Our first TV ad for 3. The background to it is that as a brand they really needed to do something to re-establish trust with a very cynical public. We needed to be real, non-shouty, quietly confident and do something that didn’t try too hard.
We also had to launch mobile Skype.
Oh and we had just under four weeks from brief to going on air…….
I think it has turned out pretty well. It’s a platform that they can build on and ‘changing mobile forever’ sets them a challenge intrenally to keep striving to improve.
The main character Jason is a lovely bloke. Lead singer of Bugz in the Attic and perfect for this.
This is just a wicked viral. I love the guy’s enthusiasm almost as much as the techy ‘brilliance’ of the idea. Anything that gets youtubers arguing in large numbers about whether it’s real or fake has done it’s job.
The secret to good advertising is to understand your audience. If your target is ‘youth’ then this Channel 4 site is a brilliant resource. There’s a ton of good content on here. Check out the brand maps too.
Prefect tone for VA. Just something BA could never go near. Frankie Goes to Hollywood is an inspired soundtrack and I love how they have saturated the colours on the uniforms. Although from experience, they still have the same women working on the planes, it’s just they are 50 now….
We had a quick departmental creative review yesterday. Despite winning 3 Cannes Golds and Two Oneshow golds, it’s been a really tough year for us. We have had a load of great ideas but selling them and getting them made has been difficult. There has been some great stuff done elsewhere though. Mainly abroad it has to be said. This campaign for Shreddies I judged at D&AD back in May. It is just total genius. Apparently it came from an intern and it has that type of feel. I love both it’s simplicity and stupidity. After whopperfreakout and Coke Zero taste litigation, it is my favourite campaign of the year.
Love this for two reasons:
The strategic insight – it’s easy to miss something you are not looking for. Gives the creatives endless possibilities. Very nicely executed too (much better than their previous youtube rip-off). Chris Palmer is a brilliant director and for me it shows. Simply done but done very well.
I wish we had the digital bit. We could do some fantastic things with it.
