People don’t read ads. They read what interests them. Sometimes it’s an ad.

(Howard Gossage)

Advertising photographers are passionate about beautiful women. And squids. At least that’s what their portfolios indicate. A recent photo research had me stumble across these cute fellows in a course of just a few minutes.

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More pictures with less legs on their websites:

VOLKER MOEHRKE
BINE BELLMANN
THOMAS MANGOLD

A large white room. A small black box. And an explosion of talent.
This PLAYSTATION 3 commercial is jaw-dropping.

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The film was created by TBWA ChiatDay and executed by SUPERFAD, a production company with offices in LA, New York, Seattle and London.

Their portfolio is worth a look. Motion design at its finest!

After “Balls” and “Paint” it’s finally here: Sony BRAVIA’s third spectacular TV commercial “Play-Doh” is the story of a colorful rabbit population invading New York City.

The film (agency: Fallon, London) is a stop-motion-animation that consists of 100.000 single photographs. A piece of art. And stolen!

The LA-based artist duo KOZYNDAN must have been quite puzzled when they saw the TV ad. A film that looks like a living version of a painting they created several years ago.

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Impudent: The film production company PASSION PICTURES had called the artists months earlier to request work samples and to talk about a possible collaboration project. Only they never called again …

(via WERBEBLOGGER, OFF THE RECORD, JvM, THE KAISER)

(SEE ALSO)

Everybody is doing “ambient-campaigns” lately. Advertising ideas that extend the borders of the regular ad space and – if done well – cleverly include the surrounding environment.

We just realized an ambient installation for our client TOYS”R”US. And used the biggest ad space we could find: The planet!

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Creative Directors: Florian Meimberg, Torsten Pollmann
Art Directors: Florian Meimberg, Matthias Renner
Copywriter: Torsten Pollmann
Illustrator: Hajo Mueller
Producer: Peter Engel

An average commercial break on TV isn´t the most mind-expanding experience in the world. It is the exact opposite: a dull blend of flavorless clichés and stale conformity. The happiest families, the whitest teeth, the biggest cars. Life is perfect in commercial land. Perfectly boring!

So why aren´t there any more good ads out there? Is it because we – the advertising creatives – can´t think of anything more intelligent than the usual mainstream crap that disrupts your soap opera? Believe me: it´s not! We have drawers full of commercial scripts that would make you laugh. Make you cry. Make you buy the product!

Let me explain to you why most of these ideas never end up on your screen. Let´s play a little game… A simulation of what usually happens to good ideas. And how easily very good can turn into very bad.

First, let´s look at one of the best ads ever. The SONY BRAVIA commercial “Balls”, directed by danish director Nicolei Fuglsig. A mind-bursting, touching, hypnotic masterpiece! We all know it. But let´s watch it again, shall we?

Done? I know. It´s perfect!

Now let´s imagine it didn´t exist yet. That it was only an idea. A vision in the creative´s head.

The creative writes it down. He presents it to the client. The client likes it. The creative is very, very happy! (He secretly pictures himself on stage at the Cannes Advertising Awards). The agency starts working on the commercial. Production companies are being screened. The creatives talk to directors. The client calls. They have SOME MINOR CHANGES to the script. The creative thinks about jumping out of a near window.

What follows is an ordeal full of horrible abuse and dreadful torture of the script. It´s what happens every day in ad agencies around the globe. It´s what kills most good ideas.

The FALLON guys are really lucky that the following list of MINOR CHANGES never came:

1. The “deserted streets” (line 2 in the script) have to be populated. Sony is a brand for the people. We have to show them!
2. We want to see Branding right from the start. The Logo has to be on screen starting at frame one!
3. We must see THE PRODUCT IN USE. It should be a scene with a young family watching TV. 2 kids, one dog (research shows that kids work!)
5. Include CLOSEUPS of the product.
4. Superimpose the price once you see the product for the first time (which should not be later than 5 seconds into the commercial.)
5. The frog is unacceptable. Animals rights activists will complain. No frog!
6. We don´t like the music. It sound too depressing. We prefer something more cheerful. Lyrics should include the words “color” or “colorful”.
7. The logo in the end must be at least double the size!

We need the revised script with all the changes by tomorrow night. That´s when the FOCUS GROUPS start.

Focus groups. The REAL misery. And the sudden death of EVERY good idea …

Oh joy! We won a gold medal at the New York Festivals! For a truck advertising for Pantene Shampoo. Category: Cosmetics/Beauty.

Here it is:

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