Wednesday, April 25, 2007

There's No Such Thing As A Press Ad

I've let a week go by before writing about the Campaign Press Awards... long enough for my anger to dissipate.

That's right, nothing of mine won.

But there were definitely some worthy winners. Here are three of my favourites, which all have something very important in common: they're not press ads.





They're posters, that happened to appear in print.

And this is great.

It's a complete myth that people "have more time" or "are more relaxed" when they're reading newspapers or magazines.

Just because they're sitting in an armchair doesn't mean they're any more interested in commercial messages than when they're driving a car.

You still need to stop people, grab their attention, and reward it.

These ads do that.

12 comments:

Anonymous said...

also, print's role in people's lives has evolved over the years. it, like tv, is losing out to the interweb. so creative has to take that into account too. it ain't 1977. and this stuff definitely gets what the medium has become. great ads!

Faris said...

Couldn't agree more mate - the form of ideas is dicated by the overall media context in which they operate - print ads started as long copy and became posters in the age of television - long copy is the exclusive reserve of direct response ads for ornamental plates.

So what happens to tv ads in the age of the internet?

Anonymous said...

What a pity the D&AD poster and press juries didn't entirely agree as they have not nominated the Rooney ad in either category. Has D&AD's drive towards internationalism (in search of more income) begun it's downfall within the UK creative community? After all who needs another Cannes?

Scamp said...

D&AD haven't nominated Rooney?

It's scarcely believable.

I can't think of a clearer example of a pencil-worthy print ad.

Anonymous said...

It's only nominated for photography. I think there's a growing disillusionment with D&AD in this country. Ironically it's the President of D&AD's agency that's suffered here

Anonymous said...

IMHO, as a foreigner, D&AD is waaay too far up its own posterior and is in danger of becoming irrelevant. (and not just because they haven't given me anything recently ;-) )

it's become too "crafty" and self-conscious of its own position. it needs to loosen up.

Anonymous said...

D&AD has forgotten why it was set up in the first place. It was an exhibition of the best design and art direction in Britain.

It's taken its unique position in the marketplace and thrown it away in the pursuit of the international dollar. Its now a copy-cat Cannes, OneShow or Clio only with fork-lift trucks and architecture thrown in.

Look at the last annual. Its a giant catalogue with little relevance to what's best in UK advertising.

Anonymous said...

There was a great letter in Campaign this week about the Rooney ad and D&AD. They do seem to be losing their way and i wonder why the CEO recently left suddenly. Personally it's losing it's relevance to me as I'd rather have my work judged by people I might actually want to work for here!

Anonymous said...

Great poster though it is, the Rooney poster has no idea in it. It's a pic of Rooney with a red cross of St. George painted on him.
Maybe that's why D&AD ignored it.
Maybe that's why they were right to ignore it.
I recently judged some awards in which the judges vilified the Stella posters because "they've got no idea in them" yet lauded the Rooney poster despite its lack of idea. Perhaps D&AD's criteria was that the posters should have ideas in them.
Just shows. There's no right and wrong in advertising. There are however opinions. Loads and loads of opinions.

Anonymous said...

Err...surely D&AD's job is to award great work. And as you just said the Rooney poster is a great poster (and press ad). What was the idea behind Sony Balls apart from just a beautiful demonstration of colour? As an idea the Rooney ad is sort of open to several interpretations - mine is that he bleeds for England - but how you interpret it can such a powerful image such as this be overlooked? Bonkers

Fat Bald Bloke said...

I saw that Campaign letter. It knocked the global advertising jury members and quite rightly.

Last year, Tim Riley's excellent Economist line 'Someone mentions Jordon etc' didn't get in to the copy section in the first round of judging and it was only after some vigorous debate that it managed to scrape in. Apparently the American judge thought the line was referring to Michael Jordan the basketball star.

The debate should have been is it 'in' or is it 'nominated'?

Fat Bald Bloke said...

P.S The Rooney poster has an idea, albeit a visual idea that is ambiguous and therefore open to interpretation. And of course, to completely misquote Bill Bernbach - 'Sometimes execution becomes the idea'.

All that aside there have been some major D&AD winners in the past with ideas that are hard to define: Nike 'Kick it' and 'Hello Tosh gotta Toshiba' for example. Both of which didn't do well in international awards.

Strong idea or not, chances are we'll be seeing more idiosyncratically British pieces of work failing at D&AD. With its new global judging, classics like Courage Best 'Gertcha', the John Bull Bitter poster ' Full of East End Promise', most of the John Smiths 'Arkwright' campaign, the Ian Botham Nike poster 'As worn by Scunthorpe United's reserve centre forward', the 1985 silver winner 'If you want me out you should have the right to vote me out' (picture of Ken Livingstone), 1995 silver winner 'Annual General Meeting - Dial-a-cab' poster etc, etc, etc, waffle, drone, bore.