This. Is London. Greatness from Nike. (Thanks to Wieden and Kennedy.)

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London gets its own Nike ad.

We regionistas should hate it ‘cos it’s Lundin, innit.

But nah; it’s just great.  The fastest three minutes in advertising you will see in a long time.

What I particularly love about it is that it twists the ULTIMATE regional yarn – the Four Yorkshireman sketch from the 1970’s by Monty Python – and makes it relevant to both London and 2018.

Every sport, every exercise, every trope explored with wit and excellent cultural mixing.

Everyone comes out of it well.

Except Peckham.

What’s wrong with Peckham?

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When poos and jobbies are no laughing matter.

I attended a reception in Edinburgh last night, hosted by the IPA to celebrate 100 years of Public Service advertising.

It was a relatively dry and reverential affair, and Brian Coane of The Leith Agency, and the final speaker, maintained the gravitas of the event.

But he brought a smile to the room in his retelling of how what might seem an extremely dry, very important (critically so in fact) subject matter came to the screens (well, certainly the computer screens) of the middle aged Scottish public and their well meaning and caring children.

It was part of the campaign to nudge people to do their bowel screening test.

As he explained it, the brief reflected the gravitas of the task — after all, bowel cancer is a major killer of middle aged and elderly people, and bowel screening can dramatically improve outcomes if caught early.

The brief stated, as the core objective…

“To increase the proportion of people with stage 1 disease at diagnosis (as a proxy indicator of survival outcome) and to use performance against a HEAT Target as a lever for whole systems approach to improvement.”

…and was translated, in creative and communications terms, as…

‘Don’t be snobby test your jobby’

The room laughed and the target audience did the same when they saw this exposition of the brief.

Good work from The Leith Agency, brilliantly told by Brian.

How ‘pulling the rug’ creates truly great advertising communication.

This post starts with a ‘free’ social media campaign that got France thinking about the insidiousness of alcoholism in its national identity.

Betc France created this ingenious social media campaign that is better told through this short case study video than I can do justice.

Suffice it to say it demonstrates beautifully that alcoholism is a social disease that surrounds us and we cannot necessarily spot without stepping back and questioning behaviour.

That was Betc’s brief from its client Addict Aide France and the solution is quite brilliant.

I call this ‘Rug pull’ advertising in which you are led to believe one thing before a twist completely turns the story on its head. It’s exceptionally hard to pull off but is all the more rewarding for it.

The real genius of this campaign isn’t so much the gathering of 50,000 followers for this ‘;fake’ 25 year old but the final post and how that was then turned into a shareable # campaign. All at no cost (other than production – which included loads of champagne and a few yacht hires admittedly).

It reminds me of how superbly the rug was pulled by Troy library in its book burning campaign…

…and the equally brilliant Transport For London, Think Cycle Safety, campaign .

Pull the rug. Discombobulation sells ideas.

The Fearless Girl Phenomenon. A non-traditional advertising concept that even the Ad Contrarian would have to applaud.

State Street Capital commissioned McCann Erickson, New York to create a campaign to celebrate their innovative Index fund which comprises gender-diverse companies that have a higher percentage of women among their senior leadership.

That in itself is a great idea.

But the idea was even greater.  It’s not really advertising, it’s not really PR.

It’s a bronze statue of a fearless Girl staring down the world famous “Wall Street Bull” in Manhattan’s financial district.

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It was intended to be in place for one week only to coincide with International Women’s Day on 8 March 2017 but remains in place after public demand.  Indeed Mayor Bill di Blasio commissioned its residence as part of the city’s transportation art program [sic]. Many want it to become permanent.

Rather than me run through the PHENOMENAL stats on its success, watch this video.

Bravo!

How to become a creative director for a week.

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Studio Something is an agency with a difference.

I’d like to think my own agency, 1576 Advertising Limited, had a similar sure-footedness in its early days but I fear that would be bigging us up too much.  The landscape is different now and their advocacy of pure creativity is a harder course to steer in this rocky world of creative algorithms and Big Data than it was in 1994 when your TV screen still contained delights between programmes.

Creativity lies squarely at Studio Something’s core (square core? – Ed) which, obviously, appeals to me and they’re not afraid to break the rules.

As little babies they surprised the orthodoxy in Scotland by winning the Tennents Lager advertising account and running a multi-execution (online and cinema) animated campaign; a kind of soap opera about the life of Wellpark (site of the Tennents brewery).  Part slice of Scottish Life, part League of Gentlemen with dogs, it was a bold experiment that reaped great rewards.

That was the start.  Since then they’ve continued to surprise with interesting work for See Me and Innes and Gunn, amongst others.

And this post caught my eye on Medium this morning.

It’s essentially a job ad.  An ad for an internship, a creative internship.  But they’ve pulled a great stunt with it.  It’s not unpaid, it’s not minimum wage.  It’s (for one week only) paying the wage of the average Creative Director in the UK –  £45k (or (£865.38) to be precise.

But what makes this unashamed stunt much more interesting is the back story.

I don’t know if it’s written by Ian or Jordan, but it doesn’t matter.  It tells the tale of their damascene moment when Gerry Farrell offered them their own first PAID internship at The Leith Agency (or placement which sounds far more bearable) in the face of their impending personal bankruptcy.

It’s a minor chin wobbler but it also beautifully illustrates their culture.

Indeed (to brutally capitalise on their creativity for, frankly, my own gain) it’s a perfect illustration of EMPLOYER BRANDING, – like we’re doing at Inside Out, but with a boldness and joi de vivre that few could match.

You get a strong sense of values, culture and vision without using any of these words.  And most of all, if I was a 22 year old creative starting out on this rocky journey I’d want to work there.

£865.38 or otherwise.

 

 

 

Who said websites don’t need ideas? A digital marketing “hipster”; that’s who.

What you are about to read demonstrates that ‘websites do not need ideas’ is complete and utter nonsense.

I promise you.

They don’t necessarily need ideas, but those that do are one thing: better.

Today I’m talking to you about a website with an idea.

No a website that is an idea.

It’s a website for a copywriter.  A friend of mine as it happens.

His name is Chris Miller and this is his website link.

And if you have even half a desire to read the best thing you will read today I urge you to read the website on the link I posted above.  It will give both me and Chris Google moolah.

Chris had an idea.  You know, one of the best ones.  The simple ones.

The ones that makes you go.  “Jesus wept; why has no one ever thought of that before?  It’s so simple.”

And what is that idea?

This is his idea…

He’s selling his wares as a copywriter.

What do websites immerse themselves in these days?

 Content! (Shut up you wanker. Ed.)

Pictures (and videos)!

In webland words are deemed nasty, necessary evils only there to attract Google spiders. Words like (in Chris’s case)…

“Hi.  I’m, Chris Miller, a copywriter.  I write copy – award winning copywriting – that will help marketing managers achieve a higher ROI on marketing communications in Scotland, Harrogate, Manchester and the North of England in advertising and digital marketing  in FMCG, automotive, food and drink, public sector and charities.”

Blah blah blah.

But, as I have stated twice already (repetition is not a good idea for Google spideryness –  Ed.), Chris had an idea.

“If I’m about words why plaster my website with pictures?  You know what?  Fuck the lot of you. I’ll use none.” (That was  paraphrased.  Chris is not a big sweary pig like me.)

That opened up a rich vein of thought, and an opportunity to write stunning copy that makes you laugh out loud (even here in the National Library of Scotland where laughing is heavily frowned upon.)

In demonstrating his site to you, and because Chris had the balls (apart from the one page where he didn’t have the balls), to not use any pictures; neither will I.

Except this one.

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Go on, dig deep here.

(Now you’re link bombing you twat. Ed.)