or… the Battle of the Two Volkswagen Superbowl Spots
In one corner we have “The Force”, the 2011 Volkswagen 50-million-YouTube-views Superbowl commercial featuring a “powerless” diminutive Darth who re-gains the power of The Force with a little help from his father and a Passat.
In the other, we have this year’s Volkswagen Superbowl Spot, “The Dog Strikes Back”, starring Bolt, a St. Bernard – Australian Golden mix. A canine “biggest loser” metaphor for the return of the New Beetle.
Both entertain. Both offer a story arc of struggle and reward. Both have a surprise ending.
Does the former make the latter the better? Or does Little Darth still reign supreme?
I don’t think there’s much question that the quality of a really great ad is dependent on the quality of the idea it’s built upon. Ads like DDB’s the 1960’s iconic VW “Lemon” or any of the ’90’s “Got Milk” campaign we’re memorable high concept ideas that influenced consumer behavior in the pre-Facebook, YouTube, Twitter days of advertising.
There was a time in the not-so-recent past when print truly made a difference in brand advertising. When people bought a product because because they believed it made them appear smarter, more sophisticated, or more intelligent. Not only in their own mind but to others as well. No more. When consumers of advertising messages also became the creators, a tectonic shift occurred.
The 20th century ‘analog’ idea became the flexible, agile, stretchable, shareable ‘digital’ idea of 2011. One that doesn’t rely on ads anymore. One that doesn’t fight with competing brands for the consumer’s attention. Not anymore.
Today, ad ideas battle against every other message out there that people see, hear or read. Slugging it out against more than just advertising messages. Trying to get noticed above all the other bits of information, from RSS feeds to blog posts to Facebook walls to a countless stream of text messages.
The thought that I’ve wrestled with in the past few days is this: “Have ads, as brand building blocks, finally become irrelevant and unnecessary?”
In a word, probably. Much as I still love creating them, (I really do) they’ve sadly become the Jimmy Carter of media… aging (not very gracefully), occasionally attracting some attention, but for the most part, they’re irrelevant and unnecessary.
Here’s proof. Name a print campaign that made you want to buy the product without going online first.
Don’t misunderstand me. I like nothing better than to gaze upon a two-page print ad with a killer concept, pithy on-point copywriting and art directed to the nines. But the times they are a changin’… too fast, maybe. Tick, tick, tick. Waiting three weeks for the next copy of Wired to get a new print blast of brand personality just doesn’t cut it in today’s 24-hour, spin-dry, news cycle world.
So just give me ideas. Lots of them. And keep ’em coming. Ones that solve problems. That satisfy a need or desire. Hopefully the ones I have. In any media. Any time. Every day.
I recently read that match.com created 100 commercials this past year. Talk about speed dating!
So content isn’t just king. It’s King Kong!
But I for one am glad. Really glad. Because for us idea junkies, well, we’ve become more relevant and valuable than ever before.
It’s been almost two months since I posted my first observation of the UPS brand repositioning. Sadly my first opinion hasn’t changed. If anything, it’s been reinforced through repeated viewings of subsequent creative efforts by the package delivery industry’s version of Avis. The ‘love’ thing still rings semi-generic, uplifted by the outstanding production values of each spot. They almost make you forget the idea driving them.
“We love logistics.” makes me pine for the demonstrative ‘Whiteboard’ campaign by way of Richmond’s Martin agency. Instantly and uniquely recognizable for both brand and benefit. OK, like many others I kept shouting “Get a haircut” every time I saw a spot, but, let’s not forget that the campaign became so iconic it was even spoofed on Saturday Night Live and in dozens of YouTube parodies . Talk about becoming part of America’s social fabric… not bad one of the color wheel’s tertiary colors. The campaign made the UPS brand position of partnership and simplicity a powerful one. “What can brown do for you?” Miss ya.
UPS “Logistics” commercials work hard and look good demonstrating the functional aspects of the lengths to which they’ll go to demonstrate their love, but it all still comes off as a generic exercise in creativity. I even imagined a FedEx logo in place of the UPS shield and everything made sense as a campaign for FedEx, sans the love. Unique brand position? Not in my book.
Why explain in excrutiating detail (a brown smart car, even) what you spent the entire last campaign simplifying? It’s as if UPS was saying “We make it really, really simple, but look how complicated it all is and see how hard we all work to make it really, really simple for you! And it’s all because we love what we do!”
AND… we do it internationally!
Love ya Brown. But you’re giving me lessons in logistics that I already know. And that love thing, sorry. I like logistics.