The problem with tracing the Elton John lifetime in reverse is that we know it’s all fake and the vicious whip pans are used so you don’t spend enough time on younger Elton’s face to spot that it’s a series of lookalikes.
Consequently the viewer experience is like watching Elton perform from the seat of a rollercoaster.
It’s a mess.
The central idea has some merit, although I have to say the Christmas element is pretty minimal.
Now, if you wanna see an ad that tells someone’s life story in reverse in a believable and very moving way check out this far superior (and much cheaper) execution from Barnardos.
I was a guest at the inaugural Nods Awards last year and was impressed by its enthusiastic rejection of the usual awards puffery.
- No suits ( I wore my daughter’s purple hat, inexplicably)
- No drawn out sit-down dinner with expensive wine. (In fact it was a selection of market stalls selling street food in a really cool venue in the Barras called BAAD)
- No two hour ceremony with so many awards you couldn’t even begin to work out who had won what. (It was by contrast a little rushed and in need of sharing the work visually more – but it was all done and dusted in half an hour – the criticism was noted and a balance will be struck this year).
- No overblown entry fees or ticket prices
- And, most importantly for me, no profit motive – the proceeds went to the STV Children’s Appeal. But this year, and hopefully for the long term, proceeds will go to NABS (Scotland) well that’s an obvious choice is it not given that NABS is the creative (Communications) industry’s representative charity
This all made the event refreshing, more so when the judges are revealed as global giants, the Chair is a Global Giant herself (MT Rainey) and the organisers are Lux Events and CRAK Marketing, two small businesses wanting to put something back.
Many in our industry have bemoaned media owners using Awards as money-spinning bun fights and whilst I don’t wholly subscribe to that point of view there is no doubt this represents a refreshing change.
So year two now approaches, this time the awards ceremony will swap to Edinburgh and the ethos will be identical, although all of the people and organisations categories have been opened up for FREE entry. This makes sense as people feel awkward paying to enter themselves for an award. Instead it will be a Nod of recognition to those that deserve it.
Also we have introduced a craft category – a chance for photographers, illustrators, animators, musicians, film makers to enter for themselves – or for makers in agencies to have a bit of a spotlight shone on them.
I hope the industry will support the awards like they did last year. It’s a shop window for the winners both to clients and to prospective staff and the awards themselves are keenly priced.
You can find out more here.
But, please note, the deadline for entries is 23rd November. So get your skates on.
Is Papyrus as bad as Comic Sans?
Ryan Gosling – “Papyrus” from joel boettcher on Vimeo.
By David of Chicago for Burger King. Absolute simplicity and extraordinarily brave advertising. The award should go to the client, not just the agency.
10 black protagonists (some disabled)
4 female protagonists (two black)
Three white male protagonists.
Not representative, huh?
Colin Kaepernick, the former San Fransisco 49ers quarterback strongly divides opinion in the USA.
It was he who started the black injustice protest of kneeling on one knee during the National Anthem and this has driven white supremasists, such as Donald Trump, absolutely nuts for disrespecting the flag.
And it’s him that’s fronting this commercial standing in a US city street in front of a rippling US flag.
Now that’s what I call brave marketing.
This is what Donald Trump calls it.
And he’s right to an extent, there are boycotts from similarly white supremasist Republicans.
But my mate (who doesn’t really like Nike) just bought a White Nike NFL #7 Colin Kaepernick T shirt for £25.
Because this ad moved him.
Sure Nike may lose some customers with this (admittedly a bit Appley) ad, but they’ll win over a lot more than they lose.
Someone at Nike said to a brand manager “Don’t ask if your strategy is crazy, ask if it’s crazy enough.”
I doff my hat.
To celebrate the first ever NODS Awards I’ve launched a unique promotion.
Enter my ‘Get Ahead, Get a Hat’ promotion TODAY ONLY to receive a FREE HAT when you commission a day or more of Think Hard consuiltancy.
But first, which hat would you choose?