2009!
As I am going through the whole decade in a review type format, I will make my summary of 2009 relatively brief! Here goes:
Most Improved Advertiser of the Year
McDonalds
Who would have thought it, a couple of times this year we really were loving it. The use of Poem was brave and showed a pleasing willingness to try create ideas. Their other work has been good this year too, a marked improvement over the past few years. Long may it continue.
Runners Up - Compare the Market, Ford
Best Advert of the Year
Compare the Meerket - Market
Runners Up - McDonalds - Poem, Cadbury's - Eyebrows
Worst Advert of the Year
Go Compare - Tenor
Runners Up - Pot Noodle - High School Musical (How can you not make a parody of HSM funny?!!), Just for Men - Touch of Grey
Whilst being loathe to reveal two categories in one, the reason Go Compare's ad falls so low in my estimation is quite simple; all over it is written the words "I want a Meerkat". It is so steeped in trying to be something else that it fails to be anything itself. So as the ad has been born out of battle, it's only fair to judge it in battle.
Meerkat was brave and bold, Tenor is safe but acting like it's bold.
Meerkat was first out the blocks, it was a courageous step by the client to get away from the lifeless dull hard sell work that surrounds insurance and particularly comparison sites. By time Tenor came out they weren't taking any brave steps at all.
Meerkat was clever and funny, Tenor is just irritating and brash. See the many thousands of Facebook fans for Aleksandr Orlov, and the tiny number for Gio Comparo (dear god why). VCCP actually created something with an idea that gave people a reason to interact with it online, the bloody Tenor was flat in comparison. The Compare the Meerkat team also do a brilliant job of making the world of Aleksandr an interactive one, the characters and language are kept running skillfully.
Meerkat was well planned and magnificently answered the (reported) brief whilst also being good work, Tenor felt like it had very little thought behind it other than "Why haven't we got a Meerkat?!!"
Meerkat has been followed by interesting work that keeps the idea going well, Tenor has been followed by the same ad with a different background setting.
I'm not a huge fan of MoneySupermarket's stupid Dragon ad, nor Confused.com's 'real life' stories; but at least they attempt to do their own thing.
It's easy to judge ads from within our world of adland, but to make the point: As my wife saw me type Go Compare as worst ad of the year she cheered. Meerkat on the other hand is a brilliant classic-in-waiting campaign that proves you can make creative work that sells. Definitely the ad of the year.
Showing posts with label mcdonalds. Show all posts
Showing posts with label mcdonalds. Show all posts
Tuesday, January 05, 2010
Thursday, December 10, 2009
The Ad Pit Xmas Review 2009
It's that time of year again when I get irritated by the countless clips of red and white frivolity that pass by our screens.
So let's see what's out there...
Argos - Gifts
There's nothing here we haven't seen before in a Xmas ad, but it's done in a nice way. The tone is nice and it makes a good example of how to do traditional Christmas advertising.
Specsavers - Kitty
The usual joke with a reasonable punch line. Problem is it feels cheap, unlike the good TV work this feels custom made for the web, with a 1999 web budget to match.
Apart from the fact that without the VAIO and PSP branding it as Sony, this could easily be a fallout of the Toshiba ad from earlier in the year... only less cool and with cheaper graphics.
That sounds harsh I guess. Its nice, doesn't blast jolly old seasonal cliche's and is very watchable.
Maccy D's - Xmas menu
Not quite up to the standard of the excellent poem ad, but there is something joyful in the ripping of old panto traditions... and who doesn't enjoy comedy involving cranky old ladies? Oh. Never mind.
John Lewis - Sweet child O mine
As I mentioned previously, this is just wonderful. Would you Adam and Eve it, great ads at Xmas?!
DFS - All I Want for Xmas
ARGH!!!!!!!!!!!!!!!!!!!!!!!!!
So let's see what's out there...
Argos - Gifts
There's nothing here we haven't seen before in a Xmas ad, but it's done in a nice way. The tone is nice and it makes a good example of how to do traditional Christmas advertising.
Specsavers - Kitty
The usual joke with a reasonable punch line. Problem is it feels cheap, unlike the good TV work this feels custom made for the web, with a 1999 web budget to match.
Apart from the fact that without the VAIO and PSP branding it as Sony, this could easily be a fallout of the Toshiba ad from earlier in the year... only less cool and with cheaper graphics.
That sounds harsh I guess. Its nice, doesn't blast jolly old seasonal cliche's and is very watchable.
Maccy D's - Xmas menu
Not quite up to the standard of the excellent poem ad, but there is something joyful in the ripping of old panto traditions... and who doesn't enjoy comedy involving cranky old ladies? Oh. Never mind.
John Lewis - Sweet child O mine
As I mentioned previously, this is just wonderful. Would you Adam and Eve it, great ads at Xmas?!
DFS - All I Want for Xmas
ARGH!!!!!!!!!!!!!!!!!!!!!!!!!
Friday, October 16, 2009
McPoetry
Am I alone in adland at liking both the new McDonalds ads.
They have shifted themselves slightly upmarket in their image gradually over a long period of time; and the result of this is two very different but equally pleasing ads.
The first is the breakfast ad, with people groggily starting the day. This is amusing, and whilst not too far removed from previous McD ads it has a new positivity and lacks the artificial glare of their older stuff.
The second is the frankly brilliant poem ad talking about the various types that come into the restaurant during the day. A little cheesy maybe, but it is done so well, with a visible love and attention that makes it probably the best thing they have done in a very very long time. Instilling variety and personality back into a brand that has been sterile and one dimensional (at least in image) for so long.
They have shifted themselves slightly upmarket in their image gradually over a long period of time; and the result of this is two very different but equally pleasing ads.
The first is the breakfast ad, with people groggily starting the day. This is amusing, and whilst not too far removed from previous McD ads it has a new positivity and lacks the artificial glare of their older stuff.
The second is the frankly brilliant poem ad talking about the various types that come into the restaurant during the day. A little cheesy maybe, but it is done so well, with a visible love and attention that makes it probably the best thing they have done in a very very long time. Instilling variety and personality back into a brand that has been sterile and one dimensional (at least in image) for so long.
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