Wednesday, September 28, 2016

This eel-farming video would make a (not-so-) great PETA ad


According to The Irish Times, this video was made to promote the Japanese city of Shibushi, to promote its local eel farmers.
The male narrator... describes how he had vowed to do all he could to nurture her. “I fed her delicious food until she was full, and allowed her to get plenty of sleep,” he says.
Seconds later viewers are treated to a close-up of eel being cooked on a barbecue grill. “We take great care when farming our eels,” says the narrator.
Indeed! The video has since been withdrawn by authorities, but not before it caused an uproar online.



Well-founded accusations of sexism aside, I find it ironic. The concept of anthropomorphizing animals we eat is a common tactic used by PETA:


Either way, the image of women as pieces of meat is pretty unpalatable.

Thanks to KP for the tip!

Monday, September 26, 2016

Wrangler tells women they're #MoreThanABum while focussing on their bums


Wrangler Europe's attempt to empower women ended in powerful PR failure.

The brand launched the campaign with the claim that they wanted to "change the conversation to what women DO and not just how they look." Partnering with New Zealand pop artist Kimbra, they released a video with lyrics like:

She's changing the conversationWith a whole new exaltation Say - I'll be who I be Won't let the world tell me no differently Ain’t about what's behind me
And it has imagery like:




The video eventually shares the whole woman, but the focus on bums tends to undermine the whole point of the attempt at socially-responsible advertising.

Source: The Independent

Friday, September 9, 2016

#Maltesers tries mixing disability with humour, nails it


How interesting is this? Maltesers, a British candy brand, has taken the bold step of taking a humorous look at the lifestyles of people with disabilities in a new campaign for the Paralympics.

Instead of dewy-eyed homages to bravery and overcoming obstacles, these ads portray people with disabilities talking to their friends about real-life challenges like awkward sexual situations:




Another talks about a hearing aid being eaten and shat out by a partner's goofy dog:


Yet another is about a wedding dance floor disaster:


They're funny (the first one especially), respectful, and wonderfully human. They don't pretend the disabilities don't exist; they show instead that they are essential parts of the lives and identities of the people who live with them.

The other thing I like about these is that they're still ads. No product benefits (like taste) are mentioned, but the candies still play a big support role in these cute little vignettes.

And they're paying off! According to campaign, Britain's Channel 4 offered a million Pounds worth of free TV media during the Paralympics to the advertisers with "the best creative idea with diversity at the heart of a campaign."

Maltesers (a Mars brand) and its ad agency, Abbott Mead Vickers BBDO, were selected from a shortlist that included Amazon (Lucky Generals); Barclays (Bartle Bogle Hegarty London); Dove (Ogilvy & Mather); H&M (Adam & Eve/DDB); Lloyds Bank (Adam & Eve/DDB); Lynx (TMW Unlimited); and Purdey’s (Iris Worldwide).

My only criticism is of the third one, "Dance Floor," which seems a little forced at the end. But kudos to a brand and agency for trying something new with the right mix of bravery and sensitivity.

Tuesday, August 30, 2016

Spike Jonze sequels "Weapon of Choice" ... for a perfume ad?


Well, it sure is entertaining.

nofilmscool.com shared this video with a commentary about how ads for organic social media are getting more and more cinematic:



This one, for France's Kenzo perfumery, is directed by Spike Jonze. He's one of an increasing number of film directors being recruited to do branded entertainment for consumer companies.

Let's face it: This video is awesome. The woman, played by Margaret Qualley, is bored of stiff formality. She breaks out of reality does an awesome solo (mostly) dance — choreographed by Ryan Heffington — through a vast empty lobby.

Sound familiar?


Yeah, that was Jonze's work for Fatboy Slim's "Weapon of Choice," back in 2001. It's one of the best music videos ever made.

And now, its child is selling perfume.

Thanks to Justin for the tip.

Wednesday, August 24, 2016

Enough already with "meatatarian" marketing

Via Burger Business


I like meat. I eat quite a bit of it. But there's nothing more tiresome than a junk food brand thinking it's being edgy by trolling vegetarians.

Remember this one?


It's an old idea, and this kind of oppositional marketing is only funny once or twice.

Call me a "meh-tetarian" I guess...