This week's ads
This week's round-up of ads from around the world includes a nod to Leica's photojournalism heritage, another monochrome tale of Guinness pluck and charm, and a tongue-in-cheek take on fashion's obsession with 'street style'.
F/Nazca Saatchi & Saatchi has created 'Soul', a commercial for the Leica store in São Paulo, taking its cues from gritty photojournalism of yesteryear. Shot in black and white, the film is narrated in German in homage to the Leica's birthplace, from the point of view of a well-used Leica camera. Directed by Vellas from Sentimental Filmes, with photography direction by André Faccioli, it aims to convey the ethos of the brand, that 'every Leica has a soul'.
The latest ad by AMV BBDO for Guinness' Made of More campaign is 'Clock'. Directed by Peter Thwaites through Gorgeous, the film features a sentimental clock that takes it upon itself to manipulate time in order to enhance the life of its town's citizens.
High street fashion brand Warehouse is launching its S/S13 collection with a campaign by The Brooklyn Brothers to run across press, in-store and online from Thursday. Shot on fashion mecca locations such as London's Dover Street and Savile Row, the campaign plays on fashion's obsession with real street style, featuring 'women on the go' in at times quite absurd fashionista situations - look out for the pigeon theme. According to creatives Will Bingham and Victoria Daltrey, the "quirky tone of voice and personality" shows a new side to Warehouse.
Meanwhile, John Lewis has launched a 'New Year, New Start' social media campaign, created by Tribal DDB. It invites customers to send in photographs of their knackered sportswear or equipment via social platforms, and each entry then receives a personalised suggestion of a modern alternative and a motivational message.
The accompanying film provides a suitably motivating little scenario of a man rifling through his delapidated old equipment before setting off in his sparkly new gear - accompanied by a reimagined Grandstand theme tune.
Another sporting campaign comes from 180 Amsterdam for Asics. The 'Journey of Improvement' international campaign, which runs across TV, print and social media, encourages athletes to develop and improve. It coincides with the brand's first Facebook app, My Asics, which helps those who sign up with personalised training plans. The first ad, 'Better Your Best' is directed by Kim Gehrig.
This ad by Wieden + Kennedy Amsterdam for Booking.com draws nicely on a universally recognised emotion - the sense of trepidation when travellers are about to take their first look at the painstakingly selected holiday accomodation. Steeled for disappointment, these ones turn out to have made the right decisions.
Finally, Coca Cola launched its 'Arctic Home' campaign in partnership with WWF across Europe. Pledging €1m over the three-year period to raise awareness of the threat to polar bears in the Arctic. Tying in to the brand's heritage and association with the polar bear motif, the campaign also feature packaging and will run on TV, in print, online and outdoors.
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The January issue of Creative Review is all about the Money - well, almost. What do you earn? Is everyone else getting more? Do you charge enough for your work? How much would it cost to set up on your own? Is there a better way of getting paid? These and many more questions are addressed in January's CR.
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... another big budget snorefest from Guinness ... i remember when they used to be funny and clever ... they're a bit like modern Woody Allen ... "We prefer your earlier funny films" ...
Is it just me or is the end of that Leica ad in really bad taste?
I agree @M
Also a lot of those women look very underweight in the fashion ads, not exactly the kind of standard to expect, and yeah the Guiness and Leica ads are really overblown.
@ M - No, not just you. The story borrows from Robert Capa's life, he died from a landmine whilst following a French regiment.
Think it's a bit cheap and cheesy to be honest. I guess it's supposed to be some kind of tribute to Capa, but when the focus is on the camera I think they miss the point. I wouldn't call it disrespectful to Capa, but I hope they've got the moral and legal rights to what they do.
First thing I thought was using war and death to sell a camera? I also think its in bad taste.
Isn't 1M euros a bit cheap for getting WWF's blessing? That gotta be peanuts for coca-cola, feels like WWF let themselves down.
People who think the Leica advert is in bad taste have no grasp on how influential the camera has been throughout photography's history. It embodies everything Elliot Erwitt, Robert Capa, Stuart Franklin & (Although he shot Nikon) Don McCullin, stood for.
These cameras captured the best and the worst of man kind, the advert respects the photographers who braved their lives for their jobs more than anything. Photography is so widely available to everyone that we lack these photographers and their courage, instead we appreciate images of coffee with a filter over the top, how has such an art form become so mundane?
While is may be a little cheap to exploit the death of someone to promote a new product it is only a part of their history that they have chosen to highlight.
@Andy Except that Capa didn't use a Leica for the majority of his career. Certainly not after the Spanish Civil War. He photographed WWII with Rolleiflex and Contax.
I've enjoyed Weiden + Kennedy's ads for a while now, especially their work for Nike. Bookings.com is a great play on that 'moment of truth' with your hotel room.
re: Leica M-Monochrom
Dopey, Inaccurate, Saatchi
Sam, What exactly does it mean (Dopeym inaccurate, Saatchi)? Is this some kind of prejudice
or you just had been dismissed, fired or not accepted to work for them?
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