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It's all about the work and Creative Choice is where we send in the pros to critique the latest offerings from ad land.
The White Agency senior art director Isabel Matias and Spinach senior creative Jacqui Paterson take on the challenge for this week's Creative Choice, putting their creative eye to work from Nike, Qantas, Apple, Westpac, NZ Transport Agency and Schweppes.
First up - a few little words from the creatives themselves:
Isabel Matias: I don’t think I could have watched a more varied selection of ads. It’s interesting to see how brands across different categories are reaching out to their audiences, and how simplicity is still the best way to make a story stick.
Jacqui Paterson: Some I loved, others I was less than impressed with. The one thing they all have in common was the creative passion to make it to the big screen intact, which is no easy feat these days. So congrats.
1. Half-Time Speech - Nike by Wieden + Kennedy Amsterdam
IM: This has all the elements of a rousing Nike ad: beautifully shot, moody locker room, kids playing in the street, epic drumbeats. It’s a great underdog story with deep cultural significance, but for me, the execution feels a bit formulaic. This looks, feels and sounds like every Nike/football ad ever made. The fact that Arda Turan co-wrote the script is cool though, and then there’s that infamous meat cleaver.
JP: This halftime speech is clearly directed at males, given the only female in the spot is the one-second shot of the old dear leaning out of her apartment window. The voiceover says, “for the kids who dream of wearing this shirt”. It should, more accurately, say, “for the boys who dream of wearing this shirt” as this small town seems to be completely void of any females. Sure, there are separate Nike ads that celebrate women in sport, just not this one. I don’t mean to burn my bra, it’s just an observation.
2. Always Checking and Rechecking - Qantas by BWM
IM: It’s great that brands like Qantas are telling stories that are diverse and inclusive. It’s beautifully shot and draws you in with glimpses into the protagonist’s world. It falls apart for me at the end though. A kickass female engineer, cool, being part of something bigger, that’s nice. Now enter this competition. You lost me.
JP: Sorry, but your strategy is showing (to quote Sarah Hatherley [former creative director with Clemenger BBDO Melbourne]. Love a good OCD angle, but the whole time I am watching ‘Rachael’s story’ I just keep thinking about planes falling out of the sky. The Qantas music, gently introduced, reminded me that I was watching an ad about planes … falling out of the sky. Maybe I’m just a nervous flyer. Or a cynical old ad bitch?
3. Taylor vs. Treadmill - Apple
IM: After a slow start of neck rolling and screen tapping, the spot comes good in an awkward, funny, disarming sort of way. I really enjoyed Tay Tay’s selfdeprecating brand of humour and the solid treadmill-in-face action. I can’t help but wonder though, WWSJD [what would Steve Jobs do]?
JP: I hate dislike Ms T. Swift quite a bit so I love, love this ad. Like a lot. Like I replayed the face plant four times. I know it was her stunt double but it’s still delicious. Distractingly good is a well-trodden path, (VW nailed the classic ‘lamp post’ way back in 2009) however, I did laugh out loud, so points there. Also, Tay Tay is wearing way too much makeup for a serious workout; I should know.
4. The Unstoppable Squad - Westpac by MediaCom
IM: This spot doesn’t quite work for me. It feels more like a mood board than a piece of content. It doesn’t really tell me why I should choose Westpac over any other bank. There’s no tension, just a bunch of strangers off having their own adventures. It looks like everyone had a lot of fun making this clip, but who are they and what’s in it for me?
JP: Great track. Umm. So, Westpac helps you become unstoppable? Cool shots, crazy youth, it’s all there. Yep. Not aimed at me so maybe I’m missing the point? Either that or Westpac has missed an opportunity? Pass.
5. Hello - NZ Transport Agency by Clemenger BBDO/Proximity
IM: I’ve always had a soft spot for Kiwi humour, especially when it pops up in unexpected places. The comedy in this public service ad is simple, the expressions are priceless and the narrative pays off perfectly in the message. A great idea + a brave client = two very enthusiastic thumbs up.
JP: Full disclaimer: I have been done twice for touching (not using, your Honour) my mobile phone while driving. It was an expensive lesson(s) so I desperately wished I’d been holding some dorky guy’s hand instead. However, to be honest, if I had seen this ad prior, I don’t think it would have changed my behaviour one iota. But the Lionel track is gold. So much respect.
6. Brewed To Hit The Spot - Schweppes by BWM Dentsu
IM: Kudos to the camera operator who pulled off the crane shot. The colour is lovely and the set design is fun, but I can’t help but feel that the main message – the refreshment factor – is being overshadowed by a funky visual pun.
JP: There is nothing I like more than having a good lay down, with my crisp white dress fanned out just so in the middle of a busy city. But this oasis in the hustle and bustle left me wanting more. Maybe the result is more interesting than the experience? Not sure it ‘hit the spot’ with me.
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