Ads

When internet connections went mass-market 20 years ago, some bright spark in a media company somewhere decided that their content should be freely available. I have no idea who that was, but they started a trend which continues to this day. Now consumers seem to equate 'online' and 'free' in the same way they confuse 'the Kardashians' and 'people with talent'.
How does this legendary ad rank amongst the rest of the Heineken flock then? It has all the love it or hate it swagger that some of their previous spots contain but coupled with a great message to men out there with even the most quirky and seemingly pointless skills.
When it comes to video production, advertising, marketing and branding there are certain tropes and ideas that tend to get banded around and eventually overused. Much like in the fashion industry when an idea can be so good and so attention grabbing that it will be lifted from obscurity and the alternative into the moronic ubiquity of the mainstream.
It is Wes Anderson himself who has been a victim of one of a creative highjacking recently by DDB Sydney, for the Australian branch of Expedia. The ad so blatently and unapologetically borrows from Anderson's palette that it ceases to become an advert and more of game to spot which trope of the directors will appear next.
Advertising does matter. It provides choice. Good advertising can be an opportunity for a brand to add value to people's lives. It's time to be inventive and think how a brand can live in a positive, engaging way beyond its digital dimensions.
KitKat Australia have taken a very different approach recently, taken a break perhaps? [pause for laugh] They have produced an ad which looks like it belongs on the Staff Picks selection of Vimeo. Illustrator Mike Watt was drafted in to create artwork to celebrate the finale of the white chocolate incarnation of everyone's favourite four fingered treat.
We need to create a situation where kids don't constantly have their minds polluted by money-grabbing ad-men.
Software may be eating everything. But one thing that I've seen at Advertising Week Europe today is that we're learning to adapt to these changes with zeal. This morning, Trevor Beattie announced the death of the 30 second advert, advocating a culture of five second segments instead.
Audrey Hepburn's reanimated corpse stars in the latest Galaxy Chocolate commercial.