Monday, September 22, 2008

I Don't Know What It Means But I Like It




New Ford Fiesta commercial through Ogilvy London.

93 comments:

Anonymous said...

This is a terrible ad. I'm amazed at the budgets Ford consistently allow Ogilvy to squander on piss-poor ideas...time and time again. What the hell does this ad mean?!

Anonymous said...

Why's it so terrible, Anonymous? I thought it was quite good, definitely a grower and the music is a perfect fit!

Also, why should ads "mean" anything? This is advertising we're talking about, not high art!

Anonymous said...

Nicely executed, but the strap is hateful and you could replace the car with literally anything and it would still work. 4/10

Anonymous said...

Style over substance. forgettable.

a n other said...

Why are all car ads these days just expensive eye candy? Don't the manufacturers have anything decent to say about their products anymore?

I suppose I'm wondering what kind of proposition/brief would result in an execution like this. Compared to the VW Snow Plough ad, what makes this ad a good creative idea?

Paul said...

I'd like to hire the account person who sold that. Imagine what they could do with an idea

Lunar BBDO said...

'Also, why should ads "mean" anything? This is advertising we're talking about, not high art!'

Is it just me or should you be swapping 'art' and 'ads' around in that sentence?

Anonymous said...

By the way, the Noah in the YouTube link referenced by Scamp is not the director of the TV commercial.
I think the ad is great, a brave statement for a car company that is trying to throw off its bland reputation.

Anonymous said...

Here's something from Noah Harris explaining what it's all about

http://www.shots.net/news_detail.asp?id=4373&WT.mc_id=shots_newsletter_20080917_4373

To get anything decent from a Ford brief is an achievement in my book

Scamp said...

Whoops, thanks for the correction, anonymous. I've removed that bit.

Anonymous said...

So i read that whole Shots article.

And i still don't get it.

a n other said...

Anon 12.42pm

Sorry - what 'statement' is it making exactly? That it's 'pretty to look at'?

For me, the most interesting part of the ad is the nod to Edward Hopper's Nighthawks about 2/3rds of the way through. And I don't think that has anything to do with anything except eye candy, like I said earlier. But please, tell me because I'd like to know if I'm missing something.

Anonymous said...

Well at least they've stopped ripping off Honda ads. I think this ad feels pretty fresh. there's clearly alot of work that went into it and it's beautifully crafted.

Lets face it the recent batch of car ads which talk about product specs; i.e. 'Audi -grip', VW-aerodynamics are very dull.

For the people who are slagging this ad off, just wait til you get a real brief, not one you dreamed up yourself, you'll see how difficult it is to say something about something when that something has nothing to say, or something.

Anonymous said...

Ford = dull in most peoples' eyes. This ad is interesting and evocative. The fact that Ford could even approve making it says to me that Ford is changing. That's a statement in my book.

Anonymous said...

It looked brilliant on Sky HD1 in the Ryder Cup ads. As did the other Ford one where the world is wrapped in paper. Everyone stopped to watch both.

There was a palpable air of disappointment when it turned out to be a Ford ad. Particularly as most people thought it was a new Bravia ad.

Anyhow, read the Paul Feldwick article Scamp linked to recently. I think Ford are slowly being steered in the right direction. (See what I did?).

BACC said...

he didn't indicate.

Anonymous said...

Have to disagree Scamp.
The longer you keep blogging the more dubious your judgement becomes.
There is nothing motivating or interesting about this spot.

Anonymous said...

the best way to judge it.

would you have it on your reel?

the answer?

yes.

so shut the fuck up.

Anonymous said...

1.09
"It looked brilliant on Sky HD1 in the Ryder Cup ads. As did the other Ford one where the world is wrapped in paper. Everyone stopped to watch both."

Everyone? Where was this?

Anonymous said...

1.21

totally agree.

would i hire the creative team? absolutely. would i use the director? absolutley. (to segue onto lunar's topic today, MJZ'll be on the phone to this guy).

simonianson said...

Is it just me, or are there some Edward Hopper references in in. I'm thinking the guy at the petrol station and the 'Nighthawks' scene in the diner? Or am I trying too hard to create sense out of it...?

Account Handler said...

It's beautifully done and I understand that that alone might have been enough to elevate interest in the brand but...not for me.

Anon 12:22 is right about the sentiment not being unique to this product. That's why I find the ad so unrewarding.

Anonymous said...

Here's what the public will think watching this ad:

That looks cool.

I wonder what it's for.

Oh.

Anonymous said...

1.21pm
'the best way to judge it.
would you have it on your reel?
the answer?
yes.
so shut the fuck up.'

Well I would probably have it on my reel, but I don't think you can go telling everyone to shut the fuck up - it's a bit rude isn't it - and unnecessary. I'm sure those who say they don't like it would probably not have it on their reel - why would you put something on that you hate.

Besides, I think peoples argument is that they wouldn't have come up with the idea in the first place, because it's a bit weak. BUT, it is a style over substance ad, and that's no bad thing - I quite like it really.

Adam said...

thank fuck they got rid of 'dogbot' though, same product but i'd take this ad over that any day.

Anonymous said...

that nighhawks reference feels more like a foxtens with the target market sat there regretting their mortgage decisions.

doesn't it also feel a bit sony playdough?

nice looking car though to be fair.

a n other said...

1.21

No - because after I'd shown it, I'd have to explain what the 'idea' behind it was and I can't.

Anonymous said...

1:38 - i completely disagree. I don't know where you hang out but at my local the people upon seeing this ad immediately sat down to discuss in depth whether or not the metaphorical zeitgeist portrayed on the televisual units was an accurate reflection on society in general and whether or not the car came in black.

Anonymous said...

To play devil’s advocate I think it’s quite logical really. Obviously people don’t analyse ads to uncover meaning, but for me it’s pretty obvious that the car is made up of lots of ‘now’ things, (simply describing things as ‘now’ makes me vomit a little in my mouth) I take from it that the car’s design is inspired by lots of different types of design, architecture and fashion. And TVs (or things with screens) are what we use to keep up to date with what’s going on in the world now. As a me-too strategy it’s no worse than ‘full of lovely stuff’ or ‘when was the last time you just went for a drive’ and it looks amazing. I don’t like the endline though.

Anonymous said...

Which pop video is this technique ripped off, i bet there is one.

Anonymous said...

This ad would be so much beter with a Joanna Newsome song as the music.

Anonymous said...

ok so ogilvy have stopped ripping off honda and now they're ripping off sony. nice work guys.

Anonymous said...

Anybody seen that new Guinness ad from Saatchi London where the tornado goes into the pint glass?

Makes this ad look like a bvlack pencil winner.

Absolute fucking tosh. Even worse than that Horse Whisperer bollocks Brazier made a few years back.

Anonymous said...

That 'tv thing' moves at about the same speed as a Fiesta.

Anonymous said...

Do you mean they're ripping off Sony by using similar looking TVs

Anonymous said...

2.25

It's the perfect blend of 'Hardest button to button' by The White Stripes (you know the ones with multiple drumkits/amps) Gondry

and

Daft Punk is playing at my house' by LCD Soundsystem

Rooster said...
This comment has been removed by the author.
Anonymous said...

the clangers used stop frame too, and it was shot at night (although it's always night in space isn't it)

Anonymous said...

Yeah - and those Wallace and Gromit films - they were just rip offs of Morph.

Anonymous said...

wallace and gromit, morph. wait a second. they used plasticine, which is kind of like play dough. oh my god sony play dough is a rip off of a rip off too!!!

Anonymous said...

from fiction (symbolized as TVs) to reality (a car).


what's to understand?

nice production all the way.

Scuba knickers said...

I really like Hopper.
I quite like this ad.

Jon Black said...

How do theys get them TVs to move like that? Is it speckle effects? Because the car comes driving out of them at the end as well. They must have had the car behind the TVs from the very beginnings. Also the TVs wasnt even plugged in, so I think it must be on specials effects.

Anyway, I think it was a great advort. I certainly want to buy one of the TVs now, so good job Noel Harris!

Incredible Flying Car said...

That's a lovely looking advert. Well done.

Rachel said...

It's pretty and pleasant. Most importantly, it's not Fun Factory, which I hated.

kiki said...

i thought it was a tv/electronics ad for 90% of it.

As anonymous 3 said, it could be for literally anything.

nice car though - looks a bit like a peugeot 206 slept with a toyota yaris.

Statler said...

I liked it

Anonymous said...

what a pile o shite.
and an insult to Hopper, if that is indeed what they were apeing.

Ted said...

Don't like it at all. Sounds so 90's...

Waldorf said...

I really liked it

Anonymous said...

Technique in search of idea and 'this is now'? If they'd said 'full of great stuff', I'd think it was a Skoda rip, but at least there'd be a point to it all.

Sarah said...

I am currently working on this campaign (although not at the creative end)and from what I've been told the creative is based on capturing the spirit and attitude of 'now' using music, fashion, art, technology and film to highlight the values of the all-new Fiesta.

There is an additional website to the one that is advertised which explores this further: www.this-is-now.co.uk

Hope that helps!

Anonymous said...

jon black

i don'ts reckons they did have a car behind the TV;s all the time. I think they "did it with post". That's what they do now.

But Noel Hairris is obviously very good with post

Anonymous said...

thanks sarah, that's very helpful, how's the grad training going btw?

x

statler said...

I thought it was wonderful. Bravo!

Anonymous said...

5:02 you are well behind the times mate. Post is dead, it's all email now

waldorf said...

ah it was OK.

statler said...

I didn't really like it much

waldorf said...

I thought it was terrible

statler said...

worse thing I ever saw

waldorf said...

BOO!!!

kiki said...

What is that website all about?!

- firstly, it takes ages to load.
- Then, none of the sub nav pages make sense - why am i reading an article about a fake journalist in "Neon Candy"?
- how much text is there in "technology"? - and every other section for that matter??
- why is the text all so small?
- why are you flying across the site and not driving?
- I'd put money on no-one bothering to go through this site 'cept for ad execs.

It's so try hard it's painful.

Sarah - you said this would explain it not make it worse.

Anonymous said...

Hey. Lucky we work in advertsing eh, so we all have time to play around posting on blog sites all day. Imagine having a proper job !

Anonymous said...

I simply sucks.
Ogilvy London?
Wow!

Rupert James said...

Utterly forgettable.

Ainara said...

At first, I thought it was a new sony bravia ad. I don't know if that's good or bad.

Anonymous said...

It looks amazing, not sure how anyone can describe TVs tumbling down a street instantly forgettable.

Anjali said...

Here's the logic behind the whole thing: http://tinyurl.com/4375vn, the ad is one part of a much bigger campaign that I thought was quite interesting.

Anonymous said...

68 comments so far = good ad!

Anonymous said...

good point, its created such a discussion how can people forget it?

mauronman said...

I don't know what it means but I don't like it.

Anonymous said...

It's far more interesting than alot of the stuff you see on air at the moment.

Anonymous said...

It doesn't make you feel anything?
It doesn't make you smile or think or cry or laugh or angry or want to do ANYTHING.

It is therefore a complete waste of time and money.

Its garbage.

Anonymous said...

I'm guessing you're one the people who hated the Levis drugstore ad, and the Hovis ad and every other ad. Watch the telly, see some of the dross on there. This is brilliantly produced, it doesn't steal from any other sources (as far as I can see) and it's creatively a million miles from where Ford have been in the past. But fuck it, let's not be negative. How about you say an ad you like that's out now and we'll talk about that.

Hairy cock. said...

Hey hey hey. It's only an ad, luvvies. Some like it, some don't. It's SUBJECTIVE.

Anonymous said...

To change the consumers perception of products now, you need to do a hell of a lot more than throw lots of money at a decent creative team and director. Unless there's a very good extensive campaign through the line to support, this seems like a good ad teetering on top of tired, old-fashioned planning.

Anonymous said...

I get it, i get it... The idea is that the new ford fiesta has replaced the plasma tv.
Hence, 'this is now' (plasma tv's were 'then'). Fantastic.

Looks awesome, god knows what it means, don't really care either.

The colour of the car was cool as well.

Anonymous said...

i think you want www.boringplanningtalk.com

Anonymous said...

Nicely crafted nonsense.

Anonymous said...

Amazing! How do you film at night like this?
Fantastic post.

Anonymous said...

Amazing, over 80 comments on such a boring ad.

Is this ad really worth discussing, when I'd finished watching it I felt like I had wasted a few more seconds of my life.

This ad is not good and any young teams reading this blog should forget they ever saw it, you will not learn how to do good ads or help your career by even giving it a second thought, its crap, utter crap pretending to be good.

Anonymous said...

Scamp. Can you stop posting work on here, the comments are making me depressed about working in advertising. There is nothing wrong with this ad, it's not a great strategy but it's different and really well put together. I think it's better than the HSBC one and more unusual than the Hovis one, but still they were both good ads and both of them got a similar amount of splenetic juice poured on them. And to all those who ripped into Drugstore, fuck me get a life. Who are the people who comment on these ads?

Anonymous said...

1.36

Here, Here

Anonymous said...

Yeah, the anti-Drugstore guy was a chippy thick sod who wouldn't leave it alone.

It's official: that ad is a classic. Your brain is tiny but you think it's not.

mungly said...

'I don't know what it means but I like it'

Out of interest, Scamp, is that a standard you apply when you are CD-ing? Is that why the ITV work really hasn't blown channel 4's out of the water as you promised us?

Scamp said...

Honestly, some people have no patience. Give me 12 months on it, then slag me off. Fair?

mungly said...

You can have as long as you like, darling.

PGTipsMonkey said...

I don't know what it means either and that just irritates the hell out of me. I think that there is always room for ads that make the viewer think, as long as there is some reward when they put two and two together. But in this case (and in the case of the 3 network's jellyfish or singing cherries) there is no reward, just a feeling of "what the fuck?".
No doubt, the crafting is fantastic, but that isn't enough.

Anonymous said...

I really like those 3 ads. I really like this

Rory said...

50% passionately pro, 50% violently anti.

Couldn't ask for more.

Anonymous said...

Why so baffled by this Scamp et al?

The catalogue zombie citizens in their boring Starbucks are being distracted by a car that carries all that is snazzy, hi-tech, and exciting, represented by a pile of the latest plasma tellies.

i would have thought it wears its strategy pretty clearly on its sleeve - that's why it's so bad. (tho nice music i have to say)

and while i'm on about it, why is anyone baffled by Gorilla? Seemed to me to fit perfectly into the long-running CDM "happiness" campaign, which quite often featured animals representing happiness.

not hard fellas.

Anonymous said...

11:23 glad you seem have such confidence in your own critique. Especially when you have got it completely wrong. The cafe people don't even look at the screens so how can they be distracted?

and by the way 'getting' ads isn't a competition.

Rupert James said...

Classic example of a blog post.

http://thehumanwrycorporation.blogspot.com/2008/09/lifecycle-of-blog-post.html