Wednesday, February 20, 2008

Everyone Thinks They Can Do What We Do

Freud Communications, a PR company, has won the advertising account for my favourite newspaper - the Independent. Full story here.

This kind of thing happens from time to time. After all, most advertising is shit - so naturally there are a lot of people out there who think they can do it better.

And maybe Freud can. They did recently take over a real ad agency (DFGW) which had done some great work back in the day, before falling on hard times.

But luckily for us, most 'non ad agencies' cock it up.

Look at this ad for Kickers, done by ODD - the 'creative arm' of Naked Communications (a media company).


I don't even get it. Do you?

(Other executions, equally incomprehensible, are on Brand Republic)

56 comments:

Anonymous said...

Even you don't get it Scamp? What hope is there for the rest of us?

Kevin said...

No, I don't, and it makes my head hurt trying to figure it out.

Anonymous said...

I'm looking forward to seeing what Freud do. With the DFGW gang of Waters, Riley and Vick still at the helm, it should be good.

f.m. said...

i thought i had it. and it all fell apart. delete. delete. delete.

Anonymous said...

Dear Jeremy, i mean Scamp, no i dont get the Kickers ad either.

This is a bit random, but I overheard two creative directors at our Agency, its a big Agency and they've won a few awards, moaning that they only earn 90K a year, and its too little for what they do, looking after us younger teams. We think they've been at the Agency for about 10 years. It obviously seems like an awfull lot of money to my partner and I, but are they really underpayed. I'm only on 25K, but only been working for a couple of years.

Scamp said...

Pay is a huge area, deserves a separate post of its own really. Let's keep this thread for people wanting to slag off (or praise?) the Kickers ad and I'll do a pay post soon, I promise. Thanks for the idea!

Anonymous said...

stealing ideas again scamp?

kate moss said...

I get it. About six times a day.

Bumsex, that is. Not the Kickers ad.

Scamp said...

Always. Got any more?

anonymous @ 1.40pm again said...

Hi Scamp, thanks very much for the quick responce.

Totaly understand, look forward to the pay post.

That Kickers ad gets worse each time you look at it.

Scamp said...

To the anonymous who keeps posting "it makes as much sense as your levis campaign" and then complains that I delete his comment and am abusing the principle of blog freedom, you're quite right I suppose. On the other hand, I do allow gratuitous insults if they're witty. Try being witty.

Anonymous said...

Kate Moss:
I believe you 'cos you're a gay fella.

Anonymous said...

very presumptous of you scamp to say 'his comments' i think you'll find i'm a 'her'

and i wasn't trying to be witty, i was just stating a fact.

and that just shows you what a big headed egotistical twat you are, to think someone is joking when they make a negative comment about your work. (not even rude)

ed said...

I agree, people should stick to what they know best. How's that Engagement Planning division going down at BBH by the way?

Scamp said...

To the anon who is flaming my ass, I didn't think you were trying to be witty. I'm just saying it would just be nicer if you were...

Scamp said...

Ed, the Engagement Planning division is doing very well. I'm guessing that more top media people are happy to come to ad agencies than top creatives want to work at media agencies.

rjhayter said...

I don't get the Kickers work. I got the Levi's work in about 5 seconds. I got the Big Yellow Storage Work immediately. Hurrah! I'm normal!

China Blue said...

Nope, not getting the Kickers work either. In fact, it's just reminding me of an old 'Smash Hits Poll Winners Party' LP sleeve. Isn't history wonderful, indeed - now all I can think of is Big Fun.

Rob Mortimer said...

This Kickers stuff looks alright but says nothing.

The Levi's ads looked good and said something.

Anon 2.36, working for ODD are we?

ed said...

scamp: if all you're saying is that good people produce good work, then I'm not sure there's any argument.

Good people could easily work in a media company (or indeed a digital, direct marketing or PR company come to that). Like it or not, the old fashioned high end advertising agency business model is being chipped away by these young upstarts who have the temerity to think that developing a press advert needn't cost a king's ransom.

Featherstonehaugh-minty said...

Do I get it? Neigh.

Scamp said...

Ed, this is exactly the debate I wanted this thread to open up.

And I totally agree with you that good work is produced by good people.

My point is that firms other than ad agencies have historically failed to attract good creatives.

So while these other firms may well be able to compete on price, I don't see them competing on quality. As we see with these Kickers ads.

Anonymous said...

Agree with you on Kickers Scamp, it looks like it has been produced by a bunch of 6th formers doing an advertising project day.

But you have to agree that 4Creative have been turning out some cracking stuff and they are hardly a conventional agency.

Anonymous said...

As only special needs people wear red kickers I'm assuming that the ad is aimed at them, which is probably why we're struggling to get it. Ask an account man what it's all about.

Anonymous said...

I think the Kickers ad is, obviously, bad. But it doesn't mean that organizations outside the typical 'ad agency' construct can't do good work.

Take the guys at 4 Creative who I had the pleasure of working with a while ago. They are not an ad agency (being honest) they are a department within Channel 4. But they do great work.

So I guess I agree with Ed. As long as you have good people, who cares if you're a traditional ad agency or something else entirely?

Scamp said...

Yes, 4Creative are a massive exception - they have done some truly brilliant work. (ITV is still going to kick their butts this year, mind).

Anonymous said...

Ah, 4.33 - beat me to it

Anonymous said...

Has scowling AD been doing a bit of moonlighting?

Anonymous said...

4Creative works been good, but theyre pretty easy briefs.

The real test of an agency is when you need a good strategy too and thats where a proper ad agency shows up the young pretenders.

(well apart from DLKW that is)

Martin said...

Nope, I'm missing the point of this Kickers work too.

I wonder if the people who produced it have been subjected to the trail by fire, competition and ridicule that usually accompanies working in an agency creative department.

A rather harsh process which turns out to be a better education than any amount of college.

Er, as long as the people at the top are good.

pisspoorenglish said...

All I can think of that Kickers ad is that they look like old style Kickers that were popular back in 1990. But it still does no justice.

I won't join the other debate as I have no idea what I'm talking about. But i don't ever, ever want to read about some fucker complaining 'cos he's only earning 90,000 (if its £ we're talking).

david said...

The reason 4Creative do great work is

a) There are some talented people there

b) Their creative director is also the client. It's amazing how easy it is to get work signed off.

Anonymous said...

Scamp - re 1:58pm
Here's a post for you - plausible ways (apart from fuck off, I don't want to see your shit reels / holiday snaps) to polietly put off agents who constantly badger you with phone calls

Anonymous said...

Let's not forget the possibility that the agency did some fantastic work that the client didn't like and threw in the bin. Clients sometimes get the advertising they deserve. He/she could have been a twat of the first water. Which in my recent experience is not beyond the realms of possibility.

Scamp said...

True. Probably unfair to judge ODD on one campaign only. Let's see what they do next. Then slag them off properly.

]-[appy Thought said...

I think history is wonderful :)

mm said...

perhaps its a warning: dare to wear red kickers, then hide your face because history tells us you will be at the harsh end of a shoeing!?

Also, I'd be quite scared to 'Meet the Kickers', they sound like a right nasty bunch of bastards.

Hayes Thompson said...

Two legs walk into a bar.

One leg says to the other: 'Why the fuck are we wearing Kickers?'

Robbie Rae said...

I'm really inspired by how Scamp's preambles are being affected by the comments on his blog. He/she takes some stick. But it's all absorbed. I respect that.

As for the ad?

Well...we asked for it.

A drumming gorilla. A pair of trousers with an inane headline.

What is the difference?

It's relevant or its not.

Let's make our mind up.

Anonymous said...

Interesting comment, robbie.
As much as I like gorilla I can't help but imagine what would have happened if it had come from a different agency/creative.

Further more, what if it had been on the book of a junior team trying to get a job.

My bet? No one would have thought, fuck me, that's a bloody good ad.

Anonymous said...

I agree previous poster.
Imagine trying to present Gorilla in script form to a creative director, with no reference.
We open c/u on a gorilla's face. We hear Phil Collins. When the drum solo kicks in we pull back and reveal the gorilla is sat at a drum kit. He starts drumming. We cut to endframe.
Sounds like a pile of shit.

Anonymous said...

heh!

all truly great ideas sound terrible on paper. because they break the mould! they don't play by "THEIR" rules. if you get my drift man...

Anonymous said...

...but having said that, guy in gorilla costume drumming to "in the air tonight" is not one of those ideas.

it doesn't break the mould. it's in fact a bit mouldy.

Anonymous said...

it's a press ad. not sure what you're all trying to work out? look at the bigger picture before you get the handbags out. if you think the answer to a brand's future still lies in the hands of an art director and a copy writer then good luck to you. red kickers are alright.

dan said...

and i did'nt mean to be anonymous. anonymous is rubbish

Anonymous said...

@dan,

yeah anonymity is so clearly wrong. real brave of you.

this is a bad ad. no doubt. but scamp's point is that it was done the "creative" arm of a media company. they asked for it.

and i don't care how crap a client they are, this is inexcusably bad. you can always go with neutral. they didn't. somebody clearly thought this was a good idea at some point.

it is -- to use an american teenage term that's not intended to denigrate the homosexual community -- gay.

Anonymous said...

"I'm looking forward to seeing what Freud do. With the DFGW gang of Waters, Riley and Vick still at the helm, it should be good."

Why should it be good, exactly?

Anonymous said...

sorry, that was to anon 1:37.

Otherwise known as Dave Waters' mum.

George said...

Is 'Meet The Kickers' meant to be some sort of reference to having you're head kicked in? The historical reference being the punk era of the 70's, and the colour of the boots are red, signifying blood.

There - got it. It's as clear as day to me.

Hayes Thompson said...

George, man, you're like so like deep and stuff.

Personally, 'Meet the Kickers' reminds me of 'Meet the Fockers'.

But then the trail goes dead.

The word 'Kickers' is on this ad three times. Three times. Three times.

And there should be a question mark on the 'headline' 'Isn't history wonderful'

But hold on a minute. All a brand has to do now is bring out a poor press ad conceived by 'people who don't work in an agency' and it'll generate loads of publicity on one of the UK's most read advertising blogs (this ad came from a PR company, right?)

Maybe there's another idea for a post there, Scamp. Do agencies ever do work that's bad ON PURPOSE just to get attention?

Anonymous said...

Two words for you Hayes Thompson:
Coke Zero
Disgraceful ad
100% Effective

neilc said...

On behalf of pedants everywhere I am required to point out that not only is this a) incomprehensible b) shite, it's also c) incorrectly punctuated. The headline is missing its question mark. This isn't 'cool'. It's just another barrier preventing anyone from bothering to understand what Kickers might be on about.

Hayes Thompson said...

NeilC, if you were a true pedant, you would have noticed I'd already noted the lack of question mark.

Anonymous, what you wrote is a lot more than two words.

Regards

Anonymous said...

But.. but... this designer made some pretty good ads...

http://icanhaz.com/olivetti


Didn't he?

Jay said...

The whole move to PR companies doing ads, old-school ad agencies playing in digital etc really just comes down to the fact that traditional ads are decreasing in importance.

It's a crazy mixed-up world where everyone's trying to find their feet again (a bit like the Kickers) and none of the existing models are working that well.

I agree, many of the new companies will fail to attract good creative talent - especially if they continue to recruit from the same-old same-old. But, in a way, it's the same-old people that are presiding over the problem (and then bitching in Campaign that it's all going to shit).

A bit more creativity in recruiting/training would go a long way.

Jay said...

I've just got the Kickers ad. They're supposed to be retro shoes. History.

Still rubbish though.