These ads made me smile last week. What makes you smile these days? (:
How fun does this look…but it probably were 70 seconds full of stress for the participants!
To support Coke Zero’s partnership with the new Bond movie Skyfall, the fizzy drink set up a special super spy vending machine, offering customers to win tickets to see the film. Every unsuspecting train passenger that bought a Coke Zero was issued with a Bond Challenge. The machine challenges them to race against the clock across the station to platform 6 in under 70 seconds to collect their tickets but as they do so, challenges unfold, calling on them to unlock their inner 007. This must have come as a surprise for the participants!
As they race against the clock through the Anwerp train station, they hear the unmistakable sound of the renowned ‘James Bond Theme’ as you’ve never heard it before. As they reach their goal, they have to accept a final challenge where they truly unlock their inner 007 and sing the Bond tune before receiving their exclusive tickets.
Very well done, Duval Guillaume.
There is no such thing as a happy period!
Hi , as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ,I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving , gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform , you crafty bugger.
I must admit that I hate every feminine hygiene manufacturer ads, but this one made me laugh out loud.
Justice to all women thanks to Bodyform (:
A great awareness campaign of Stichting Tegen Kanker:
5 young guys get the surprise of a lifetime. After a day in the sun with their girlfriends, they wake up next to …their mother in law. A drastic way to point out the dangers of sunbathing. The less you protect yourself against the sun, the faster your skin will age. And that’s not what we want, is it?
So guys, make sure your girlfriend protects herself against the sun, or she’ll look like her mom far too soon.
Another awareness campaign: Dear 16-year-old Me
I already mentioned that I don’t like Starbucks as much as other coffee brands, but it’s a good example to start from and to explain my thoughts on this topic.
Pretty simple stuff.
I would like to answer on your questions which I will do by referring to what you wrote.
1.“What about complex logos”
I think complex logos just are too difficult to think about. People won’t even try to think about the company or the products. More importantly, a complex logo is difficult to remember, and that’s certainly not what big company’s want if they create a logo. A logo with a lot of clutter around it just isn’t a pretty sight. Moreover, it is difficult to reproduce. To conclude, I think people don’t want a bunch of geometric shapes, simple simply is better. Take a look at this picture to have a clear example: these are the top 10 most valuable corporate logos.
Shocking simple, right?
2.“What if you see that new logo 10 times or more? You will also, automatically associate it with Starbucks without thinking about it. You thought once about it, some twice or more but at the end you will just associate it with Starbucks, without being creative or without thinking about it. You will end up in the same ‘brain-lazy’ thing as before.”
Brand recognition in fact takes some time. Some studies even state that customers have to see a logo up to three(!) times (or even more) before they will remember the logo. With this new logo, Starbucks has to try to have a sort of an ‘instant impact’ to grab the customer’s attention. (Not that difficult I guess because it is discussed all over the world).
The thing here is: the thinking has already done its work from the minute people see the new logo. It’s not necessary to constantly think about the company and the products when we see a logo. People sure have other things to do, but once customers thought about the new logo and the change in the Starbucks strategy, they will never forget about it.
Simply put, (damn, I really think I’m ironically using the word “simply” a bit too much here) in my opinion, the new Starbucks logo will be equally successful as the old ones, just because it is already in our subconscious ( by constant exposure) and because so many people are discussing it right now.
3. “Most of the clutter which has been removed in newer, minimalistic versions of logos often has a meaning.”+ 4.“I’m not stating that everybody does this, but neither does this happen in your case, that people always make connections with the brand. Some just see a “green picture”, not a “green picture which represents Starbucks”.”
In my eyes, a logo doesn’t have to capture directly what the company does or creates. This happens more often than not. Let’s have a look at these examples:
McDonald’s, you see no hamburgers but golden arches. The Adidas logo has nothing to do with sporting clothes, just like the Nike swoosh. The Apple logo. It’s an apple, sure, but does it sell fruit? Don’t think so. It’s often better to have a logo that’s detail less, a logo that can be adapted to whatever direction the company takes. Just like Starbucks in this case. I agree with you on the fact that if logos need to be deciphered, or have a ‘history’ (like Starbucks) there’s probably little chance that it will communicate ALL the essence and the history of the company to ALL the customers. Of course you will reach a lot of customers; otherwise that logo just wouldn’t be used.
Back to Starbucks now
The twin-tailed mermaid or Siren has been in Starbucks logo from the very beginning, as you can notice in the first wooden-brown logo. The relationship between Starbucks & the worldwide known Siren hasn’t changed today. She is the heart of Starbucks, its muse you could say. On the other hand, Starbucks should keep in mind that its logo should appeal to their customers, and due to this, the new logo should be created with them in mind. (Which they surely did I think).
Like @tijs_d also commented, withdrawing the text shows confidence (“Why put text? Everyone knows us”) and brand equity. I more than agree with that. The idea here is to stand out in a cluttered marketplace; Starbucks has to dare to be different than its competitors. Take a look at the Costa Coffee logo when you are in London for example. It’s very similar to Starbucks’ logo. Kind of misses the point, no?
Removing those words gives Starbucks a new range of fresh opportunities. A possibility to think beyond coffee and more importantly: to change.Don’t you agree with me on the fact that it’s a bit weird to use the word “coffee” in your logo, if you sell so much more than that? If you take a good look at their range, it is logical that they drop those words in the new logo. Nowadays, Starbucks will offer other products as well. Their new brand identity will allow them to be flexible in the future with innovations and new channels of distribution to serve their current (and new) customers even better.
I know that there are a bunch of people in this world who will say that they don’t like minimalism in logos (or packing). However, this is not something about “right” or “wrong” as you already mentioned yourself. We both have our own different visions & tastes on the same things. Let’s conclude by saying that our minds just don’t think alike.
But that’s a good thing. Otherwise, the world would just be a big boring place, right?
The cream of advertising
Yesterday evening/night, I went to the Night of the Adeaters. (Thanks to a contest from @Cuttingedge on Twitter, I won a ticket). This night is created and produced by Jean Marie Boursicot since 1981. The Night of the AdEaters is a show that now runs in more that 40 countries worldwide dedicated to showing the production of advertising among 60 different nationalities on the Big Screen! It’s the opportunity to fling open a window on the world and for six hours to get a taste of what Russian, Asian, African, and South American advertisers serve up.
The Night of the Ad Eaters is cinema and, of course, a show, but it’s also a testimony to our era, based on a language shared by all. With advertising you don’t need subtitles. The message is sufficiently brief and dense to be understood by everyone, transcending linguistic and cultural differences. Every year, all around the world, 300,000 enthusiasts meet-up to unreservedly celebrate the “Publivore cult”, in a friendly, convivial and fun atmosphere, enjoying each and every advert or singing along to the best-known jingles.
More than 100 cities throughout the world sign on to the tour annually, from Tokyo to Paris, including as well Moscow, Santiago de Chile, Mexico City, Hong Kong or Geneva. International, exotic, even historic in flavor (going from 1898 to the present), the offering translates the vitality and the trends from the different parts of the world of advertising. No censorship is involved: alcohol, tobacco and sex are present. Top actors are involved as well as Top level athletes.
I’m so glad I attended the show. ^^
I just got teary eyed watching this… I’m not sure if that means I am overly emotional or just really lame.
Either way, this is wonderful.
A few years ago T-Mobile created this dance event in Liverpool Street station, London. It went around the globe on Youtube and it was copied by many other brands. Nowadays, you have to come up with new, original stuff when it comes to marketing. New stuff, meaning: never been done before.
Instead of thinking, “what new spectacular big new thing on youtube can we create?”, T-Mobile thought now, “how can we use all the attention we got back then and do something new within that idea.” So that the positive feeling created by this event can be added to the value of the brand. (A nice and smart way of T-Mobile to use its Youtube hits to build brand power.)