Shehzad youNiS Creative for hire
I have been an old hand at writing these creative reviews for Campaign so it’s like homecoming for me. The principles of how I judge work have remained unchanged. Is the work original, relevant, surprising, thought-provoking? Will it resolve a tension in the most surprising way and bring about change? Well, let’s see...
Western Union “PinoY sUPerstar” (1) I am an avid karaoke singer and I have always marveled at how good most of my ‘Pinoy’ friends are. Using singing as a hook is the most obvious thing to do. So no marks for coming up with the concept of a singing competition. It’s a good way to connect with a large audience. But good is not good enough. Which takes us to the next one...
standard Chartered “here For Good” (2) If we had all settled for Jesse Owen’s 10.2 seconds and believed that it cannot be broken, the world wouldn’t have had Carl Lewis, Leroy Burrell and Usain Bolt (and the other world record holders in the lineup). Interesting film to establish the platform of “We’re not here for good enough; we are here for good”. At first, it felt like a Nike-inspired credo (You don’t win silver, you lose gold). But as I delved deeper into the website, there were inspiring stories to back it up. The woman in Karachi who’d ‘never take no for an answer’, the Tanzanian who had the thirst for changing lives with his water filters. Standard Chartered not only told these real stories but actually played a key role in them. Suddenly, the key message, “good is not good enough”, made sense. In a world where banks are mostly cold, money-minded machines, Standard Chartered felt human and real. Well done.
al nabooda vW “blinK and YoU’ll miss it” (3)
A series of videos that show prospects having almost bought their dream cars until they blink – or look away, or take pictures, or sneeze – and the cars are gone. Not the most original platform. The videos could have been way better with good editing to dramatise the surprising twist. Online content needs to be surprising, powerful and worthy of being shared. Would these videos pass the blink test? If I wasn’t writing this review I would have missed them.
Chevrolet Camaro “haPPY birthdaY little PonY”(4)Thisonehasallthethingsthatsadlywent missingintheVWvideos.Simpleidea.Interesting camera work and editing. Tells the story in one smooth, quick motion. With a little cheeky twist in the end. Love how the speeding car blows the candle. No ‘thank you to all our patrons’. No fuss. “Vrooooooom!” Just loved it.
Ta p l e y
Director of innovation at MediaCom
Hello Private View, nice to finally meet you. Only took two decades! Anyway, I was going to open with something witty but it turns out you get a considerably tighterwordcountthantheUKversionsoI’d better crack on...
Billed as a ‘first of its kind’ event, I was intrigued to hear more about Western Union’s (1) ‘Pinoy Superstar’. Is it some sort of space programme? Or a new shoe collaboration with Adidas? Unfortunately, it’s neither. It’s a singing competition for undiscovered talent. So, is it an idea that’s a first of its kind? No. So as Simon Cowell would say... Next.
Maybe my old age makes it harder to decode ads these days but when it comes to Chevrolet Camaro (4) and ‘Bringing the Thunder’, I just don’t get it. With candles squished into a Mustang cake, I initially thought Ford was celebrating a birthday, but along comes a Camaro as the party pooper. Don’t get me wrong, I’m all for a bit of provocation and apparently these two have an ongoing ding-dong but I’m left thinking more about Ford than Chevrolet. If you’ve more horses, go faster or make more noise than your rival, shout about it. For drivers in the market for a muscle car, surely that’s what they want to see. Come on Chevrolet/Ford, actions speak louder than supers; have a drag race and get it over with.
From loud, shouty Americans to refined, understated Germans, it’s on to Volkswagen. al nabooda (3) have kicked off promotional season early with their ‘Don’t Blink Sale’. Not your typical dealership offering of free this, free that, which is perhaps why it has a good chance of standing out amongst the crowd. Speaking of standing out, I’m pretty sure you can see the cameraman’sreflectionononeofthecars.But who cares? It’s different and I like that.
At the opposite end of the scale for production budgets is standard Chartered (2) with ‘Good enough will never change the world’ (blimey, that’s long!). Usain Bolt and a few CGI friends take part in a dream race which I’m guessing was designed to inspireandignitewarmfluffinessinside.Itdoesn’t stir any feelings inside me I’m afraid. Usain’s bank balance probably felt something though.
So, there you go. Thanks for having me Private View.
Title: Pinoy Superstar Agency: Tamra C2 and C2 Native Creative: Tatiana Moukhaiber Group account director: Manasvini Rizvi Account manager: Addila Anzad Account officer: Suraj Sadeesh Web technologist: Taher Patanwala Junior web technologist: Michael John De Castro
Title: Good enough will never change the world Director: Asif Kapadia
Al Nabooda VW
Title: Don’t blink sale Agency: Rain Production: Mozaic Productionz Director: Martin Leahy
Title: Bringing the thunder Agency: Commonwealth
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