A few days back I wrote a post about how poor the current Carlsberg ads are.
Despite the true crapness of the “that calls for a Carlsberg” line one of its agencies, Duval Guillaume Modem in Belgium, has managed to produce an inspired piece of film based on a stunt in a cinema. Definitely worth checking out:
I can’t fault Carlsberg’s £1.5 million media deal with Sky that will see it strengthen its association with Sky Sports over the next year. Loads of blokes watch Sky Sports. Loads of blokes potentially drink tins of Carslberg’s lager. So far, so very back of the net.
Yet I reckon that Carlsberg’s creative, from Fold7, is now so dire that any advantage gained from such deals will be lost. To ditch its “probably” positioning, which resulted in many fine ads from Saatchi & Saatchi, for the lazy emptiness of its newish endline “that calls for a Carlsberg” seems scandalous.
The new execution, featuring four rugby tools in a sitting room tossing around beer cans as though they are rugby balls, is only mildly irritating when compared to the previous two executions featuring idiots in space and on mountains (in a stupid tribute to the far superior Carling spots?) God knows, though, how any sports fan will manage to sit through the upcoming series of 20 of these sport themed spots and retain any sense of consideration towards the Carlsberg brand.
Sadly, while Carlsberg is ticking all the correct (though blindingly obvious) media boxes, its creative has lost its way. And, I feel, that’s probably going to mean the beginning of the end for a once great lager brand.
The few vaguely sober conversations in Cannes last night centred on the UK`s poor performance in many of the awards categories. Radio and direct were a complete washout while performance in press and outdoor, while better, didn`t set the world alight.
Some golds in Cyber were encouraging but there is a general soul searching going on revolving around “what is wrong with UK creativity?” Those bullish, or drunk enough, are maintaining that there is a Eurovision-style conspiracy among jurors to gang up on the British and deny golds and Grand Prixs to deserving work.
Realists can see that there are some amazing ideas, better executed, coming out of markets that are more dynamic than the UK. One agency boss made the valid point that UK clients have also become so risk averse and cowardly that it`s hard to create award winning stuff for established brands.
That said, there is in one area in which we seem to more than compete with the rest of the world – effectiveness. Three UK campaigns on a shortlist of ten suggests that the UK can hold its head high as a centre of excellence not only creating good work, but proving that it works.
We might not like it but the UK is no longer the Ferrari or even the BMW of creativity. It resembles a trusty Volvo. It may not excite everyone but you know it works.
Ten years ago, the terribly cool Naked Communications team would have baulked at hiring a man in a suit with a reputation for running US-based ad networks as its figurehead. But this week that’s what it did when parent company Photon (which somehow steered itself out of the financial effluent last year) appointed the former Leo Burnett and Lowe Worldwide chief Steve Gatfield as Naked’s co-chairman. Read More
I was taken with today’s news that the Pacific island of Samoa is to “jump forward in time by one day” in a bid to improve its trading relations with Australia and New Zealand.
A smart idea that shows the rule book can just be torn up and rewritten if its terms don’t quite suit you. The advertising business should take note as it attempts to improve its own performance. And, thankfully, the signs from the last few weeks are positive. Read More
Campaign and me personally have written some critical words about The Guardian newspaper recently. Its obsession with the News International phone hacking scandal seemed out of proportion, but then that’s just my opinion. Read More
The Bribery Act, due to become law this summer, has been causing the ad world a great deal on concern. Many agencies and media owners have had their lawyers pouring over the detail to establish waht they can and can’t offer clients.
Well, fear not because Ken Clarke, the justice secretary, speaking to the London Evening Standard yesterday, gave the green light to those planning their jollies. “Taking customers to Twickenham is normal… It is normal business hospitality to get to know your customers better. No one is going to call that dishonest.” Read More
Question: When is an account loss not an account loss? Answer: When the account was really just a project.
That’s the line Mother London is taking anyway after Campaign learned earlier this week that the agency will no longer be working with Reckitt Benckiser on its £66 million global Nurofen ad business. The agency was appointed to the account back in October 2009 and was thought to be creating a series of campaigns for the pain relief brand. Read More
I enjoyed last night’s Creative Circle do. The Carry On… theme added to a relaxed atmosphere and created a sense of fun. Though I’m not sure whether the comedy sausage and mash on offer was really in the innuendo tradition of Carry On… It seemed more like a blatant single entendre but was very satisfying to eat. Read More
I’m at home today so if the little scrote that robbed my house yesterday fancies coming back he’ll find a Medieval version of Tony Martin waiting.
There are some mild compensations to being burgled though. One is I get to hang out with the workmen and such who have come to do repairs and talk as if I’m in the trade. Obviously I resemble Alan Partridge talking to his builders in the second series of “I’m Alan Partridge” but they can’t tell me to f@@k off as they’re supposed to feel sorry for me and my plight. Read More
