Action begins in a Cloverfield style. Presumably normal video of a sort of a tourist gets interrupted when something unusual happens. This time it is no x-stories high Slusho fueled monster raging destruction on NYC, but a train full of apples, which suppose to illustrate how much food is wasted in that great city.

In the broad area of the ‘social’ campaigns, especially these directed to the poverty, it is always necessary to illustrate the importance of one man actions. In general people think that their participation in some large scale charity collection is insignificant, because their personal donation is too small to change someone’s life. Surely, people are aware that we should think in a big picture way, so the all small donations will end up in something significant, but this is only a theory. If you will show them how much could have been achieved if more people would like to act, they will be donating more willingly. Here, the term of a ‘donation’ can be applied to do not waste approach. This is even better, because people do not like to give away their possessions. If you will show them that the give away can be achieved by wasting less, thus by no cost at all.

I like this commercial, as it idea is so simple, and effective. I would only change the announcement a t the end of a video  from the station speakers to a full screen inscription read by a narrator (Morgan Freeman style ;-)).

Inspiration: Adfreak

Tagi: In ENGLISH, Marketing, Social, TV. Autor: Jan Habza
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The story goes so – two young dudes are watching from a balcony a car gliding on an ice covered parking/road. The whole situation makes them laugh, when one suddenly realizes that his car is to be hit next. message of this story is simple – use Interstate car battery and you will be not having such problems.

The concept is alright, but I would change few things, like try to make the characters more lovable – seriously I was hoping that one of this douches car will get smashed.  It could be achieved by i.e. showing a desperate, ‘family’ man trying to save his car.  Someone that we could care off. Secondly, the crash is not a spectacular one. It is a TV for the God sake, use some specials. I am not expecting to see an explosion and see that guy burned to a crisp, but just something more memorable. maybe  crash should happen in a better light? Sure, you want it to be as ‘real’ as it gets, but after seeing that car moving in a so unrealistic manner, the reality boat had sailed off. The old-wise guy at the end is also such a cliché… Cast and character development is a key to a good commercial. Do not place in your ad people of who the audience will hope they will get hurt.

Inspiration: Adfreak

Tagi: In ENGLISH, Marketing, TV. Autor: Jan Habza
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This is an eternal problem. What is the true goal for a financial institution. To make money (hopefully also for their clients) you might say. True, but this has to be done in an ethical manner. Especially when we are speaking about mature market, where consumer awareness is high, details, as code of conduct, moral values etc. become important. Is this commercial dangerous? One may interpret it as a lost chance for major earnings, not necessary a thing you want to communicate when you are a financial institution. In the other hand, it does show that HSBC, just like the paparazzi does have higher standards, moral values and will not act in the gray-morale area.  Integrity is important in an institution – client should be aware, that if an organization does use the moral-doubtful earning occasions, one day, it may act in the same way on him.

Inspiration: Blindspot

Tagi: In ENGLISH, Marketing, Oldies, SHORT, TV. Autor: Jan Habza
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Bontrust Finance a German investment firm ordered this spot, and the hired agency had the following idea:

“…to show the increase of money on the international market in connection with some kind of sexual relation…”

Concept of a whole world made of banknotes is indeed great. Abraham Lincoln, The Unnamed Lady, and Mao look even better than the world around them. For me the ‘money love’ here means that our firm will use any occasion to multiply, to invest in the USA, or China – location does not matter, only the rate of return on such investment counts. That’s good, as this is their business, and that they achieve that with an image of a sort of a slut? It does not matter, as long as they earn.
Transition from a peaceful romantic period to a harsh sexual interaction is a real twist in the plot (poor EURO, even if it would like to participate, it does not have how…). For me it is not subtle enough, but again, we should remember on which market was it made. Ze Germans are not prudish, most of their jokes and humor rounds around these subjects, so I guess it will be well received on that market. Also, it will gain greater attention, than let’s say an apple tree with banknotes instead of fruits, and as stated above, for a company form such sector, this sort of an image is not a burden.
The making of, and concepts can be seen here.

Inspiration: COLORIBUS

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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New advert of the FreeCreditReport.com, a service which provides ‘real time’ information to its users about their credit reports/history. When you’re unable to do the math alone, with such information you should be able to manage your finances in a wiser way, do some planning, and stuff like that. If you’d ask me, a person with basic financial literacy level would be able to do most of that stuff by himself, but the topic of financial literacy, and role of the financial institutions in improving it is deep enough for some separate entries. I see here a large area to use, as in many markets (name Poland…) subject is almost untouched. Hopefully one day I’ll be able to implement some solutions related to it.
Returning to the spot. I’m not sure if you’re familiar with almost-the-best-spot-ever-made. Why almost? Well, it has pirates (SINGING!) in it, and the only thing which’s lacking here are the NINJAS. With them it could’ve been the best ever made ;-). If you don’t know what the hell I’m speaking about, please update your cultural references. A good soul’s putted all six singing spots of the FreeCreditReport.com on YouTube. Listen yourself.

Brilliant, isn’t it? It is always hard to be a successor of a successful campaign. The ‘doggy’ one does not even come close to its predecessor, but I believe it has a different role. When the sung commercials promote your brand, increase awareness, and basically tell what your business does, so it becomes familiar to the general public, it is impossible to present in them the ‘hard numbers’. So, with that in mind, and if we’ll treat it as a different category ad, it isn’t so bad. They’ve failed in creation of a likeable ‘fluffy’ puppy from the improved score numbers, but at least they’ve animated some life into it, and people do love it (for a perfect spot, the boy should have more time). Concept is ok, with the help of FCR the lady was able to control the spoiled puppy/credit report, and they’ve lived happily ever after. What lacks here is a clear image how the FCR and its website helped the lady. Maybe one-two shots with a laptop, or a manual how to deal with misbehaving puppies? Generally, ok.

Inspiration: COLORIBUS

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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