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


If You Don’t Know The Nuance, You Only Know The Cliche’s.


A client recently told me a story of a very successful client he worked with.

Apparently this person was a lover of cars and owned Ferrari’s and Rolls Royce’s.

My client asked him what the difference was between them.

Expecting some conversation about performance or comfort, he was surprised when he heard:

“When I pull into a hotel in my Ferrari, I’m treated like I’ve booked the Penthouse Suite. But when I pull up in my Rolls, I’m treated like I own the hotel”.

I really like that.

I like it for a whole host of reasons.

But the main one is the clarity in differentiating ‘success’.

So often, as an industry, we define things in absolute terms.

Good. Bad. Rich. Poor. Success, Failure.

But as with all things in life, there’s nuance and texture in there if you look closer.

Which is why planning – despite all the information that is now available to us – is still an outdoor job.

Going out to talk to people.
Listening to different viewpoints.
Watching how different groups react to different situations.

It’s not a ‘day out’. It’s not ‘superficial fluff’.

It’s the difference between doing work for people or about people.

I’ve banged on about the importance of resonance over relevance for years, but it’s never been so important … because with so much choice of who we can give our attention to, if we want to stand any chance of having people give a modicum of a shit about us and what we do/think, then we better be speaking their language and context rather than the language and context we think – or want – them to speak.

[A classic of utter bollocks is still the Gerard Butler, ‘Man of Today’ ad for BOSS. You can read the post I wrote here and see the ad it is referring to, here]

If the people behind the brilliant TV show, Succession, can talk to billionaires to ensure everything on the show reflects how the super rich spend their money – and how they act because of it, ie: they never bend their head down when entering or existing a helicopter because they travel by them so much, they know exactly where the propeller is in relation to their height – then surely we can go and spend some time with people to see what they do and hear how they think about brushing their bloody teeth or something equally inane.

If we want to get back to being valuable to clients, we’d go a long way towards that by stopping with audience generalisations – of which I am absolutely including broad – or even narrow – Lifestage segmentation – and knowing the real nuances.



Details Details Details …

I know lots of people are questioning Apple’s innovation … but apart from the fact the rumour is they’re going to be launching all manner of exciting new things – from Apple glasses to Apple cars – the reality is many organisations evolve into something different over time.

Part of this could be because of technology.

Part of this could be because of a new interest.

Part of this could be because they’ve just lost their hunger.

But whether it’s brands like SONY going from innovation to perfection or Queen going from rock stars to entertainers, evolution doesn’t necessarily have to mean a bad thing.

I say this because we recently bought a new Apple desktop.

Please note I said BOUGHT … no freebies here. [Damnit]

Anyway, when it came we were struck by a couple of things.

First of all, the packaging was even more beautiful.

Let’s be honest, in terms of iPhone etc, while nice … their packaging has become far more simplistic, but for the desktop, it was a celebration of cardboard engineering.

Everything was beautiful and precise … you felt the effort and time that went into it, ensuring from the moment you opened the box, you felt you were getting something truly special.

A celebration of purchase, so to speak.

The second moment was the cables.

Jill wanted a yellow desktop and while everything was as simple and elegant as ever, the cable just captured the classic Steve Jobs ‘paint behind the fence‘ philosophy.

Look at it …

Having a yellow outer makes sense, but the fact they made sure that extended to the inside of the cable is something that just smacks of attention to detail.

No one will see it once it has been plugged in.

It probably wouldn’t even be noticed if they hadn’t done it.

But by making the effort, it not only stood out … they reminded us that what we have just bought isn’t simply a computer, it’s something that has been crafted by people who care about what they do.

It helps justifies the cost.

It reassures the quality.

It defines the brand and brushes aside the competition.

For all the modern approaches of marketing spouted left, right and centre … it’s amazing how simple things done extraordinarily well supersede all the approaches, techniques and buzzwords.

And while this is all possible because the company behind it is united by an idea, an identity and a set of values that defines who they are in definitive terms, anyone who says the little things don’t matter doesn’t know what the fuck they’re talking about.



Why Do So Many European Confectionary Ads Leave Such A Bad Taste In Your Mouth?

We have had some amazing ads for confectionary over the years.

Trio. And the follow up.

Rolo.

Boost.

Maltesers.

Then, of course, the pinnacle … Cadbury Gorilla.

However one of the things I still haven’t quite understood is how we have also had some of the absolute worst.

I mean, for years, it was Ferrero Roche’s Ambassadors Table that was top of the shitness charts. An ad so bad, that it became great for its utter kitschiness.

And while no one ever really believed they were the chocolate favoured by diplomats, royalty and Ambassadors … it was a strategy that worked for many – from After Eights to Viennetta.

However there’s another ad that I’ve just seen that puts Ferrero firmly in second place.

They’re not saying they’re sophisticated.

They’re not claiming to be for special occasions.

They’re saying they are ‘so much fun’.

SO. MUCH. FUN.

Now don’t get me wrong, they’re a nice tasting bite, but fun?

They’ve never played video games with me.

They’ve never watched movies with me.

They’ve never even suggested you can use them as chess pieces.

What the hell is fun about it?

To answer this, let’s have a look at the ad they’re running shall we.

Did you watch it?

Did you survive watching it?

If it’s any consolation, that is still better than the one they ran last Christmas.

So, based on that monstrosity, they think they’re ‘so much fun’ because when you open up a pack, everyone comes out because they want to shove one of the caramel, chocolatey-hazelnut, nougat things right down their throat.

Which highlights 4 issues I have with this premise.

1. The client and the agency have no idea what fun actually is.
2. Even if it was ‘so much fun’, wouldn’t all confectionary be able to say that?
3. Where I come from, sharing something you like is cause for a fight, not fun.

So to dear old Toffifee … may I humbly suggest you sort yourself out.

Your ads are pants.

Your ingredients aren’t that unique.

The spelling of your name is absolutely horrific.

And most of all, your product is fair, but not fun.

Sort that out, and you can make Ferrero ads the most stupid again.

You’re welcome.



Eau De Toilet. Literally And Metaphorically …

The fragrance industry is fascinating.

I’ve written a bunch about this in the past [here, here and here for example] but nothing reinforces my view than the new fragrance bottle from Moschino.

Have a look at this …

On one hand I admire how the industry uses creativity to design distinctive bottles and packaging – mainly because the smelly liquid inside has little value – and I love the fearlessness they tend to embrace all they do, but there’s few industries as pretentious as the fragrance industry. Hell, they’re even more pretentious than a Swiss finishing school run by a Victorian father.

Now I accept some are being ironic – or have evolved to be that way, like Gucci for example – but the vast majority continue to have their heads so high up in the clouds, that even the biggest dope smokers couldn’t reach them.

I’m not sure which side Moschino are on, but anyone who makes a perfume bottle to look exactly like a disinfectant spray and proudly puts the words ‘toilette’ on it, suggests either the biggest misstep or act of fragrance genius I’ve seen in years.



Unperfectly Perfect …

So last week, the disgustingly talented Nils Leonard posted this on his instagram.

I have to say, I love it.

Sure, it’s for Mothers Day that affords more creative licence in terms of how a brand expresses themselves, but given Chanel has only celebrated elegance and perfection for years, it’s a huge leap.

Apparently it was drawn by a Chanel employees daughter on a ‘bring your kids to work’ day.

I can’t imagine how much money this saved them in terms of ad agency costs.

Though of course, this is less about being cheapskates and more the changing face of luxury.

For too long the category has been a closed shop.

It dictated terms, rejected new entrants and ruled by an iron fist.

Cold. Clinical. Aloof. Exclusive.

But the shift has been happening.

The rules of luxury are changing.

And while the establishment may look down at brands like Supreme as nothing more than expensive hype, the reality is the new generation of luxury buyers feel differently.

They don’t want to be part of the old rules, they want luxury to reflect them and how they live.

Personal. Emotional. Ridiculous and audacious. Human. Fun. A new definition of perfection.

And with brands like Mr Ji and Gucci both embracing this change and driving it … it will be interesting to see how many other luxury brands start stretching the boundaries of who they are and who they associate with moving forward.

Though I accept there’s a good chance they’ll just do what they’ve always done – especially with designers – and just try and buy the brands/people who are making waves.

Then assimilate them into their system.

Wow, look at me talking about fashion. And luxury. Who Am I?