John Lewis Christmas Campaign

British retailer John Lewis is known for its unique Christmas campaigns, which are always much anticipated and always sentimental. Its latest holiday work from adam&eveDDB a two-minute animated story that’s lovely to behold preps us ready for the special occasion.

Rating: 4/5 An old tale for a long love.

The film, directed by Elliot Dear and Yves Geleyn through Blinkink and Hornet, uses both traditional hand-drawn 2-D animation and stop-frame 3-D model animation. The approach gives every scene a magical feel, both old and new—flat yet rich and deep and textured. The 2-D animation recalls all the beloved Christmas films of half a century ago, while the 3-D places them within a purely modern scene that sparkles.

Something traditional wrapped in something new. It’s a great approach to any Christmas marketing, and it should do well for John Lewis this season.

Debenhams using a size 16 dummy- good idea or not?

So here’s the latest news from Debenhams – A major UK department store introducing larger mannequins to its stores.

“Mannequins are usually a size 10, but Debenhams will be using a new size 16 dummy to reflect the size of many of its customers.”

Let say this is an advert as ultimately it is a form of advertising to gain sales, and in this case, particularly for their size 16 shoppers. Not including public exposure and media involved. But how effective is this size 16 dummy?

Rating – 3/5 If you want to do it right, then Do It Right. 

Debenhams director Ed Watson said: “The average British woman is a size 16, but the high street has been showing them clothing on a mannequin that is three sizes smaller – until now. Having worked on this project for three years, we hope that it will help people in some small way to feel comfortable about their bodies and, crucially, that other retailers will follow.

“We’ve developed our own range of size 16 mannequins to sit alongside our usual size ten dummies. We felt it was important to better represent what real women actually look like when advertising our clothes,” said Ed Watson.

The difference between size 10 and size 16 mannequins

The launch was backed by MP Jo Swinson , who has been instrumental in leading a Government drive to promote body confidence amongst women. She said of the launch: “Recent research found that women are three times more likely to buy clothes when the fashion models are their size, so I hope more retailers will recognise that meeting customer demand for more diversity makes good business sense.”

Regrettably to say, the aim is on a good path towards the right marketing strategy for plus sizes .. “if you can see it or visualise it, you’re more likely to buy it”. BUT, what is that mannequin? A size 16 model with no fat!? If you are going to make a mannequin, at least make it look like your shoppers which you say happens to be “many of (your) customers”. So tell me, are you trying to re-shape your size 16 customers, or are you pretending that’s what they actually look like. True, it’s not a good “look” to put in a dummy that’s seen as overweight but come on… a size 16 with a little thicker arms and legs would be more realistic since your campaign to launch the reality of your shopper’s size. 3 years it took you guys to do this campaign, and in these 3 years have you measured your size 16 shoppers and took an average!?

Advice: Invite your size 16 shoppers to a day of ‘fitting’ and let them become your campaign models. Take a really good look at body measurements and ask for their opinion. Once you’ve done this, come back to me. If you had done this 3 years ago, you would not have brought out a very stupid looking dumb dummy.

Reality = tangibility.

Here’s the video of personal stylist Lorraine McCulloch and Maria Malone, an expert in fashion and business from Manchester Metropolitan University, discussed the move on BBC news.

Change the mannequins.

Land Rover: Eye. Discovery 4. Nice concept and finish.

DISCOVERY 4. Keep an eye on your surroundings with the 5 Camera Surround-System.

2 things really I want to say about this ad and video.

Rating 4/5 – I liked it then..and I still like it now.

1 – I like the ad and video. 2 – I can’t quite fault it but…

The concept is definitely there, a nice simple idea mixed with great photography and almost an illusion, it’s a great visual. However, it’s not quite sharp enough to sell to me a discovery 4…  however, all 3 images are done well to what I’d imagine the briefing and specifications were on board at that time.  Click in on the eye to see the bigger picture.

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Advertising Agency: Y&R, Berlin, Germany
Executive Creative Director: Jan Leube
Creative Directors: Markus RieserEsben Ehrenreich
Art Director: Bernd Claussen
Copywriter: Ralph Stieber
Photographer: Markus Thums

Now the video on the other hand, is the upper hand. A solid structure and easy to understand advert that truly makes this a worthy video for the asking price of a Land Rover Discovery 4 at around £40,000.

It’s refreshing. Meritable.

Marmite “Love it. Hate it. Just don’t forget it” by Adam & Eve/DDB

Marmite “Love it. Hate it. Just don’t forget it” by Adam & Eve/DDB – I LOVE IT. WE LOVE IT. US LOVE IT.

Rated: 5/5 Advertising at it’s best. Consumers all WOWed.

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The Unilever brand Marmite unveiled its first TV ad for two years as part of a £2 million campaign earlier this August. The 90-second brilliant show, by Adam & Eve/DDB, spoofs animal rescue documentaries and features the Marmite Rescue Team, which rushes around the country rescuing neglected jars of Marmite from people’s cupboards. It was written and art directed by Nick Sheppard and Tom Webber, and directed by James Rouse through Outsider.

This ad oozes creativity, knowledge, understanding, fashionable and it is most importantly, marketable. Couldn’t think of a higher praise for Nick and Tom, and James too! Genius work guys!

Even with the negative press (http://www.bbc.co.uk/news/entertainment-arts-23601215) and complete misunderstandings from animal welfare charities, it doesn’t defy the genius creativity and commercial thinking of such product slogan with the productivity on the product. Loosen up kids, it’s an advert spoof not an education video.  Now where’s me marmite boo boo…?

Client: Unilever
Agency: adam&eveDDB
Production: Outsider
Country: United Kingdom
Director: james rouse
Executive Creative Director: Ben Priest
Executive Creative Director: Ben Tollett
Executive Creative Director: emer stamp
Creative Director: Mike Crowe
Creative Director: Rob Messeter
Creative Director: Matt Lee
Creative Director: Pete Heyes
Copywriter: Nick Sheppard
Art Director: Tom Webber
Producer: Benji Howell
Production company: Outsider
Sound Design: Mark Hellaby
Sound Studio: Clearcut
Editing Company: Work Post
Agency Producer: CHRIS STYRING
Editor: Neil Smith
Editor: Art Jones
Voice Over: Michael Buerk

The TV Commercial Ad titled Neglect was done by Outsider advertising agency for product Marmite.

Southern Comfort – Whatever’s comfortable.

Southern Comfort’s Whatever’s comfortable advert – as comfy as they come.

Rated: 4/5 – It’s a very remember-able advert ! You’re doing it right!

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It’s not hard to see how the Southern Comfort’s advert became award winning. Going with the ‘Whatever’s Comfortable’ tag line, this ad sees a rather macho man enjoying a shampoo from a ladies hairdressers. Hey, whatever’s comfortable right?!

Created by the talented team at Wieden & Kennedy, the campaign champions the attitude it takes to be yourself, and celebrates those people who captivate us because of it. It’s very enjoyable to watch and delivers the message as it should.

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The 20th & 21st Century Up-side down Market

The 20th & 21st Century is turning UP-side down within the consumer productivity world.. A reversed role of great changes but are we afraid? Upside, up being a good thing.

“The 20th Century was about dozens of markets of millions of consumers. The 21st Century is about millions of markets of dozens of consumers.” Joe Kraus

Peter Day’s “Imagine a world without shops or factories” was such a great read, a breath of fresh air for those that feel coved in the new realm of 3D technology and the new shaping of 21st century internet. We are moving into a future of 3D & 4D web gurus and ‘Blade Runner’ers, so we aren’t that far off to the “futuristic robotic us” (as highlighted in a recent advert from Holiday Inn Express – http://ratemyadvert.wordpress.com/2013/09/16/holiday-inn-express-2013/) or are we?

Here is an advert published over a year ago (September 2012) that shows the potential a 3D printer has to a normal consumer for every day living things.

Peter highlights that designers and innovators will find themselves elevated in the business hierarchy, because they will be able to turn their inventions and ideas into feasible production without the interference of host manufacturing experts presence to turn designs into make-able objects, which is what will ultimately happen!

“The 20th Century was about dozens of markets of millions of consumers. The 21st Century is about millions of markets of dozens of consumers.” Joe Kraus

Again that single phrase, “millions of markets of dozens of consumers”, really does turn the conventional, mass production, 20th Century business world, upside down. The really revolutionary thing is what is happening to the notion of the “consumer”, as seen in many societies, they are now beginning to challenge their passive role as users of stuff provided by others. They are becoming much more like creators than they have ever been allowed to before. More inventors…more creativity…less rules.

China really tops it for productivity, and evidence shows the growth China is at and in a few decades to becoming the largest economy in the world and yes, their currency will dominate.

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We need only look at the UK to feel the speed and scale of China’s transformation.

Western companies simply cannot compete with the developing country producers who are using the mass production model faster and cheaper. This is Capitalism competing itself to death. To paraphrase Lenin, it is Capitalists selling the rope with which to hang them.

But are we afraid of this up-side down world, where consumers don’t want a choice, they want what they want, and they can ultimately create that for themselves. We need to see this from another angle, not just the fear or the embracement, but the next level beyond this new realm where something else will then turn upside down.

Bupa Mural

Bupa Mural – 60 second focus

I heard this campaign first on radio and when I listened, I listened intently. The children’s voices captures a good audience with good strong words. A very sweet advert but doesn’t give a lasting impression or makes you go wow, that’s Bupa.

Rating – 3/5  Too simple to really gain a wow factor..Go have a tea love..

The campaign highlights that Bupa – unlike other insurers – is focused on healthcare and, as a company with no shareholders, does everything in the best interests of its customers.

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http://ourfocus.bupa.co.uk./

The campaign created by WCRS features children painting a picture of their ideal healthcare company and vision of healthcare, illustrating Bupa’s wide range of services on offer.

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http://www.wcrs.com/workpiece/bupamural/