Exotica weddings 2012: Game over
By Admin I : You might think that this post is specifically about Exotica weddings campaign, but being honest, our intentions are beyond a campaign that competes with a whole range of commercials lacking innovation; we’re honestly uninterested to discuss an artwork that looks coming from the X agency we used to poke fun at, while in fact, it’s a product of one of the most prestigious multinationals in town.
No. We’re not doing any compromises this time, we’ll bluntly state the purpose of this post in the end, but let’s go through some fast details making this campaign as provocative as it came out to be: so the Olympics are taking over the scene, fine, associating the Olympics with wedding is totally irrelevant, fine, but why not, a creative team can always find a witty connection to base a concept on, unless there’s simply no concept, same as the previous ‘Labne’ dish campaign done for valentines and the ‘constructed’ leaves as a dress, for collection. This year can easily be labeled as “Exotica gone amateur”!
To add to what was mentioned, “wedding games” fails on a copywriting note as well. Wedding + games just don’t work; the irony doesn’t exist, so there’s no fun element if we were trying to find the “it” excuse, as well as the nature of the two words, considering marriage in general, a game (we all wish it was).
Bla bla bla, art direction details, and the forced wedding rings/Olympics logo merge, let’s just avoid giving it too much importance and jump to the purpose.
Agencies and criticism:
We clearly aren’t the only blog covering Exotica. The brand itself has established a quite large audience of bloggers, students and professionals waiting for every release to discuss. We aren’t alone criticizing the declining curve of this account but what we care to deliver here, is that orthodox agencies try to ignore criticism especially after each award ceremony, where trophies reign whether well deserved or not.
So Exotica is not an NGO/award magnet for you to care about, and we honestly have no interest defending it as brand or you as an agency, even after being called biased many time; we are here to prove that reviewing nearly all Exotica campaigns was unable to push any of your creative buttons, you just kept ignoring and doing the same flat work, proving once again that you cannot deal with authentic criticism.
It’s a predictable “Ostrich Maneuver”(google it, I had to): Let’s do it and then blame the client.
Exotica’s “game” is sadly over.