Do-re-mi-fa-SOLDES-la-si: nightmare material!
By admin I : So here’s another Jewel (more like a faux-bijoux) from this same agency!!
Do-re-mi-fa-soldes-la-si! And we have a campaign, let’s stick it to a visual w yalla, done!
No, seriously, am trying to be objective here. I really did watch the 2 versions of the campaign more than once. really! and even listened to the same jingly-jingle every time i saw the ads!
The problem this time is not get inspired*, but underestimating the process of coming up with a campaign. Big agencies don’t win awards for their ads by coincidence; it is only a result of hard work and creativity. Whether you have an aware client or not, having a random idea applied to a campaign for a “sale season” is not acceptable in an age where people are educated and questioning each and everything. we’re not a passive audience anymore, and we don’t get fooled by a cute kid drooling over a piano to announce the “home city on sale”.
The whole idea behind the visual is to look like shot with a handy cam, to reinforce the spontaneity of the concept (pretending it exists), but suddenly it looks very well shot, with a super clear image, no grains and no framing mistakes, an issue that could’ve been easily solved and saved half of the budget: just use a handy cam! people will buy the horrible quality, just do it!
The endless flow of “why”s keeps going with that campaign: why is a kid telling me about a furniture shop on sale, unless the sale includes doll houses! why is there 2 versions of the ad with no major difference?! why do I have to go through the horrible gimmicky/”comic-bookish” typography in the end, with a jingle that reminds me of the 90s?!
unless Home city’s audience have shifted from housewives to toddlers, this doodle cannot be considered as a campaign..
Sorry if the new year is starting with such a post.. not my fault!