The Musings Of An Opinionated Sod [Help Me Grow!]

What you have just watched is a commercial by the Singaporean Government … a commercial designed to promote the beauty of family.

It is getting lots of praise.

In Singapore.

Some people are saying it is a beautifully crafted piece of film.

Some are saying it has been written with real sensitivity.

Some are saying it is a brave commercial.

I say they must be living in a cave.

I hate this commercial.

I’m not saying that to be contrary … I’m saying it because it is one of the most contrived pieces of advertising I’ve seen in a long, long time.

The whole thing seems to be a mish mash of 1970’s ‘jokes’ … 1980’s Hollywood love story musical scores … 1990’s advertising storylines and 2000’s Singaporean attitudes.

Which means it’ll probably work.

In Singapore.

With people who already have families.

Putting aside the fact it’s pretty pathetic a Government body has to do an ad telling people how important family is [but then they do ads that tell people not to steal!] I think associating love with farts and coughs is very disappointing…

Mind you, Singapore is a country that has hundreds of thousands of people who think love is a new Prada bag or a Porsche so moving it away from materialism is probably a step in the right direction.

Look I appreciate how farts, coughs, burps and snoring can become elements you ‘miss’ when a loved ‘goes’ … but it’s not really because you like your senses being assaulted by sounds and smells, it’s because they represent physical elements of a person who gave you protection, love, laughter and friendship.

Love is way more than just a persons imperfections … love is many things, most of which you haven’t a hope in hell of being able to express with any justice …

This commercial isn’t a beautifully crafted piece of film.

To be honest, I don’t even know what that really means … except it seems to be an excuse some people use for crap content.

And sensitivity?

They’re using FEAR to promote love for fucks sake. [But then that’s in the Singaporean Government’s DNA]

Which leads us to brave.

For me, when people say something is ‘brave’ it tends to be a nice way of saying ‘stupid’.

Real bravery – at least in adland – should come across as sound logic.

When Fallon did the Skoda ads [when VW had bought the brand] and took the piss out of the car’s “badge” – that wasn’t brave, that was being pragmatic and relevant.

When Jack In The Box thumbed their nose at healthy eating and celebrated they made fatty food – that wasn’t brave, that was being truthful and targeting the exact market who enjoyed their food.

When the Singaporen Government used a funeral as a metaphor for the importance of love and family, that wasn’t brave, that was more lowest common denominator communication from a country that seems obsessed with scare mongering and Mr Bean stye communication.

This ad shows how few agencies understand emotion.

It’s not about shoving in a swirling soundtrack or using actors with tears in their eye … it’s about writing from the heart and touching the heart … and whilst I am sure the guys behind the spot think they’ve produced a moment of Hollywood magic, they haven’t and it is worth remembering that in the movies, they have 2 hours to try and evoke a response and most times they fail to produce anything other than a yawn.

There are some great ads that can move people in 30 seconds … ads that change how people fundamentally feel and think … but this isn’t one of them, no where close.

If the Singaporean Government really wanted to do an ‘ad’ that promoted the value of family love … an ‘ad’ that made people stop, think, reconsider and reconnect … then they should of checked out the brilliant DAYSWITHMYFATHER

I’ve written how brilliant this is before … and whist some could claim it also conveys a message of ‘fear’, I would disagree because you can ‘feel’ how this has been done from the heart and that means something that does have a touch of sadness to it becomes something quite different … something that is inspiring and beautiful.

I appreciate some people will have a different opinion to the Government ad to me … and that’s fine as everyone is entitled to their opinion … so for what its worth, here’s mine …

He’s a bastard. A cunning bastard who gets off on seeing other people ‘lose it’.

Why do I say this?

Because the bugger emailed me this in the safe knowledge it would make me ‘go off’.

To be honest, I’m not sure if the clip is real – and I’m not even sure I want it to be – because if this is the sort of person who is viewed as a ‘marketing genius’ [albeit a self appointed one] then I may as well start looking for another career pretty damn quick because I’m going to be run outta town.

Look, I appreciate the power and importance of first impressions … I know how they can influence opinion, to a disproportionate level … but to insinuate a business card can basically turn your business from zero-to-hero is a bit much.

Seriously, I’ve not heard claims like that since the Lehman Brothers tried to flog ‘subprime investments.’

The other thing I disagree with Mr Guru about is that it’s a good idea to create a card that does not fit into a rolodex,

On first impressions it might sound like a simple way to ensure you stand out from the crowd, however like the TBWA ‘disruption ads’ for Singapore Airlines, just because something is different doesn’t always mean its good.

The thing is, most people like things that fit in with their “pre-determined systems and processes” [in this case, being able to put a business cards in their rolodex] so whilst this guys card will undoubtedly ‘stand out’, I would imagine most people who receive it would chuck it out because if they can’t find a logical place to store it, they can’t find a reason to keep it.

Am I saying people will throw something away even if they like the product/service?

Yeah – I am saying that is a definite possibility.

And why the hell did it take him 25 years to design that card?

TWENTY FIVE YEARS?

For that?

Jesus, and I thought I was a procrastinator …

Saying that he does say the odd bit of sense …

I agree that the ‘title’ on a card is bullshit [except in Asia, where it is unbelievably important] … I agree that you can use a card for more than just your ‘contact details’ [see cynic’s original business card] and I believe you should talk about what you offer your clients rather than just what you do … but to claim his card can GUARANTEE to generate crowds seems abit of an overclaim … I mean, if that’s the case, he should approach Nottingham Forest’s billionaire benefactor, because the way they’re playing at the moment, he’s going to be lucky to have 5 fans turn up per match next season.

Card quality and differentiation are important, however if this guy really thinks all you need to ‘sell’ your organisation is a decent card, then he’s either [1] talking to the wrong people [2] a used car salesman or [3] someone who has mistaken American Psycho as a business documentary rather than another pretty average Hollywood remake of a decent book.

2/ People Power Creates Brand Power: How emphasis on staff training and behaviour can lead to brand strength or brand destruction.

3/ The Most Important Word: How ‘trust’ is the most important word in the marketing dictionary.

4/ Social [Network] Security: How the internet lets people make sure the brands they love don’t fuck up or get fucked up.

5/ Monkeys & Peanuts: How can you expect people to care as much about your brand when you pay them so little?

Not sure, but I think Domino’s swift, effective and honest approach is a good one … almost up there with the Kings of crisis management, J&J.

And to think their first thought was to ‘keep schtum’ so as not to alert more people to the negative publicity.

Look I know that’s the strategy encouraged by certain PR firms [Hill & Knowlton anyone?] but in situations like these, I think honesty is most definitely the best [and only] policy and it’s nice to see Domino react as quickly as they claim to deliver.

1/ Get some plastic surgery.
2/ Stop eating.
3/ Stop going on about wanting babies on the first date.
4/ Use some deoderant, or La-Mar ‘magic’ soap.
5/ Kill yourself.
6/ Watch this video that the delightful [and hot] Adchick found …

Not as good as some of their other ‘work’ and certainly more polite than some of the stuff Viz has said over the years, but still good. And true.

Oh so, so, true … 🙂