Hasta La Creative!

Bem quando marcas como a Diletto e Do Bem estão sendo observadas de perto pelo Conar, a Hellmann’s chega com uma proposta de “storydoing” – contar uma história e fazer algo com ela.

A campanha Vamos Plantar, criada pela Cubocc, vai fazer uma espécie de um reality show de uma plantação de tomates. Os consumidores poderão acompanhar o desenvolvimento do plantio, o crescimento da fruta e até interagir com o fazendeiro. Dessa safra de tomates que sobreviverem ao Big Brother Tomate, será criada uma série especial de ketchups.

O timing do lançamento da campanha é incrível – tanto a historinha do nonno da Diletto quanto o storytelling do seu Francisco da Do Bem estão sendo investigados pelo Conar por serem propaganda enganosa. Me pergunto: será que vai ter auditoria para garantir que apenas os tomates observados pelas câmeras vão ser usados na produção do ketchup da Hellmann’s?

Nesse ponto, até a Do Bem podia alegar storydoing ao colocar o seu Francisco em um hangout live.

O foco, acredito eu, é mais saber se a publicidade está destacando atributos e características reais dos produtos que vende, ou se está fazendo propaganda ficcional, com um toque dramático aqui ou um reality show acolá.

Post originalmente publicado no Brainstorm #9
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Samsung’s prominent marketing chief DJ Lee is reportedly set to leave the company, after mobile profits tanked in the third quarter.

L’entreprise de construction japonaise Shimizu a récemment introduit son nouveau projet d’architecture « Ocean Spiral » réalisable pour 2030. Il s’agit d’une ville construite sous l’eau autonome en énergie grâce à des grandes spirales connectant chaque maison au fond de l’océan où de l’énergie sera générée par la production de methane (un constituant du gaz naturel). Un Atlantis moderne, à découvrir.

Le photographe Kevin Twomey, basé en Californie, a décidé de rendre hommage aux anciennes calculettes à travers une série de photographies intitulée « Calculators ». Il s’est intéressé aux mécanismes complexes et internes (qui existaient il y a 60 ans) en dévoilant à l’objectif leurs squelettes et engrenages. Des reliques à découvrir dans la galerie.

Brian “You re all different!” The Crowd “Yes, we ARE all different!” Man in crowd “I m not ” The Crowd “Shh!”
In my eyes, the above is the one and only time you re allowed to shout that you re different.
Back in 1989, First Direct really was different. No branches, but 24-hour customer access for those of us who didn t have time (or couldn t be arsed) to nip to the high street. The bank launched with two ads that ran concurrently on ITV and Channel 4. The first showed the negatives of normal banking, the second the positives of banking with First Direct.
It was clever, groundbreaking and had something to say. But it never shouted it was different. Its offering was. And its creative work was.
As this new campaign broke, a spokesperson said: “In many ways it s typical First Direct: very quirky, irreverent and dialling back up what we stood for 23 years ago.” Believe me it s not.
There s a lizard, called Little Frill. He has a DJ tarsier housemate. He s ordered a pizza, chased the delivery bloke down the road and called him “dough ball”. There s no killer insight. There s this: “Why can t my takeaway be more like First Direct? They ve got award-winning service.”
The endline is The unexpected bank . Fair play, it is unexpected, in that it must have researched well.
That this ad has more than 200,000 views on YouTube. That there s even been budget set aside for the making of . (I wonder how many of those fans have switched to First Direct. That s if they re old enough to have an account.)
Financial advertising is hard. There s so much you can t say. But why not just be honest? If you are unexpected, tell us why. If not, find something you can say.
First Direct talks about who it is, or was, on its website: We predicted the future. It did. It launched PC banking in 1997, was text-messaging customers in 1999, and internet banking in 2000. But it s been 14 years since it s done anything new. If there s something in the pipeline, tell us about it.
First Direct was a pioneer, but that spirit appears to be gone. What s left is an obvious attempt to attract a younger audience with something wacky . Yawn. This is a classic demonstration of trying to get the creative work to do all the hard work. In this case, having creative unlike any other banking campaign out there isn t enough.

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HBO plans to broadcast a six-part documentary on Robert Durst, the real estate heir notorious for leading the police on a nationwide manhunt after decapitating his neighbor.