Well, that was a bloody good evening if you ask me! SIXTY THREE NEW ADVERTS! Amazing. Well, actually, Sixty TWO new adverts, but I’ll get to that on Thursday! If you don’t like advertising, I highly recommend you don’t read the blog for the rest of this week. In fact, I probably suggest you don’t actually read my blog in general. How have you even got through to this far? It’s all I ever talk about!
This week I shall be spending my time providing you with my thoughts and commentaries on the advertising surrounding the Super Bowl. I’ll be bringing you the highs, the lows, the god awfuls, and of course my top five ‘big ones’. Haha, big ones. RIVETING. Let’s get going, and for Monday’s entry I shall be bringing you an absolute belter in the shape of a Chevrolet Camaro advert.
This is going to rank Number Five on my Top Big Favourite Five Ads Of The Super Bowl That Weren’t Even Shown In This Country.
This seems to be another in a slue of adverts which open up the process of advertising via self observation, and self critique, giving creatives the opportunity to not only poke fun at themselves, but at the whole advertising industry in general. My friend Mr.Edward Tang also wrote about this new trend on his blog, which you can find here. It seems that an easy way to relate to your already advertising wary audience, is to make a joke, or make a spectacle of their assumptions of the industry.
In this case, we have the conversation between two creatives. An uninformed audience would presume this is how an ad is actually formed from it’s very beginning. Obviously there are times when banter can result in the greatest campaign you’ve ever had the pleasure of putting into your portfolio, but more often than not, an idea is bounced back and forth like this, and then promptly binned for being absolutely fucking stupid. I mean, if this was an actual pitch going to the marketing big-wigs at Chevrolet, without the over-talk of the assumed creatives might I add, the guys involved would be laughed out of the office. The ad, on mute, is idiotic. And here we have my point.
With the voice over provided by these two presumed ‘creatives’, they have managed to successfully fool the unsavvy audience into believing this is exactly how this ad was formed. Actually, fool might be a too strong of a word to use. The audience haven’t been fooled persé, but they have been nudged into believing a certain fallacy. The fallacy that an ad can literally be cracked out at the queue in your local bar in between that next line of cocaine, and the nearest doner kebab shop. For any body watching the ad who is actually part of the industry, they can laugh at the fact that they know the joke. They know that this is what some people actually believe when it comes to advertising, and what some people think of their job. Isn’t that how it’s depicted in the media? An orgy of money, hookers, booze and whatever drug you can inject into your flaccid, soulless body? Take Chandler’s role in Friends for example. It’s nonsense!
I can easily make the assumption the team behind this advert actually spent hours slaving over every and any possibility for this ad. They didn’t stumble upon this one morning and let the office go home early, this was a slog. I mean, it was a Super Bowl advert! It had to be right, and luckily for Chevrolet, this one worked wonders. It’s funny, clever, and entertaining. It’s definitely an ad that has been talked about over the water coolers this morning, or as someone said last night, it would have been talked about over the social media, because after all, isn’t that the new water cooler? If it went by partly unnoticed, I’m sure it was at least mentioned at a couple of agencies this morning who wished they were brave enough to do something like this.
Why brave you ask? Well, the connotations this ad could have are two fold. It can be seen as an obvious lampoon by advertising savvy audiences and laughed about, or it could actually do damage to the advertising industry as a whole. Knocking us back a peg or two in the average household, making it harder than ever to communicate with an audience all too ready to switch over the channel. I highly doubt the latter though, as luckily enough, even the hard nosed anti-advertisers could find humour in the ad, because let’s face it, it’s pretty damn good.