Why does shining a light through a dog so it comes out of it’s ass, make a great ad? You heard that right - light, coming out of a dog’s ass.

Well these ads by JWT Australia won the Prestigious Lions award at the recent Cannes Awards, so someones at Canns must have thought they make for great ads. Far be it for me to dispute the choices made at the Cannes, but what happens when the idea isn’t even original?

The headline reads : For healthy digestion.

This is exactly what happened; whether the guys at JWT Australia knowingly borrowed the idea (hoping that they will never be caught) or just happen to come up the same idea, they are now being accused of stealing the idea of a student. Stealing is bad enough, but from a student? See the student’s ad at the bottom and believe it or not it won a Clio in 2005.

Is it too close and suspicious a coincidence?

I have no idea what actually happened so I will reserve judgment (ahem), but this type of thing happens more often than we think and actually get to hear about it. If the guys at JWT are innocent, this is a nightmare scenario for them - especially since all of their names are credited along with the award winning ad. But if they are guilty, then I question their taste in stealing - come on, have class and steal a better ad.

This is just me, but I don’t want my name associated with an ad that showed light coming out of a dog’s ass. Unless, of course, it wins a Lion at the Cannes.

Via the ever excellent Adrants

A month ago, I wrote an article Must we offend large women to sell them yogurt? But even before I can move on to another topic, I come across these ads for Fiats.

The headline reads “Fiat Stilo with Skywindow. The largest sun roof you have ever seen.” Nice, really nice. The ads do get the message across, but isn’t the use of large people to show largest sunroof a little bit too easy an idea to use? A bit too convenient?

While I am not into being Politically Correct about stuff, this type of ad just shows poor judgment by agency creatives in getting the message across. This is nothing more than plain lazy typecasting.

The reason you are called creatives is because you are expected to do something new and creative (shocking isn’t it?). Recycling juvenile jokes that you made in 5th grade will NOT make you creative. This is definitely not cool.

I don’t find the ads charming (despite the friendly looking large people), convincing or compelling. And who the hell approved these ads anyway?

How do you know when advertising is trying too hard?

Consider; one of the roles of advertising is to convince consumers to buy something that they may not think of buying. Usually this involves making the product or service attractive and removing the barriers. Advertising agencies do that and some do it really well.

Now bring in Junk Food into the mix. Fast Foods have acquired a certain reputation over time. Hell they have been linked to obesity, diabetes and whole bunch of unpleasant and unsightly meladies.

So what do the Fast Food manufactures do? Do they change their recipes, ingredients? Of course they do the sensible thing and change how they advertise the products. I mean, it is so much cheaper to come up with an ad campaign than actually do anything about it.

McDonalds. Yep, the yellow arches of goodness has a campaign somewhere (because I am not sure of the origin of the ad) telling us that they care as much for our children’s nutrition as we parents do. Good sentiment, responsible corporate citizenship and all that. It’s true because they say so.. there!

The copy reads : You might be surprised at who thinks about your child’s nutrition as much as you do.

The execution is quite clever and believable. Using the nutrition panel borders on pure genius or pure evilness, depending on how you see it. On top of that, look at that healthy and fit child, kinda hard to find parents who don’t want a fit and healthy kid like that. The agency did a great job here on the copy as well – only thing is that it is stretching incredulity.

Aren’t they reaching abit here? Isn’t it an obvious over claim?

I am all for Fast Food, but not the way it currently is – and while I am not averse to going out for a burger or two (not at McDonalds though, I am more of a flame boiled man) – only thing is that I am not sure I want to bring my kid there.

Are you surprised yet?

This can almost be a companion piece to my previous article Do we really need skinny models in our advertising? Only this time it is the exact opposite.

Here are a series of ads that use raunchy but well known movies to get the message across. The product is a Fat Free Yogurt. The ads are from Brazil and the translation reads “Forget about it. Men’s preference will never change. Fit Light Yogurt”

Right, I get the fact that they use rather large women to replace Sharon Stone in Basic Instinct etc.. and that Fit Light will make you thinner I suppose. I mean there might even be an attempt at humor in there, but the whole thing falls flat.

Not withstanding the stereotyping of both women and men, the ad, I would be offended if I were the target audience. Moreover I would not buy the product. Execution-wise it is fresh and different, but guys, you want women who think they may have a weight issue to buy your product - not stay away from it because of how you portrayed them. A little sympathy or affirming message will go a long way.

And who are you trying to sell the Yogurt to anyway? Women or to men who like rather larger women?

Just a word to the wise : Advertising is meant to make products desirably to buy. At least with this campaign there is something positive about it.