Hasta La Creative!

Here’s a fun little promo for the Miami Ad School’s Toronto location, showing a portfolio critique that seems like good news at first for our young hero being interviewed—but soon the truth becomes more painfully obvious.

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If you work on the creative side of advertising, you’ll earn a paycheck for, among other things, crafting ads where sloths and hairdos sing and piano players caress keys with 30 fingers on a half-dozen hands.

That’s the gist of F/Nazca Saatchi & Saatchi Brazil’s humorous spots for the Miami Ad School of São Paulo. Each of three videos shows a “wacky” ad being shot for consumer goods like shampoo (the hair), an energy drink (the sloths) and deodorant (the pianist). Ultimately, the camera pulls back to reveal a sign assuring potential students: “Yes. You will get paid for doing this.”

The print component includes spoofs for toothpaste (don’t cry, gigantic extra-sensitive molar!) and calcium-rich milk (rad bones, Super-Skeleton!)

According to the agency, the campaign illustrates that “advertising can still be fun despite all the surveys, focus groups and animatics,” and that “it is still possible to build brands using good ideas, humor and irreverence.”

Wait, focus groups and surveys can be fun. Right?

The campaign feels like an attempt to recapture the spirit of the industry from the long-gone Mad Men era when creative was king. And do I detect a hint of desperation, a need to prove that agency jobs are still cool in a climate of increased competition from sectors like Silicon Valley—where talent often gets paid more than they would on Madison Avenue?

Ah well, at least if you make ads, your parents will understand what you do for a living.

It's a bit surprising that no one's done this until now, but here it is—a parody of the megaviral "Dumb Ways to Die" train-safey video showing various ways in which creative ideas die ignoble deaths in the ad business.

Some of the joke writing feels a little off, or perhaps just lost in translation—the video was made by Young & Rubicam Brazil for Miami Ad School/ESPM in São Paulo.

Still, it's decently produced and comically relatable—every ad creative has a story about a dumb way in which his/her flash of brilliance was ruthlessly extinguished.

Se você já tem alguns anos de experiência profissional, certamente tem boas histórias para contar e outras tantas que preferia esquecer. Aquele projeto que você gostaria de apagar do seu portfolio, um resultado embaraçoso que denuncia sua falta de experiência… Mas se o seu caso é outro, o de quem está começando a carreira agora, e as experiências ruins fazem parte do seu presente, fique tranquilo: nenhum criativo nasce um um gênio. Pelo menos é o que pretende mostrar The Worstfolio, site criado pela Miami Ad School que reúne os piores projetos dos maiores criativos do mundo.

Basicamente, a ideia é dar esperança aos criativos que acham que não nasceram para este tipo de trabalho, mostrando que até os grandes nomes da publicidade já tiveram maus momentos. A começar por Pablo del Campo, o fundador da Del Campo Saatchi & Saatchi. Hoje, com 59 leões em Cannes, 47 prêmios CLIO e um portfolio cheio de trabalhos incríveis, ele revela aquele projeto (ou seria um tango) que ele não gostaria de ter feito.

É uma iniciativa muito bacana, que vale a pena ser acompanhada. Por enquanto, apenas um dos próximos depoimentos foi anunciado. Será com Santiago Lucero, diretor criativo da Fallon, de Londres. O site também conta com uma área onde é possível sugerir nomes para o The Worstfolio.

Post originalmente publicado no Brainstorm #9
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World’s drinkable water supplies are running out. Stop Global Warming.

Advertising School: Miami Ad School ESPM São Paulo, Brazil
Creative Directors: Paulo André Bione, Marcelo Machado
Art Directors: Bruno Zordan, Marcelo Nishihata
Copywriter: André Baldez
Released: 2007

Avoid future problems. Use only Fiat genuine parts.

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Art Director: Álvaro Carvalho
Copywriter: Davi Leal
Photographer: Image Bank

Avoid future problems. Use only Fiat genuine parts.

Advertising School: Miami Ad School, Brazil
Art Director: Álvaro Carvalho
Copywriter: Davi Leal
Photographer: Image Bank

Avoid future problems. Use only Fiat genuine parts.

Advertising School: Miami Ad School, Brazil
Art Director: Álvaro Carvalho
Copywriter: Davi Leal
Photographer: Image Bank

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Art Directors: Jan Lohse, Patrick Düver

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