We’re slightly late with this commercial, cause the Mad Marathon sales at department store de Bijenkorf are already over, but it’s a pretty thing – just like in 2010 and 2011 art directed with a fresh, distinctive style. And it doesn’t need much explanation. Created by Selmore, directed by Bram van Alphen (Caviar), and sound by Audentity.
We like this one. Mom is waiting for her son to call. But as you know there’s a whole new generation that hardly uses its mobile to make phone calls. Hence the song (that spoofs a well known Dutch song, by Stef Bos) more or less saying “I use Facebook, WhatsApp, Twitter, all my crap needs to go on the web.” But only when it’s really necessary these guys make a phone call. When it rains for example and there’s no transport. But mom is not buying it; “saka saka boy” (asshole in Sranan) is what she answers him. In the previous commercial we were still surprised that Hi was promoting WhatsApp. Shortly after that we heard the CEO of KPN (Hi’s mother company) say that he didn’t see the decline of mobile phone calls coming – not displaying an incredible amount of vision. As the more versatile and younger brand, Hi has now fully and explicitly embraced the trend of using free online services with the apt pay off “Who needs phone calls these days.” Dynamic times in the telco business. Created by FHV/BBDO, directed by Jeroen Annokkee (CZAR).
A while ago we wrote about the opening of the new film museum EYE in Amsterdam and the 20-second ‘EYE-dent’ contest. André Maat, a director from Amsterdam – represented by production agency hazazaH - sent us his EYE-dent, which we instantly loved. When we asked him about the idea, he said “I hope that from now on everyone will see a giant monster when looking at the building.” Well, he might accomplish just that. And what a good example of looking at the same thing as everyone else, but seeing something different!
This graphically inviting game called ‘Hitchhike with a like’ was created by Tribal DDB and Facebook. It let’s you hitch rides through Europe to different destinations with different Volkswagen Beetles. Though the copy teaches us that it’s about the journey and not the destination, the game doesn’t really show the journey. It simply tells you how many points you’ve earned after you’ve reached your different destinations. If you travel long enough, you can win a Beetle trip across Europe. Oh, and there’s also a ‘mojo’ meter that slowly runs on empty. Only by sharing your trips on Facebook you can recharge it. And that’s where Volkswagen’s briefing peeks around the corner: “Wir wollen Facebook Likes, und schnell!” As usual we weren’t patient enough to sit out the entire game, but we’re sure that if you do there’s champagne and fireworks – and if you’re lucky a grand prize. The game was produced by B-Reel, the 3D animations built by Prime Focus, and the different tunes accompanying each trip created by Massive Music.
Fragrance advertising – similar to fashion advertising – usually doesn’t have too much meaning. If any, symbolism. It often features beautiful models, difficult looks, and invisible forces. All very cliché, but often not a punishment to watch, with plenty of production value, and that’s probably why it sells. This one, introducing the Diesel fragrance Only The Brave Tattoo, is created by Fred & Farid, directed by Amsterdammer Paul Geusebroek (Cake), and the music composed by Captain Bee’s Knees (Sizzer).
A little tune – with the gripping title ‘Fack & fall (in love)’ – and a little fun by The Scotty Pippens and director Elwin Bes from production agency Caviar Amsterdam. According to Caviar this “track’s electro pop disco beats are set against a narrative that gives new meaning to the phrase ‘put that in your pipe and smoke it.’” Very classy
It’s not easy to start a new financial service these days. Especially when it’s an investment service. Some see opportunities though. And since today transparency is key, you can imagine how ‘Open’ came out of the brand name brainstorm. What we don’t really understand is the random ‘h’ in there. Even if you want to own a short URL, oHpen does make quite a weird name – especially if you’re dyslectic. And while we’re at it; the logo (created by …, Staat) is a bit too grey in our opinion. This brand is about a fresh start, a new dawn. What’s more, there’s a foundation behind Ohpen – we found out on their website – that strives to create a better world. So we would have opted for a more colorful logo. Anyway, the voice over: “It’s a natural law; everything starts small. Just like an asset. That’s why Ohpen is the first in Europe to introduce index-investing and keeps it simple and responsible. So whether you have 1 million euros or just the one; Ohpen is there for everyone. Because everything that ends big, starts small.” So that’s why this pleasant film is shown in reverse. You see how money is made; and it all starts with a cotton plant. Got it. Created by SSSS & Orchestra, directed by Bruce St. Clair (Caviar), and music by Massive Music.
This is weird, a car brand that tries to hypnotize you to like their new car. The first case of hypno-tising we ever heard of. Last time Fitzroy tried a creepy viral that was supposedly not approved by Hyundai’s head office to sell the 3-door Velostar. This time they’re going subliminal. We can imagine that when “new”, “improved”, etc. won’t cut it, the temptation of taking the art of persuasion to the next level is there. It’s done by means of Peter Powers – we assume that’s his ‘artist’ name. The concept is definitely original, but when we see this trailer we have the feeling that we’re looking at Derek Ogilvie ‘genuinely’ talking to the dead. And since many people think Ogilvie is a fraud, you’re walking on thin ice here. As for the hypnosis-session itself; we tried it. Seriously, we really tried, but didn’t get hypnotized. “The love and affection” that Peter Powers wants us to feel for the i30 didn’t occur. But as you can imagine, we’re not the average Hyundai buyer. And one thing is sure, just like the previous viral this will easily generate some (negative) rumour around the brand.
Imagine you enter a hotel room before visiting a Champion’s League match and you find the trophy ‘with the big ears’ in your room. Wow! Nice! Yep, that’s how we would react. Though we always doubt the authenticity of case films – they almost never feel entirely real – we have to say this makes quite a sympathetic ad. Especially the guy taking a quick picture before he opens the door, made us smile. The concept reminds us of of the Italian Heineken ad that won a golden Lion in Cannes in 2010. The concept: football fans are taken to a classical concert by their girlfriends during the Champion’s League final. But not really; they get to watch the final on a big screen. Clearly a strategy/concept with mileage. Created by the United States of Fans.
Earlier this week we wrote about EA’s Grand Slam Tennis 2, today we’re writing about yet another EA game, called FIFA Street. Just like GST2 this one also shows some in-game footage – probably a client mandatory – but what is different about it, is that it’s all about real life swagger. A dude with a bowler hat, a DJ, a monkey, a girl with white sneakers and golden legging, and some old school TV’s being smashed by the ball. And some dinstinguished copy: “Welcome to the home of hustle…to the school of swagger. Abracadabra. This is the birthplace of every move you’ve ever seen.” It feels a bit wannabe cool, though we instantly admit that we might just be getting a little too old for this stuff – we’re more the FIFA ‘normal’ generation. In any case, if you want to ‘Free Your Game’ FIFA Street is clearly the way forward. Created by Wieden+Kennedy, directed by Paulo Gandra and Steve Hudson (Hungry Man).
