Tag Archives: advert

Pepsi, this is how it’s done. Heineken: Worlds Apart | #OpenYourWorld

Remember the best April Fools joke of all time (aka Pepsi’s car-crash ad featuring Kendall Jeanner)? Well, it seems Heineken has taken on the concept of ‘peacemaking via the sharing a drink’ in their new ad “Worlds Apart”.
The spot features sets of people who have opposing views on feminism, climate change and gender. They are tasked with a team building construction project, then shown their VT tapes (which reveal their opinions) and consequently asked if they wish to stay for a beer or leave. Whilst I have my doubts about the authenticity whenever brands use social and political discussions in ad concepts, I think Heineken pulls this off nicely. Pepsi should take note.

At the end of the ad, I found myself smiling about the fact that the transphobic man used the correct pronouns for the trans* woman: “I’d have to tell my girlfriend that I’ll be texting another girl. She might be a bit upset with that, but I’ll have to get around that one.”

What makes this work 10 million times better than the Pepsi ad? Well, agency Publicis London targeted a post-Brexit UK (like Pepsi tried and failed to do in a post-Trump world) by including discussion and conversation within the ad, rather than attempting to create a satire-style video with white-washing for ‘the resistance’. The suggestion that a beverage can heal a very divided society is a strong and fragile statement, and whilst I have my doubts about the intentions of brands who go down this route, this is the perfect counteragent for our Pepsi wounds.

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Pepsi: What Were You Thinking?!

Unless you’ve been living under a rock, you will have heard about the catastrophic backlash Pepsi has received for their new TV and digital campaign featuring TV star and model Kendall Jenner. Created by its in-house creative team, Creators League Studio, we see Jenner on a modelling shoot who joins a protest mid-shoot. What is the protest for? I have no idea. No one knows.

Creatively, the advert is crap anyway. However, in terms of a brand ambassador, Kendall is actually the perfect candidate to reflect Pepsi’s pop culture background, which has previously featured other famous faces like Michael Jackson, Britney Spears and Beyonce. They could have worked with her social media influence and her fashion background to create a successful and fun campaign, but instead created a monster that has deeply offended and shocked so many people all over the world.
So how on earth did Pepsi get it so wrong? After a lot of thought since the ad was first released, here are my theories as to how this cultural tragedy unfurled:

  1. Diversity in the workplace: clearly no one of colour had any input in the narrative of this ad. Creators League Studio evidently do not have enough people of the backgrounds that they wish to represent in this ad.
  2. Work and fear culture: how the f*ck did this get approved?! How did no one at the Studio say “wait a minute, this concept seems really contrived”? Is there a culture there that makes people feel unable to stand up for what is right and wrong? I could never sit back and be part of something that I know is fundamentally wrong for humanity.
  3. Experience: without doubt, no one working on the commercial has ever been involved in a protest, experienced inequality, racial profiling, seclusion or segregation. Despite this, even if you have never experienced these things, surely you must know about it? The internet exists. History exists. There is no excuse.

The most disturbing and spoken about part of this advert is the scene were Jenner hands a Pepsi to a police officer. Firstly, this insinuates that protest can be solved by soda, which is highly insulting (the internet has gone meme-crazy on this subject). Secondly, and most importantly, this contrived scene is clearly mirroring that of the real life hero Ieshia Evans who faced police in Baton Rouge:

2016: A Picture and its Story

Ieshia Evans was detained by law enforcement when she protested after the shooting (and death) of African American Alton Sterling near the headquarters of the Baton Rouge Police Department. Both prior to that incident and after that iconic photo was taken there have been countless protests in cities like Baltimore, Maryland, and Ferguson, Missouri that occurred due to the police killing of black men. It has become an epidemic that is impossible to avoid on the news or on social media. There is no way Pepsi haven’t seen this image or heard of the protests.
Aside from the shocking claim that a can of Pepsi will create world peace, the contrast of ‘peace givers’ (Iesha and Kendall) is beyond insulting. Kendall is a white, cis, privileged, able-bodied, rich celebrity – if Pepsi wanted to create a peace-making, hero narrative they should’ve chosen an activist or a real-life hero.

DeRay McKesson, a leading activist in the Black Lives Matter movement said:

If I had carried Pepsi, I guess I never would have gotten arrested. Who knew? Pepsi, this ad is trash.

I couldn’t have said it better myself. In a world where violence and discrimination against African Americans has by no means decreased over the last century (if anything, it is getting worse), this has to be the most offensive, tone-deaf and contrived advert created during my lifetime.
What’s equally as perverse as using a real-life protest is the bizarre use of every token minority. The ad desperately tries to feature every single age, race, religion, gender, sexuality – whilst I praise diversity and inclusion in advertising, the clear attempt to show “co-existing” makes the Muslim woman and the “token-black-dude” stand out even more. It’s like they all sat at the casting couch and tried to tick off every single stereotypical type of person they could saying “yeah, she’s ethnic enough”.

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Pepsi’s exploitative brand social activism concept has been spoken about so much that according to data from Amobee Brand Intelligence, digital content engagement around Pepsi has increased to 366% in just a day, including mentions of Black Lives Matter, the use of the phrase “tone-deaf” and tagging the ad as the “worst ever.”
An incredible amount of people have spoken out against how Pepsi have exploited the enduring suffering of marginalised people, so I have no idea how Pepsi will ever come back from this. Yesterday, they removed the ad and released this apology on their website:

PURCHASE, N.Y., April 5, 2017 “Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

I’m glad they have apologised, and that the ad has been removed, but I really hope this has been a huge wakeup call for advertising and marketing. I hope Pepsi get rid of their “creatives” and use ad agencies for the future. But, will anyone want to be associated with them? I guess if the price is right…
Pepsi claim that they did not intend to refer to any particular significant issues, but the notion of a protest itself is to make a stand against a social issue. So, what social were they trying to represent? All I see is cringey peace signs and random words. Trivialising protest in an age where people are desperate to see change is an insult beyond repair, in my eyes. I’ve written about jumping on the bang-wagon when it comes to social issues (such as using LGBT characters in ad narratives), and I find myself shaking my head in shame when the scenes cut to young, attractive people blatantly drinking Pepsi (got to get in that product placement) and laughing. This itself shows how the creatives involved have clearly never been involved in anything mildly political, because no one stands around posing, giggling and pouting at a protest. We even see a fist bump. A f*cking fist bump.

Allen Adamson, founder of Brand Simple Consulting said:

It’s trivializing the seriousness of the issue, that merely a can of Pepsi could solve all of the problems on the streets of our country. To some extent, it’s polarizing to the Black Lives Matter movement because it makes it seem like much ado about nothing, if you just passed some out at your demonstrations this wouldn’t happen.

Following this, something that also concerns me is the actors in the advert. Whilst it’s evident that the creatives themselves have no sense of privilege and suffering, why did the multi-cultural cast agree to take part in this ad? Did they not know the entire concept prior to filming? Were they desperate for their next big break? Did the mention of Kendall Jenner appear too appealing to turn down? It’s the same confused, cringe-worthy feeling I had when I saw African Americans defending Trump during the election. How can anyone from a marginalised group associate themselves with this?!

I could spend all day writing about what is wrong with this advert. There is nothing right about it, and if you can’t see how much of a disaster it is, you need to educate yourself and understand your own privilege. We will never move away from segregation, racism and violence if we don’t collectively stand up for what is right. This is beyond poor creative work – it’s a enormous, humiliating and derogatory kick in the teeth.

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Leo Burnett: Samsung | Ostrich

At the end of March, ad agency Leo Burnett (Chicago) released the advert commissioned by Samsung which premiered at Unpacked‘, the launch event for the Galaxy S8 and S8 Plus. 

What happens if you refuse to listen to what “can’t be done?” Samsung believes the only way to achieve the impossible is by refusing to accept anything is. #DoWhatYouCant

The idea focuses on an Ostrich’s dreams coming true after stumbling across a VR headset and experiencing flight simulation (fyi Ostriches can’t fly – they’re built for running), alongside the iconic Elton John song ‘Rocket Man’.
Leo Burnett is the talk of the advertising town with this adorable, hopeful advert. It’s definitely a hit, and I think it works even better with an Ostrich than it perhaps would with humans as the main focal point.
There’s a lot of really really awful crappy advertising at the moment, and I’m struggling to be inspired by creative TV ad concepts… but this ‘dreams come true’ concept is pure genius. If this doesn’t win an award, I’ll eat my hat!

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Candid Conversations: Being Black in Advertising

Advertising agency TBWA launched a cultural editorial series called ‘Backslash’ last year, curated by 200 creators from across the global network. TBWA describes Backslash as “your daily edit of cultural trends”, and all of their employees receive a daily two-minute video about a range of topics, e.g. VR in medicine and science, social media’s responsibility of their users’ mental health, drone taxis, kids and technology… the list is lengthy and diverse. The project was created with just an Instagram account and internal content for employees, but TBWA believe that the team has expanded so quickly that they are hoping to create more publicly distributed content in the future, like the one above.

Richard Stainer, chief executive of TBWA\London said:

Creating at the speed of culture requires a deep knowledge of culture, and this is what Backslash gives us. It turns TBWA into a global knowledge and creativity network.

Diversity in advertising has been an enormous topic of discussion recently, and many agencies have explored this dialogue through different projects. TBWA’s Backslash looks at black professionals working in the ad industry in the short film above, featuring employees from the Omnicom network.

Nick Barham, TBWA Worldwide chief strategy officer said:

We felt that, for Black History Month, it was important to think about African American culture as it relates to advertising. I don’t think change is happening as quickly as it should. We want to represent what people are listening to, what they’re interested in and what brands care about.

As someone who is very switched on and actively interested in diversity in all aspects of life, I surprised myself with how little I had considered the lack of black creatives in advertising. The conversations in this short film about diversity are absolutely evident and relevant. Hopefully those who had never considered the lack of black talent in advertising think differently about the way agencies embrace inclusion.
It’s important that agencies consider and discuss diversity in the workplace, rather than those who feel like the minority discussing amongst themselves. Creating content for purposes other than client projects is a great way to start a conversation about race, as it becomes more human and less like a storyline created to jump on the equality bandwagon.

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Four Years: It’s A 10 Hair Care

There was so much shade at the Super Bowl! The line “America, we’re in for at least 4 years of awful hair. So it’s up to you to do your part by making up for it with great hair” takes a hilarious dig and the President’s bizarre quiff. Created by Havas Edge for It’s A 10 Hair Care (weird name by the way…).

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Samsung Galaxy: Crazy

January is the month for fitness. “New year, new me” and all that crap, so agencies are jumping on the exercise bandwagon. Samsung’s advert by Weiden + Kennedy (Portland) communicates the idea that “Samsung’s Galaxy S7 + Gear Fit2 can help you make sense of it all by organising your workouts and helping you track your progress”.
Funnily enough, yesterday I blogged about Apple’s Nike+ Apple Watch which actually had a similar vibe – weird things relating to exercise. However, W+K’s concept is slightly more relatable and less extreme, being that we do weird things when we workout. Guilty!

The campaign is followed by 2 more ads, which I don’t think are as funny, but are reaching out to the Average Joes trying to lose a few pounds. Great campaign!

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Creme Egg: Hunting Season

Creme Egg is back in season with a funny ad by Elvis Communications – a concept miles better than last year’s weird ‘have a fling with a Creme Egg’ campaign, by the same agency.
Creme Egg super fan ‘Gregg’ (I wish he was a real super fan – that would’ve been great) announces the three-month Creme Egg Hunting Season, ending in Easter Sunday.

I look forward to the rest of the ads for this campaign.

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Eugen Merher: Break Free (Adidas)

Eugen Merher is a student director at the Filmakademie Baden-Wuerttemberg in Germany, and has created an ad for Adidas that has left me feeling both emotionally vulnerable and inspired at the same time.

“Break Free” tells the story of 79-year old Karl, a former marathon runner locked up in a lifeless nursing home. One evening he discovers his old running shoes by Adidas and decides to take a run in his old marathon outfit. He wants to leave the boredom behind and tries to escape the nursing home, against the will of the nurses. His actions ignite a spark of life in the residents of the home and they support him on his way to freedom.

I even tried to find the beautiful soundtrack (composed by Alex Wolf David), but alas he is only 24 and also a student with Eugen, so not avaialble on Spotify.

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Nike: Da Da Ding

Wieden+Kennedy (Delhi) wanted to tackle the issue that Indian advertising is still dominated by light-skinned women usually depicted in the home, leaving little to no inspiration for women who have no interest in being a housewife, or simply wish to enjoy sports and training. Sportswomen in particular are hugely under-represented in Indian advertising because girls are typically encouraged not to participate in anything that doesn’t benefit marital decisions or their assumed futures as mothers.

Mohamed Rizwan (Creative Director at Wieden+Kennedy, India) said:

Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun. To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.

Incorporating fierce sports stars, Indian pop culture and a catchy beat, this fantastic (and clasically Nike) ad was also accompanied by album artwork for the song “Da Da Ding”. W+K co-wrote the lyrics to “Da Da Ding” with Gizzle – at first glance, I assumed the song was a Missy Elliott number, but is in fact by Gener8ion feat. Gizzle. The fast-paced, inspiring song perfectly compliments the stars of the advert. These include national hockey player Rani Rampal, surfer Ishita Malaviya and former national badminton player (and Indian film actress) Deepika Padukone. The campaign is integrated in social media too, publishing the portraits below (by photographer Aman Makkar) of everyday athletes, national athletes and Nike NTC trainers on the popular networks Instagram and Dubsmash.

rani_rampal_native_1600deepika_padukone_native_1600

The Asian market often depicts sport as too masculine, a waste of time and not a suitable career option. However, all of W+K global offices work on Nike, and after W+K Delhi won Nike in 2015, they haven’t steered away from the celebration of female sports stars despite the culturural differences.

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Old Spice: Rocket Car

Before you’ve even pressed play, you know it’s going to be good – Old Spice never fails to deliver! (… well, Wieden+Kennedy).
The satirical spot by W+K sees a confident man ‘push himself to the limits’, parodying every other male grooming ad out there with a hilarious background narrative from the main character. My favourite part of the narrative is: “Should I have taken even a basic ground-level engineering course of some type? Yes. Yes, I should have” before eventually crashing and blowing up in flames!

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