In viewing the latest offerings from both Cadbury and 3Network in the advertising stakes my thoughts on the subject run thus: neither are actually any good from a professional standpoint.... the current trend in advertising is to get animals to sing or talk... essentially because the technology required for the CGI is cheap and quick enough to make it possible to roll the finished product out relatively quickly in comparison to even the recent past - the most interesting spin on the whole dissonance meme is the Haribo edvert - which is well executed by the cast - the lip sync is excellent - with regard to the latest offering from Cadbury, its just YET another spin on the gorilla behind a drumkit - which was sheer genius... this version looks tired and extremely lazy in comparison... And lest we forget, the original - and to my mind best version of the whole voices meme was the British Gas Creature Comforts campaign from a few decades back now conceived and created by the very excellent team at Aardman Animation , (the creators of Wallace and Gromit). Having worked in advertising - the current trend for simply creating funny clips with the express intention of wanting them to go viral points to all thats wrong with the UK meeja industry - its populated by talentless white middle class wankers whos parents bought them a job through the odious intern system... both of these adverts display an almost intolerable lack of originality and are merely pale into the facile insignificance they so richly deserve when directly compared to the originals that inspired them. There was a time when the UK Advertising industry actually DID have some incredible creative minds at work in it.... Think Ridley Scotts iconic Hovis adverts for instance... Possibly the very worst of the current crop are the Muller Rice bear campaign - and the woeful way Go Compare have attempted to phase out the tenor.... Churchill still continue with a meme that is well past its sell by date and the halcyon day of Follow the Bear and the almost legendary Heineken reaches the parts... campaign seem a long time ago now... I guarantee that Ad agency creatives now do nothing more than trawl youtube looking for ideas to openly plagiarise knowing full well that the originators of those ideas simply dont have the financial clout to take them on! Arguably the very best, (and most successful) campaign of recent times has been the Meerkat - which whilst faltering on a couple of occasions, (the duet and introduction of human characters failed dismally and were quickly dropped), but consistently hits the mark.... its interesting to note that this is an independently produced campaign, without an agency involved - and hits the mark of being transmedia with the inherent collectablility of the plush toys. Please people, dont just switch of your mind when the adverts come on - thats exactly what they want you to do.... apply a little critical thinking... Dont be a zombie, eh?
Posted on: Tue, 25 Feb 2014 11:25:48 +0000
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