Perhaps it was the novelty factor (not too many of these around as far as I’m aware), or perhaps it was because I wasn’t expecting it in the paper, but this advertorial for Kellogg’s Nature’s Pleasure made me smile.
This one is a month old, but I suddenly chanced upon it again today and wanted to share it over here.
There has been a lot of noise recently about advertising needing to re-invent itself to stay afloat in today’s times. Advertising nowadays has to work much harder for my attention, as it probably does with a lot of people, just because there is so much of it. I subscribe to the logic that necessity is the mother of invention – and from that point of view, the financial crisis seems to be bringing out the entrepreneurial side in some (such as Hank Leber and Agency Nil, about which I wrote recently for PSFK).
This rather cool ad is at once ridiculously simple in essence and very ambitious in its aim. Simple because the premise on which this ad is based – the fact that people get pissed off as hell when they listen to those automated messages when they call a service provider – is so true its stupid. And it’s ambitious because if O2 can’t execute on this promise they make in the ad, they are in big, BIG trouble.
We get satisfaction from coming up with an awesome idea and making it come to life. In the process we bring excitement to otherwise unexciting locales and give strangers a story they can tell for the rest of their lives. We’re out to prove that a prank doesn’t have to involve humiliation or embarrassment; it can simply be about making someone laugh, smile, or stop to notice the world around them.
I was sniffing away last week, recovering from the flu, when I noticed ads for Lemsip and Strepsils on TV. It was as if they were being shown just for my benefit. I was on Facebook later in the day and there I noticed an ad for Ugg Boots on my page, almost as if Facebook could read my mind and knew that they were something I’ve long been coveting. Even if TV ads are about seasonal products to match the weather (Google was clearly on to something with Flu Trends) and Facebook ads are about targeted ads to match your personality, I think you can look at the situation like this: advertising, thanks to technology, is becoming increasingly more intelligent in its deployment and online at least, is weeding out ads that we’d consider useless or spam. In other words, it is saving us time and mindspace. I find this quite interesting. However, every now and then I find myself wishing I saw something completely unexpected on screen. There need to be those WTF days that make you laugh out loud. Won’t advertising become expected and boring otherwise?
I chanced upon Toshiba’s latest ad today. It lays claim to being the first ever timesculpture commercial. For those of you who aren’t quite sure what that is, it basically takes the bullet time technique (two words: The Matrix) and improves upon it by manipulating moving time snapshots with Toshiba’s latest camera that uses its upscaling technology.