Thursday, July 31, 2008

Oh, So You Write The Slogans, Do You?

First they put Planners on an awards jury. Now this...

Ever heard of the 'Slogan Of The Year' awards? Me neither, until we were nominated for Originals Never Fit. Anyway, the judges include: Steven Jennings (Trade Marks Attorney, Lewis Silkin); Gill Shaw (Head of Brand Intelligence, Mintel); and Pauline Amphlett (Principal, Intellectual Property and Naming, Brand Guardians).

Doesn't that just sound sooooo fun?

Okay, so I definitely won't win now that I've slagged them off. But if you want to see who might, the nominations are here.

To be fair to the British Institute of Slogans, or whatever they're called, there are one or two rather better-qualified folk on the jury, such as Dave Trott, who has himself penned some of advertising's most memorable slogans, and Richard Foster (legendary writer, AMV). Also the Slogans Hall of Fame on their website is mildly diverting.

While we're on the subject of slogans, it's curious to me how some Creatives reckon they're outdated. The term 'slogan' is outdated, for sure, but a line that concisely expresses a powerful strategy, that still has a lot of value, doesn't it? Especially in pitches. Nine times out of ten, it's a line that wins a pitch.

17 comments:

the golden oracle of truth said...

Lick the lid of life is creepy.

And get the head right and the rest will follow is great advice for chicks who want to keep their men happy, but does nothing for beer.

Sell! Sell! said...

Spot on Scampi. A good slogan with meaning and a strong advertising idea is one of the most valuable things in the business - especially ones that have the product/brand in them (gosh, how old fashioned).
And they do win pitches. Couple of my favourites: We try harder. Go to work on an egg. Have a break, have a Kit Kat.

Anonymous said...

sorry to go off topic, but two things...

lunar has quit the blog

and the new Asda ad directed by Shane Meadows is shite

http://www.bestadsontv.com/ad_details.php?id=15666

Rooster said...

is lunar really finished?

sorry for not talking about the post. but i really, really, really enjoyed that blog.

maybe this is the only place where i can give massive thanks to ben and co for writing it.

for all the doubts about the industry , please be in no doubt that your blog was an influence on people you never met. your blog was all the good that maybe ads are not.

thank you, and i hope you enjoy whatever it is you do next.

avoiding anonymity and the snipes purely out of respect.

Ad Broad, oldest working writer in advertising said...

So there's a Slogans Hall O Fame? Who knew? Thanks for this lovely trip down memory lane, Scamp: I grew up on Snap Crackle Pop before my fingers did the walking--only why are most listings from galaxies far, far away? Are there really no memorable end lines (slogans, if you must) done since 1998? If only for this reason, hope you won't pull out of the running.

Anonymous said...

I bet Lunar has been told to stop blogging and do some work

Anonymous said...

"...and the new Asda ad directed by Shane Meadows is shite"

did they really need shane meadows to direct that? Fuckin terrible.

Anonymous said...

Publicis used to make a better George ad than this one. And they certainly made a few humdingers in their time. Never used Shane Meadows to do the polishing though. Genius.

50p said...

should we have a 1 minute silence for Lunar' s blog? Today at 12?

Anonymous said...

i heard daryl gave ben an ultimatum. 'do some fucking ads and stop wasting time on blogs or get the fuck out of the office'.

brake dollinge said...

this shane meadows cove who seems to have caused such a kerfuffle the length and breadth of minority interest blogs about advertising.

who he?

Anonymous said...

Shane Meadows is seriously over-rated. He did his best work in film when he directed Room for Romeo Brass and around the same time he did his best ad work for Fallon (BBC) and Burnetts (McDonald's)

Daryl @ Lunar said...

re 10.40

Nothing of the sort.

Ben always used to write the blog in his own time at home. It is his decision to write the blog or not.
I've enjoyed reading it as much as everyone else.

Anonymous said...

I would just like to say that I don't work in advertising but I loved ben's blog.

It was ruined by a small cabal of arrogant idiots, which is a shame.

I've often thought about making the move to adland - it's kind of a hobby now anyway - but i'm not sure I could stand all the nob-heads.

Harry and Laura said...

The term "slogan" itself is deffo an issue. At Adskool our teachers used to look at us like we farted on them if anyone said that word.

And, do you reckon Lunar has really gone cold turkey, or has he 'given up' like Copyranter did?

rhayter said...

Back on topic...

That slogan web site is gold dust. And I hope 'get some nuts' wins.

And as for slogans winning pitches... well you would say that Scamp. What does Scowling AD think?

Anonymous said...

So how'd you call IT if not a slogan: (end)line, payoff or?