2. February 2012
The ad industry collectively held its breath with excitement when news filtered through from twitter and the vastly expanding ‘See all the cool stuff first’ blogs, that VW’s Superbowl ad was going to have another Star Wars theme.
Hooray! Who would be in it – would Star Wars kid feature again? Could it be Jabba the Hutt squeezing into a Golf? Perhaps Han & Chewy would be taking a VW camper to Florida.
I didn’t know. In truth, I didn’t care. I was excited because whatever it was, it was going to be a-m-a-z-i-n-g.
A few days later, a teaser circulates with all sorts of dogs sat on white plinths of various shapes and sizes (both pooches and plinths). After a few seconds I recognised the inane barking as the opening score to Darth Vaders entrance music. Da da da da ddda da da dddadda da.
‘This is going to be good’ I thought and it conjured up even more ideas. Ewoks on a road trip in a Polo? Are these dogs Chewy’s kids and he needs more boot space so he’s buying a Passat Estate?
As the lunch bell silently rang at CMW towers today, one of the cool blogs announced ‘it was here!’ A preview of the ad that will be aired this Sunday during the Superbowl – an extended version in fact. Double-click!
<One minute and sixteen seconds later>
What I saw was one minute of a fat dog exercising so he can chase the new Beetle before cutting to the infamous Cantina Bar (now taken over by the Sports Café with TV screens dripping from everywhere) where space pirates debated which of the ads was better. Star Wars Kid from last year or this year’s Fat Dog? The debate was quickly settled though by a returning Lord Vader, fresh from the sales at PC World - pink Dell notebook just £399 - with a good old-fashioned death pinch.
Is it possible to be angry about an ad? I shouldn’t be but I am. I feel let down and hurt. I wanted Ewoks and Death Stars and AT-AT’s, and all I got was an even older cliché about dogs chasing cars. If you’ve paid all that money for the Star Wars franchise, you don’t bolt it on to the end of another ad. You essentially just wasted $15 million ($1million a second) on a gag that wasn’t funny to start with. All you’ve done is drag Star Wars into it. Just because everyone loved it last year doesn’t mean they’ll love it this time around. I think part of the charm of last year was that it was new. Now we’ve got Yoda selling mobiles, R2-D2 shaped washing machines and the Sith Lord telling us to turn right at the next set of traffic lights. I think the tide of Star Wars endorsements is well and truly out for the time being. It does make you think though -
I wonder what Bill Bernbach would think of the ad? Personally, ‘Lemon’ is a pretty fair description.
Saying all this, it could be a fake, a rouse, only for them to reveal a full Jedi epic at half time on Sunday.
As a 34-year old who grew up wanting to be Han Solo and now looking more like his sidekick, I hope it is.
Disclaimer: The views expressed by an employee is not shared with that of CMW. We love everybody’s work, and would never stoop so low as to put down/diminish/belittle/criticise/degrade or slag off any piece of creativity : )
GL
27. January 2012
Micheal Page, one of the world's leading recruitment consultants, needed a helping hand in upping their internet presence and establishing themselves as an innovative and approachable company.
Working on a small budget, CMW developed a light-hearted interactive game allowing users to compare their LinkedIn connections, experience and recommendations with those of their contacts. Using the Career-a-pult, the winner, with the most well-rounded profile, is catapulted into a dream job, which the loser faceplants into the wall of inferiority.
The game gives users better insight into ways in which they might improve their LinkedIn profile, making them more appealing to prospective employers. Opting for LinkedIn as the API, instead of the more popular Facebook option, Michael Page has ensured that they stand out from competitors.
Follow this link to try it for yourself: www.careerapult.com
20. January 2012
Yesterday, CMW were ON LINE: ON AIR: ON DEMAND at CITROEN LIVE in Manchester.
The 2012 Citroen Dealer conference was a great success and kicked off with MD, Linda Jackson and her team presenting some of the ambitions for the network for the coming year.
After lunch, the Citroen team skillfully handled questions on a broad range of issues sent via video link and submitted on their website. And all in front of hundreds of Dealers and a film crew - phew! Topics covered included upcoming launches, new sales initiatives and broader market issues. Plus there were some special messages from celebrity Citroen fans Arsene Wenger and Pixie Lott and a sneak preview of a new advertising campaign!
However, the highlight of the show was definitely an opportunity to see the amazingly stylish New Citroen DS5, which will be at Citroen Dealerships soon. If you just can't wait though visit: ds5.citroen.co.uk
10. January 2012
This morning we had our first working breakfast.
Mark Earls did what he does best – he made us think!
Here’s our 60 second whistle-stop tour of the wise and wonderful things he had to say.
His theme was that people follow patterns of behaviour. We can improve communication effectiveness by better understanding these patterns. It's for this reason that Mark's latest book is called "I'll Have What She's Having".
Mark started with a story – a story of Empire, adventure, map making and the Kong Mountains. (A quick visit to http://en.wikipedia.org/wiki/Mountains_of_Kong explains all.)
It turns out that for nearly a 100 years we believed the Kong Mountains to be in West Africa. They were the source of the great Niger River. Maps pinpointed where they could be found. The truth is they've never existed! They're a myth!
How did this come to pass? Mark explained that social context and shared belief are the most significant elements in our decision making.
We are inherently social beings and so our decision making is necessarily shaped by the influence of others.
From the moment we are born we are homo mimicus – mimicking man. We are copying machines aping the behaviour of our parents from day one. We then progress and ape the behaviour of our peers, of our social milieu and of wider society. We do it through-out our lives. This is why ideas spread; it's why markets have long-tails. We are copying machines. Drinks for example are a social choice.
As much as we all want to believe we're rational and independent of thought, the truth is we our part of a herd and make social decisions.
The trick is to understand the pattern that people's decision making is conforming to. To see the dynamic behind the mimic. Only by doing this can we seek to influence behaviour.
That's it other than to say thanks Mark for a stimulating and insightful talk. Great way to start the working day.
Mark's latest book, "I'll Have What She's Having", the inspiration for much of this morning, can be bought by clicking here. Well worth a read.
4. January 2012
CMW's celebrated Bacon Club is back and better than ever for 2012, now better known as Working Breakfast.
Kicking things off on Tuesday January 10th at One Alfred Place, we are particularly excited to announce that our speaker is Mark Earls, one of the UK's most popular writers and speakers on brands, marketing and changing mass behaviour. He is the author of 'HERD' and the recently published 'I'll Have What She's Having'. He's been described as Malcolm Gladwell on speed, and always has an entertaining story and a great insight into how marketers really influence audience behaviour.This is a chance to genuinely find out what makes consumers tick, and an opportunity to mingle and enjoy some breakfast.
We still have a few places available, so if you are interested in coming along, please email daisy.batchen@cmwlondon.com for more information. And for those of you who are already on the guest list.....see you there!
8. November 2011
40 years ago today Led Zeppelin released their fourth album. It doesn't have an official tiltle. Still 37m copies and counting have been sold. Just wished I'd aged as well...
Anyway here's Going To California being played live at Earl's Court
26. October 2011
While the Saatchi's mob sup their pints of real ale at the Pregnant Man and the creative wunderkinds at Mother pick at their Salad Nicoises at Shoreditch House, we at CMW are keeping things a little more real. So from 2nd November we are pleased to announce that a Greggs the bakers is opening next door to us on Tottenham Court Road. That's right, that fine purveyor of the saussage roll (large and small), the cheese and onion pasty, and the all-time classic the steak bake - all at exceptionally affordable prices - will be available to colleagues and clients alike. Enjoy.
Image found at
Hokd
21. October 2011
William Hill are offering odds of just 2/1 that the Stone Roses will split before the end of 2012. Pretty much a sure thing then.
20. October 2011
This top tune is one of CMW's faves. We are told that the chap on the guitar is not, we repeat not, Ben Rachel our Planning Director.
3. October 2011
Ah Japan. Land of the Rising Sun, of the Samuri, of the Geisha and of course of the markerless 3d AR application in the ... well, you'll see for yourself ...