AD 216: Lecture 4

transcript

The Internet +the 2nd Creative Revolution

(plus a shout-out to Lee Clow)

AD 216: Class 4, Lecture 5Gina Collura, Creative Director

One of the greatest inventionsof our time

AKA:The digital highway

The WebThe Interwebs

The ‘netThe Internet

AdvertisingChannels/Media1950s – 1999-ish

PrintTV

WebsitesBanners

Art DirectorCopywriter

We are thinkers

But what was happening in the ‘90’s that influenced the 2000’s?

You know how I like to talk about Pop Culture

I had a similar blueberry iMac G3 at my 1st ad agency job in 1997.

Then this happenedon 4/26/2001

BMW Films, "The Hire"

“It’s not a TV spot. It’s not a Web site.It’s bigger than the “big ideas” we’ve ever dreamt up.”

- Said everyone in advertising

‘‘The Hire,’’ became one of the most acclaimed campaigns in advertising history.

Ad Agency: Fallon McElliot, MinneapolisDirectors Guy Ritchie and John Frankenheimer and actors Madonna, Forrest Whittaker and Mickey Rourke—helped create the five short films.

Between April 2001 - June 2003, more than 45 million people had viewed the films, overshooting the original goal of reaching 2 million viewers. Awards: two Grand Clios, Grand Prix Cyber Lion at Cannes, and Best of Show at the One Show.

‘‘The Hire,’’ was a tipping point for agencies, creatives, + clients.

They were inspired to push the limits of storytelling, create different kinds of “brand ideas,” and solve business problems for brands in a new way—because technology was now in our toolkit.

CopywriterUX Art Director Tech

*The team configuration depends on the agency

We are thinkers + inventors

“I don’t need to know how to think/concept digitally. That’s what tech people are for.”

- Said by Unemployed Creatives

The business has changed

Pre-Digital Revolution Post-Digital Revolution

Interruption

Information

Messaging

Targeting markets

Perception

Participation

Inspiration

Actions

Creating movements

Behavior

2007: Agency: CPB

CPB, "Whopper Freakout"

An awesome, inspiring brief gets you here

2007: Agency: CPB

The campaign included TV spots and a three-minute montage on the web where Burger King consumers are told the Whopper has been discontinued. Ranting and, of course, freakouts ensue.

"'Whopper Freakout' was a compelling pop-culture experiment. 'Whopper Freakout' proved that Americans don't do well without their Whopper," said Russ Klein, president-global marketing, strategy and innovation at Burger King Corp., in a statement.

U.S. same-store-sales gains beat McDonald's for most of the spring, and first-quarter Whopper sales were up double digits.

2008/2009: Agency: BBDO + B-reel

http://digital-marketeer.com/2009/09/23/doritos-asylum-626/

2008, Hotel 626: Doritos created an interactive, virtual haunted house with gameplay and tricks using your computers’ webcam and microphone to create a scary experience.

In 2009, they created, Asylum 626.Part of the strategy is that the sites only are open during the night so if you don’t want to wait you’ll need to change the local hour of your computer.

2009: Agency: DDB Stockholm

DDB Stockholm + VW, "The Fun Theory"

Can making the world more fun change behavior?

2009: Agency: Wieden + Kennedy

2010: Agency: Crispin, Porter, Bogusky (CPB)

2013: Agency: McCann, Melbourne

Case Study, "Dumb Ways to Die"

The drink that gives you wings organized the biggest parachute jump ever carried out under the name, Strato.

More than 8 million people worldwide watched YouTube's live stream on Sunday as Felix Baumgartner became the first person to break the sound barrier, starting in a freefall 128,000 feet above the Earth.

Advertising2000s – today

PrintTV

RadioWebsites

MicrositesBanners

VideoMobile

Social MediaGames

In-gameApps

Interactive OutdoorText

WidgetsMemes

+ anything you caninvent

Re-Cap

The Digital Revolution has given agencies, creatives, brand managers at companies, CEOs, etc, a reason to:

Solve business problemsin more inventive, innovative, + engaging ways

Lee Clow(1943- )

- Born and raised in LA- Currently, Chairman + Global Director of TBWA\Chiat Day- Ad Age calls him “Advertising’s Art Director guru”- His beard is on Twitter (@LeeClowsBeard)- His ADC documentary is being shown at FIT onTuesday, 9/30 right after this class and we are all going!

Lee Clow(1943- )

- Drafted into the Army, served in Vietnam War- Took Design classes after his tour of duty- Worked as paste-up artist- Spent a few years at NW Ayer, West…got bored

because…

Lee Clow(1943- )

There was someone doing amazing things in Ad-land and he was inspired and influenced by this certain someone.

Guess who?

Lee Clowhelped make Apple famous

- For 30 years, he was a close friend of Steve Jobs- He created one of the most famous TV ads of all time

at TBWA/Chiat/Day LA: “1984” for Apple Computers. This spot launched the Apple Macintosh computer.

The BRIEF: The brief for “1984” was simple: Steve Jobs said, “I want to stop the world in its tracks.”

- Directed by Ridley Scott- The spot ran on TV once, during the 1984 SuperBowl

Chiat/Day + Apple, "1984"

Ironically, Jobs had questioned the SuperBowl TV buy in the first place. He said, “I don’t know a single person who watches the Super Bowl.”

“Most of the agency team were at Super Bowl parties to witness the actual event. Since I’m not much of a sports fan, I was at home alone, washing dishes. Suddenly the phone rang. It was Jay Chiat himself.” “How does it feel to be a fucking star?” he screamed.

– “Apple 1984” Copywriter, Steve Hayden (now CCO of Ogilvy)

Chiat/Day + Apple: "Here's to the Crazy Ones"

Chiat/Day + Apple "Silhouette Campaign"

Lee Clowmade other brands famous To name a few…

Lee Clowsaid

"I think if it's good, it will make you feel something.

It can make you laugh or cry, it can surprise you or inform you, it can cause curiosity or inspire trust.

But you must want to watch it."

Lee Clowsaid

"Today everything can be considered media. The Internet has changed the way people interact with brands.

If you like a brand, you can seek it out. If you don't like a brand, you can criticize it publicly. So everything a brand does must tell its story in a disruptive and artful way. Then people will decide whether they like your brand or will ignore it."

Let’sSee, Lee

- FREE Screening of ADC’s 1st InspirADCion Film- Tuesday, 9/30, 12:15 – 2pm @ Katie Murphy TheatreWe are going as a group. Attendance is mandatory.Special guests include:Creative Director/Filmmaker, Rick Boyko + Ignacio Oreamuno, ADC Executive Director

Due Next Week: Class 5

Make it Better for The Elio:- Is your creative brief good enough?

If not, revise.- NEW! Create a print campaign (3 ads) - Is your digital idea good enough?

If not, make it better and bring in revised

write-up.

Same teams. Wall critique.

AD 216: Lecture 4

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