Thursday, November 5, 2009

Did JWT invent the grilled cheese sandwich ?

Tall claim made by an Ad agency but its not far fetched, J. Walter Thompson has been handling Kraft food s account since the 1940 s and they realized the potential of emerging media in 1947, They were one of the first to harness the power of television, Kraft in collaboration with JWT launched the Kraft television theater which was an hour long program, this allowed easy product placement for Kraft and the end result was beyond Kraft's expectations as their product s kept flying off the shelves. JWT during the 60s decided to use "end dish" marketing which in essence promotes the dish the product ends up in.During that period JWT pioneered this form of marketing and Kraft became synonymous with the grilled cheese sandwich. their more recent "have a happy sandwich"campaign They continue to establish a bond with the customer expanding the horizon of the product and giving it a wider platform in popular culture by linking it with something of culinary significance.Even though JWT may not have invented the grilled cheese sandwich, But they have succeeded in making a brand synonymous with the dish which is something any advertiser strives to achieve.

Monday, October 19, 2009

blurring subliminal lines

Subliminal advertising has always been something close to my heart,Its proof that Darwin's theory of evolution exists even in the world of advertising,The FDA and broadcasting ministry may not want products like alcohol and tobacco advertised in mass media but this has driven ad agencies and producers of these products A.K.A merchants of death, to evolve and find a loop hole in the system to show bottles of vodka on billboards and boy oh boy have they done it.If you deconstruct a Jack Daniels ad or a fosters ad, in essence they have to advertise a product by saying "look i can t show you what it is or tell you what it is, but just buy it anyway" and the beauty of it all is ... it actually works i saw the new absolut campaign which bravely sports the tag line absolut subliminal, these are the lengths that agencies are willing to go to push their product. and the creativity in these ads really comes on to its own as the makers of these ad s have to work within strong constraints, but there is a flip side, a slap across the face of subliminal advertising which can be seen in kingfisher s new campaign which boldly displays a can of drought beer but the advertiser s can get away with it since it does nt mention the product is alcoholic or neither shows the beer.
This is an ad made by a lawyer and not by a creative director.the end result is mass appeal but at the cost of creativity, Constraints are brought about so ad makers can push the envelope and go beyond slapping their product on the centerfold of a the next time you look up at a bill board and don t see a pint but still fancy a drink, know that some one somewhere did a damn good job.

Saturday, October 17, 2009

The creative catastrophe

Creativity is often construed as a gift for those who hold their head high end attend tea parties wearing expensive tuxedos and speaking with an accent that begs an enema, but this not true these are the people that want to ape the creative bunch,creativity is a calling, its a state of mind, which is brought about by the will to be different. i m sure Beethoven thought he could do a better job than Mozart when he started composing his first symphony, creativity draws inspiration from something and then strives to make it better,and this is proof in advertising when i look at an ad i draw inspiration from it and constantly use that as a base to make it better.but creativity has taken a nosedive with advertising agencies rolling out identical insurance ad s where kotak mahendra looks the same as met life,creative ad s have become hard to find, with more advertisers moving to the rule of thumb "if all else fails put a puppy or M.S Dhoni in it.its a sorry state of affairs but lets hope and pray that some creative director somewhere is watching a fevicol ad and going hmmm i can make this better.