Prologue.
returned from vacation I made the terrible mistake of spending a few tens of minutes in front of the TV on.
I saw a little 'what passed and I am very sad. Telecom
only shows tits and ass that felt so much useless point to another.
Ferrilli The payoff is the protagonist of the worst I've heard in my life: "Blessed chisseofà the sofa" (why not a finer "ER sofa" I'm at the point?)
But the worst thing that saddened me the most is this:
in mind even with the Grand Prix Film, in my opinion deserved the Cannes
I find a spot in front of essentially the same product: bubble bath.
Here it is:
I almost fainted. What a disappointment.
Evaluation.
But how is this possible? Because we live in another dimension, a dimension of dark, compared to the U.S.?
The first answer that marketers will tell, but here in Italy people do not understand certain things, will never give the test results online.
Well I do not think that the average American is far more intelligent than the Italians. They elected a president (Bush) that has governed and made decisions only for his own interest (I have it!), is stoned in front of the TV to raising idols totally useless just because people take part in some reality show or TV show (I have it!) people are extremely racist and mentality that chiusissima not change their minds even before the evidence (I have it!) etc ... etc. ...
We're pretty similar, I would say that in some ways are even more stupid than them (right to bear arms, machine gun wielding massacres in schools, healthcare system designed for multinational farmacenutiche, eat a lot more shit about us ...) and yet they campaign much more intelligent, brave, funny, in a word beautiful than ours. And that work, "I'm on a Horse" became a smash, make T-shirts, continue to make video on the internet with millions of hits.
What will a spot like that of Vidal? Nothing. Enter and exit from the ears and brain of those who have forgotten to change the channel. And only an asshole (I) the load on youtube only to speak ill of him.
But if the fault lies not in the intelligence of the target, then whoever is in manufacturing and distributing these things. Just those "Marketers" who make up tests until the test results do not reflect what you would like to tell them.
One of the rumors said that WK have agreed to make Old Spice as long as there were no tests and that the customer bought the outcome without comment.
How long has put its marketing and customer Vidal? Assuming that creativity is zero accounts are easy to do.
But the blame can not be them, they are children of a advertisign stagnating for decades, they do not look at Cannes, do not look at what's outside the borders, are not creative.
The fault is ours, that we bend to 90 degrees, which take a client to do only and exactly as he says losing sight of what really we need to do: to win and entertain the masses. They succeed shaved teenagers who put videos on youtube, we do not manage us.
We need a cultural revolution, we have to produce creative courageous risk. Idea "creative" might not work, but if it works it is a turning point, the product will be remembered much more than a shit spottino like all the others since time immemorial. Risk, risk, risk. We refuse to be mere executors of orders from customers, we find our identity. That's the difference, the large agencies abroad do not lower the pants, we go with the Vaseline in his pocket.
on holiday when I said to friends of friends that I was advertising, most of them went on to say: "Nice, I like that of the walrus that slaps the guy." This
remembered the campaign (BBH, London) that was more out of the box standard that we created and we can not stand up away. He did not like De Sica, or Belen, not humming the songs on "CheBanca!" . People (who I met) like a fucking walrus who took aschiaffi a guy.
why is there any chance of changing, people are tired of the advertising is always the same, we must take risks. Have Shit!
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