Thursday, October 11, 2007

more rabbit than sainsbury's

Here's my tuppenceworth on the Sony rabbits.
I've only done 3 rabbits in the pic (red, green and blue), this saves time because all tv pictures are made up of those 3 colours anyway ;)

You can't argue it's not a pretty decent execution and full marks to the animators, art directors and cinematoraphy etc. The main debate Ive been reading about is around wether the idea was ripped off, but I'm not really bothered about that.

I think it was either Bob Dylan or Neil Young who nce said, something like,
'My only talent as a songwriter is the ability to open up a valve in my head to let the songs flow in from outside'. ie all the songs/ideas are out there floating about, someone just has to be a channel for them.

That's coming from a proper artist. As 'creatives' in advertising/marketing or whatever thats what we do. Hijack cultural phenomena and refashion into branded messaging etc. If we are being really clever we manage to make these communications (broadly)
a - relevant
b - authentic
c - useful
d - facilitate a dialogue

Unfortunately the rabbits thing does none of the above.
It's straight outta the old school of Pavlovian 'conditioned response' branding.
Instill an association between stimuli so that encountering one will bring the other to mind. That model is getting pretty tired now.
All that a 30: with budget of a small Hollywood movie tells me is that the product must be over-priced if they can afford to spend that much on spray and pray.

I'm not in the market for a new tv and no amount of shouting at me is going to change that. In fact, it's annoying me.
And even I were shopping, I'll get a recommendation from my geeky mate or go online and see what people who know about this stuff are saying.
That's where 'advertising' need to be too, in there - listening and contributing.

Old ad habits die hard though, a bit like trying to maintain a decent crack habit.
After one hit all you can think about is the next one. And , of course, the subsequent hits is never the same as the first so you need to up the dose each time.
Very expensive and not really sustainable (inevitably ending in death, but maybe that's too much drama)

I'm an interactive guy, what do you want me to say?

But heres something that anyone who's ever managed a team, done any teaching or been in a position where they are trying to influence behaviour will know. It's the first rule of engagement.

'Tell me and I'll forget. Show me and I might remember. Involve me and I'll understand'
- Confucius

While we're on about dangerous narcotics, how much funnier would it have been if Nokia's music sponsorship participation programme thingy Rock Up and Play had featured Pete Doherty or Amy Winehouse in some way?

note: can't believe i've managed to quote Chas'n'Dave and Ivan Pavlov in the same article.