Filed under: Advertising, Attitude & Aptitude, China, Comment, Communication Strategy, Crap Campaigns In History, Crap Marketing Ideas From History!, Creative Development, Creativity, Egovertising, Fake Attitude, Focus Groups, Management, Marketing, Marketing Fail, Nike, olympics, Planning, Pretentious Rubbish, Relevance, Resonance, Respect, Shanghai, Wieden+Kennedy
Toothpaste.
It’s all kind-of the same isn’t it.
OK, so the manufacturers would disagree – which is why they keep launching different variants with all manner of ‘secret ingredients’ – but to the average person on the street, not only is the product pretty much the same, so is the advertising.
I get it, toothpaste ads must be hard … but even that doesn’t justify this shit from Colgate.
Cop a load of this.
Yep … ‘Made for greatness’.
Not made for great teeth, but greatness.
Hmmmmn … that’s not an over-claim whatsoever is it?
It’s a toothpaste.
For teeth.
TEETH.
And while teeth have a big role in our lives – and culture – THEY HAVE FUCK ALL TO DO WITH YOUR ABILITy TO CLIMB A MOUNTAIN.
Or a flight of stairs for that matter.
Now I appreciate I’m biased because in 2012, we did Greatness for the London Olympics … but have a look and tell me which you think is better … more resonant and more appropriate?
Yes, exactly.
And that’s before you have been reminded about the two lead NIKE Olympic ads from 2012.
God, even now Jogger gives me chills.
As I said, I get how hard toothpaste ads must be, but if Colgate want to do something right and interesting, they should give me a call – as I literally have 3 great ideas they can have. For a price. On the bright side, I promise you that whatever the price we agree on, you wont have to pay with your dignity like you have had to do with this.
Oh god how I’d love it if they did that, even though we all know it’s not going to happen.
So I’ll leave you with this.
Colgate … I am sure this passed all manner of internal research tests.
I am sure you this makes you all feel you’re doing something really important for humanity.
And while healthy, bright, strong, clean teeth are important – and Colgate plays a big role in that – it would be so much better if it helped make the brains of the people who approved this, as bright as their teeth, because maybe they wouldn’t have churned out the advertising equivalent of a root canal without anaesthetic.
Call me Colgate. Seriously. Please call me. I can put a billion dollar smile on your face.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Interviews, olympics
So I’ve written before about the value in starting your own business … and I still wholeheartedly stand by that.
However I recently read an interview with the actor Michael Keaton, that made me re-think a bit about what ‘starting your own business’ really means.
I love how he connects choosing a role with running his business.
It’s so obvious, but I never thought of it that way before.
But this is exactly how everyone should look at what they do … even if you are an employee of someone else.
What are you choosing to do?
What are you choosing to accept?
What are the standards you will work to and will expect from others?
Sure, some of these things are easier to control when you literally run ‘your own business’ … but if we acknowledge that our careers are ultimately in our own hands, then looking at what we do through the lens of it being ‘our own business’, may make us sharper on what we do and what we are willing to do. Or – as is sometimes even more important – what we won’t.
Filed under: Attitude & Aptitude, Corporate Evil, Cunning, Devious Strategy, olympics, Sponsorship
So the Olympics ends tomorrow.
Despite facing incredible apathy and backlash, I think it’s been pretty awesome.
Drama. Triumph. Legacies. Debate. Wonderfulness.
Fantastic.
But that’s not why I want to write about.
I want to write about this …
What you see above is the DVD cover of the Rio Olympics opening ceremony.
It was available at my local DVD store in Shanghai within 4 days of the ceremony happening.
For the equivalent of 90pence.
Copied. Duplicated. Distributed within 4 days.
FOUR DAYS.
Say what you like about the morality of what they’re doing – or lack of it – but you have to admit that’s quick.
Usain Bolt quick.
And if the IOC and Rio Authorities are pissed off about this … I’ll leave them with this.
China only focuses on things they can make money from, so by being copied, they’re saying there was demand for it.
In other words, you did a good job,
In even plainer speak, it’s a [kind-of] compliment.
And besides, you can’t really complain about doing bad things, when you used[?] to do this.
So enjoy the praise and look forward to the closing ceremony.
I can send you a DVD of it in about 4 days if you like …
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, China, Chinese Culture, Comment, Communication Strategy, Confidence, Creative Development, Creativity, Culture, Emotion, Empathy, Insight, Marketing, Nike, olympics, Resonance, Shanghai, Sport, Wieden+Kennedy
I have now had time to get over the Euro finals.
While my Italian/English heritage meant I was going to ‘win’ regardless of the result – and while the result, at least to me, was probably fair – I was gutted for the England team.
Ironically, the disgusting behaviour of the fans after the match – fired up by the equally disgusting behaviour of the British government – kind-of made me happy they lost.
It’s at these moments teams – or brands – can fall away and so what happens next becomes unbelievably important.
It reminded me of 2008 when Chinese hurdler – and gold medal contender – Liu Xiang, broke China’s hearts by injuring himself during the race.
Remember, this was the year the Olympics was held in Beijing and in many ways, it was the governments ‘coming out’ party to the rest of the World. A chance to showcase the nations abilities, talent, skills and sophistication. A declaration a new superpower was here.
While that might have been news to the rest of the World, for the people of China, they had known this for a long time which is why when Liu Xiang faltered through injury, people – like in the UK – started to turn on him.
While he did not face the disgusting and disgraceful racist abuse certain members of the England team have encountered, he did face claims that by pulling out mid-race, he had not tried hard enough, had embarrassed China and sold the people false hope.
Because Liu Xiang was a NIKE athlete, overnight W+K Shanghai created an ad that aimed to reframe the loss for the people across China.
To shift emotions from anger to pride, love, support.
The next morning, this ad ran in most of the papers …
It is still widely acknowledged as one of the pivotal pieces of communication.
Not just by the industry.
Not just by NIKE.
Not even by Liu Xiang.
But by people across China who woke up to that ad the next morning.
Turning anger to sympathy.
Turning abuse to respect.
Turning sport into culture.
I say all this because on the day England finished runners-up in the Euro’s, the English FA released – what I consider – the modern version of our Liu Xiang ad.
I hope it works for England and their players.
But mainly the players.
Because they did bring something home …
Every one of them.
Pride. Unity. Hope.
Until those racist fucks robbed it off them … off the rest of us.
And while the media may like to suggest those responsible are a small minority of hooligans, the reality is it’s not a small minority and hooligans are not some cartoon villain.
In fact the problem is these pricks live amongst all of us. They are invisible because they look, live and work like so many of us. They’re fathers. Sons. Brothers. Uncles.
They’re also racist scum.
Exemplified by their hate towards the 3 England players who missed their penalties.
These 3 brilliant and inspiring men are young.
Hell, Bukayo Saka is 19.
NINETEEN.
At that age I couldn’t even ask out a woman who worked on the till at Asda, West Bridgford … so anyone who gives him shit when he’s playing for the England national football team, in the final of the Euro’s, at the most intense and pressured moment of the entire tournament, with billions watching can just fuck off.
Winning FIFA 2014 on Playstation doesn’t make you a winner, it makes you a fantasist.
And to them I am glad football didn’t come home.
I just wish football could take them far away from it.