I've slagged-off plenty of ads here in the past.Well, now you can slag off mine if you want.Here are four press/poster executions, and a TV ad, all for the launch of Vodafone's mobile internet service.Director: Simon Ratigan at HLA
I had to think pretty hard to 'get' the posters. I had seen the 'queue mail' one on the tube and it flummoxed me. It wasn't till I saw 'loosurfing' that I understood it. Perhaps I'm dim. But I really rate the TV. Lovely. A proper populist ad with a real message, not some twee voice over that's so obviously trying to appeal to the content-creator generation that it sounds very amateurish. Rant over!
Very nice, although I suppose one criticism could be that the colours in "Loosurfing" make it look a lot like an eBay ad.
I'm a huge fan of the commercial. I've watched it three times in a row.
My honest pov: A nicely crafted tv spot which should do well is sfx and other craft award categories. A bit like a lot of other ads in terms of the content, look and feel but overall not at all bad. I don't like Judi Dench's vo. I would have liked someone a bit younger and cooler and the music feels rather obvious - like it's raining in this ad - oh how about using April Showers for the music track? I've heard BBH is a nightmare when it comes to agreeing the music track ( a throwback to the Levi's heyday no doubt? Is that something you encountered. The print stands out although I agree that there's an unfortunate similarity between one or two of them and the EBay and also the Guardian print in the choice of colours
ee why it has to be unfortunate, really.The whole point of this position vodafone as THE way to use the internet on a mobile. I'd be glad if more people associate online 'landmarks' as ebay with my mobile brand.I like them a lot. Funny words, scamp and cool art direction (nick). Good work.
I could kinda see the eBay thing, but my first reaction from across the pond is that the campaign is still very bright and colorful, certainly more loose than what we might do here.SO MUCH of our mobile work here is either slick eye candy with close-ups of product maxed out with CGI, or wiseass teens talking to their clueless parents, and this contrasts that nicely.I don’t mind Dench. Yeah you could say on one hand she’s too old to be relevant, but compared to Catherine Zeta Jones in the T-Mobile stuff, her VO anchors things and lends it perhaps a bit more authority. Not a bad thing in a category that seems to change every two seconds with the latest gadget or telecom brand merger.
Where are the online ads?
extra kudos for not trying to go the orange way. One 'failed artist' campaign is enough for the uk.
I like the print - where are they going? i can see them stand out in the tube etc. And I'm with Robin - where's the online stuff? There's no URL on the print nor TV - and the website section is functional but there's no fun in it to match the whimsy in the TV, which I love.One last thing - I couldn't help but imagine an 'out-take' where a huge grandfather clock came down and squashed someone ;-)
I'm with you, Rachel. I wanted to see some heavy stuff - like big clocks - really total a car or something. But everyone else overruled me. They worried about the hypothetical harmfulness. Pah.The online stuff isn't here cos I didn't do it, and I have egotistically only put up my own work!
Congrats for putting your babies on the line. That's what makes this a really great blog. Whether we love or hate your work (and for what it's worth, I rather like it) the fact that you offered it up for debate in the same way other new campaigns and issues are discussed/praised/slagged off here is (to use an ancient Mancunianism) top.
agree with previous. well done.
Well done, Scamp.writer @ theadvertisingagency.blogspot
This is the first time I saw the TV ad. Being a Vodafone customer, I at first thought that the ad was going to be about improvement to the network coverage, which is patchy in my home town (but better than 3 or Orange), until I clocked (see what I did there?) that it was about mobile internet.It's the only mobile internet TV ad I recall seeing (are there others by competitors?) and I love its understatement, even though I would have liked to see your clocky violence.Mobile internet IS going to be the big thing in 2008/09, as people gradually upgrade their handsets, and I hope that this is the first work in a campaign that'll explain it to the Great British Public, and that you average Brit numpty will "get" what it means.The posters are absolutely spot on. That's exactly what mobile internet is about. People will be reading our blogs while having a dump.
The TV is very nice - and good choice of VO. Why use someone young and cool? Old and not cool is way cooler.
The digital work was done by us lot at Dare. You can have a cheeky peek at it here - although, it will be all over the web for the next few weeks.http://tinyurl.com/3b8oj9
Super-duper. Loving the posters! Well done Scampy.
Can i ask how much the campaign cost to make?
Scamp - we just need to look for the spoof for the mass destruction I think.And ewarwoowar - I like the digital stuff, the banners and the section on the main site all do the functional stuff very well. Just a personal preference I think for extending the ad cos it's fun.
Sorry but yet again I'm left unmoved by the digital work. This kind of stuff on the web is as annoying and intrusive as junk mail through my letter box. It will probably win a D&AD silver of course
This is blooming excellent work. Congratulations. I'm interested why the (great) idea of 'we've all got more time' isn't picked up on the posters. But I like the details like the sweet and the torn ticket.TV feels like something BT would have done a while back. Great that Vodafone are taking over that territory - sort of generous national provider.How on earth did you get the Disney song?
Scamp - I've commented on this here.Would be good to get your thoughts.
It's all great. Prefer the print work though. The only thing I think lets the tv down is that awful end frame that they stick to. But I know that's not your fault.
Not keen on the posters at all, visually speaking. They all feel too familiar - as in seen that sort of thing before - and a bit out of sync with the rest of Vodafone's illustration work. However I can see how tough this particular brief must have been so on the positive side well done on getting a clear message across so succinctly.TV is very pretty.
Like the TV Simon. Very nice.And say hi to my old mate Mick Mahoney - creative director on this I see, and basking in all the reflected glory I bet. You don't have an email address for him do you?And is that Marylebone Station. Not that I'm a trainspotter - I'm just trying to work out how you slipped it in between my daily commute, if it is!
Anonymous said..."Not keen on the posters at all, visually speaking. They all feel too familiar - as in seen that sort of thing before - and a bit out of sync with the rest of Vodafone's illustration work. However I can see how tough this particular brief must have been so on the positive side well done on getting a clear message across so succinctly"-----------is it you jeremy craigen?
Classic TV ad! My family have watched it online (in Australia) to get more detail each time. I liked the synchronization of clarinet beeps and drops. Any reason for choosing a concrete truck at the end? And Judi Dench's voiceover provides the sense of drama you need. This is theatre.
Right then, as you're the creator of the ATL campaign, I thought I, as one half of the online team largely resposnible for the work, should throw my two penth in as well. Honestly, I'm not sure about the TV ad. It's beautifully shot, the track is fabulous, but I just never did like the raining clocks thought. And when it all boils down to it, I never did get this leap from film to illustration that Vodafone uses between TV and everything else. But anyway, I have to congratulate you on the outdoor and press work. I think the lines are great, and the illustrations are brilliant. They even work excellently in the outdoor media spaces.One question I would ask is whether you think this creates a genuinely integrated campaign? Having just left Dare to join an ATL agency, one of my biggest issues was that consumers get shown too many messages because too many agencies want their work to lead.Do you think Dare should have created online ads from your outdoor and print work, and could they also have made more of the TV ad? I can see both sides of this matching collar and cuffs argument, but I'd like to hear your thoughts.CheersAl.
Me again...Sorry, third para, third line..."They even work excellently in the digital outdoor media spaces."And I call myself a copywriter.
Awful, awful, awful! The insight is non-existent, and even worse - hackneyed, oh no! - the execution is lacklustre, the brand is dying, the general public DO NOT GIVE ONE SINGLE SOLITARY SHIT. Other than that, it's great work, keep it up young fellamelad.kiss kiss
Have you compared it with Google
Comparision With Googlehttp://sanjblog.blogspot.com/2007/06/vodafones-loosurfing.html
A couple of points on the digital work (I like both TV and Press)Firstly, Al, as you well know this campaign was worked on by a lot of people, so credit where credit is due. You were one of at least three writers and even Nick the planner chipped in with one of the better lines. And the one part of the campaign that you did work on would be nothing without the brilliant design and animation. So, to say that you are 'one half of the team largely responsible' for this work does your former colleagues a huge disservice. Secondly, to whoever wrote about the digital work being like junk mail. The product (god forbid someone actually mention what this work is trying to do - sell a product) is about taking the internet with you on your mobile phone. All these sites are partners with Vodafone. It's paid for media or partnerships. That's how it works. To say you don't like them because they are intrusive is the equivalent of me saying I don't like your TV ads or Press ads (I'm making a wild assumption that's what you do!) because they get in the way of me watching Lost or reading the football reviews. Come on mate, wake up!James @ Dare
Jon - it is indeed Marylebone Station. Well spotted!Also, your old colleague was indeed the CD on the project. First time I've worked with him, and I enjoyed it a lot. He's super-nice, extremely talented, passionate and unbelievably dedicated.His e-mail address is mick dot mahoney at bbh dot co dot uk.
This is to the anonymous who asked whether I think the campaign is genuinely integrated.Well, it would definitely have been more visually consistent if (for example) the TV were animated, in the same style as the posters are illustrated.Then again, many brands (e.g. Nike, Orange) have mixed up live-action and illustration quite successfully.I guess 'genuine integration' comes from consistency of tone, whatever the execution style. That's what Nike has.I would like to feel we have achieved this, but it's not really for me to say!
James at Dare. I'm not saying most tv or press ads aren't crap either. But then there's always making a cuppa or tivo etc isn't there? But every now and again there's also a good one that actually engages and entertains us. I can't say the same for anything digital I've seen (not in the UK anyway). Perhaps you could tell me of any? That was my point
TV / Press man. I agree, the best digital work also engages and entertains. I don't have time to give you a 101 now, but Lynx Feather or our Martin Parr site are just two famous exmaples of this. It all depends on the brief. The point about this work is that it's actually about taking Tiscali / Hotmail or whatever with you. It's for people who want to use the product - that's why Vodafone have done a deal with all these sites to highlight the service. Like a cover wrap for press I guess. It's blunt, agreed -but then it needs to be with all that artsy fartsy nonsense on the TV ad (joke!). James
Ever noticed how "Backseat blogging" can easily be confused for "Backseat dogging"tsk tsk tsk
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