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I complete more than 10 years of passion in
advertising this month as a teacher and as an ad professional...This piece was written by Ram of Mudra communications - Chennai -India when he felt that nothing was wright there in advertising.. he still is in the line but the feeling ,I guess is true to most ad professionals...so here we go...
Two days back I just felt that advertising is not happening and I haven’t done anything solid that I can talk about…. While this thought was running on my head for quite some time…it just burst out and I felt, I should take a break …… then that million dollar question came and struck my head ,’ if not advertising what then? ‘
Not taking it seriously, I just started calling my servicing friends who use to work with me in my earlier agency and asked them…. Hey man, how is life? Whats happening? Anything new? The first one answered, ‘Chaltha hai yaar…. am actually looking out. Any openings in your client’s place? ‘ The other ones answer was even more interesting he said ‘SSDD’, I immediately responded, ‘am sorry… what does that mean?’ He said Same Shit Different Days….
SSDD - So pitiful to hear that out from an advertising guy. Am not surprised, nor am happy that most of the people at my level( and even above) in advertising feel the same and its nothing that I need to worry about.
Actually speaking it makes sense if a guy working in a call center says SSDD or a teller in MNC bank gives that answer, but how come an advertising guy?
The so-called the hep, dynamic, knowledge business is loosing its charm. Not loosing my sprit I just asked the 3 questions to myself….
Is my agency not happening?
Are the accounts that I handle not happening?
Is advertising itself not happening?
If not advertising then what?
Than the first two I felt the third question is more critical. In a way it gives answer and direction to life.
Is advertising not happening? If I say ‘NO’ …. I wouldn’t be writing this article. If I say ‘YES’ I should be either infected by IMTM syndrome. (Its Money That Matters syndrome not passion, not the job) or I have got the sickest attitude of treating job as a mere job.
I think I started seeing job as a mere job. When that happened…. Advertising is stressful, boring, it’s just a matter of logical thinking and execution.
Advertising is not a job. Its the process of discovery, its an art of understanding people, challenges and striking creative solutions for it.
To me advertising is a very unique profession, where the art and science takes the right blend (But its screws the whole show when the mix is not right) It becomes the golden blend of art and science only when a proper homework is done at both the ends. The simple reason why the industry is loosing its charm is because it is not properly done or rather ignored completely. Most of the strategic and creative inputs are given just like an idea thrown out of hat, without sufficient learning’s and serious thought to it….
Advertising is definitely happening, but you need an attitude to make it interesting for you. When you work with passion advertising will give you fun, life and what ever you want. The homework will be stressful when it is seen just as a job and when there is no passion in doing it.
Advertising has got so much to do , scanning the category, studying competition, understanding consumer, discovering the need gaps, developing strategies … when it is done with passion it works and we earn client’s respect or else it’s the matter of being supplier of designs and common sense strategies.
Once a colleague of mine (who desperately wants to go to client’s side because of IMTM syndrome) listed some 5 unpleasant pointers about advertising.
Good talents are going out of advertising..... (Dude come out of Santhosh Desai hangover…. He will make a come back. We have bigger talents here. We are picking up average and making them stars now. )
Advertising doesn’t pay enough to get a girl in marriage market........ (Very true but do you consciously marry girl even after knowing that she has chosen you for your money)
We don’t have respect any more with clients we are treated as suppliers/executors and not as solution providers...... (This can happen in any industry. When you commit repeated mistakes and don’t take steps to correct it, when you suggest something and don’t know the ABCD of it. It happens)
Advertising doesn’t respect personal life, Saturday offs are over and we really need to slog to hold an account.......... (if we want a profession that will respect our personal life we need to work either in a post office or as a primary school teacher)
I still want to be in advertising for three good reasons…..
It gives opportunities to think and be creative.
It gives a multi dimensional exposure ---- I get know what material of plastic to be used to get the shinning finish in my brands new packaging design, I get to know what women does to get a fair skin , I get to know how complicated its is to communicate 10 product benefits in 30 secs…. I get to so many other things that my friends in sales and marketing will not know.
Above all there is a little pride in saying that ‘Am an ad guy ‘, when I say that people ask me ‘ohhh you make ad films ?’ ……
Two days prior to the kick-off of UEFA EURO 2008™, adidas presents the tournament’s stars supersized. A 17-meter-high huddle of players welcomes fans at the Zurich train station. At the Vienna Prater, a Petr Cech likeness 42 meters in size sporting eight arms holds even the most impossible shots – and in front of the MuseumsQuartier in Vienna, fans can marvel at giant-sized football boots which are the bigger than life versions of what some of Europe’s best players will be wearing during the tournament.
These spectaculars were developed by adidas and their advertising partner TBWA Berlin (180/TBWA) as highlights of the current ‘Dream Big’ campaign by 180 Amsterdam (180/TBWA) especially to capitalize on the UEFA EURO 2008™ excitement.
Bernd Wahler, adidas Chief Marketing Officer Sport Performance says; “adidas is the world’s leading football brand. We do not only excel at innovating the best possible football products, we also continue to surprise and excite our consumers with truly spectacular marketing executions. Our current ‘Dream Big’ campaign and these amazing spectaculars are excellent examples of this fact.’’
At 10.00 a.m. on June 5th adidas will reveal a circle of players, doing the huddle. Eleven colossal doubles of football stars from nine different countries make up the circle. The players stand arm in arm and cheer for each other at the top of their voices and in their own language twice a day during rush hour (at 8 a.m. and 6 p.m.). The huddle is formed by Ballack and Lahm (both Germany), Van Persie (Netherlands), Cech (Czech Republic), Charisteas (Greece), Villa (Spain), Benzema and Vieira (both France), Chivu (Romania), Ivanschitz (Austria) and Barnetta (Switzerland).
The circle measures 33 meters in diameter. Just the heads of the footballers displayed in great detail are three meters high. The self-supporting work of art weighs over seven tons and doesn't require any suspension from the ceiling. Paintbrushing experts crafted every body part with meticulous attention to detail. Over 50 people worked on the huddle figures day in and day out for more than a year.
Vienna hosts the second UEFA EURO 2008™ spectacular by adidas. It is a 42-meter-high likeness of the Czech national team goalkeeper Petr Cech, one of the best goalies in the world. adidas symbolizes the sheer invincibility of Cech, who stands in goal for Premier League club Chelsea FC, with eight arms mounted onto the Giant Ferris Wheel and thus rotating around him. The entire area covered is about the size of a football pitch. “Being chosen for this fascinating project by adidas is a great honor for me," said Petr Cech.
Apart from the giant Petr Cech, Vienna also exhibits the third adidas spectacular. Within the F50 TUNiT 16 range, adidas designed an individual UEFA EURO 2008™ football boot for each of the 16 participating nations featuring many different national colors, details and facts of the respective country. These 16 different shoes are now on display as oversized models in front of the MuseumsQuartier in Vienna, each shoe as big as a mid-sized car. Prior to their placement, the oversized shoes took a long journey on two adidas trucks through both host countries, visiting the various national teams’ quarters. There, the individualized shoes were handed over to the players who will wear the shoes during the UEFA EURO 2008™.
For the duration of the UEFA EURO 2008™, adidas will be based in the Oval Hall and Arena 21 at the MuseumsQuartier. This will also be the point of contact for all journalists.
Zack Snyder is offering you the opportunity to create "Veidt Enterprises" TV commercials that could end up in the feature film WATCHMEN, scheduled to be released in theaters on March 6, 2009.
To get started, download the standard definition and/or high definition assets from the links below, and then shoot your own original TV commercial that advertises one of the products! Remember, the movie is set in 1985, so TV commercials should be in 4:3 aspect ratio (so it looks like standard TV, not widescreen) and they should be either 15, 30 or 60 seconds in length. The products are all made by "Veidt Enterprises," and you can download the product logos for your use as well.
Make your TV commercial in NTSC standard definition (720x486) or higher resolution, upload it, and then others can vote on your work. The contest ends on June 2, 2008. The 40 finalists will win signed posters from Zack Snyder. The top five finalists from user votes will win High-Definition Canon Vixia HG10 camcorders. Up to 20 of Zack's favorite finalists will win $1000.00, and have a chance to be included in the WATCHMEN feature film itself.
A complex, multi-layered mystery adventure, the film is set in an alternate 1985 America in which costumed superheroes are part of the fabric of everyday society, and the “Doomsday Clock” – which charts the USA’s tension with the Soviet Union – is permanently set at five minutes to midnight. When one of his former colleagues is murdered, the washed-up but no less determined masked vigilante Rorschach sets out to uncover a plot to kill and discredit all past and present superheroes. As he reconnects with his former crime-fighting legion – a ragtag group of retired superheroes, only one of whom has true powers – Rorschach glimpses a wide-ranging and disturbing conspiracy with links to their shared past and catastrophic consequences for the future. Their mission is to watch over humanity…but who is watching the Watchmen?
Intrusive and in-your-face, ambient ads are set to sweep the advertising world and consumers off their feet with highly contextual ads found everywhere in public places, from store and street floors, to restrooms, escalators and buildings.
For its new book on outstanding ambient ads, Page One Publishing is now looking for projects that successfully bring together ingenuity, interactivity, execution and effectiveness. The book offers a platform for the creatives behind brilliant ambient ad projects, while bringing wider publicity for the featured ads.
We welcome all designers, creative agencies and companies to submit their creative and eye-catching ambient ads, and to be part of a publication that will entertain and inspire consumers and advertising professionals alike.
Submissions deadline is 15 March 2008. We look forward to seeing your projects!
Selected works will be featured in a full-colour, 240-page, 210 X 280 mm hardcover book entitled ADapt, which will be published and distributed worldwide in September 2008.
Please send a brief write-up of the ad along with a few sample images to:
Ads of the World: This site has been around for a while, but I overlooked its usefulness for a while before I realized what an incredibly inspirational design resource it is. Ads of the World is sort of like an online version of the Communication Arts magazines you’ll see floating around every design shop and ad agency in the world. AOW puts on display some of the most unique and creative ad agency work from around the world. While the work is all user-submitted, it must pass through a tough panel of judges in order to end up on display. Of particular interest to American designers is the visual freedom designers have in other parts of the world. Something we could only dream of, or not, as the case may be.
JWT's list of 80 Things to Watch in 2008, in alphabetical order:
1. Africa (foreign investment and development in)
2. Antibiotic backlash
3. Assisted marriage
4. Beijing 2008
5. Blue replacing green as the environmental movement's color du jour
6. Brain exercises
7. British actress Keira Knightley
8. Carbon tax
9. Chinese hurdler Liu Xiang
10. Classical musician Gustavo Dudamel
11. Climate sightseeing
12. Continuation of comebacks (Indiana Jones, The Cure, etc.)
13. Cooperative consumption
14. Couch surfing
15. Country branding (Oman, Indonesia, etc.)
16. Designer Phillip Lim
18. DJ Tiesto
19. DNA-based exercising
20. E-clutter (and e-clutter consultants)
22. E-mail etiquette
23. Facebook suicides
24. Fashion label Vena Cava
25. Foreign government investment (e.g., China, UAE) in U.S. companies
26. French President Nicolas Sarkozy
27. Game 3.0 (gamer-generated global gaming)
28. Google's Android
29. Gossip Girl
31. Green weddings
32. Higher education online
33. Hip-hop's Retro Kids
34. Humbling of the hedge fund manager (anti-excess post sub-prime)
35. Hybrid taxis
36. Indian actress Deepika Padukone
37. Intellectual luxury
38. Investigating ingredients
39. Japanese designs (Tsumori Chisato, Uniqlo, Muji, etc.)
40. Kitchen appliances as new power tools
41. Lifestyle curators
42. Lipstick trumping lip gloss
43. Manga-inspired clothes
44. Mobile technology explosion
46. Music as awareness driver; concerts and other residuals as cash cow
47. Musicovery (music tailored to moods)
49. Nollywood (the rise of Nigerian cinema)
50. Outsourcing to Ukraine (and other Eastern European countries)
51. Pakistan's Benazir Bhutto
52. Pantone's 18-3943 (blue iris)
53. Pets in the office
54. Prius homes
55. Radical transparency
56. Radiohead repeats (name-your-own-price music)
57. Recycling into fashion (Nau, Gary Harvey, etc.)
58. Selfless as the new selfish
59. Sex and the City, the movie
60. Shiny Toy Guns (the band)
61. Skiing in novel spots (Kashmir, Japan, Greenland, Russia, Korea, etc.)
62. Single men saying no to sex
63. Skype sex
64. Smart Cars in American cities
65. SNS (social network service) brand communities
66. Spanish actor Javier Bardem
69. Tequila as the new wine
70. The N-11
71. Third screen (the mobile screen) rivaling the first screen (TV)
73. U.S. gymnast Shawn Johnson
74. U.S. presidential election
75. Vicarious consumption
76. (Video) Gaming Olympics
77. Virtual gifting
78. Wannabe young Internet entrepreneurs (a.k.a. Mark Zuckerberg copycats)
79. Weak dollar/strong euro
80. Women juggling men
We've got a new feature to announce today. Now you can mark your favorite ads. This is for registered users only of course — another good reason to register (hey, it's free).
Just click the Favorite link (with the litte heart icon) below the images or videos to mark them as fav. This way you can collect those important campaigns you want to keep as a reference for the future.
No need to search by keyword for those cool campaigns anymore. Just check your private image or video library and find the ads you want instantly.
You can also browse other member's favorite collections by visiting their profile and clicking the links to their favorites. Of course at this point most of these pages will be empty, but hopefully very soon private collections will start to emerge.
FUCK THE LINE. I just got this press ad from ag_407, Brazil done by Creative Directors: Selma Navarro, André "Chuck Nóia" Felipe, Art Director: Alexandre d'Albergaria and Copywriter: Daniel Zago.
And, this points out something very important. The traditional posh attitude towards above the line is becoming less prominent and BTL together with online is becoming more important than ever. People don't watch as much TV, they read less newspapers and hate radio that's full of commercials. On the other hand ambient, content based advertising and online including virals is becoming the next big thing.
I'm not one of those claiming the 30" commercial is dead. But when you can get 80K views on your TV commercial on AotW for free and people skip ads with their Tivos or use the time to get themselves a beer, it's time to rethink the traditional ways of creating and distributing advertising messages.
The clip includes interviews with Creative Producer, Juan Cabral from Fallon, Animation Director Darren Walsh from Passion Pictures and Director Frank Budgen from Gorgeous and gives you a behind-the-scenes peak into the incredibly painstaking production process!
Nonsense is a small start-up creative agency in London, and they've had a few ideas for their agency website. They're letting the ad community choose the idea which will be made on http://www.hightimewehadawebsite.com