1. The product doesn't look premium.
2. There is no human insight.
3. There is no customer benefit.
4. There is no call to action.
5. There is no brand purpose.
6. There should be a hashtag so people can join the conversation.
7. There is no reason to believe.
8. It's category generic.
9. Not consistent with the rest of the Chanel brand world.
10. No integrated user journey.
The list could go on.... and yet they are (in my not-humble opinion) as close to perfect as ads can get.
Sadly I've seen great work die at the hands of every single one of those reasons. Why? Because people are so desperate for advertising to be a formula they will kill anything that doesn't fit into their narrow view.
The moral of the story, sometimes great advertising doesn't fit into your rules. So fuck your rules.
Love this. Also, I was pissed at you until I got to the end.
ReplyDeleteAgreed on almost all of the above, but there is a human insight. And that's why you can fuck off all the other rules.
ReplyDeleteI really like this blog post and agree with your way of seeing. However there are good orthodox marketing counter arguments to every one of the 10 points you raise as the dead hand of marketing:
ReplyDelete1. The product doesn't look premium: But the advert does. Spending good cash money on such a childish advert is only possible for a premium product.
2. There is no human insight: Despite it being the most human response to a product that has achieved some magical status in the family that "made' the advert.
3. There is no customer benefit. Except that by using Chanel mothers can raise their status in the eyes of their children.
4. There is no call to action. I think you could argue that the call to action is to talk to your children about perfume, encourage your children to take an interest in your luxury products and how they make you feel.
5. There is no brand purpose. Apart from the concept that Chanel is a brand that extends it's value from generation to generation
6. There should be a hashtag so people can join the conversation. Chanel's classic and classy status says "Better talk to your children like a good parent without using Instagram or Twitter".
7. There is no reason to believe. I believe that Chanel cares deeply about family and the relationship between mothers and their children
8. It's category generic. Yet the execution is novel and very clever
9. Not consistent with the rest of the Chanel brand world. Which brings the human and imperfect briefly closer to the brand, which is good because being a mother is to celebrate the perfection of the imperfect women.
10. No integrated user journey. At the same time these adverts capture the journey from child to mother perfectly
i saw this and figured they got rich people’s children to do the drawings.
ReplyDelete