Sunday, October 26, 2014

Business to Business...the place where creative can shine.

Jenga played big with two Caterpillar machines demonstrating their precision against the Stravinsky soundtrack used originally for March of the Brooms in Walt Disney's Fantasia....brilliant. Even though it seems a bit burdened with all the supers, the spot still works.

Isn't it amazing how some companies just get what advertising is all about! Up until now this has been a category only earth movers could ever love. But with brilliant thinking this very small niche market has learned how to bridge the gap and carve a place in even the hardest segment to reach which they probably didn't even think about : the general consumer.

This spot showcases how "delicate" these big, ugly and to us, the general population, monsterous machines can be. They have been taken from the "monster/scary" category to "playful and fun" category. And it is capitavating to see these powerhouses do this demanding and precise kind of dance.
As the music begins to go faster and faster it builds the tension that of course makes you wonder
when the guy in the hardhat is going to get crushed by one of these pieces.

It showcases their highly skilled capabilities of strength and agility without being pedantic and boring. It makes the work interesting and the demonstration holds your interest because you can see how heavy these game pieces are and that really this is no messing around here. It is precise and carefully orchestrated to prove a point.

Orchestrating this demonstration I am sure was very complicated. But it is made to look easy and simple. Another product benefit. And the music is perfect because it takes the demonstration to a more whimsical place. Imagine how boring this would have been with a "serious" voiceover, you know, the kind of videos you used to sit through in health class and the usual bland music, if any. Someone(s) at Ogilvy saw this as a chance to elevate this assignment and these machines benefits from the usual humdrum salesman's powerpoint presentation to a product demonstration that captures the imagination.

Ten stars to Ogilvy.

British Airways OOH "lookup" campaign...

British Airways always always does such breakthrough brilliant stuff, it's hard to keep up with them.
Using survellance technology they were able to create a magic OOH campaign where a child is crouched expectantly in the corner of the board. As a real flight crosses above the billboard, the child gets up and runs across the board, pointing to the real plane. His/her body reveals the tagline for which flight it is and where it is coming from.

It is so amazing. This is the ultimate use of OOH and can't help but grab you. It is so simple on the one hand, using the children makes it whimsical because it captures their total fascination with airplanes to remind us how magical flying is. Yet  it's realistic because that's what kids do: when they see a plane they are totally transfixed. And it says: lookup. What a great powerful thing to say.  On many levels it says so much about the brand, the experience, the optimism and positive-ness of it.

I was stunned when I first saw this. British Airways is so always ahead of everyone else in this highly competitive category. And to think up utilizing survellance tech for this is way beyond anything anyone else is doing. I am sure this was not cheap. But British Airways never spares the pounds when the idea is right. And that's why they are so effective as well. No cheap tricks. No gimmicks.

To me it is one of the most fabulous uses of OOH I have ever seen. It's simple, it's direct, it's elegant and magical. The kids point to the product. The kids sell the obviousness in a totally interesting and innocent way.
This is as good as it can get for me. This is Ogilvy again....from across the pond...