What makes a forced ad?

in a recent campaign from ogilvy mumbai there has been some controversy about forced or not forced
http://adsoftheworld.com/media/print/wwf_leopard_0
(and the other 2 executions)

sometimes its pretty easy to say that something is forced, but in another moment you can't decide if a concept is forced or not.

1. what makes an idea/concept/ad forced?

2. is it a matter of taste for some if something is forced?

10 comments

ellehcimeo's picture
ellehcimeo
3522 pencils

i'm fickle.

when something is forced, for me, it means that the limits of reality and fiction have become too blurred. when i'm asked to believe that a cloud looks like something, then i'm being forced. when i'm asked to believe that a poorly photoshoped piece is supposed to have happened, i'm being forced.

when a piece hasn't been tampered with to the extreme, and is somewhat plausible to make a connection with, then i'm okay with it, i'm not being forced to believe anything.

then there are the days when i've had Swiss Chalet and my comments are wildly inappropriate and completely missing the launch of the boat...

i also reserve the right to retract my statements as i see fit.

pixelbomb1's picture
pixelbomb1
2555 pencils

Michelle, I belive that I love you too. I think design is subjective. In this site people are creative that they miss the punch sometimes. They focus on what's bad rather than what's good (well some) Some people think that are more creative than the next person and they think that could have done the ad in a different way and maybe they are and
maybe they can).

That's why site is awesome everybody can put thier 2¢ in.

Sincerely,
Arnold Santillan
714-206-2459

ellehcimeo's picture
ellehcimeo
3522 pencils

well, Arnold, that's just lovely. i heard something about successful people having a positive spin on things rather than a negative one just this morning on a local morning show. concentrating on what can be done rather than what can't fosters success.

pixelbomb1's picture
pixelbomb1
2555 pencils

Do you realize that half of world are sleeping right now? And you are wide awake It's kina cool.
http://www.solarviews.com/raw/earth/bluemarbleeast.jpg

It's nice to step back and look at the BIG picture sometimes.

Sincerely,
Arnold Santillan
714-206-2459

ellehcimeo's picture
ellehcimeo
3522 pencils

that is some big picture!

slim's picture
slim
1047 pencils

Michelle i think you nailed it with your explanation of what makes something forced.

Like all creative subjects though, taste or subjectivity does come into it at some point. Because we all have our own perspective on things, some of us might find an ad convincing that others do not. These arguments are not usually resolveable and degenerate into sad slanging matches (WWF for eg), whereas we should really strive to talk about why something does or doesn't work for us.

Having said that, AOTW is a great place to vent, and creatives generally have a lot to vent.

ellehcimeo's picture
ellehcimeo
3522 pencils

thank you kindly. my vents are currently blasting insufferably dry hot air right on my head.

jacksonrabbit's picture
jacksonrabbit
290 pencils

Forced to me is exactly that: it's the ad trying to force you to look at something from the perspective of the advertiser without letting the idea flow organically or giving you any payoff. I've found it often comes from a lack of time and bad planning (not always in that order). Also, forced ads can work well to make a message stick if the message is repeated enough. I don't think forced ads are bad on billboards because you see it enough, it gems rammed down your throat. Same with most of McDonald's advertising- "I'm loving it" is totally forced but they repeat it enough, that everybody knows of it. The Mr. Whipple ads are the most famous of this category and the subject of a book where the author spends an entire chapter imagining killing Mr. Whipple. Any ad that raises that kind of emotion out of a person is working in some way.

ripster's picture
ripster
152 pencils

nice definition, you nailed the jack on the rabbit

slim's picture
slim
1047 pencils

Forcing a concept is like forcing out a turd. It makes your head hurt and your eyes water, and in the end you cop a whiff of it, gaze down and wonder if all that pain was really worth it?

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