using motion digital displays to synchronise advertisements to real-time events, cultural routines and patterns. For instance, McDonalds can advertise their breakfast menu in the morning. Likewise, Subway can advertise their lunch-time menu in the afternoon. This approach may play a significant role in encouraging impulse buying. In the future, the consumer will become even more sophisticated and I believe that advertising should accommodate this change by becoming less static.

The third variant involves giving consumers the freedom to pause a live online programme in order to gain more information on a product that they see within the programme. For instance, if a viewer is interested in a piece of clothing that their favourite television presenter is wearing, they can pause, zoom and click on that item. Once that particular item is clicked, a message will appear providing the viewer with more information. Some of this information will consist of the brand, the price and a location of stores where the item can be purchased. This approach will also create a stronger alignment with current consumer tastes and preferences. Furthermore, this type of advertising will empower consumers by giving them the freedom to decide when to expose themselves to advertising. ]]>