Gillette Critique

 For Gillette, our group decided to take a different approach. In our original meetings, we watched current spots on Gillette and realized that their “Best a Man Can Get” campaign focuses on the very “manly” image of males. They make it known that by using their razors and products, men will become the ultimate version of themselves. They use athletes and voice-overs with deep, strong voices to enforce the message.             

To switch up this image, Mallory came up with the idea of taking a more light-hearted approach to the campaign. For our main target market of 24-36 year old males, we decided to use television as our main advertising medium since the older audience interacts more with TV screens. We came up with three different embarrassing scenarios for men to be in, for example, a man getting foam in his beard during a blind date at a coffee shop. The slogan at the end reads, “Would you let Gillette save face?” The idea is that Gillette products can help you avoid embarrassing situations, especially with girls. For our sub-target market of 18-22 year old males, we decided to focus our efforts on social media sites like Twitter and YouTube. Our viral videos to be featured on YouTube will feature three different scenarios with young men who need help in a situation, such as cleaning their room, and a man dressed in a foam razor suit named Close Shave Dave offers assistance. The idea is that this specific group is less experienced with skin and beauty products. At the end, the slogan reads, “Would you let Gillette be your first?” Also, in both sets of our spots, we will have a woman voice-over. It is a silly way to introduce the products and I think it will allow our campaign to stand apart. How many times do you hear a women’s voice in razor products commercials? Never.

            I really like the word play of our campaign. The way “would you let” and “Gillette” rhyme is memorable and funny. I also like how we are choosing to have two target audiences. Some may think it too risky, but I think it is necessary in order to reach the optimum amount of people. I am confident that our campaign would succeed in the real market and broaden the way people think about Gillette.

Old, but Spicy. - Commercial Critique #5

The Old Spice commercial "Questions" is just another hilarious addition to their campaign. The shot opens on an attractive man in a towel holding Old Spice body wash asking a series of questions such as "Can your man look like me? No.", "Can your man smell like me? Yes." It then cuts to the same man who can smell like adventure, a man who smells like he can bake you a gourmet cake in the kitchen he built with his bare hands, and then lands into a hot tub for 'the best night of your life'. And all of these scenes conveniently feature the man with his shirt off, displaying his 6 pack. This commercial is effective because it leaves the action up to the consumer- namely, the woman. Because even though the man may not look or be able to do all of these things, he can smell like it. At the end of the spot he asks, "So ladies, should your man smell like an Old Spice man? You tell me." I also love his tone of voice throughout the entire commercial. It's a tone of assurance, confidence, and arrogance. It is a tone that assures the woman that she DOES want her man to smell like this without coming out and directly saying it. It makes you think that smelling like an Old Spice man will turn your man into an alpha male. The answer to the question it leaves the woman with can only be yes. This commercial appropriately won a Silver Film Lion Award. Great job, Old Spice.

Slam Dunk. - Commercial Critique #4

Google's Internet film "Demo Slam: Extra Spicy" is hilarious and shows great use of the product. It shows two young girls ordering Indian food in Hindi using Google's translator. The explanation on the Cannes website states that most people only think of Google as a search engine, when it really offers a number of free tools. This film certainly shows this. I love how real the filming is. It could be filmed by the girls' third friend and there is clearly no hair or make-up crew. While the cinematography was not up to par of the other commercial, this type of necessary for the real feeling to ring true. I do not think the film would have been as a effective or won a Gold Lion Film award if it had been staged. But this type of advertising can be tricky. Not all products can have filming like this one. It is necessary to identify the audience and goal before choosing this "lax" filming. But Google nailed it. Slam dunk.

At Last. - Commercial Critique #3

I first saw this T-Mobile viral video in one of my advertising classes during fall semester. It is so innovative and the audio is perfect. The commercial is filmed at London's Heathrow Airport where individuals are being greeted home after being away. As people are arriving into the terminal with a crowd of people, there is a flash mob of singers. Their songs are perfectly paired with the people arriving into the airport and embracing with their loved ones. The songs used all have a theme of "coming home" including the song "At Last" by Etta James. Not only is the viral video visually appealing, but the audio of the singers is amazing. They are all hooked up with microphones, but the instrument noises and singing is done completely a cappella. The bystanders are all shocked what is happening-- most are taking pictures with their phones-- and at the end of the video, T-mobile has it's slogan "Life's for sharing". There is nothing controversial or racy about this ad. It has that complete "feel-good" aura, a feeling that is rare in today's advertising world. It won a Silver Film Lion Award-- much deserved.

The Office. - Commercial Critique #2

When I think of the office, the comical Steve Carrell comedy on NBC usually comes to mind. But after seeing this commercial entitled "Office" from the Mexican Insurance Institution Association, my brain will forever associate "office" with this thought-provoking advertisement. The shot is the same the entire time, a side view of a man sitting at a desk in his office late at night. It seems to be normal enough, until a loud crash leaves the man dead on the desk. The screen goes to black with text that reads "7 out of 10 car accidents happen when you are thinking of something else". I first saw it when we screened commercials in the grand auditorium and I was glad to see that it won a Gold Lion Film award under the Product & Service category for Banking, Investment, and Insurance. I can't tell you how many times my mind has wondered while I have been behind the wheel, as I am sure many of our minds have. The visuals, cinematography, and audio by Ogilvy Mexico makes the advertisement extremely striking and memorable. I feel as though this could be displayed as a public awareness campaign as well.

I can't find a video on YouTube, but here is the link to the Cannes website where the video can be viewed.

http://www.canneslions.com/work/film/entry.cfm?entryid=19098&award=2

Premature Post. - Commercial Critique #1

Axe's "Premature Perspiration" commercial is the subject of my first critique. This extremely humorous advertisement hails from Buenos Aires. The camera opens on several young men in compromising positions with girls such touching a girl's hand, watching a girl blow a chewing gum bubble, receiving a phone call from a pretty girl, etc. The entire idea of the advertisement is that these young men can't control themselves....and by control themselves, I mean control their perspiration. This obvious sexual innuendo is hilarious, but would never be allowed in the US. By spraying Axe, their perspiration is under control and they are able to stay cool and collected with future "heated" situations.

Finale. (should be Sat 6/25)

After a long and crazy week, the Festival has come to a close. I have learned so much throughout my time here, but I am a bit exhausted from all of the information thrown at me this past week. And it seems like just yesterday that Anna was leading us (like ducks in a row) to pick up our badges at the Palais. After getting a hang of the momentum, each one of us was able to take a very personal and different experience.

I got a late start on Saturday morning, but enjoyed some much needed rest. The Film Awards were that night, so I knew I hadn't missed everything! Everyone got all dolled up for the awards and hopefully the closing gala (which didn't end up happening). Maggie and I were late as usual, so we hopped on the 6:10 train and to our surprise endured NO line and were escorted to the 10th row right behind the jury! What a treat! Especially since we thought we were going to be stuck in the nosebleeds because of our late train time. 

Here a few of my favorite award-winning commercials...

Nike's Grand Prix "Write the Future" under Product and Services Category

Volkswagen's "Force"- Gold Film Lion under the Cars category

Otrivin's Nasal Spray "Classroom Craft"- Gold Film Lion under the Product & Service Pharmacy Category