Ads - Then & Now

De Beers: Honeymoon (1948), N.W. Ayer & Son

This is one of the original ads from N.W. Ayer & Son for De Beers. As you can tell, romance has always been a part of advertising for De Beers. This painting by Nicolla Cikovsky, titled "Honeymoon on the Rocky Coast of Maine" illustrates the idea that De Beers is trying to sell. The text "A Diamond is forever" is present in this ad, but is not the most prominent thought contrary to the advertising we see today. Popular of the times, this ad contains a good amount of copy and a lot of facts about the diamond. As the diamond industry is more well understood in these times (in part to this marketing campaign) these two elements have lost their place in modern advertising for De Beers.

De Beers: Now Everyone Else Will Too, JWT

What a difference 50+ years can make! This modern day ad for De Beers is very different from the one in 1948, however, the slogan "A Diamond is forever" remains. By this time the idea of buying a diamond for an engagement ring has set in with America and most of the ads concentrate on other aspects. This one above however, is still driving home the point that a diamond is necessary to show your love to your loved one. Although it's a bit overwhelming thinking about how De Beers advertising has shaped our society (yes it is a molder not a mirror in this case) this ad is simple and classic and continues to instill in our brains the concept behind a rare rock.

VW: It makes your house look bigger, DDB, New York.

This ad for VW is from the 60's but it feels like it could be from today and thats the magic behind it. It helps that the beetle has become a pop icon and that the car itself hasn't changed much so it doesn't look like some old rusty car we would see at a junkyard. But, the point is that, DDB took an interesting approach to advertising VW by admitting their differences and embracing them. The use of space in this ad is great as well. And the copy gets the point across with the headline, and then if you're interested, there's more for you to read as well. I agree with our book, definitely one of the 20 ads that shook that world.

VW: The Beetles, Crispin Porter & Bogusky

The iconic Beatles album cover has artfully made its way to "The Beetles" in this print ad from CP&B. In keeping with the original fun loving ads from VW's past with DDB, CP&B has kept the copy short and the idea big. This ad continues to convey VW as a fun and energetic company. Some of the contemporary advertising for VW is more complex, but it is still very simple, clean, and clear.

Coke: I'd Like to Teach the World to Sing, McCann Erickson, 1971

This coke ad from 1971 is hard to even watch because the video qualities just weren't that great in the 70's and even though I'm sure it looked great then, it's hard to see it through those lenses now. Nevertheless, it shows how long Coke has advertised itself as being a part of the American culture. I think Coke really wants to show that it is part of all of us and we are a part of it. The style of commercial has changed with the times, but the message has remained the same.

Coke: Bugs Life Superbowl Commercial 2009, Wieden + Kennedy

This ad is one that was shown at the Superbowl in 2009. It's happy, fun and energetic. The animation is great and there are so many things to look at. It's almost like they're saying "What if this really happened to your Coke?". They don't really need to persuade you to buy, Coke is already very successful, I think they're just looking for ways to entertain the consumer and keep the brand in a good light.

Advertising as Art

Allstate: Back to Basics, Leo Burnett, Chicago

This ad is art to me because it evokes emotions and feelings. Dennis Haysbert, who many including myself know as "The President" in the TV show 24, has a very commanding voice and comes off very powerful and trustworthy in 24 and in all the Allstate commercials. The editing is very powerful and spot on with the simple piano in the background. It reminds us all about the simple things in life, and that in tough times to go back to the basics and be thankful for what you have. It's not necessarily "beautiful" but it is art to me in that it creates emotions to those that see it.

BMW: It's Only A Car, BDR, London

Well, I have to admit, I am biased because I love BMW's and always have, but their ads have always been so classy and really beautiful to watch also. This ad uses so many textures and sounds and lighting effects to really translate the features of the car into an artful form. I really like how at the end it highlights the shape of the body of the car and then singles out the dual kidney grilles and the BMW emblem on the hood to further explain that its not just a car. I've always thought of fashion and cars as very artistic design fields and you can tell that BMW wants to translate this passion to consumers.

Louis Vuitton: Where Will Life Take You?, Ogilvy, Paris

This commercial has some very cinematic elements: the fog at the beginning, the subtle text, even the placement of the text with the man's head in between. Louis Vuitton is a very well established brand most well-known for its high-priced leather goods. But, in this commercial, they bring the focus back to the human journey that is life. I think they are also saying that what Louis Vuitton is as a company is history. A history of long-lasting luggage and leather goods that have made their own journey from the past into today, and will be there for the long haul with you on your personal journey.

United Colors of Bennetton: White, Black, Yellow, In House Advertising

I'm not a fan of United Colors of Benetton's clothing or their ads, but this one I thought drove home the point that they are ultimately trying to make. No matter your race or background, we all have hearts, we all are united as people. If this was a photograph in an art gallery, I would probably buy it, I think the message is powerful and clear. No need to read through the lines.

Superbowl Commercials 2009 - The 3 Best and The 3 Worst

Disclaimer: None of the ads in the 2009 Superbowl were that great, but some were really bad. In my opinion, here are the 3 best and the 3 worst.

The Best:

#1 JACK-IN-THE-BOX: Hang in there Jack, Secret Weapon Marketing, L.A.

This commercial isn't one of my favorites of all time, but it is great in that it created interest and probably boosted sales. The ad isn't funny, or catchy or anything you might contribute to a favorite superbowl ad, but it does respect the viewer and asks a little bit more. After seeing the ad, you were extremely tempted to get involved and go to the website. I was and I don't think I've even been to a JACK-IN-THE-BOX. After going to the website and hearing about the response the following day, I say hats off to Secret Weapon marketing, they have truly used new media to their advantage and in a smart and intelligent way.

#2 The Ladders: Chairs, Fallon, Minneapolis

Well, everyone around me wasn't laughing as hard as I was, but I thought this commercial was fun. You didn't really know who was being advertised at first, but it wasn't one of those ones where it still doesn't make since at the end. Even if you think they were just going to lasso a chair and it would be for monster.com you still didn't get it. When I saw the big leather executive chair get shot, and then heard the concept of the website I thought it was great! I got a laugh out of it, and remembered the website and the concept as well. 

#3 Bridgestone: Moon Dancers, The Richards Group, Dallas

This commercial for Bridgestone doesn't really get any facts out about why you should choose Bridgestone when you're shopping for tires, but it does provide a fun ad with cool music and a funny ending, and then you're just happily reminded by the brand at the end. I thought it was just enough. 

The Worst:

#1 GODADDY.COM: Enhanced, Danica Patrick Shower

This makes me want to yell. I want to yell at everyone involved with getting this ad to my eyes. Even NBC should've cut this one just because it insults the viewer on every degree. The quality looks like it came from a camcorder from the early 90's with all the settings messed up. Perhaps it was to set it up as being "G-Spin" TV, but i think it's a sad attempt to make it resemble even a live or low budget cable TV show. We know our qualities and what things should look like by now, so don't do it unless you can do it well. Now I'm so pissed about this commercial that I don't even care to spend my time typing about what all is wrong with it, because there's nothing right about it. BOOOOOOOO

#2 Pepsi: Macgruber, TBWA/Chiat Day Worldwide

OK, let me tell everyone this first. I am an avid watcher of SNL and have been since I knew what it was. This is by far the worst skit that SNL has done in it's entire history. You can literally hear the awkward silence of the studio audience every time they play the pre-recorded Macgruber skits. NOT A SINGLE PERSON EVER LAUGHS. Yet, they continue to bring it back several times a season. My only guess is that Will Forte, Macgruber himself, is obsessed with himself (btw: he's not funny in any skit so why would he be in this one) and has begged NBC to let him have this one skit. He must fight pretty hard. Either that or all the execs at NBC and Pepsi are easy to please and have a laugh track built in that makes sure that they laugh at everything dumb. I'm sorry to everyone who was scared away from SNL, I promise its so funny and just as good as ever -- well every skit without Will Forte that is.

#3 SoBe: Football 3D, Arnell Group, NY

This commercial bothers me. First, the lizards are not "cute" animation, they're creepy scary little lizards the kind that crawl near you on a park bench awkwardly and make you feel uncomfortable. Well, perhaps they're a little more exotic, but that aside this commercial is a no go. So you can spring for the money to animate all this, animate in 3D, pay the players, and all the other crap.... BUT you can't budget for an actual familiar song? This commercial would have been 35467889X better if they had used a popular song. Can you imagine seeing all those creepy animals and the football players dancing to Womanizer or some other pop song? THAT would have been funny. But just random house music, with dumb ballet dancing? Stupid, overplayed, wow are you kidding me.

Ok so now that I have high blood pressure from having to watch the 3 bad ads again, lets give out some awards.

BEST AGENCY: Goodby, Silverstein, & Partners, SF

Not the most artful or thought provoking ads, but they were very "superbowl esque". None of my top 3 were by this agency, but of the agencies who had the most ads out there, Goodby wins. 

WORST AGENCY: TBWA/CHIAT DAY, WORLDWIDE

Macgruber - Nuff said.... fire everyone.... before its too late