The 79th Oscar Ads in Review
I have been known to say that the Academy Awards is now the new Super Bowl of creative advertising, based on last year's ads, and the fact that advertising has jumped the shark with the actual Super Bowl.
Last night was clearly a disappointment for someone like myself, looking for great advertising. There were however some terrific moments in the show, but the overall the advertising efforts fell short for me. Let's review:
Coke: they had a few spots last night that were nice. Diet Coke had more if I recall correctly, and introduced us to the idea of "Yours, Diet Coke" I think the notion of Diet Coke writing it's consumers a letter is nice. The "Yours" aspect is certainly great for conveying the personal relationship that every brand covets. The best of these spots was the one with a woman moving from picture frame to picture frame - which I still cannot find on the Internet.
JC Penney: did some strangely inspiring work with 'Every Day Matters.' The biggest flaw I see for them is that they are trying so hard to look like a Target ad that I always thought their ads were for Target, but alas they were for JC Penney. Very cinematic ads (great placement) and their only miss is with the spot for a lingerie line with the line "for every body." Who are we kidding with this stuff? You're only showing hot models in your ad. Is it really for every body?
Apple: with some fanfare, Apple did a teaser spot for their iPhone, 'Hello.' I am so deep in the world of Apple rumors and opinion that I sufficiently have no opinion about this spot. I will say that for a "revolutionary" product, it doesn't seem to be a revolutionary spot. I don't know what you do with it, but I am not sure that was it either. I'm losing the connection between these stars and the product. Yes, it was aired for the Oscars, but what does that really say about the phone or Apple? Seems like it'd be more appropriate if the whole spot had turned out to be playing on the iPhone. My phone doesn't do that.
L'oreal: got f*ck yourself. Shame on you for doing such crappy, unoriginal spots on such a big stage. A lipstick that is the perfect shade for a specific celebrity? Good for them. Let them wear it. Where's the lipstick that's MY perfect shade?
Bank of America: 'Bank of Opportunity.' Oh, I get it… Land of Opportunity = America, thus Bank of America = Bank of Land of Opportunity or best shortened to "Bank of Opportunity." We've used the transitive property to describe what is essentially nothing. Every bank is a bank of opportunity. Good job ditching higher Standards - because that wasn't true anymore.
Saturn: Turning some car award into the ultimate Stanley Cup experiment: pretty fun and another reason to like Saturn.
Okay, so those are the ones I can remember. Clearly they didn't live up to what I had hoped for, but oh well. At least we had the actual show to watch!
Last night was clearly a disappointment for someone like myself, looking for great advertising. There were however some terrific moments in the show, but the overall the advertising efforts fell short for me. Let's review:
Coke: they had a few spots last night that were nice. Diet Coke had more if I recall correctly, and introduced us to the idea of "Yours, Diet Coke" I think the notion of Diet Coke writing it's consumers a letter is nice. The "Yours" aspect is certainly great for conveying the personal relationship that every brand covets. The best of these spots was the one with a woman moving from picture frame to picture frame - which I still cannot find on the Internet.
JC Penney: did some strangely inspiring work with 'Every Day Matters.' The biggest flaw I see for them is that they are trying so hard to look like a Target ad that I always thought their ads were for Target, but alas they were for JC Penney. Very cinematic ads (great placement) and their only miss is with the spot for a lingerie line with the line "for every body." Who are we kidding with this stuff? You're only showing hot models in your ad. Is it really for every body?
Apple: with some fanfare, Apple did a teaser spot for their iPhone, 'Hello.' I am so deep in the world of Apple rumors and opinion that I sufficiently have no opinion about this spot. I will say that for a "revolutionary" product, it doesn't seem to be a revolutionary spot. I don't know what you do with it, but I am not sure that was it either. I'm losing the connection between these stars and the product. Yes, it was aired for the Oscars, but what does that really say about the phone or Apple? Seems like it'd be more appropriate if the whole spot had turned out to be playing on the iPhone. My phone doesn't do that.
L'oreal: got f*ck yourself. Shame on you for doing such crappy, unoriginal spots on such a big stage. A lipstick that is the perfect shade for a specific celebrity? Good for them. Let them wear it. Where's the lipstick that's MY perfect shade?
Bank of America: 'Bank of Opportunity.' Oh, I get it… Land of Opportunity = America, thus Bank of America = Bank of Land of Opportunity or best shortened to "Bank of Opportunity." We've used the transitive property to describe what is essentially nothing. Every bank is a bank of opportunity. Good job ditching higher Standards - because that wasn't true anymore.
Saturn: Turning some car award into the ultimate Stanley Cup experiment: pretty fun and another reason to like Saturn.
Okay, so those are the ones I can remember. Clearly they didn't live up to what I had hoped for, but oh well. At least we had the actual show to watch!
Labels: advertising, apple
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