Ha Ha...... John Doom, thanks for the compliment - people who know me wouldn't ever consider me a prude, but I like that about this 'virtual land' - a person can be whatever they want to be, and so you've given me the online status and gravitas as the 'Adland arbiter of clean living and excellent moral standards' - jeez, my dear old Mum would be so proud of me now :)
Before I'm accused of being a prude - I'm not, and I'm sure that the majority of us 'creative souls' would agree that the odd indulgence into 'rude food' with a good friend can make life very interesting...... BUT what the hell has covering women in caked-on flour, then squirting yoghurt all over themselves to 'wash it off' got to do with selling the product???
Unless they were trying a 'line extension' angle - something along the lines of "Our yoghurt is not only tasty and healthy, but it makes a really good (if somewhat sticky), all over body scrub".
Otherwise it is what it is, an irrelevant and cynical example of using sex to sell - Jeez, I can see it now, all the fruit jelly manufacturers lining up to organise some kind of naked jello wrestling tournament ....... hmmm, I think I might just go and make a quick phone call......
I think that the direction is good, but the script has no surprise element. The ad follows the standard approach to the internationally vexing issue of road safety (Speed, Seat belts and Drink/Drive).
Look at any of AMV London's or Clemenger BBDO's work and you'll see that it's all evolved along the line of 'Consequences'. The consequences include:
1. You might die - the trouble is that a lot of young people don't think they will, or if they did die, then they'd have nothing left to worry about (The Jimmy Dean syndrome).
2. You might kill someone else (a stranger) - sad, but in this age of violence on TV and 'shoot-em-up' computer games, this is an abstract 'fear' (unless they actually do it)
3. You might not die, but be severely injured and need other people to wipe your arse for you, for the rest of your life - the key fears in this are, loss of dignity and ability to live a normal life.
4. You might kill / maim one (or some) of your mates - strong this, but main consequence is not just sorrow and shame, but fear of being shunned by the rest of your peers - being rejected- being looked at as a 'dick-head'.
OK, so where was I?
Oh yeah, IMHO, quite nice direction - very 'standard' script, but you can't judge a 'director's gong' on the quality of the script he's had to work with.
Good on ya guys - however, the sad thing is that when you institute your own 'awards show', you can't be seen to put yourselves into the mix - however, by instituting this awards / peoples choice-fest, at least you own the territory.
Personally, I'd have voted for you guys in several of the categories available - if I could have done :)
Ha ha.... look at us..... brings to mind all of those great quotes such as:
"May you reap what you sow", or "May you live in interesting times", or even this (which I just love, and Dabitch - I am going to order the T-shirt), "Your rebellion is my marketing strategy"
I think the point to remember is that the brands we are talking about are always about the 'cool factor', especially with young people. They do not define the person, but help that person to make a statement about his or her choices and demonstrate their 'taste' or cool factor for all to see.
Just my view of course :)
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Hmmmmm ...... I thought it was Johny Depp after an accident with a new blueberry chocolate mix in the chocolate factory.
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