Practice Makes a Perfect 30 Seconds

25 11 2009

Kevin Roberts, CEO of Saatchi & Saatchi, posted the latest ad from Toyoya’s Hybrid Synergy Drive. While loyal reader’s will know I’m not a fan of automotive ads, this one is different for a few reasons:

First, there’s no car. Really, no one has designed a car that is different enough to require us seeing it again and again in a commercial (except maybe Tesla).

and Second, this ad took an incredible amount of work and practice. You can see this was all shot in one take, which means hours and hours of coordination, planning, and rehearsal. I doubt that is what’s happening in the “professional driver, closed course” ads.

Finally, this ad is a really good way to show off the hybrid concept. I mean everyone gets what a hybrid means, but it is still fun to see it in a real world application. Really well done, although I hope for their sake they don’t have to shoot a sequel!


My Love for Lovemarks

1 08 2007

So as Bridget can tell you, I love Saatchi & Saatchi. More specifically, I love Kevin Robert’s Lovemarks idea. I think it’s brilliant.I think it takes a special mind to come up with such a simple, easy-to-remember concept that hits the nail completely on the head. Lovemarks are, from Kevin’s site, “brands that inspire loyalty beyond reason.”Basically, Lovemarks free brands to be consumer-centric. They allow brands to escape price-cutting, design changes just for the sake of changing, and other things that do not further the product. As Kevin says, companies may own brands, but Lovemarks are owned by the consumer.Consumers feel an emotional connection to brands, and this gives them a reason to buy. A reason to actually chose their brand, not just get the cheapest one. For our Coca-Cola pitch, we used a character to create an emotional connection between the consumer and the Coca-Cola brand. We wanted to further their relationship to the point where a consumer would go an extra distance to get a Coke as opposed to a Pepsi or another cheap brand.So how do they accomplish this? How does Saatchi & Saatchi build Lovemarks? Well Kevin Roberts has it right. He has it built from the ground up to create Lovemarks for their brands. Their employees have a tight relationship with their clients. Their office in LA is almost completely engaged with Toyota. They have turned away clients because they didn’t have the ability to give them all the attention they deserved. This is an almost novel idea (Jerry Maguire) but one that is not always followed.And the results have been pretty positive. Their latest client is JC Penney. For anyone who grew up in the 90s, you know Saatchi & Saatchi have their work cut out for them. JC Penney is not a teens first choice for clothing. But I really like the ads Saatchi & Saatchi have put together for Penneys.(I apologize for not finding a way to embed these directly into this post, but I do have the links!)This first one is called “Zombies”. I think it’s great. It’s humor, but without stuffing it down their target (teens) throats. It’s a great way to say, “we’re out there, and if we’re for you, come out and shop at JC Penneys.” I think the teens totally get the imagery, and the slight creepiness is no big deal. It worked for the Burger King King right?The second ad is called “Doodle Heart.” And I totally love it. This ad has perfect music, perfect setting, and a story we can all relate to. It’s perfect. It tells a great story, and shows off the clothing just that little bit, without stuffing it down anyone’s throats. Would you notice it was a JC Penney commercial without the final graphics? Maybe not. But this commercial is actually memorable, and actually memorable as a JC Penney commercial. And that is a huge win for Saatchi & Saatchi.Way, way more on Saatchi & Saatchi and Lovemarks to via Ads of the World