8. February 2010

2 Comments

VW ‘Punch Dub’ Ad is the Winner of the Super Bowl Spots

Just in case you were wondering about my opinion, Volkswagen is the ad winner – for my money (not that it has anything to do with my money) – of the 2010 Superbowl spots and here’s why:

  1. It is centered around the brand showing its depth and breadth and not simply a funny spot where you remember nothing about the product.
  2. It reminds their primary target how VW is immersed in our culture and renews an old road game; nostalgia is a powerful draw.
  3. The slapstick keeps our attention and makes us laugh
  4. Makes us tell stories among ourselves and enhances our love for the brand even if we’ve never owned one.
  5. The spot was crafted well enough to make us want to test drive a VW; the cars looked beautiful.
  6. The payoff was gratifying with Stevie Wonder and Tracy Morgan; two beloved celebrities.
  7. The campaign is easily integrated across all media; its story is easy to share on Social Media and at the Water Cooler.
  8. It has legs: visit Sluggy Patterson on Twitter and Posterous.

I can go on but you get the point.  Add to its draw is the fact it was superb among many awful ads we had to sit through this year.  My second choice was the Google’s Love Story ad but I’m still trying to figure out why they bothered, what did they gain exactly?

Go here for the video of Sluggy’s story and here for Punch Dub the game and on FaceBook here.

[update] Barbara Lippert’s Critique in Adweek gave the nod to Google and mentioned Betty White and the Snickers Spot. Both are solid in my opinion but Google on TV seemed gratuitous and without purpose; exactly what were they expecting, more awareness or increased user-ship? The Betty White/Snickers spot was a solid pick but we’ll remember their clever casting of Betty White and Abe Vigota before we’ll recall the brand name; it wasn’t “of the brand” the way the VW spot is.  Both spots – Snickers’ and Google’s – are more limited than “Punch Dub” in their integration across media channels as well.

FYI – Here’s how Stevie Wonder knows it’s a “Red One”.

Full Credits

Agency: Deutsch, Los Angeles
Client: Volkswagen
Director: Frank Todaro
Production Company: Moxie
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4. February 2010

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Humility is the Quiet Skill of Creativity

Humility is the Quiet Skill of Creativity

If being an expert at anything means you abandoned your need for approval then it has real value. Unfortunately, revered talent has much more to lose than those rewarded for trying.

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1. February 2010

4 Comments

Is Your Best Work Ahead of You?

Is Your Best Work Ahead of You?

It’s important that we know our best work is yet to be produced. Our best is what is in us now, not what we – or others – admire about the past. Jazz Composer, Maria Schneider, has a story to illustrate this point.

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28. January 2010

1 Comment

In a Quest for Originality, Don’t Forget How to Be Good.

In a Quest for Originality, Don’t Forget How to Be Good.

“Don’t try to be original, try to be good.” – Paul Rand. On first read I thought, “hell, I can be good, just don’t ask me to be original”. Original is like asking me to be something I’m not; original is someone else.

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25. January 2010

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Crowds are Dull, Committees are Deadly, Creativity Needs Freedom

Crowds are Dull, Committees are Deadly, Creativity Needs Freedom

The committee is usually wrong; yet the crowd is commonly right and incredibly dull. If you’re part of the crowd you’ll be sourced and forgotten. Ji Lee and his bubble project is a good example of how it’s done right.

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21. January 2010

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Mapplethorpe isn’t famous for flower pictures

Mapplethorpe isn’t famous for flower pictures

It’s not hard to find the uniqueness of Mapplethorpe’s work whether it’s a flower, a penis or a portrait. R.M. civilized the shock of sex, violence and race – localized our fears, lust and hopes with ambiguous well crafted works. He succeeded in such a powerful way that it’s spawned countless derivatives.

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18. January 2010

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So Where is the Democratized Artistic Genius?

So Where is the Democratized Artistic Genius?

Evidently neither technology nor egalitarianism does anything to stir the soul, yet, Rauschenberg erases beauty and inspires – or provokes – the heart of an artistic movement. Watch a short video interview with Rauschenberg about his erasure of a de Kooning masterpiece.

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14. January 2010

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Creative Denial, Anger, Bargaining, & Acceptance

Creative Denial, Anger, Bargaining, & Acceptance

Lately, creative professionals are suffering the heartbreak of a fading uniqueness and coping with the pressure to add value in other ways. Clay Shirky gave his first TED talk in 2005. His institution v. collaboration presentation must have appeared abstract to more folks then than now, nevertheless, Clay’s talk hasn’t faded in value for those of us trying to recover our bearings in a once familiar profession.

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11. January 2010

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Photographic Point of View – Ralph Gibson

Photographic Point of View – Ralph Gibson

Listening to Ralph Gibson speak, and reviewing his work, something hit me. Yes, his work is simultaneously complex and simple. Its complexity is hidden by simplicity. His chosen frame is the disguise. But moreover, his work over five decades is astonishingly similar and that, to me, is especially remarkable when bearing in mind that I consider changing my approach daily.

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7. January 2010

2 Comments

PTS :: Creative Marketing Watchlistapalooza for 2010

PTS :: Creative Marketing Watchlistapalooza for 2010

Predictions? No. Trends? Uhhh, not really, but mainly because I refuse to be called trendy. What the PTS Watchlistapalooza represents are ideas that make sense for the next five or more years.

All of these points are especially important for the creative professional since we are the tip of the spear.

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