Monday, August 18, 2008

Lowe Resigns Stella

This is big news. It's even attracted comments on Brand Republic.

My favourite Stella ad? Many to choose from. But it's probably Pilot.



I'm just a guy, and I love a good war film. And this is virtually a whole war film, condensed into 90 seconds (or whatever time-length you watch it in).

Awesome direction by Ivan Zacharias; every single shot moves the story forward.

A great baddie - he brings the plane down himself, with a rifle.

And the end gag, when the German soldier drinks the Stella and says 'Allez' in a French accent... now that's clever. Way too clever for your average Stella drinker, probably. Which maybe brings us back to the beginning of the story.

28 comments:

Anonymous said...

Does this just prove that marketeers are all totally stupid? I'm guessing someone who's been in the job no more than 5 years tops is foresaking a 20+ yrs relationship with people who know his/her brand better than s/he does to have a dalliance with an agency they've been told is 'trendier.' Unfair? Or depressingly true?

Guy and Sarah, creatives said...

Yeah, it's true - Mother, London have it now. To see the ad go here:

http://thinkbox.tv/

Hope this helps,
Guy.

Anonymous said...

That's not new work...snore...

but this is better...well lovely stopframe incamera animation...

http://motionographer.com/media/taxi/C.mov

Anonymous said...

What's more depressing is that Stella's TV is now just window dressing to get you through the door into the website. Is this the future?

Ben said...

'Jolies chaussures...fait pas des anges.'

rhayter said...

I watched all the old ads again on Brandrepublic. Made me remember how good commercials can be. Even as recently as 2007!

This is obviously a blow for Lowe (resigning an account is a last resort these days), but I think it's a big blow for the British ad industry, too.

Timpani scales said...

My shout, he whispered.

Anonymous said...

Such a shame.

With the new one they are following the trend of all food and drink brands these days - stating that the ingredients are totally natural.

What the fuck!? Stella has never been about natural ingredients! It is about sinking 7 pints and getting into a good ruck.... well not really, but that line - reassuringly expensive - was a stroke of genius, and for the brand not to hold onto it until kingdom come is really sad.

Next they'll be going on about how it's fair trade, organic, free range, gluten free and fat free. Oh, and I forgot, totally fucking fun free.

And using Tom Baker to do the voiceover? Catch up Mother.

Mark said...

4 ingredients?

hops, water, maize and malted barley.

surely that's 5 ingredients...

Rusty said...

Exactly when it comes down to it, the recent stuff hasn't been great - Pass something good on - Dangerous business loosing Reassuringly Expensive but then again it's a staple lager anywhere these days. It's not that expensive and the brand has gone down hill with the attempts to resurrect it from "Wife Beater" not really working. Exciting to see what will happen though.

mm said...

i thought it was for becks.

Anonymous said...

Lowe has been wifebeaten

]-[appy Thought said...

@ Anon 1:39 AM

It's definitely -a- version of the future. VW's latest ad is just a massive clickthrough CTA also.

Suits me, but then again I'm a digital creative :)

Anonymous said...

It's fait 'par' les anges, actually - but, either way, it's a brilliant commercial. Sorry, I'll get my coat....

brake dollinge said...

yer man at 10.50's bang on.

time was when The Client was one person. a person who would look at an idea and make a decision whether or not to produce it based on unscientific things such as instinct, experience and the fact that he or she had the balls to do it. he or she was frequently a reprehensible arsehole who spent more time drunk on golf courses than looking at said ideas, but dammit, things happened.

nowadays, The Client is a weird hive mind committee of anodyne school leavers who'd give all four of their limbs to work in an advertising agency, and as such are determined to fuck up the day of anyone who has the good fortune to do so.

they're also characterised by a nasty, patronising contempt for their consumer, which means that everything ends up reduced to adverts that are basically extrapolated from graphs.

I'm guessing that lowe had enough of taking puzzling orders from dimwit upstarts, and good for them.

the days when a client could be convinced that the way to sell beer was by making long, narrative-driven ads in french solely because they'd be fucking GREAT are way, way behind us.

me, I liked the deathbed one.

Anonymous said...
This comment has been removed by a blog administrator.
cosmoticentity said...

Nice ad. Shame it's just rehashing a golden oldie. Perhaps they can do somthing new? Surely a creative cannot be called a creative unless they are, what their name implies.

(I have discovered to my despair that I am indeed a Scamp groupie. Whenever I post a comment, my viewings shoot up.
I am, shamelessly sucking on the teat, of the one and only scamp. Shame on me.)

Gordon Comstock said...

I don't understand this at all. Traditionally an ad had to convince people buy a beer. This ad is trying to convince me to go onto the internet and interact with microsite in the hope that, somewhere down the line, I will buy a beer.

Why is that better?

I can understand spending loads online for things that you'd research online, like TVs or computers or cars. But lager?

Who Googles lager? When they're not already pissed anyway?

Gordon Comstock said...

I mean the ad at 10.52

Anonymous said...

Am I allowed to say that I heard in Cannes that Morris is not going to stay in his job too long? And what was up with the crazy love letter to BMB?

George said...

Apparently you are.

Anonymous said...

That ad on thinkbox wasn't from Mother, it was from Lowe. And their last it seems. It looks like they went out with a wimper. I mean it's okay but not a patch on my fave - the dying man.

James Feess said...

Stella has one of my favorite commercials of all time. I don't know the name of it but it features a theremin - just search for stella theremin in youtube.

Whenever I go to a bar and see Stella I think of that commercial. I'm sure it even made me buy a few pints because I loved the commercial so much.

Anonymous said...

That ad at 10:52 PM was done by Lowe. It must have been becuase I'm 99% sure Stella did some print ads with those exact executuions within the ad (world flat etc) but with Lowe (somewhere in europe about a year ago) not London too! It was actually far better as print executions than this TV ad.

Anonymous said...

Poor homme.

(anyone remember that one?)

Anonymous said...

james. it was 'le sacrifice'.
dir. frank budgen.

james Feess said...

annon 2:49

Thank you. You're a true man among men.

Guy and Sarah, creatives said...

We thought the Thinkbox ad was done by Mother as they usually put all the info. at the end of the ads they post. On this one they put "agency: Mother". Apologies if people have been mislead.