Wednesday, October 7, 2009

VIFF - An Open Mind Is Advised


Creative Director Paul Little and his creative teams have done an incredible job of re-establishing TBWA/Vancouver as a top ad agency, locally and globally. Their latest weird and wonderful campaign for the Vancouver International Film Festival (VIFF) has caught the eye of Campaign Magazine, and is sure to garner even more international recognition during the next award season. Speaking directly to the VIFF audience with a wink and a grin, director Tim Godsall and the creative team have created three strange scenes spoofing the typical fare of international film festivals. The funniest thing about the spots is how close they are to the real thing. Click here to check them out.

Project name: An Open Mind is Advised
Copywriters:
Addie Gillespie, Jon Murray
Art directors:
Addie Gillespie, Jon Murray
Production company:
OPC, Toronto and Biscuit Filmworks, Los Angeles
Director: Tim Godsall
Editor:
Geoff Hounsell
Audio post-production company:
Beacon Street Studios (LA) & Pinewood Sound (Vancouver)

Tuesday, October 6, 2009

Paladin Security - Security Camera

Watch what you click! Rethink has created an ingenious online advertising banner for Paladin Security, which is fitted with a security camera that follows your cursor around the screen to demonstrate their Remote Monitoring Service. Spooky cool.

Click here to see the security camera in action

Friday, October 2, 2009

97.3 EZ Rizzle




Some nice work from Zig's Chicago office. Definitely made me chuckle.

Side note for my flatmates: THIS is who should be listening to 'smooth rock.' Not you. Please stop playing it in our house. I beg you, for the love of Manilow, stop.

Tuesday, September 29, 2009

Moustache Mugs

Best idea ever, from Peter Bruegger.

Comcast - Rabbit


So this is the most awarded TV spot of the last award season according to Creativity Online. I can dig it.

Tuesday, September 15, 2009

Bud Light Lime - In The Can

This new DDB spot for Bud Light Lime cans reaches a new high for lowbrow humour and is sure to make the average beer drinker forget that beer always tastes like crap in a can. Love it.

Friday, September 11, 2009

Favourite Friday Ad - Revolving Restaurant - Playland

A classic Playland spot from Palmer Jarvis DDB (Now DDB Canada/Vancouver). Spinning is funny.

Wednesday, September 9, 2009

Met Police - Choose A Different Ending

Brilliant 'choose your adventure' style campaign from AMV/BBDO for the London Met Police aimed at reducing knife crime. Love the fact that they reward the user with a music video - although, from the comments, it sounds like this Chipmunk guy isn't everyone's favourite MC. Either way, an engrossing campaign that can actually make a real difference. It was the awarded the Creativeshowcase for August. Read about it here.

Tuesday, September 8, 2009

Favourite Friday Ad - Guinness noitulovE

A little late as I was entertaining family on Friday, but, as they say in this incredible spot for Guinness from AMV/BBDO in 2006, good things come to those who wait.

Das Ist Bad

Looks like I wasn't the only one to cringe at the AIDS 'Mass Murderer' campaign. Check out the Campaign article here.

Sunday, September 6, 2009

DDB Brasil's Tsunami Ad for WWF

Or: The worst ad ever created.

Again, my apologies for posting this shite. For the full story and DDB's lame apology, click here.

NOTE: Looks like DDB Brasil has pulled the video off YouTube for... copyright issues. Yeah, that's it.

Friday, September 4, 2009

What Not To Do In Advertising

Headline: The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it.

Advertising Agency: DDB Brazil
Executive Creative Directors: Sergio Valente, Rodolfo Sampaio, Julio Andery
Creative Directors: Sergio Valente, Rodolfo Sampaio, Julio Andery, Guilherme Jahara
Copywriters: Adriano Matos, Rodolfo Sampaio
Art Director: Guilherme Jahara

Advertising Agency: das comitee, Hamburg, Germany
Creative Director: Hans Weishäupl, Dirk Silz
Photographer: Uwe Düttmann
Published: September 2009


Not sure what's going on this week, but it seems like some ad agencies are on a mission to piss off the world. Don't we do that enough already? For what it's worth, WWF has denied any collaboration with the creators of the 9/11 ad. I'm sure the AIDS client will soon be saying the same. C'mon, guys. Have some damn taste. (I'm actually offended at myself for even posting these blights on humanity.)

Wednesday, September 2, 2009

Neurosonics Audiomedical Labs Inc.

So that's how they do it...

(Cheers, Allbrit)

Turn The Forecast Up To 11

Orange Mobile is most famous for their Orange Wednesday promotion in this country, which entitles any Orange subscriber to bring a friend to a movie for free. Every Wednesday around the mydeco office, you can hear non-Orangers on bended knee, beseeching their Orange friends to take them along to the latest movie screening. Now it looks like Orange is hoping to get people sharing music too.

While only available to Orange subscribers, the new Monkey tariff allows you to download free music onto your mobile and share it through playlists. To get the word out about Monkey, Fallon has created this mock TV weather forecast in which a rather bland weatherwoman describes the shifting trends in music and what to expect for the weekend.

As campaign longevity goes, this one could last forever. Checkmark for that. Also, I like how they contrast the staid weatherwoman with the cheeky writing; the spot sneaks up on you - kind of like the weather in this country, although this gave me a smile. Can't say the same about the near constant cloud cover and ever-impending rainfall.

There's also the strange last line from the weatherwoman, "Chicka-chick-ah." Something oddly intriguing about it that makes you ask yourself, "Did she just say that?" A small touch but a nice way of adding interest to what is a mostly deadpan delivery.

All in all, I think it's a winner; most importantly because people will be looking forward to the next report, and the next strange utterance from our forecaster. I'm predicting high praise over the coming weeks for Fallon and Orange.

Friday, August 28, 2009

Favourite Friday Ad: Honda - Grrrrr

Hard not to love this quirky spot for Honda's re-invented diesel engine, circa 2004.

Wednesday, August 26, 2009

White empower! White empower!

Polished Up

Dirty Original


Oopsies. It looks like Microsoft Poland got caught using Photoshop's lesser known white-out tool, replacing a black man from one of their own ads with a white man. What's even more hilarious/outrageous is that the ads are all about being empowered by Microsoft. Ah, irony, how we love thee. Read the article here.

Tuesday, August 25, 2009

Rock On With Your Bagpipe Self


As Ogilvy Brazil show us here, a tried and true strategy for National ______ Appreciation Day is to imagine a world without _______. The glimpse of the absurd world that is created by this line of thinking never fails to amuse. This ad is no different - replacing the typical garage rock band with a fusion of classical and folk instruments. Is it just me, though, or are you kind of curious about this band? The harp is especially cool again, ever since husband Doug ripped it up on Flight of the Conchords. Along with the bagpipes and accordion, throw in an 808 drum machine and you could have the next Architecture In Helsinki.

Advertising Agency: Ogilvy, São Paulo, Brasil
Creative Directors: Anselmo Ramos, Fred Saldanha
Head of art: Denis Kakazu
Art Director: Érico Braga
Copywriter: Rafael Donato

Friday, August 21, 2009

"I cut the sleeves off because it looks awesome!"

I'm no fan of football - American or European - but I'm a huge fan of this latest ad for Monday Night Football on Fox from Weiden + Kennedy. I'm also a fan of any reason to look forward to Mondays. Go W+K go!

Wednesday, August 19, 2009

Kseniya Simonova - Sand Animation (Ukraine's Got Talent)

One of the most beautiful things you'll ever witness. Awe-inspiring.

Tuesday, August 18, 2009

Heineken - Walk-In Fridge

How did I miss this bit of AAAAAAAAwesome?

What Goes Around Comes Around


Great example of using the medium to help make your message. Definitely a "wish I'd thought of that" campaign, huh, Anthony?

Client: Global Coalition for Peace
Advertising Agency: Big Ant International, New York, USA
Creative Director: Alfred Sewon Park
Copywriters: William Tran, Francisco Hui
Art Directors: Jeseok Yi, Frank Anselmo

Friday, August 14, 2009

Revolution

Daft Punk exploded onto the music scene in 1997 with their 'Homework' album. An instant classic, it changed electronic music forever. As one friend put it, it's the 'electro bible.' Even ten years later, I think it would still have the same impact if it dropped tomorrow. Can you say the same about what you're creating today?

Thursday, August 13, 2009

Real Men Drink... Lite Beer?



We've been told for years that real men drink beer. Now it seems that real men actually prefer... lite beer? If you've ever been unfortunate enough to taste the piss water known as Miller High Life, you know that the last thing it'll put on your chest is hair. You're more likely to wind up with some well-developed man boobs, which also happen to be the closest you'll be getting to real boobs as long as you have the stench of High Life on your breath.

My personal taste in beer aside, it seems yet another beer company has trod out the ol' "real men do _______, and they also drink our beer" line of thinking for their latest campaign. And it's gone over well, winning some high esteem from award shows like Cannes. But haven't we seen this done to death already? Sure, the executions are reasonably funny, but the strategy is pulled straight from the waste basket of any other American beer company's ad agency. At least put a twist on it, like the famous-for-good-reason Real Men of Genius campaign. Until you come up with something like the Foot-Long Hot Dog Inventor, don't even bother, Miller. It's just a waste of money, kind of like your beer.

Wednesday, August 12, 2009

If You Can't Find It, Look Harder

Years ago, a good friend of mine passed on the one piece of advice he had ever been given on what makes a great ad. His graphic design professor at Concordia University in Montreal had once upon a time been tasked to come up with a poster to promote a lunch at the United Nations. His ad? Simply: lUNch. The advice: there is always an idea in your message, you just have to look hard enough to find it. Now, there are hundreds of great ads that follow this advice, but it has been awhile since I've seen any as good as these print ads for British Airways by BJL, Manchester, UK. They're refreshing examples of visually applying the professor's advice. (And not just because one of them features a pint of Guiness.)

P.S. Where the hell are you, Nick Hammond?



Advertising Agency: BJL, Manchester, UK
Creative Director: Gary Fawcett/Lisa Nichols
Art Director: Gary Fawcett
Copywriter: David Forster
Illustrator: Gary Fawcett

Let's Not Get Serious, Folks

There seems to be a never-ending debate (usually between creatives and suits/clients) about what works better in advertising: emotion or logic. Bud Light has recently been playing with the latter end of the spectrum in their 'Drinkability' campaign. This straight-forward approach is often a fall back position for big brands in nervous times such as these, but, as this article from AdAge.com explains, logic doesn't always make sense.

One of my favourite entries into this debate between emotion and logic, or art and science, comes from the 'Philosophy' section of Vancouver-based ad factory, Rethink. While it's not directly about humour vs. drinkability, it poignantly explains the importance of emotion in advertising. Have a read:

"There are two schools of thought here. Many agencies believe that advertising is a science - that with the right formula, you can always achieve results. This type of advertising usually features lots of "rational benefits" - and very little entertainment value. The truth is, scientific advertising does get results. Just look at the success of The Brick. But while scientific ads may sell plenty of dining room sets in the short term, they're not very effective at building strong connections with consumers. For that, you need advertising that has an emotional component. It needs to be engaging, and entertaining, as well as relevant and convincing. You want consumers to fall in love with your brand. And love, as any poet will tell you, is much more of an art than a science"

Find out more about the awesomeness of Rethink here.

Monday, August 10, 2009

How To Get Fired And Amuse People


This has been floating around email boxes today. Another reminder to think before you call your boss a "pervvy wanker" in your status update, especially when your boss is on your facebook.

Wednesday, August 5, 2009

British-ism of the Week (or so) - Croydon facelift

Ready for a new look? Tired of your same old style? Why not give yourself the Croydon facelift! All the rage in south east London, it's as simple as pulling your hair back into a tight ponytail, then accessorizing with a crying baby, a hand-me-down stroller and a nasty teenage attitude. Optional accessory: chav boyfriend (usually not included)

5/5 crumpets

(for how uniquely British it is)

Tuesday, August 4, 2009

Zippo - Hero

Guitar Hero has taken over the world as one of the hottest video games in years. This past weekend, I got on the bandwagon as a good friend and I strapped on our controllers and rocked along to the songs of everyone from Pat Benatar to Twisted Sister.

Quick observation: It's surprising how much more open-minded you are towards a song when you strip away the image of the group behind it. I thought I hated Twisted Sister's music. Turns out I just hate them.

Anyway, a few songs in and I was already feeling like a rock god. I'm sure millions of Guitar Hero gamers around the world have had the same feeling. Thanks to Zippo for putting us in our place with this great ad. Check out the rest of the campaign here.

Friday, July 31, 2009

Beware The Soap

After living on my own for many glorious years, it's been a bit of an adjustment living with roommates again here in London. I don't mind it all that much. It's great to have some company/drinking partners after a long day at work. My only real complaint would be the shared facilities, i.e. the bathroom.

Four guys sharing the same bathroom takes a toll, especially in the shower. I keep on expecting the door to just lock us out for it's own health and safety. Whenever I'm about to step into the shower, this simple but brilliant spot for Old Spice from Weiden + Kennedy inevitably pops into my mind - and I can't help but shudder. Thanks for the daymares, guys.

Wednesday, July 29, 2009

Back-vertising Rears Its Ugly, Hairy Head

Another first in advertising from Vancouver's Rethink. This time it's for a North Vancouver waxing company called Parissa. I can only imagine the craigslist ad for this job: "Wanted: Hairy men to get half naked in public for cash. Must have high pain threshold." Ouch.

Another Slap Shot Through The Up-Rights For A Grand Slam Knock Out

I was just thinking to myself "Hmm, what ad can I talk about today?" when I came across a great new campaign for Kidsport by DDB Vancouver. Being a Vancouver boy myself, I remember reading about sports being cut back at schools in the area over the years, so this campaign is addressing a real concern. And I can think of no better agency to handle it.

Building on their experience with the Hockey Canada campaign and the BCSPCA campaign, they've come up with another grand slam. If you think that's a wrestling move, you desperately need to watch the spots here and check out the website is here.

Also, I'm glad to see Vancouver/Canada getting some well-deserved recognition in the UK. Nice work, DDB.

Friday, July 24, 2009

Here's To Stupid Dads In Ads

It's way past Father's Day, but here's a great selection of stupid dad ads. Mmm, Post-It Note Blizzard...

Dance, Dance, Revolution

This video has been on my mind lately. Besides being downright awesome, it's a great lesson for viral and online marketing: fun is contagious. It's that simple. Create something that's entertaining and engaging, and people will want to share in it.

By the way, this video is from a great little festival called Sasquatch, which goes down every May about 2 hours outside of Seattle. Last year, The Flaming Lips closed the show with a classic UFO set, featuring a flying saucer lighting rig that had half of Washington State believing in aliens. Definitely worth the trip.

Thursday, July 23, 2009

British-ism of the Week (Or So) - Skint

You have to love the British way of adding a touch of class to even the most embarrassing things in life - like being broke. While most people would say they were kind of broke, running low, short on cash or just plain poor, the Brits have come up with the delightful word "skint," as in, "I'm a tad skint this week. Want to share a half pint of Fosters?" It almost makes it cool to be poor. That's it, poor is the new black. Actually, thanks to our current economic apocalypse, it's kind of true.
5/5 crumpets
(for how uniquely British it is)

Wednesday, July 22, 2009

Creativity 1 Boring 0

A team out of Melbourne put creativity to the test on the world's biggest online marketplace and came up big; 500% profit big. Check out the video here. Sick as rad as.

Tuesday, July 21, 2009

The UK Plug, Reinvented

Orange - RockCorp

Last night, I was talking with a flatmate when we were both stalled mid-sentence by this ad for Orange's RockCorp. The rapid morph-like progression through hundreds of people was impressive enough to make us stop and stare, which is the first aim of any TV spot, isn't it? And our interest was paid off when it came to the line at the end about the Orange volunteers being rewarded with a couple of free concerts. I couldn't help but think, "Awesome." Great stuff from Fallon and Orange. (Hope you had something to do with this Noel!)

Monday, July 20, 2009

The Passion of the Wine

I just came across this radio spot for the LCBO (Ontario's government-run liquor store) from GJP Advertising and something just doesn't sit right with me about it. The announcer's voice is way too monotonous to make the bland "informative" part of the spot interesting. So it took me a few listens to understand that this spot is all about the "passion" of Spain, which is represented by an irate Spanish woman whose date has shown up two hours late for dinner. I'm guessing the inspiration for the character was Penelope Cruz's character in Vicki Christina Barcelona. And it's not far off. I'm just wondering what this has to do with the wines of Spain and Portugal.

I know it's always easier to critique than create, but I think the concept could have used a better execution. I wonder if they explored how a regular Ontario couple would be affected by the passion of the wines of Spain and Portugal, setting up a scenario in which a white-as-molasses housewife is transformed into a passionate Spanish woman, only to be brought back to earth by her confused husband at the end of her rant. Maybe this was what the spot was trying to convey - that a woman had become passionately Spanish because of the wine - but it just wasn't clear.

As it stands, this spot just isn't relatable. All it tells me now is that Spanish people are overly emotional, but it's all good as long as there's alcohol. I know from experience that this is incredibly true, but I don't think your typical 30-something, wine-drinking couple would relate to this and be motivated to buy Spanish wine. Great concept. Weak execution. Although, I could go for a glass of wine right now, but I always feel that way.

Crest - Bulldozer

"You can say anything with a smile." Truer words were never spoken, although I would add "almost" to the line from this 2008 Gold Cannes Lion winner for Crest. Test the theory on a stranger at a bar and you'll find out why.

Visit Wales - Holidays Unpackaged

Weiden + Kennedy successfully held off Grey London's attempt to win over the £7.5 million Visit Wales account. Taking a look at this spot, I can see why. The open-minded and easy going "Holidays Unpackaged" theme does a nice job of selling the area's amenities, including the fact that they make many of their own goods in Wales - even wine. Who knew?

Friday, July 17, 2009

Budweiser - Lyrics

Everyone loves a good anthem. Here's the latest from DDB London for Budweiser, featuring a Beatles cover from The Hours. All together now!

Thursday, July 16, 2009

Nike - Chalkbot

Just brilliant.

The Recession Aggression Bag

Y&R New York and Office Depot bring us the Recession Aggression Bag. Designed for small business owners so pissed off at the economy that they want to punch it in the face, the Recession Aggression Bag has many cathartic possibilities, including "Look it in the eye and tell it it's ugly," "Be nice to it, then turn around and stab it in its back" and, of course, "Call it on the phone and keep hanging up."

The mock-infomercial concludes with a call-to-action to visit thesurvivalofthesmartest.com for some real relief. It's an Office Depot microsite, specifically designed for small businesses. As long as the advice and discounts have some real value for small business owners, I think this campaign has great viral potential and could help Office Depot "not only survive but thrive" this year.

Wednesday, July 15, 2009

Hockey Canada - Hand

Another classic Hockey Canada TV spot from DDB Canada. I'm sure every hockey fan can identify with this, although it makes me kind of glad I just collected autographs as a kid.

Hockey Canada - Cop

This was part of a campaign done by DDB Canada a few years ago to remind parents that there's no need to throw coffee cups at teenage referees during peewee hockey games. It's a great example of the "great ideas come from anyone" philosophy as the insight originally came from an account manager. I think he's helping to run Zulu Alpha Kilo in Toronto nowadays. Nice work, Scot.

Olympus - PEN Story

Here's a great little film from Olympus that was brought to my attention by a friend in Vancouver. Seems like everything was done in camera. Only fitting, I guess.

Feel free to email me the good and the bad of ads you come across.

Tuesday, July 14, 2009

Postbank - Locker Room

Locker room humour - Part 2

Sprint - Crime Deterrent

Locker room humour - Part 1

John West Salmon - Bear Fight

I'm laid up at home with the flu, and am not really up for hunting for new ads to review, so I'll be sharing a few of my favourite TV spots over the next few days instead.

Friday, July 10, 2009

Drink Evian. Poop yourself.

Evian's latest ad, "Roller Babies" has been popping up on facebook lately, so I was figured it must be worthy of all the attention. Nope. It's just another gimmicky babies-acting-like-adults spot, banking on people's "Awwww" reflex.

The message is "Live young" - taken to the extreme. In my mind, they kind of overshot their goal. I'm not sure anyone really wants to feel like they have no control over their bowel movements, no matter how soft their butt may be. And the CGI is pretty dreadful too.

They really should have cut the production down to a 30-second spot so they could spend a little more money making the babies look less creepy. I have to think that a few expecting women out there are looking down at their belly with some unease after seeing this debacle.

Thursday, July 9, 2009

The Reports Of My Death...

The written word is dying; at least the long-winded word. Along with magazines and broadsheet newspapers, long copy ads are struggling to find an audience. It's not surprising, especially considering the rising tide of communication mediums like twitter and facebook. Even most emails rarely pass the 200-word mark nowadays. And for good reason. There's too much to get done. There's never enough time. And the last thing you want to do is spend your fleeting free time reading some self-satisfying sales pitch from an overpaid advertising "writer".

And then this ad comes along. Long live long copy.

Creative Credit
Agency: Leo Burnett Company , Toronto
Client: The Bessie Awards Show 2007
Creative Directors: Judy John, Israel Diaz
Copywriter: Steve Persico
Art Director: Anthony Chelvanathan

Wednesday, July 8, 2009

The King Of Pop - And Scooters

At the height of his fame, Michael Jackson was the king of pop music and pop endorsement deals. Pepsi paid him millions to entice a new generation of sugar water drinkers like me to choose their fizzy stuff over Coke's fizzy stuff. And they weren't the only ones. Check out this rare Japanese spot he did for Suzuki scooters back in the 80's. (Is it just me or does it look like he's reading his four-word line off a cue card - maybe even phonetically? I think someone needed to learn his ABC's.) R.I.P.

Tuesday, July 7, 2009

IKEA - Bookbeasts




This is another great example of a fresh perspective on a pretty boring product. In this case, it's a print campaign heralding the clutter-capturing skills of IKEA storage units. I mean, storage units. On first glance, it doesn't get much more boring than that (no matter how "unboring" they call their stuff). So kudos to the creative team at DDB Germany/Dusseldorf for persevering, and bringing the epic domestic battle between order and chaos to life in such a creative and humourous way.

Creative Credits
Advertising Agency: DDB GERMANY DÃœSSELDORF
Copywriter: Dan Strasser
Art Director: Dan Strasser/Danilo Farah
Photographer: Hans Stark

Point of interest: I notice that Dan Strasser was involved in this project (as writer and art director, no less). I'm assuming this is the same Dan Strasser who has been ripping it up at DDB/Vancouver recently? He looks kind of like Weird Al Yankovic. But not at all, of course.

Monday, July 6, 2009

We Are Confused

Unlike the Pringles banner ad, this Cannes-winning print ad has the whole advertising world scratching their heads wondering how it snuck into the running, let alone won the Press Grand Prix. Maybe I'm missing something, but this ad has nothing on last year's Cannes Press Grand Prix for Tide below. If you can't make out the image, it shows a sea of white-uniformed football players taking on a group of red-uniformed football players - Tide vs. Ketchup. Who says there are boring products?

Can't Click Just Once

Sorry for the tagline rip-off, Lays, but Pringles deserves it for this gutsy banner ad. Who knew a banner could be so addictive? Congrats to Bridge Worldwide for convincing Proctor & Gamble to go ahead with this brilliant banner. (Never thought those two words would go together.) Glad to see they received a Gold Cyber Lion at Cannes for their efforts.

Sunday, July 5, 2009

Worst Commercial Ever Part 2

More surprising than the video seen in Part 1 of this post (read below) was the next video in the search results. It was the hilarious Skittles 'Touch' commercial from last year's wacky campaign done by TBWA/Chiat/Day. The ad features a man with the 'Skittles Touch;' whatever he touches turns to Skittles. That's not even the funny part. What really makes this spot hilarious is when the man dramatically tells a young co-worker the trials and tribulations of life with the 'Skittles Touch'. Then accidentally turns his phone and desk into millions of Skittles. Weird and wonderful, right? So I figured whoever posted the video as the worst ever must have meant it ironically. How wrong I was. Check out the video on YouTube and take a look at some of the comments people have left. Here's one gem: "Wait a minute if he got on the bus how did he pay? With skittles?" People like this are why the term "focus group" strikes fear into the hearts of creatives all over the world. Read the drivel here.

Worst Commercial Ever Part 1

Out of curiousity, I searched for "worst commercial ever" today on YouTube. The first videos that came up were mock commercials (mocommercials?) done by some "humour" website. Lame. But the next video was pure gold. It was a cheap ad for some American flea market featuring a dancing and singing salesman. Surprisingly, his dance-jingle is almost catchy. Almost. Check it out and you'll see that someone has already taken the time to "enhance" it by putting some rather nasty subtitles over top of the video. Not a happy customer. Although I wouldn't be too happy with a piss-stained sofa either. But what do you expect? You're buying used furniture at a flea market. A name like that doesn't really say 'quality'.

Monday, June 22, 2009

The Waiting Game

It's been business as usual over the past few weeks, with my time being split between working as an online copywriter at mydeco, hunting down new copywriter job openings and "celebrating the amazingness of life" in London over pints with friends (thanks to my mydeco colleague, Ms. Clare Saxon, for the great quote).

My role with mydeco has evolved over the past week to include writing their brand guide. I have some experience implementing brand guidelines but this is the first time I've worked on the high-level strategic planning for a brand guide. We've only begun what could be a lengthy project, but I feel we're already making good progress. The most enjoyable part of the process is being able to put forward my idea of what the mydeco brand is all about. As a relative outsider, I'm hoping I can bring some clarity to the process of simplifying what is a complex product offering. For better or worse, I'm still playing the waiting game with a few job applications, which means I'll likely have another 5 weeks to put my stamp on the mydeco brand, and I'm proud to be a part of this exciting and fast-growing company.

The best way I could describe my current situation with regards to job prospects would be as being in limbo. While I have had a few opportunities arise in the past few weeks, and have had my CV put forward as a serious candidate for three unique copywriter positions, it is hard to gain any sense of the true potential for employment. With so many talented creative people also looking for work, companies and recruiters spend much of their time wading through countless applications. Of course, the regular work never ceases, so the process of narrowing down the candidates takes a long time. And it can take a toll.

For candidates like myself, every day that passes becomes more discouraging. No matter how many times you call the company or the recruiter, you can't make the process go any quicker. All you can do is file your anxiety in the back of your mind and get on with things - otherwise, you'll be overwhelmed by it all. I've found throwing myself into my work with mydeco has helped keep my own concerns about getting a full-time job at bay. And with a viral marketing competition starting next week between the mydeco staff, I'll have an opportunity to get back to my true passion: advertising.

Ten years ago, I never thought I would actually work in advertising, let alone miss working in advertising. Funny how things change. Right now, with so many questions about my future unanswered, the only sure thing I know is that things will change more. Like a book, each day that comes and goes is another page. Never a boring one in the bunch. If only I could skip ahead to the beginning of the next chapter. I'd really like to know how this will all turn out. Because, for once in my life, I really don't know what's next. We'll just have to wait and see, won't we?

Tuesday, May 26, 2009

The Grand Design

Anyone who knows me knows that I can be a bit stubborn sometimes. No, really. This isn't always a bad quality though. In this case, I'm just too stubborn to let this blog fade into nothingness. So, while I don't have the news to end all news (getting a job), there are a few things to share.

For the past three weeks, I've been working as an online copywriter intern with mydeco.com. It's been an eye-opening experience. While I have worked on websites before, writing content and thinking up marketing opportunities, my experience is more on the conceptual end of things. More devising the concept, layout and messaging than writing reams of content and managing that content. So it's been a bit of an adjustment, but I've enjoyed learning a bit more about the technical aspects of developing and managing a website.

Of course, it's been more than content management. It's been a hell of a lot of writing as well. Everyday I do at least 3-4 hours of short, mid, and long copy writing. And the topics range from day to day as well. One day I could be writing a short bit of copy on fitness equipment, the next I could be writing a long piece on gardening tools for first time gardeners. Last week, I gained a whole new respect for the cuckoo clock as I wrote a lengthy piece on the history of this quirky clock - the origins of which date back to the early 1600's! Who knew?

Basically, this internship has so far been everything I was looking for: experience managing website content while continuing to hone my craft as a long copy writer. If there's time, I'm hoping we will be able to throw in some branding work as well. In the past, I've been the writer to implement branding, but haven't really been too involved on the higher strategic work. Should be a good challenge.

I'm still applying for the few copywriter positions that are out there in London. But they are still pretty few and far between. Got to stay hopeful though. And, while I can't elaborate right now, it's feeling like my luck may be changing. Of course, my Dad always said, The harder you work, the luckier you get. Go get some.

Thursday, April 30, 2009

01101011101010010101

After spending the past two weeks in the mind-numbing world of restaurant promotions, I've taken a month-long online copywriter internship with UK home deco company, mydeco.com. No more forcing fliers into stranger's hands on the streets for me. I'm trading that life in for professional development with a progressive, creative atmosphere in Notting Hill.

Joining a group of about 30 keen digital minds, I'll be writing content for home decoration micro-sites, ensuring that the content is optimized for search engines. Search Engine Optimization (SEO) has become a must-have skill for any self-respecting/working copywriter. While I've done some light reading on the topic (Lesson #1: If your site is about your Advertising Portfolio, do not title it "Steve Is Awesome," even if it may be true), I'm not at a point where I can market myself as an online/digital copywriter just yet.

After speaking with the marketing manager about the role this morning, I can tell that I will be getting a crash course in everything digital over the next few weeks. SEO, CMS, HTML, CRM, SMS... the list goes on. World Wide Web of online copywriting acronyms, here I come.

Wednesday, April 15, 2009

Brutality. Theft. Unemployment. Just Another Week in London.

It's been an interesting past few weeks. Life in London is never boring, that's for sure.

I'm sure you've seen the reports of the G20 protests that took place not long ago. The fallout from the protests and ensuing police retaliation is still taking place in London. Considering that a man may have indirectly died due to police brutality, there's been a microscope on the Metro police ever since. Just the other day, another police officer was suspended for being overly aggressive. While people tend to complain about video monitoring, in an age of ubiquitous mobile phones, it's hard to imagine seeing a news report nowadays without mobile phone images and video - for better or worse.

My own mobile phone was recently lost to the beast that is The Joiner's Arms in Shoreditch. It seems to have quite the hunger, as I'm not the first person I know who has lost their valuables there - I don't mean their "wits", although that applies as well. Thankfully, I had insurance on my phone. But as you would expect the insurance company is making me jump through hoops to get a new phone free of charge. I should know whether I'll be receiving a replacement iPhone by early next week. Please, insurance gods, be merciful.

While I'm at it, I'll pray to the gods of employment as well. Now that my part-time promotions job has ended, and with no more promotions work in the foreseeable future, I'm back looking for part-time or full-time work. I really can't say when the next opportunity will present itself. One thing I can say is being unemployed is a great way to get charity fundraisers to leave you alone. Although one lady did have the nerve to ask, "So... when do you think you'll be working again?" If only I knew the answer to that...

There are a few opportunities out there though. I'm still waiting to hear back about a second interview for a position as a copywriter with a really interesting data research company. I've also recently applied for three new positions; all with marketing or advertising companies. But who knows what will happen. And I can't be waiting for work to find me, so it's back to researching the jobs section on gumtree.com. I wonder if I can put that down as a special skill on my CV?

Monday, March 30, 2009

Street Walker

Over the weekend, I started a part-time promotions job as part of an anti-smoking campaign for the NHS. Glad to be doing something productive in my field, and it's been interesting work. Basically, my job involves walking along high streets (main streets to North Americans) and signing people up to join the National Health Service's Smoke-Free program. As interim jobs go, I'm pretty happy with it. No commission so no sales pressure. And it's a good cause.

It's also given me an opportunity to get more comfortable approaching strangers - without having to be inebriated- and to become more familiar with areas of London. This past weekend was spent working in Camden and Kentish Town. Starting tomorrow, we'll be working by Fulham. I hear it's a bit of a rough area, which should make for some interesting interactions. While I haven't had any strange experiences so far, one of my co-workers was chased by a woman in a tutu last week in Camden. But that's Camden for you.

On the copywriter job front, I spent about 12 hours emailing my CV to every ad agency in London on Saturday night. (Thankfully, I had a bottle of wine to keep me company.) I've already heard back from about 20 agencies (out of over 80). Not surprisingly, almost every response has been of the "Uh, no. Good luck with that." variety. But there are a few that might lead to an interview down the road. While I wait to find out, I've signed up for two more weeks of work with the promotional company. I'm sure I'll have my own "crazy tutu lady" story soon enough. Can't wait.

Wednesday, March 25, 2009

British-ism of the Week (25/03/09)

"Taking the Piss (Out of Someone)"

One of the more descriptive British sayings I've come across, "taking the piss" is often thrown around by good friends in relaxed settings (read: drunken mates at the pub) and refers to antagonistic teasing. Not to be confused with "piss off" (another beauty), this phrase usually refers to mocking or ridiculing someone. Unlike it's less offensive cousin "just kidding," this phrase is most often applied to jokes that raise the stakes. Lighthearted jokesters need not apply. Those who frequently use this phrase are often secretly plagued by crippling insecurity masquerading as humourous bravado.
5 out of 5 crumpets

Monday, March 23, 2009

Extra. Extra.

Not much news to report, hence the lack of exclamation marks up above. The job hunt continues this week with an important interview with one of the top creative recruiters tomorrow. It's an introductory interview that could lead to a job interview with a small agency in Central London. Could be a great opportunity so I'm hoping the initial interview goes well. Besides that, there is a real drought of copywriter positions right now. That should change in the next couple of weeks as the new financial year begins and companies have a better sense of their working budgets. Hopefully it means the end of these multinational agency hiring freezes. In the mean time, I've applied for every remotely relevant position out there. Will be doing my follow up calls on Wednesday. Depending on how things go I may well be looking further than copywriting for work. But I knew the economic situation when I came out here and I'm not giving up. That would be no fun, now would it?

Thursday, March 19, 2009

Phew.

Thank goodness that's over.

Over the past few days my body has been ransacked by a debilitating flu. You'd think lying in bed watching TV shows and movies would be a vacation but it's been more of a frustration, especially since the weather has been brilliantly sunny and warm here in foggy London. Finally feeling like I'm nearly my old self, I'm hoping to get out for a quick run in the sun, take care of some errands and maybe take in the Tate Modern - after sending out some job applications, of course. Hope you're feeling better than yesterday too, however that may have been.

p.s. Expect a new British-ism of the week asap.

Tuesday, March 17, 2009

Back On The Hunt

After a short stint with the investment company, I am back on the job hunt. It was an interesting experience and one that allowed me to focus on crafting long copy pieces. Now that I'm free to explore other opportunities, I've already been asked to interview next week with one of the top recruitment agencies in the city, regarding what sounds like a promising copywriter position in Central London. Wish me luck!

Saturday, March 7, 2009

Sign On The Dotted Line

After being without full-time work for some time now, it was a great feeling to sign my name at the bottom of a contract for a temp copywriter position on Friday morning. My new employer is an independently-owned investment company that has an incredibly entrepreneurial approach to business. While I can't go into too much detail, basically, they own and operate a diverse (and growing) group of brands, and are involved in everything from eye care to feature film production - cross-promotion, anyone?

Even though I've only been there a day, the staff seem like a good crew and the work atmosphere is fast-paced and high-pressure so will be an exciting challenge. Needless to say, the fact that I'm working again, and in such perilous economic times, has left me with a silly grin on my face. Maybe this crazy London idea will work out after all.

By the way, in case you're wondering, this doesn't mean the end of this blog. Things are just getting started.

Thursday, March 5, 2009

!!!!!!!!!!!

I am gainfully employed! Work starts tomorrow morning. More info. to come later!

Tuesday, March 3, 2009

British-ism of the Week (02/03/09)

"Naff" (British slang)

Having first heard it used by a female friend to describe a uniquely hideous car, I assumed that "naff" was just another common British saying. But after bringing it up with a gay friend of mine, I learned that its story is much richer. Its origin is the language of Polari; a gay slang language that was adapted from 17th century fairground slang during the 1960's as a way for gays to communicate while staying under the radar of homophobes and police officers in London.

According to the ever knowledgeable Internet, "naff" was once used to dismissively refer to heterosexual people. The term went mainstream on the 1970's TV show, Porridge, when it was watered down to the less offensive "naff off," which is a way of saying "f*** off" without sounded like a footballer hooligan. Even Princess Anne dropped the "n" bomb in 1982. I wonder who was on the receiving end of that royal salutation. What's that Google? It was the paparazzi? Then they probably deserved it.
5 out of 5 crumpets

Thursday, February 26, 2009

Something Rotten From Denmark

This is a transit ad I saw on the Tube today. My apologies for the poor quality. I took the photo with my iPhone from afar. To get any closer would have meant crawling over a group of girls and I really don't feel like being deported on sexual harassment charges. Or any charges, for that matter.

Anyway, it's an ad promoting the liberating culture of Copenhagen, Denmark, which encourages Londoners to "Free the Dane in you." If you can't tell, freeing the Dane in you seems to involve wearing a white robe and holding orange slices over your ears like an escaped mental patient who has just stolen their pyschiatrist's heart-smart breakfast.

Also, the red "starburst" in which the sub-headline is placed seems to resemble a splatter of blood more than anything. Maybe this is a subtle reference to the Tourism Denmark logo, which is a heart with cross-sections cut out of it? Either way, the last thing this ad does is inspire me to be a free spirit in Denmark. Although I could go for an orange right about now. Hopefully some Danish mental asylum escapee doesn't "free" it.

Tuesday, February 24, 2009

British-ism of the Week (23/02/09)

"Alright" (British saying)

Similar to the previous British-ism, "alright" is a way of saying hello and asking how someone is doing packed into a single word. Although there are some folks who prefer saying the whole phrase, as in, "Are you alright?"

In Canada, I'm used to saying and hearing the phrase "How's it going?" knowing that the person is just saying "hello". So it shouldn't have been too much of a surprise to hear, "Are you alright?" But something about the phrase crosses the realm of rhetorical greeting and lands in the realm of sincere, sympathetic question. I guess it's because I'm used to people asking "Are you feeling alright?" when someone looks depressed or upset.

I say all this because the first few times I was asked, "Are you alright?" I had to take a look in the mirror to see if I'd gone pale. It didn't help that I had just moved to London and was feeling a bit overwhelmed, so it was possible that people would want to know if I was doing alright. But no, they were just saying "hey". So, not surprisingly, my first few responses of "Yeah, I'm alright. Things have been a bit tough, but..." threw them for a loop. It would be like someone saying "Hello," and the response being "Well, it all started during my childhood..." Understandably, I encountered quite a few blank stares.

Thankfully, my flatmates set me straight, explaining that it was more of a rhetorical greeting than a sincere question about the current state of your mental and emotional well-being. One friend admitted that her and her close friends often have complete conversations entirely consisting of different inflections of the word "Alright." It reminds me of the conversations a good friend from Canada and I used to have (and sometimes still do...) consisting entirely of the word, "Dude." It's good to know we're all a little bit crazy in the commonwealth.
2 out of 5 crumpets

Interviews x2

More progress on the job front as I had two promising conversations with recruiters today. Will likely meet with each of them early next week. Another couple of steps in the right direction!

Sunday, February 22, 2009

British-ism of the Week (16/02/09)

Since my flatmate recommended that I save these "British-ism" write-ups, I've decided to post them as blog entries, so they're on the site for posterity (aka procrastination).

"Wotcha" (British saying)

Another text message discovery, this British saying originated in the south of England (so says my South African friend - highly suspect!). Supposedly it means, "Hello, how's it going?" But I have a feeling that it came about through linguistic reductivism/slang that went something like this: "What are you saying?" "Whatcha saying?" "Wotcha sayin'?" And finally, "Wotcha." Although I'm sure by now it's become "Woo." It reminds me of the Canadian saying, "Howzit?" Which means "How's it going?" in Newfie speak. So this gets...
2 out of 5 crumpets
(for how uniquely British it is)

Saturday, February 21, 2009

A Balmy 13 Degrees in London

The sun is outside, so I am too. Have a great weekend.

Wednesday, February 18, 2009

Momentum

I'm happy to report that I've just returned from my first recruiter meeting! Yes, it was only an introductory meeting, but with the recent lack of activity, I'm happy just to be making contact with people in the industry. And very cool people as well. They seem very tuned into the industry and I'm optimistic that this could lead to some serious interviews down the road. Hopefully this road is more of a highway, though, as I'm keen to start meeting with agencies as soon as possible. To quote Buster Bluth, "Get me out there!" Although, in my case, let's hope the response to that statement isn't similar to the show, which was, "Stay out of the spotlight. People find you strange and alienating." That would be... unfortunate. Fingers crossed!

Sunday, February 15, 2009

A moment of silence, please.

...for the wallets we have lost.

Thank you.

Saturday, February 14, 2009

VD

Happy Valentine's Day!

(Clip from Demetri Martin's new show, Important Things - giving TV a much needed dose of awesome.)

Friday, February 13, 2009

Happy Friday the 13th!

In honour of this most sacred of unholy days, here's the trailer to the original Friday the 13th movie. As an ad, it's actually pretty effective. The eerie music and slow death tally keep you intrigued all the way. While we've all been desensitived to the point that it takes trailers featuring full-on torture to get us the least bit interested, I bet '80's kids were shitting themselves over this trailer. Added bonus: Kevin Bacon sighting!

Thursday, February 12, 2009

FU Snuggie

Found this on American Copywriter, so I feel it's only right to quote them here: "Genius."

Truly.

No Work and No Pay Make Steve...

...Get Creative.

The past week of my job search has been an emotional roller-coaster ride called I Love You, I Love You Not. A few times now, I've been contacted by recruiters who say they are very keen to speak with me about a job opportunity. But once we set up a day to talk, they evaporate into thin air. I feel like I'm being stood up for a blind date, except, in this case, my date was thinking of giving me thousands of pounds a year.

But I'm not going to let these ghosts haunt me. So I've come up with a self-promotional idea that will hopefully improve my chances of getting noticed in this city that is "heaving" (as my friend Richard likes to say) with people looking for work. I'll tell you know more once the idea has been put into action. All I'll say now is that I'm putting Canada to work for me. Stay tuned.

Tuesday, February 10, 2009

Eyebrow Freestyle

This spot for Cadbury Dairy Milk by Fallon is a follow-up to the highly successful and much awarded Gorilla and Trucks spots. And it's my favourite yet.

The brief was to make people feel the same joy they get from a Cadbury chocolate bar. Sure, maybe your eyebrows don't throw down cardboard and do the worm when you have a Cadbury bar, but maybe you're just holding them back.

What I love most about this commercial is how watchable it is. The song is retro and fun, and sure to be coming soon to a cell phone near you. And the eyebrow dancing is realistic enough at first that you get that youtube feeling - that you just have to show your co-workers and friends right this second. But then the dancing becomes so impressive you can't help but sit back and think, "Awesome," even though it's obviously computer-generated. I mean, you've got to love it when the girl looks directly into the camera and her eyebrows go berserk. Instantly classic.

This is the kind of commercial that could play during half-time at a hockey game (or football game...) and have everyone's eyeballs glued to the screen, as their eyebrows threw down for a dance-off. I'd love to see how people would react at a movie theatre. I wouldn't be surprised if the movie that came afterward seemed like a bit of a let down after seeing this spot, and the fun that ensued.

What's best is the viral and experiental potential. I'm sure there are already lots of re-creations of the original spot (heck, this one is titled "official version" so you know there are). You could take that to the streets and get people to re-create the commercial in front of a camera on tripod, then post it to youtube or a microsite or a big screen nearby - think Times Square! The potential marketing opportunities are endless.

Kudos to Fallon.

Brain Food


I came across this at a Tesco somewhere in Clapham. Not sure if it's unique to that area (I suspect not), but I can't help but wonder what was going through their minds.

The name of the company is Mr. Brain. Now, as a company name, that's fine, depending on the type of business. But when you're selling pork sausages, known for having the worst parts of the piggly-wiggly bits, any mention of brain would likely be a turn off. So would the term faggot, for that matter; at least in Canada. I knew that it was a British term for cigarette, but pork balls?? Although, considering that these were in a Tesco freezer, it looks like Mr. Brain is doing all right.

The header of the packaging is my favourite part though. "You asked for it!! Now with more sauce!!" Giving pork ball lovers what they want. That's Mr. Brain. Actually, I wish more companies were as responsive as Mr. Brain. Smart man, this porker.

Monday, February 9, 2009

Life's for sharing.

While by no means new, I think this flash mob commercial for T-Mobile is a perfect way to start this blog. That's what it's all about. And as it was said in the movie Into The Wild, "Happiness is only real if it's shared." I think the same can be said of anything, good or bad. But hopefully this blog will be filled with more of the former. And away we go.

p.s. I saw this ad while still in Vancouver, so it was pretty cool to walk through Liverpool station once I arrived. T-Mobile has bought all the video screens in the place and are running versions of this ad over and over. Brilliant stuff.

Confession

My name's Steve Zaozirny, and I'm an advertising copywriter. A confession of modest proportion, perhaps, but a necessary one nonetheless. A related confession is that I'm unemployed, as I've recently moved to London from Vancouver, Canada. So I'm currently looking for work; along with half the city, it seems.

As my days are relatively free right now, I thought a blog would be a good way to keep my fingers tapping along the keyboard, besides just when sending out the daily flurry of job applications.

It also seemed like an opportunity to share my opinions on advertising, both good and bad. I mean, my flatmates and friends absolutely love hearing my nightly critique of every dishwasher detergent ad on TV ("Now sparklier?! Who wrote this drivel?!"), so I thought it only fair that I share my brilliant insights with the world each day.

Of course, I'm kidding. But I do love talking about ads, and I'm sure a few of you do too.

Also, being Canadian, I'm very new to all the British-isms of daily life in London, and will be sharing my thoughts on them as well. So, basically, this blog is about being a Canadian copywriter in London.