Friday, September 17, 2010

That's Some Strong Creativity

One's "book" or portfolio is everything for a creative person.  For beginners, it is particularly important to demonstrate your promise.

One approach is to break free from existing brands and create your own product in an environment free from expectations or convention.

video

This "commercial" is a demonstration of directing talent by the model maker, sculptor and animatronic designer John Nolan.  Hence the brand name for the cheese.

Were this a commercial for a real brand of cheese, one might leave out the middle song. Yet, as a demonstration piece, we really see John Nolan's gift for vivid creative expression and his animatronic talent.   

Despite the middle scene, the work leaves you wanting the brand.  That's some strong cheddar!

Good work on the package design, too.

You can learn more about Nolan and his work at John Nolan Films.

Many thanks go to Marv Waldman - creative genius - for showing me this work.

Copyright © 2010 by John Eighmey. All Rights Reserved.

Monday, September 13, 2010

Brand Personality

The successful BMW Mini Cooper shows people will forgo larger cars and pay well for smaller cars that possess desirable capabilities communicated with appropriate imagery.

Here's the latest Mini Cooper commercial, showing the car is both in tune with the times and a pleasurable experience.

video

The work was done by BSUR in Amsterdam.

Copyright © 2010 by John Eighmey. All Rights Reserved.

Thursday, September 2, 2010

Audience Augmentation of Brand Value

Strategically, advertising should be premised on a clear idea of the competitive frame and exactly what information is needed to advise consumers on how the choice is to be made.

When you are confident of the strategic considerations, then you are ready to tell the story emphatically and surprisingly quickly.

video

Admirable work, but this is really not a "commercial." It was not created, produced and placed by the featured brand. Rather, it is user generated media content created by Bill Day and posted on YouTube.

The work demonstrates how, in today's media environment, unanticipated voices in the marketplace can augment brand value and demonstrate the principles of effective strategic communication.

Those familiar with the original 1984 Macintosh commercial will see irony in the twist.  For those not familiar with that commercial, it is nevertheless the human metaphor of the lone voice standing up to suppression that gives communicative power to the piece.  In his re-use of the old commercial, the maker demonstrates some key principles.

Copyright © 2010 by John Eighmey. All Rights Reserved.