So it’s nearly Superbowl time … that time of year where the ad industry spends shitloads of their clients cash making very expensive ‘sponsored jokes’ to help them delude themselves it’s like the 80’s all over again.
Except adland in the 80’s wasn’t anything like that.
Far from it.
Anyway, last year … amongst all the ads that ran, one stood out.
Yes … yes … I know I’ve written tons about it over the past year and that I’m deeply and unashamedly biased – especially as the VW Darth Vader spot was lovely – but in terms of a commercial that actually represented the brand that was paying for it, I think it’s fair to say the ‘Born Of Fire’ spot was the one to beat.
While I don’t know what this years Superbowl will bring us, it’s fair to say that amongst the plethora of overpriced, over-celebratory endorsed slapstick pointlessness … they’ll be a couple of ‘Chrysleresque’ ads, because let’s face it, whenever something achieves the level of impact, awareness, coverage and sales that Chrysler got with that spot, clients often run to their agency and say “I want one of those”.
But while imitation is the sincerest form of flattery, it does not automatically ensure the same level of success … which is why anyone who has a Superbowl ad running this weekend should have checked out this interview with Joe – the CD on the Chrysler spot – before starting their campaign, because in just 4 minutes and 22 seconds, he not only explains WHY that ad worked so well, but demonstrates a level of understanding and insight that would put most planners and media people to shame.
He’s a brit, which probably explains his cleverness … though I appreciate the way he moves his hands around could give the impression he’s an Italian suffering from an overdose of espressos.
Anyway, while he’s a creative, there’s a lot that planners can learn from his approach which is forget trying to come up with a load of fancy – yet meaningless – ‘yoda statement’ [ie: POWER FREEDOM or PASSION THINKING] and look for provocative, interesting and genuine view points that can move, change or create culture or attitudes.
Over to Joe.
PS: The title of this post comes from something Joe say’s in the clip, it’s more insightful than most of the effectiveness papers I judged last year. That’s why I believe great creatives are great planners … it’s just a shame that it doesn’t work the other way around.