Nike- one page critique

Creating Nike’s new toning athletic shoes campaign was really challenging and fun. My group included Tommy, Mary Catherine, Maggie, and I and we worked well together trying to incorporate as many of the techniques we learned at the festival to create a campaign we thought would be very successful. I was personally drawn and excited to this new product and task because I have always wanted a pair of toning tennis shoes, but never purchased any because Nike did not sell them.

While we were brainstorming our ideas of how to launch and position the new running shoe, we all went around and discussed the reasons for why we did or didn’t own a pair of toning shoes. In a simple conversation of the shoe, Mary Catherine inspired us with a platform for our campaign. Brands like Reebok and Sketcher’s toning shoes promote their shoes through false advertising claiming that the shoe will tone your legs by simple everyday actions. People who own the shoes realized quickly that the effects did not last because the soles of your feet become accustomed to the shape of the shoe, which ends up counteracting its purpose. That’s where our Nike MyTone differs.

With the Nike MyTone, the sole changes as you physically progress and allows you to tone specific leg muscles accordingly. This is accomplished by the dials placed throughout the sole of the running shoe and when turned the densities are changed accordingly to what you are wanting to tone. This way the body has to respond differently to each new sole making sure the muscles are never adjusted to the form of the shoe allowing you to truly tone.

Our product will begin locally starting at the Peachtree Road Race and move to the global level when we run our commercials during the 2012 summer Olympics.

Commercial Critique: Skol

Although I thought the Skol beer commercial was typical for a beer commercial, I loved it. The beginning scene starts out with an establishing shot of an airplane indicating to the viewers that the next scenes shown were acted out in that same airplane. The camera switches to the show the characters’ uncertainty in the airplane as they prepare to skydive. This is a point of view shot of the characters’ fear and hesitation as they stare out the plane’s open door. The next scene is a zoomed in shot of a beer cooler filled with Skol beer. A reaction shot follows showing the five skydivers celebrating, as they feel so relieved that the beer is present. The plane experiences turbulence and the cooler slides out the open door into the open sky. The boys rush to the door and don’t even hesitate before they all jump for the free falling cooler.  One by one they grab a hold of the cooler and are screaming and celebrating with joy, only to realize what exactly they had just done. They had jumped with no parachutes. The tag line appears, Skol Beer. One for all. All for one. I thought the commercial was effective because it showed the extreme measures people would take for a good cold Skol. 

Commercial Critique: Honesty

The public service awareness commercial “Honesty” had a plot that demonstrated how values such as honesty and integrity can lead to positive outcomes. There couldn’t be a better choice than Black Eyed Peas “Where is the Love” for a background song. The song let alone has very inspiring lyrics, so it was a perfect fit for the intent of this commercial. The beginning shot is of a teenage boy sitting on a bench listening to headphones. The screen starts at the boy’s feet and slowly pans out so that the whole boy is in view. He is somewhat of a skater boy with chains and from first impressions he seems a little thuggish. The video changes to a two shot to further reveal a lady sitting next to him on the bench writing down in a journal. The screen then switches to the bus stop and a bus pulls up and the lady jumps on, leaving her purse behind at the bench. The boy is looking around and then the ladies’ purse comes into view with a low shot angle. The boy picks up the purse and looks up only to see the bus heading down the road. He looks in the bag, puts it under his arm, and takes off running. The screen cuts to a cop car that spots the boy and begins to follow him with some suspicion. The boy continues to run and stops to prop on the side of a building, tired and out of breath. The screen then again switches to the buses and the woman is getting off. The boy walks up to the woman and returns her purse. The woman is so appreciative and tells him how worried she was. The cops pull up and see the boy doing a good deed and call him over to the car and say “nice move kid.”  At the same time a voice over says—Honesty, pass it on. The cops offer him a doughnut and the boy turns around and walks away.

I think this commercial’s plot is one that happens numerous times. Crime is more popular for the younger generations, which is why its message is so effective. My only critique would be maybe a little better acting from the woman. She didn’t seem quiet as relieved and thankful as someone would be if this were reality. I think the message is youthful and lighthearted and is a commercial that everyone should see because it promotes good decision-making. 

Commercial Critique: Premature Perspiration

Axe’s Full Control, Premature Perspiration commercial was successful at making me laugh out loud. I thought it was absolutely hilarious. The commercial parallels a guy prematurely ejaculating and no matter what age you are, that’s funny! And girls respond the same to both situations—gross! The commercial shows five different situations with different guys having the same problem with premature perspiration. The first scene is at a bar and sad music sets the tone. A girl and a guy are conversing and as she grabs his hand a voice over begins to describe the problem of premature perspiration. The camera zooms into the guy’s underarms displaying his sweaty armpits. The girl quickly turns and walks away and the screen switches to the printed words, premature perspiration. The screen then shows each of the next five guys dealing with the same problem. After each situation is shown there is a close up of the Axe deodorant spray and then pans out to a boy standing in the mirror putting on the Axe. The next scene appears and that same boy is walking down the hall with his arm around his girl, safe with no perspiration. During this time the background music hits its high note and brings a sense of accomplishment to the commercial. The end frame is the product’s logo “New Axe, full control”. The parody in this commercial was very humorous and everyone loves a laugh. The set up of the plot also assisted in making this an effective campaign. Stating a problem and the damage that problem can cause and seeing that problem be fixed with a product. I couldn’t make any suggestions to better this commercial; I thought it was very well executed! 

Commercial Critique: Breath Happy

The Febreze “Breath Happy” campaign showed a 3 commercial series of different random people off the street participating in an experiment. The whole experiment was recorded and the commercial started with a montage of all the participants being asked if they wanted to participate. The screen then switched to the conductors leading each blindfolded participant to their specific locations for the sniff test. Each place was very dirty and run-down, but had been sprayed with Febreze air freshener. In the commercial I watched for example, they had the participants sit on a old dirty couch and directed them to breathe the cushions and lay their heads on the pillows. Fast cutting took place and the screen would switch to each participant verbalizing what they smelled and where they thought they were. One girl called out that she smelled flowers. After, they would tell them to remove their blindfolds to reveal where exactly they were. The participants were shocked and some were even a little grossed out by the place. In my opinion, testimonial advertising, like this is one, is one of the most effective techniques because it shows real people and their real reactions; and those are the most believable.  I thought the simple recording of the experiment was enough to prove the point that Febreze is an efficient air freshener. And after watching this commercial I definitely would buy the product. 

Commercial Critique : "Office"

      The Mexican Insurance Institution Association’s mission promotes long living. The commercial “Office” demonstrates just that mission. Car accidents are the number one cause of death, hints why portraying a car accident for an insurance company’s commercial is so appropriate. The commercial begins with a still wide shot of a man sitting at his desk. The lighting is dim and the open window blinds reveal it is nighttime. The mood is calm and the only sound present for the first 6 seconds of the commercial is the ticking of a clock. On the seventh second the climax of the commercial takes place and a horrific car-crashing sound effect happens and the man is projected forward in his chair as if he has just been in a car accident. My hypothesis is that the car accident special effect was created with CGI. His papers and water glass go flying in the air. The man falls onto his desk dead and the mood returns back to being very flat and silent. The screen remains dim as it fades out to present the statistics that 7 out of each 10 car accidents happen when you are thinking of something else. The screen switches to the last frame presenting the tag line “if you drive, just drive”. I believe this commercial was chosen as a Golden Lion because of the creative approach it took to represent the major cause of a car crash, distraction behind the wheel. The commercial’s tagline reinforces the fact that we are in charge of our minds and it is our responsibility to stay focused on the road. The commercial has such a strong impact because if its accuracy of depicting a car crash; happening out of nowhere and are over in the blink of an eye.

Last Day of Festival-- Day 7

After six days of advertising seminars I was on overload from all the information I had consumed. I was exhausted this morning and by the time I woke up the scheduled festival day was coming to a close, but we still had the Film Awards ceremony and hopefully the Closing Gala to look forward to. As I always am each morning, I was starving and was craving something other than the three p’s (pasta, pizza, and paninis).  I wanted McDonald’s! After conversing my cravings to my neighbors, Karly stated that there was a McDonalds in JLP and it wasn’t too far of a walk. She was mistaking!! It was all the way in the next town—remember we are on foot. We walked for about thirty minutes in 100-degree weather and with growling stomachs. Though the walk was torturous the cheeseburger, fries with barbeque sauce and coke quickly made up for it. It was funny because in the states McDonalds wouldn’t be my first choice, but that was the most tasteful meal I had had in a while! I hope there will be a McDonalds in Florence.

When we got back I emailed a delegate that I had met a few days earlier who was from Africa. (My country for the country assignment is Africa). I was hoping I would get a quick response back, but I didn’t and he still has not replied to my email. I really hope he does.

The day went by quickly and before I knew it I was supposed to be leaving in an hour for the awards ceremony. Tonight was the last awards ceremony, which included Filmcraft, Film, Creative Effectiveness, Titanium, and Integrated Lions. I couldn’t quite pull myself together in that amount of time so I decide to catch the 5:40 train. Although Anna had warned us the line would be long outside the festival building I’d figure 5:40 would still allow me enough time to get there before the big crowd came rolling in. I was wrong. The line wrapped around the beach boardwalk with tons of people. I slyly jumped in line with Katie and Jenny, but Tommy and his clan couldn’t quite accomplish the line breaking technique.

I had been to the awards ceremony on Monday for PR, but this one seemed so much more esteemed. The films (commercials) were amazing and after sitting in on all the seminars, private speakers, and master classes I had a new respect for the work and the investments so many put in.  All of the commercials were amazing, creative and effective but my favorite was the Chrysler commercial with Eminem by Weiden + Kennedy Portland. Eminem’s song “Lose Yourself” has such a powerful beat which makes a strong statement for the brand being advertised. I loved it! I think after viewing some of Weiden + Kennedy Portland’s work I would have to agree with the jury by saying they are the best Independent Agency.

Leaving the awards ceremony and jumping on our last train from Cannes to Juan le Pins I felt sad that it was over. I enjoyed not only the week of the festival but this whole study abroad trip and I have to say its been the best experience ever.