Monday, 29 November 2010
Sunday, 14 November 2010
Seasonal Offerings: Part One
Christmas ads already?! It's only bloody June.. humbuggery
Shocking isn't it; economic frenzy looms once more, and not a moment too late. The race is on, with just six crucial weeks in which to jostle every product and service imaginable into consumer awareness. Cut-through is imperative, originality is the key. As it's my first blog i've decided to swerve TV ads. Instead i went on the hunt for intriguing print ads, promotional material and in-store messages and experiences.
First we have this hidden, branding-jem.
This cheeky critter was printed on the usually annoying plastic butter cover of a Clover tub. Apologies for the poor picture quality, a better camera will be found. It's nice to hear from a brand after you've already given them your money and let them in your home, makes you feel wanted. The playful illustration, typography and copy all tie-in perfectly to reinforce Clover's position as an involved family brand. A wonderful, little touch.
From Warmth to cold I take you now..
I struggled a good few minutes to recover from the stark Dickensian implications of who this poster might appeal to. Then shuddered to self-realisation. I love the brutal, to-the-point nature of this copy. It sells the product with no messing around, the target audience is skint and needs a sleigh 'bells-free' solution. Although, saying that.. a nice, little festive character wouldn't run a muck.. or would he?
Something like this cheery Carphone Warehouse elf/helper rat.
Sorry..rat? Yes, that's correct. In what must only be described as a move of sheer creative brilliance the good folks at CW have decided to forgo the usual seasonal iconography. Here's how that creative epiphany was formed:
"Say Pete, it's Christmas."
"Damn it Steve, i've run out of drawable Santa, reindeer and elf variations, we're finished.'
"Hmm, what about a rat, people LOVE rats...and it'll...get attention?"
"I'm giving you both a raise."
The consumer reaction?
"Mobile broadband?! Sure i'll take ten. I just can't resist the rodent charms of Mr Furry Trousers himself."
If you've read to here you've been kind, and so i'll reward you
with a cut-down of humour and an upper-cut of analysis.
Their refunds poster is so telling of the M&S approach. Sure the copy is clinical but the illustration compensates with the warmth, style and attention every M&S customer expects/demands. Everything about their brand voice is so well tailored and wholly encompassing; it says 'we go above-and-beyond for our customer'. A rich and immersive Christmas experience; an M&S experience. Applauso, applauso!
Shocking isn't it; economic frenzy looms once more, and not a moment too late. The race is on, with just six crucial weeks in which to jostle every product and service imaginable into consumer awareness. Cut-through is imperative, originality is the key. As it's my first blog i've decided to swerve TV ads. Instead i went on the hunt for intriguing print ads, promotional material and in-store messages and experiences.
First we have this hidden, branding-jem.
From Warmth to cold I take you now..
I struggled a good few minutes to recover from the stark Dickensian implications of who this poster might appeal to. Then shuddered to self-realisation. I love the brutal, to-the-point nature of this copy. It sells the product with no messing around, the target audience is skint and needs a sleigh 'bells-free' solution. Although, saying that.. a nice, little festive character wouldn't run a muck.. or would he?
Something like this cheery Carphone Warehouse elf/helper rat.
Sorry..rat? Yes, that's correct. In what must only be described as a move of sheer creative brilliance the good folks at CW have decided to forgo the usual seasonal iconography. Here's how that creative epiphany was formed:
"Say Pete, it's Christmas."
"Damn it Steve, i've run out of drawable Santa, reindeer and elf variations, we're finished.'
"Hmm, what about a rat, people LOVE rats...and it'll...get attention?"
"I'm giving you both a raise."
The consumer reaction?
"Mobile broadband?! Sure i'll take ten. I just can't resist the rodent charms of Mr Furry Trousers himself."
If you've read to here you've been kind, and so i'll reward you
with a cut-down of humour and an upper-cut of analysis.
Once again M&S show they have all bases covered
Their refunds poster is so telling of the M&S approach. Sure the copy is clinical but the illustration compensates with the warmth, style and attention every M&S customer expects/demands. Everything about their brand voice is so well tailored and wholly encompassing; it says 'we go above-and-beyond for our customer'. A rich and immersive Christmas experience; an M&S experience. Applauso, applauso!
Guess where I want to spend Xmas
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