Quit While You're Ahead

By: Embra King

                                      

Do you know of the Geico Gecko? Of course you do they have been beating that company mascot to death ever since his introduction in 1999. He has even had a couple accent changes since his debut. I know you know the Geico Cavemen pitch that has been on since 2005. You know--the one that is so bad now that you almost feel embarrassed for them. Now I am all for fun creative advertising, but these things should have expiration dates, and for Geico’s two longest running adds, I think it is time to let them rest. It is a good thing when a company knows when enough is enough, to bow out while the going is good. At once I thought that Geico’s gecko and caveman pitches where playful and fun; now I cringe every time I see one of their ads. It is like someone who was fun to hangout with for short periods of time, when all of a sudden they started showing up to parties uninvited and sat in the corner not talking to anyone, periodically shouting nonsense to remind everyone that he is still in the room. 

But now for my point. This past week Target unexpectedly announced it was parting ways with advertising firm Wieden + Kennedy. For several years now the firm had been creating fun, 15-second commercials that depict little life moments, highlighting a single product at the end. The ability to deliver 150 compact, playful, and sometimes downright hilarious commercials in only about a year and a half is impressive, but what is more impressive is that each is very well done, with none that really stand out as being bad.  When Target’s VP was asked why they split with W+K he had this to say, “Leave really good work before it’s time to leave”.  I think Gieco needs to take a page from the Target playbook and retire the gecko and caveman before someone thinks that a TV show based on their commercials is a good idea…

Commercial Art

By Embra King

Call me crazy, but I love commercials.

I love them between shows, on billboards and in magazines. When I was young, I used to go over to my friends' houses and spend hours looking through their magazines, no matter what the subject. Sure I would read the articles sometimes, but mostly I was admiring their layouts and ads that filled up most of their thin pages. When I go to the movies, I always make sure I get to the theater early, as to avoid missing the previews. If it wasn’t for those wonderfully crafted teasers before every show, I could hardly justify spending the twelve-dollar ticket price.

No, you didn’t read any of that wrong, I enjoy something that most Americans seem to openly grumble about. I just think it is because we are looking at things all wrong.

Advertising, when done well, is a wonderful art form that folds creative design, language, and economics into this beautiful, multi-layered piece of work. Companies and organizations of all sizes hire artists and writers to create powerful messages and a visual presence for their cause or product. Advertisers create beauty where there would only be grey. Ad agency’s are taking problems and solving them with art.

Not only do I find commercials and advertising to be an ongoing work of art, but I also enjoy them for chopping up TV shows. To me, most shows need commercials. A killer slowly opens the door to find the hero asleep and helpless in bed when suddenly, a commercial break. We are left on the edge of our seats. We cry, “No not now!” Our bodies tense up in anticipation for what lies at the end of the commercial block. Sure, if you have seen the commercials a hundred times before this time might be better spent using the restroom or grabbing a bowl of ice cream, but for me there is something special about seeing what others created in the spaces that companies have created for them.

Imagine a world without advertising, commercials, or branding. Sure, it is awesome to get out into nature and be surrounded by nothing but mountains and trees, but I can’t imagine a world in which cities aren’t filled with commercials, filled art. I think we all should take a closer look at the next commercial you see and just reflect on how many artists, writers, and salesmen it took to create the piece.

Check out the documentary Art & Copy to get a glimpse into the crazy world of advertising. It can be found on Netflix.

To Attack or Defend?

By Embra King

The common phrase heard in football locker rooms and military camps "the best defense is a good offense” seems to be well respected in their respected fields. But does this ideology work when it comes to advertising, is it really better to attack another's product than to promote your own? Samsung seems to think so and without naming any names challenges the iPhone and its apparent dim, Starbucks drinking, following.

The commercial, which aired last week, depicts long lines of bohemian Apple phone users standing in line waiting for the iPhone 4s. As they grumble about the “sketchy battery” and lack of physical changes to the phone, they catch a glimpse of preppy people not waiting in line using the already released Samsung Galaxy S II.

Near the end, Samsung tries to pitch that they have a bigger screen, and it runs on 4g network. However, the only feeling I come away from my multiple viewings was how silly it is that Samsung has narrowed down the iPhone user into this arty hipster, apparently blind to the fact that other phones are out there.

Attacking the completion is nothing new in the wild world of advertising. Audi and BMW have always taken stabs at each other resulting in things such as this billboard campaign. Apple also ran its own attacking campaign, the famous “I am a Mac, and I am a PC” stint. It is a tactic that politicians utilize many times over: “Vote for me because the other person is awful.”

As a consumer, I am more drawn to seeing why I should buy a product, not why I shouldn’t buy the other guy's. To me, it seems to take away from your product. If what you're selling is worth talking about, than talk about it. Sure, it makes for some fun, witty advertising, but does it really help move your product?

The fact is, Samsung is jealous; no one is waiting hours and hours to buy their phones, a fact that they poke fun of in their commercial. Apple has a huge share in the phone market thanks to their branding power and creation of beautiful easy to use products. With all this being said, I do like that Samsung has tried to take on the giant that Apple has become.

I just wish they had shown a little more backbone and mentioned the phone by name.