Advertising

All 400 issues of Communication Arts in Digital Format.

caWell it’s about time. Communication Arts has finally released every issue, 400 in total, of their magazine in digital format. This is every issue dating all the way back to 1959 now available for download. They aren’t free. They are going for $9.99, but if you are looking for solid research materials and don’t want to have hundreds of hard copies lining your shelves, this is a good way to go. When I got the email about this, this morning I was hoping they might be offering a bundle deal. Something where you could get every issue for a fixed price, or buy a decade at a time for a fixed price, but apparently not. This means if you want them all it won’t be cheap. You’ll be spending $3996.00 for every issue from the current one all the way back to August of 1959. If you run a design library, or if you have a firm that can afford it this would be a valuable research tool for past styles, trends, advertising and communication history, and a barometer reading of the sociopolitical landscape from a design communications perspective.

When I got the email about this, this morning I was hoping they might be offering a bundle deal. Something where you could get every issue for a fixed price, or buy a decade at a time for a fixed price, but apparently not. This means if you want them all it won’t be cheap. You’ll be spending $3996.00 for every issue from the current one all the way back to August of 1959. If you run a design library, or if you have a firm that can afford it this would be a valuable research tool for past styles, trends, advertising and communication history, and a barometer reading of the sociopolitical landscape from a design communications perspective.

If you don’t want to drop any cash on these, you can still look through all the covers going back to 1959, and get a really nice overview of how design styles have changed over the last 58 years.

59-spread

 

69-spread

79-spread

89-spread

99-spread

09

17-spread

 

 

 

 

Advertisements

Hyundai (Brand Vision) from Trizz Studio

Back in the early 1990’s I attended a lecture on automotive advertising that made a comparison to the way cars are, or were advertised in Japan at the time versus the United States. In Japan, it was less about the car and more about the mood or feeling. Here in America, little has changed. Most car ads talk about how fast you can go, how much you can haul, will this vehicle help you compensate for something missing in your life, etc. It was and still is an interesting comparison as to how different cultures perceive product relationships and branding. For example the video below, not for a Japanese car, but for Korean Hyundai. The video is an abstraction on relating to the automobile Hyundai’s design sensibilities. It is a short film that combines natural senses and emotions with visual abstractions that relate to what the product stands for; confidence, essentials, refinement, sensuality, effortlessness. It conveys all of this without ever showing a single Hyundai car, and not revealing the brand until the very end of the clip.

The video is an abstraction on relating to the automobile Hyundai’s design sensibilities. It is a short film that combines natural senses and emotions with visual abstractions that relate to what the product stands for; confidence, essentials, refinement, sensuality, effortlessness. It conveys all of this without ever showing a single Hyundai car, and not revealing the brand until the very end of the clip.  What a completely different approach to branding, and one that is the polar opposite of the way automotive branding and advertising is handled here in the good old US of A.

Produced by Trizz Studio for Innocean Worlwide and Hyundai, this is a fantastic blend of CG work, live action footage, and sound design. High production value, and the opportunity to create an abstract representation of what the Hyundai brand represents helps to sell this piece. I think it is wonderful, and frankly would like to see more car ads like this, but I know for a fact no agency in America is ever going to pitch this kind of concept to an automotive client, let alone have an automotive client actually buy in, here in America.

WAtch it full screen and turn up the volume.

The Kitchen.

Most people never realize just how much work goes into producing a TV commercial. For the most part what we see, if we are fast-forwarding over them, is the fifteen-second edit of the original sixty-second spot. They whiz by in a blip sandwiched between other ads that blend into a seamless stream of no one paying attention. But occasionally someone posts a video showing how things get done.

Have you ever wondered how they match the 3D animations to live action footage? Blend shots together? What the total production of a video looks like?  The video below for Canal+ shows you. No it doesn’t go into any lengthy detailed VFX breakdown, but it does give you a pretty solid idea of what it took to produce the promotional spot titled “The Kitchen”.

The finished sixty second spot

How they made it.

Buster the Boxer Likes To Bounce.

Every year British department store chain John Lewis goes all in on their holiday marketing campaign, and this year is no exception. From the TV commercial, “Buster’s Garden” to the extended length YouTube spot, the VR 360 companion video and the website, plus social media (they have a dedicated Snapchat filter you can get) they have pulled out all the stops. The video is a really nice blend of CG and live action with a story that ties it all together. The concept is built around the story of a little girl called Bridget who loves to bounce. When her mom and dad buy her a trampoline for Christmas, they soon discover that she isn’t the only one with a passion for jumping.

If you click through to YouTube and select the more information section you will see where John Lewis has partnered with the Wildlife Trusts to help protect and restore our nation’s wildlife and natural habitat for our children today and in the future. I addition there are options to sign up for additional videos that will be posting this holiday season and the usual hooks to social media as well. The microsite does a really solid job of integrating the extended content and encouraging visitors to do more than just shop. While shopping is encouraged and there are really strong ties to product related specifically to the advertising, there are additional calls to action with Bring Skills to Life which ties the campaign to real world activities children can engage with at home.

One of the things that I think is really interesting, and I wish I were going to the UK to see it in person, is the fact that John Lewis has created Buster’s Garden at a number of their stores allowing you to explore the space using Oculus Rift technology. Like the rest of the campaign, its a nice blend of technology and the physical store environments.

“How Life Unfolds” Paper and Packaging Leverages The Power of Storytelling.

Last night while suffering from a bout of insomnia I was watching TV trying to will myself to get sleepy so I could just go to bed and dream the night away. It wasn’t working and I’m glad it I stayed up. The fact that I was watching late night TV allowed me to see a commercial for Paper and Packaging that originally dropped back in April, which led me to the online campaign that it is tied to as well. And this got me to thinking about how really nice this campaign is.

In a day and age where no one really writes physical letters anymore, how does a company communicate the use of paper, of how personal handwritten communication is, and how touching a physical letter can be instead of an email or text? They do it through compelling storytelling. When I first saw the commercial below, the sound was off on my TV. I was actually working on my iPad and happened to look up and see it. I didn’t turn the sound on, instead I watched the entire spot in silence and was still drawn in by a storyline that simply works. The visuals are as equally compelling as the voice over. After watching the spot I backed up, turned on the sound and watched again, this time listening to the message, and thinking about how this spot hits a home run.

The commercial is relevant because it does a number of things. It unites multiple generations with the experience of writing an actual letter. It ties three generations together, one that grew up in a time where email and texts didn’t exist, one where these technologies emerged, and one where the primary form of communication is digital. In doing so, it humanizes what could be a forgettable experience, (a text, or an email) and replaces it with something that we all know is memorable, a hand written letter. Everyone everywhere knows the power of a correspondence written by hand. A letter takes time, require focus, and tends to feel more genuine. It isn’t something that is typed out on a phone, reduced to 140 characters, or lost in a digital inbox or folder that exists on the cloud out of sight out of mind.  The commercial also shows the products in use. Not just the piece of paper, remember this is for “Paper and Packaging”, a company that also produces cardboard boxes. The commercial shows the letters, written on paper, shipped in a box, and returned the same way, all while telling a great story about how the product is used as a form of communication and delivery.

After watching the spot a couple of more times, I no longer cared about willing myself to sleep. I was curious about the rest of the campaign, so I did a quick Google search and found that Paper and packaging had recently created a new series of YouTube videos entitled “Letters for Peace” on their channel “How Life Unfolds”, great tagline by the way. I have one of the 3-minute videos below, but I highly recommend clicking through and watching the remaining six. Every one of them is  done at the same high level of production and tells a wonderful story all coming back to the same basic component of the commercial “Letters to Dad” that I happened to look up and catch last night.

All of this is tied together through digital media of course. Let’s face it, they might be a paper company, but even they know you can’t escape from the digital realm, especially when it comes to advertising and marketing your products. There is an Instagram account that has a little over 400 posts and a few thousand followers. Followers are encouraged to celebrate how paper and packaging helps them accomplish their goals at home, at school, and in the workplace by posting images using the hashtag #howlifeunfolds. The website is an online archive of the letters of peace, and a place where comments are fed to the site and people are encouraged to like and share. In addition the site offers additional insight into the authors, invites people to submit their own letters, promotes the product line, and has feature articles on why you should write things by hand.

Great stuff from Cramer-Krasselt, Paper and Packaging’s agency of record.

I’m Loving Spike Jonze’s new commercial for Kenzo.

One thing we can all look forward to this fall and winter are the absolutely moronic perfume ads that get produced for each holiday selling season. There will be plenty of reuse from the ones that have been around for a couple of years, because they are always big budget affairs, and the manufacturer tries to get the most mileage out them as they can. One however, will be a breath of fresh air, even if they won’t be able to show it in its full 3-minute entirety on TV. That ad is the new Spike Jonze directed spot for Japanese perfume makerKenzo.

The online spot which has gathered more than 2 million views in the last 3 days, features hypnotic choreography as a young socialite Margaret Qualley, escapes the stale atmosphere of a formal gala to go nuts in the hallways of the empty building. The choreography was created by Ryan Heffington becomes a full blown rapturous explosion that you simply can’t look away from as Qually dances  to the tune of “Mutant Brain” by Sam Spiegel, Jonze’s brother, and Ape Drums.

I love it, from the laser beams to the statue licking, to the contrast of the green dress against the desaturated color pallet, to the sheer insanity of it all. It’s as though Jonze looked at commercials like the one Dior produced and said, no more. And thank god he did.

 

 

Remember Those Great VW Ads from the 1960’s?

It’s Friday afternoon, and my creative juices are all but shot after a week of writing, designing, and building ads for everything from camcorders to auditorium speaker arrays. I was out trolling the internet, specifically Vimeo, when I came across the video below. Dial M and Joe Marcantonio have put together an 18 minute short on DDB’s icon VW ad campaigns from the 1960’s. Talk about rejuvenating the creative spark.  Universally acknowledged to be some of the greatest and most influential ads of all time, these changed the game for advertising when the campaign first launched. At the beginning of the short, there is a sequence from Mad Men where Don Draper says he hates both the ad and the car. Obviously Mr. Draper couldn’t see the impact that these were going to have. I remember these from when I was a kid, and I still think they are some of the best written and produced ads from that period.