Remember that infamous Jonathan Glazer Flake ad that gained notoriety a couple of years ago? Well it has resurfaced on Vimeo (thanks to Ben for pointing it out).
It caused a huge stir at the time, as much as anything because it was quite heavy-handedly removed from around the internet.
Bloggers were threatened with legal action if they showed it, and it became quite a talking point.
Looking at it now, it's funny to think how the company got their nickers in such a knot about it.
This is a really good piece of work, a very good commercial.
The kind that defies rational arguments about messages and take-outs, you just know it would the one thing that people remembered from the ad break.
And it's not that controversial is it, really?
All it's really guilty of is not playing within the safe confines of bog-standard chocolate ads.
It got me to thinking about just how safe and confined commercials are.
They play within an area of tone and style that is just one tight area of film and video style.
Think about the vast range of tone and style of movies, art film, video art, documentaries, TV programmes and music promos.
The range is a broad as any art form or medium.
Yet advertising all seems to play within the same safe five percent area.
It's a crying shame, and I can't get my head around the conservatism.
It makes commercial sense.
Any time you break out of that safe area, you immediately give yourself a huge chance of standing out and being noticed.
We did it with the commercial we made for Drambuie last year.
It doesn't fit within the normal parameters of what people expect from a commercial.
As a result, the reactions are amazing.
It hasn't run in England yet, so you may not have seen it in an ad break.
But where it does run, every time it airs, you see loads people react to it, and talk about it.
I'm not going to lie, some people are saying it's weird, or odd, or they don't like it.
But a huge amount seem to be blown away by it. Someone even described it as art.
Now we're not so stupid or vain as to take the praise any more seriously than the criticism.
But it is heartening (and a vindication of our belief about this approach) that it gets noticed and talked about, and remarked upon so much.
And look, we know, it's not even that different, or that weird.
It's just not the same.
This Flake is one of those rarities that sits outside that normal safe area of sameness.
It's great.
We should encourage it.
Clients should embrace it.
The ad business would be a lot better for it.
Our clients would be a lot better off for it.
And audiences would be a lot better off for it.
Rum Bunch
The last refuge for the desperate, lazy scoundrel when short of creative inspiration is to plunder the "advertising by association" box of fun.
If you cannot think of anything genuinely interesting or differentiating to say about your brand or product, simply associate it with somebody whose values or character you wish to draw a parallel and be identified with.
Look, we are interesting, honest. We must be, we must be, because we are exactly just like these really aspirational, interesting people. Please believe us. Please.
I've been exposed to these godawful Lambs Navy Rum ads too many times to remain silent now.
I just cannot believe that there isn't anything more compelling to say about Lambs Navy Rum than making some lame comparison with some painfully cliched and less than appealing "edgy" stereotypes.
In addition to this Creative Branding Guru horror show, there are several other executions featuring a Burlesque Performer, Tattoo Artist and, wait for it, even a Founder of a Luxury Concierge Service.
It's very charitable and gracious for Lambs to spend their precious advertising shekels giving publicity to these individuals and making them the hero of their advertising instead of the rum.
It's a crying shame as it's a potentially iconic brand with a deep, rich history and sense of authenticity. Is there absolutely nothing about the rum itself that they can say that might make people actually want to drink it?
Guess Lambs must think otherwise and be very, very happy for the product to be associated purely as a superficial bolt-on with this motley crew.
Looks like they've also been taking the "Brand Engagement crazy pills as there's even a True British Character section to their website where they ask searching questions like Which True British Character traits do you possess? and What makes a True British Character?
You can even take an insightful personality test and discover the real you....
Click here if you can be arsed to witness this glorious piece of marketing in more detail.
Sell! Sell! will not be held responsible if you want to gouge your own eyes out with a blunt spoon after seeing this though.
The Good And The Bad Of Web Design
This is no great opus on web design, but it just happened that we came across two sites within the space of a day that seemed to represent the best and worst of the current state of web design.
First, the good: http://work4rich.com a site to advertise the position of Rich Silverstein's assistant. It's simple, it has an idea behind it, it's well written, and uses clever web coding sparingly and appropriately to make the experience better.
Now, the bad: http://greatbritishbutcher.com a site that, well I'm not really sure - it's clearly something about butchers or a meat-based product but you're a better man than me if you can be arsed to find out. A clear case of technique and execution drowning the point of the site. I'm actually interested in finding out what this product is, but the way the site is put together makes it really difficult. This dynamic vertical scrolling technique is being hammered to death, and if there isn't really a reason for it, as in this case, it just ends up looking like a digital agency's vanity project. Over wrought and annoying. To whoever put this together, I'd just say remember this old chestnut - because it's as true in web design as anything else - "Just because you can, doesn't mean you should".
First, the good: http://work4rich.com a site to advertise the position of Rich Silverstein's assistant. It's simple, it has an idea behind it, it's well written, and uses clever web coding sparingly and appropriately to make the experience better.
Now, the bad: http://greatbritishbutcher.com a site that, well I'm not really sure - it's clearly something about butchers or a meat-based product but you're a better man than me if you can be arsed to find out. A clear case of technique and execution drowning the point of the site. I'm actually interested in finding out what this product is, but the way the site is put together makes it really difficult. This dynamic vertical scrolling technique is being hammered to death, and if there isn't really a reason for it, as in this case, it just ends up looking like a digital agency's vanity project. Over wrought and annoying. To whoever put this together, I'd just say remember this old chestnut - because it's as true in web design as anything else - "Just because you can, doesn't mean you should".
Kids' Guide to the Internet
Check out this retro guide to the internet, it's glorious. Wonder what the guide of today would be like?
Exciting Update: While Our Website Is Down...
Thanks to the lovely people at Daisy Group, the infamous Sell! Sell! website has been down since Saturday (more info on how and why below if you're interested*) so for those who might be looking, here's the important info:
Phone: Our main office phone number is 0207 0333 999
Email: You can email doubles [at] sellsell dot co dot uk with any general enquiries.
Work: If you're looking to see some Sell! Sell! work, you can either look on the blog: Sell! Sell! Work, or on Haystack and Creative Brief - on both of which you'll also find company details and other contact information, case studies and stuff.
*Apparently they've had some monumental meltdown on two of their servers, which they claim almost never happens, which meant that not only did ours and a lot of other people's site become internet mincemeat, but somehow the backup also ended up in the same mess. Luckily, being the forward thinking types that we are, we have our own backup. Hopefully, once Daisy have their new servers up and running, the Sell! website will be up and running again sharpish. Obviously, if anyone out there can recommend a very good and reliable alternative to Daisy for hosting a business website, we are all ears.
Phone: Our main office phone number is 0207 0333 999
Email: You can email doubles [at] sellsell dot co dot uk with any general enquiries.
Work: If you're looking to see some Sell! Sell! work, you can either look on the blog: Sell! Sell! Work, or on Haystack and Creative Brief - on both of which you'll also find company details and other contact information, case studies and stuff.
*Apparently they've had some monumental meltdown on two of their servers, which they claim almost never happens, which meant that not only did ours and a lot of other people's site become internet mincemeat, but somehow the backup also ended up in the same mess. Luckily, being the forward thinking types that we are, we have our own backup. Hopefully, once Daisy have their new servers up and running, the Sell! website will be up and running again sharpish. Obviously, if anyone out there can recommend a very good and reliable alternative to Daisy for hosting a business website, we are all ears.
Winner Sports, Please Ask For Help
Dear Winner Sports, we know that ad agencies can be annoying, difficult and expensive. But there is a reason why successful brands still go to good agencies to help them. Please, for the good of everyone who was unwittingly subjected to this ad over the weekend, find an agency, any good agency, go to them, and ask them for help. Best regards.
Predatory Thinking by Dave Trott
They include What's The Big Idea, by George Lois, Ogilvy on Advertising, The Book of Gossage – about the great Howard Gossage, and Ally & Gargano.
Not because they're textbooks or guide books on how to do advertising (is such a thing really viable anyway?). And yes, times have changed since then... etc.
But because they offer an insight into a way of thinking, acting and being that is essential to really do great things.
And that is more vital than any how-to guide, I think. Especially in Britain, where we’re all taught to be polite, toe-the-line, to not cause a fuss, to do what you're told.
People who want to become great ad creatives need to understand that they aren't just creative people – they need to be active, energetic, trouble-causing, status-quo-challenging, unrelenting, awkward and ballsy – and smart and streetwise as hell.
I always try to keep in mind the great George Bernard Shaw quote “All change depends on the unreasonable man”.
These books capture that spirit brilliantly. In reading them, you can see through the exploits and anecdotes of these greats, that none of their successes were ever handed to them on a plate – they fought, bit and scratched, as well as thought, their way to success.
Now I think there is another book that needs to be added to that list.
Predatory Thinking by Dave Trott is subtitled A Masterclass In Out-Thinking The Competition.
What it offers most of all, I think, is an approach to problems – and life – that is necessary to making things happen.
Entrepreneurialism crossed with creativity Dave calls it. I think he's right. It's about not accepting the obstacle placed in your way – not even accepting that the problem you're presented with is the real problem. Then finding the real issues, and addressing them, through creativity and street smarts.
For some people, this kind of thinking comes naturally. I've met and worked with a few. For others, me included, you have to work at it – constantly remind yourself not to accept what's put in front of you.
I re-read these books all the time. And I never fail to be inspired – and kicked up the arse – by them. And I think Dave's book will fall into that category of books that I will re-read many times.
I recommend you do too.
You can buy it here.
Read Dave Trott's My Favourite Writing Post on the Sell! Sell! Blog Here.
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