Monday, June 25, 2007

So Who Deserved The Grand Prix And Who Didn't?

Outdoor


I love the idea of a solar-powered billboard providing electricity to the local community. Incredibly original, and truly altruistic. However, the line doesn't work at all. Since when did any bank claim to give power to the people anyway? Would have worked much better for a political party, or a power company.

Scamp Score - 5/10


Print


Not a vintage year for print. These ads are good, but not great. The fact that they're from Procter & Gamble is probably the most impressive thing about them.

Scamp Score - 7/10


Radio

The winning ad is an original idea, with rather witty writing. However, at 2 minutes it's a bit self-indulgent as an ad. Yes, the length would make it stand out. But unfortunately, it did start to drag somewhat. Also, I couldn't hear all the words clearly. I only got all the jokes when I downloaded a copy of the script (it's at the same link).

Scamp Score - 7/10


Promo



Bonded by Blood is complete genius. Playing rugby means being ready to spill blood for your brothers, so it fits the sport perfectly. There's even a sniff of Maori racial pride in there, which is wonderful. And the way it connects fans to the poster, by literally letting them have their heroes' DNA on their bedroom wall... phenomenal.

Scamp Score - 10/10


Titanium


The young people, they love burgers. And they love video games. Putting creepy icon The King into his own series of X-Box games is a perfect marriage of the two. Apparently the games were even quite good. They made a shedload of money for BK. And one of them became the 3rd highest selling X-Box game ever. You just can't argue with that. Watch the film here.

Scamp Score - 10/10


Film



Who were all these idiots saying this was a weak year for film? Dove Evolution is an absolutely incredible piece of communication. Subtle, beautiful, and powerful... I'm willing to bet this had a huge effect on the Dove brand, and what's more, on the psyches of of women worldwide.

Scamp Score - 10/10


Overall: some witty ideas, a lot of originality - albeit occasionally for its own sake, perhaps - and one piece of work (Dove Evolution) that will still be remembered in 30 years' time. Not a bad year at all.

12 comments:

J said...

Totally agree, scamp.

And I'm just fed up with those stupid comments saying that the jury 'cheated' when they changed Dove's work to a more appropriate category.

What the fuck are we? Lawyers?

Screw that! If the rulers don't help, change them. It's a bloody great idea, it deserved to win it period.

Anonymous said...

My problem with Dove is that they're knocking beauty products in attempt to sell their own beauty product. So no matter how clever the strategic positioning is it's a bit hypocritical. That said this is a good ad - and would be even better if it were not for a beauty compnay

Damiano said...

Tim Piper's Dove won cyber grand prix too as well as being a well deserved film winner. What about posting the Diesel interactive cyber grand prix winner from Farfar too?

Anonymous said...

the dove thing is a tad hypocritical. but only if you think about it. and most people won't think about it that deeply. it's just a cool film that says yadda yadda about Dove soap.

they're shovelling back the tide with "real beauty" and they know it. but it does yield interesting executions, so why not.

Cleaver said...

Speaking as someone who, as a wee bloke, watched the 1987 ABs take the inaugural world cup, and who was reared on tales of the legendary Colin Meads playing a match against South Africa with a broken arm and the mighty Buck Shelford playing out a game with a torn scrotum, there's something a little disappointing in seeing today's squad come over all squeamish when confronted with a needle.

And that little montage of them all saying "ow" is just rubbing it in.

Anonymous said...

I hope you don't mind me pasting this longish piece from constantly improving David Reviews - but I think it captures the Dove situation pretty well:

The masochism strategy

As most of you will know, the 2007 Grand Prix at the Cannes Advertising Festival was awarded to the featured Canadian commercial for Dove. Originally made as a viral, the film is part of the cosmetics company's campaign celebrating Ordinary Beauty. The advertiser has won plaudits for its effort to oppose the notion that you have to be thin, young and perfectly symmetrical to be beautiful.

Among those who work on this campaign, there are unquestionably some who believe in the ideas it espouses with genuine conviction. But, it's fair to suggest, there are probably others who recognise that there is much for a cosmetics company to gain if it can be seen as representing women who identify with the notion of ordinary beauty. After all, the reason this campaign resonates is precisely because of the way women's self-esteem can be affected by trying to live up to an idealised notion of what it is to be beautiful.

Indeed, a case could be made that no-one is exploiting women's vulnerability on this issue more than Dove despite the perceived worthiness of their awareness campaign. This apparent paradox was inadvertently underlined by the Cannes Jury's decision to change the category in which this commercial was entered.

Ogilvy Toronto submitted it into the 'fund-raising and appeals' category which made it ineligible to receive the Grand Prix. By unilaterally re-categorising it into the cosmetics section to make it eligible to receive the prize, the Cannes Jury undermined the suggestion that this film is more about raising awareness than shifting Dove off the shelves. By signalling that this is a great commercial in the conventional sense, the Cannes Jury is saying that they expect it sell lots and lots of Dove's cosmetics.

But since the commercial purports to be something else altogether, are the Cannes Jury celebrating its ingenious dishonesty?

Ultimately the decision to reward this commercial may have derived from the collective guilt generated by the commercial's biting indictment of the advertising industry as ruthlessly manipulative. The decision to give it the top prize and draw further attention to it reminds DAVID of the outgoing British Prime Minister's habit of putting himself in front of unfriendly forums to argue his least popular causes... something Alistair Campbell dubbed the 'masochism strategy'. It was designed to ensure people knew he felt bad about the course of action he was set upon even though he had no intention of diverting from it.

Similarly, ad people may decry the use of manipulative techniques which reinforce impossible ideals for women... but don't expect them to stop using them any time soon.

Pseudonim said...

So? Of course they aim to benefit from their position, who wouldn't? Last time I checked this was called advertising not indie film making.

Still, I think this message is bigger than the brand. The message is far more important than any soap they'd sell.

Now about being hypocritical...
Wasn't advertising what made tobacco companies so succesful? Isn't advertising today trying to fight tobacco companies?






thousands of companies that are a

Anonymous said...

i will say this. no brit grand prix. not ONE. worrying. canadians...aussies...even new zealanders for god's sake.

i fear you guys are perfecting the buggy whip while the rest of the world works on the automobile engine. seriously. time to put down the charlie!

Anonymous said...

Yes previous Anon. Britain is fucked. We're all going to kill ourselves because the juries we've never heard of didn't give us a Grand Prix this year. Boo Hoo

Mazza said...

Bugger off, that doesn't prove anything. Besides, surely Juan Cabral will come up with something Grand Prix worthy for next year.

Robin Grant said...

Scamp, again you ignore the digital work...

Scamp said...

Yes, I shouldn't have.

I think the fact that there were 3 Grands Prix put me off.