Leonard Rego, creative director, Concept Today
I firmly believe that creativity without a definite purpose is like heavy metal without the blues scale: It'll never go platinum. Too often, creative folk get obsessed with creating the 'Wow!' factor rather than the 'Hmm...' factor. Wow is good, but the latter, is a reaction inspired by thoughtfully developed advertising on a mission to do something, whether that's selling bicycle pumps or hawking haute couture. It has to challenge people to think, and as importantly, to react.
True masterpieces are hard to come by, unfortunately. They take time and research, luxuries not often enjoyed in the deadline-driven advertising world. Still, there is never an excuse for less-than-decent advertising. Without presuming omniscience, here's my take on the ads featured here.
Coca Cola Zero:
Execution wise, there remains something to be desired in the Coca Cola Zero campaign, the instinctive feeling being one of heaviness rather than minimalism, which the Zero aspect should ideally communicate.
The blocky typeface and black background have conspired to contradict the message, although they do help to retain a smidgen of attitude. The internationally used Zero logo gets progressively thinner with every succeeding letter, to the point where the O of the logo is really thin, a great way to communicate its relative nothingness. Wonder why that wasn't used here. The distant cousins one is 'different', and probably a bit risqu. Then again, advertising is about pushing the boundaries, so marks for that.
Coca Cola Light:
This one has too much happening to actually communicate lightness. The colours used are apt, though, but the model, whether famous or not, isn't particularly the best choice for a Coke Light ambassador. Still, the absence of superfluous copy is a good thing in this case, because "Less than one calorie" is all that needs to be communicated.
DHL:
Simple, effective, and to the point seems DHL delivers a message as effectively as it does shipments. The clever use of word processor-style highlighting of key words is particularly commendable. Some of the world's most effective advertising is purely typographic (think The Economist), and this campaign will make it to the books, too.
Honda:
The 8x8 headline is a halfway-clever attempt that will get attention, if nothing else. The profusion of insets, the cutout vehicle, the chrome MR-V insignia and the loud 8x8 lets it down. Honda is a great brand to work with, so I'd think coming up with something creative would be relatively easier.
Vinod Kumar, creative director, Inpress Hakuhodo
For most creative folks, the emotional surge experienced while creating an ad is very much like creating a baby. They jam with their creative partners, go through the pain, suffer the pangs, and finally feel the bliss when the creative product is released. Then they get to hear the whole neighbourhood talking about the 'newborn'.
Fact is, every baby (read: creative product) looks beautiful to its creators. Fact is also that the 'neighbors' may not always agree. Consider me as the friendly neighbour passing comments on the beauty of these creative ideas or the lack of it. Without any malice.
Honda
Plus: 8x8 is an interesting creative hook. It's a good expression of what Honda promises the power to dream.
Minus: The layout lacks punch. Did someone stop the art director from using a better font? FREE Gift?
Pleeeease guys, any gift was never ever offered to any customer for a price. How about 'Surprise Gift!'
Coke Light
Plus: The butterfly graphic which got crushed somewhere in the layout.
That's the only element that comes close to conveying the lightness of 'Less than 1 calorie'.
Minus: Nothing light about the ad. It's loaded with heavy graphic elements. Is something being conveyed which I'm unable to decode? In that case, my apologies.
Coke Zero
Plus: thezeromovement.com website is too cool. Weekends with zero ends...tempting. I like the illustration style.
Minus: It's tough to figure out the connection illustrated: nasty twins, cousins with overdue library books and Coke Zero. The communication appears layered and laboured. If your intention is to pack some attitude, try to keep it 'as it should be'.
DHL
Plus: Full marks for cleanliness. Communication is direct, honest B2B without sounding too clever.
Minus: There can't be any major minus when your communication is precise and laid out neatly. Except for the fact that it faces the danger of being labelled 'not creative.'
Client: Coca-Cola Light,
Agency: Fortune PromoSeven
Client: Honda
Agency: DPI thenetworkone, Qatar
Client: DHL
Agency: Memac Ogilvy
Client: Coca-Cola Zero
Agency: Kindred Creative, Australia
© Gulf Marketing Review 2006
