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Café Coffee Day: “Sit Down” against non-sense

Category : Commercial Codes in English

Hello everyone, this week’s note has been little late due to some freelance chores but here it is…:)

In the previous note, we analyzed the Diesel example which illustrated a contemporary disease,for this week we have another example from India, which illustrates similar contemporary cultural disease as well.

Word is becoming a weird place to live. We live in a culture, based on “motion”. We rush into things, catch-up with our friends, jump in to conversation, deliver speeches etc. There is always constant motion and action.

We also live in argument culture as well. In TV, there is reality shows and argument, in social media comments, likes, dislikes and off course argument, in corporate world there is discussions and argument, in relationships there is argument…But the sad thing is, with the growing “popularity cult” arising from social media and media culture, finding the middle ground in discussions and communication is the less important and cool thing in these days.

And last but not least, we also live in information culture as well. I would like to call these phenomena as “information cult”.

With the constantly exploding and geometrically flowing information, having the current and up to date information in a coolest form is becoming a “badge”. And like the entire badges do, information badge is also becoming a vehicle for showing off and belonging.

In other words information is not a thing that we are using to form and develop ideas and opinions anymore because we are in a rush. Motion culture is not allowing us to think about, digest, analyze and interpret the information, because in that case a thing will occur called as “wisdom” and it has no currency to make us popular within argument culture and information race. That’s because wisdom is the biggest enemy of nonsense.

So, non-stopping motion, exploding information, and never ending polarization… These are the symptoms of a bigger contemporary disease; the “popularity cult”.

Isn’t sound a little manic? I think all of us feel from time to time that it really is. And for those who do not know what manic personality really is; it is a reaction, a coping mechanism against the deep down depression, dissatisfaction and the feeling of insignificance…

That’s because, everything turns into a commodity in these day. Opinions are commodity, time is commodity, identifications and belongings are commodity, love is commodity, happiness community and eventually human is commodity. All of those are our ammunition to trade, in that “popularity cult”.

And while everything is becoming a commodity for a huge popularity contest we lost something on the road called: Essence and meaning. And this is frustrating!

But man this is also exhausting too…! Sometimes we all want to get a break and just sit down and “talk” and really get to know each other. And enrich our souls.

This is exactly what Cafe Coffee Day commercial is all about.

The success of TVC is not only coming from addressing the contemporary symptoms and disease but it is also successful in terms of location selection to illustrate the problem and propose the cure against it.

By calling people to “sit down” against nonsense and by doing it exactly where the nonsense happens it brilliantly creates a tone of acknowledgement, intimacy and proximity.

It is also successfully brings the real “café” world into youngsters online world which is indispensable for them. This way, it makes to café culture relevant and encourages youth to go out and socialize without giving up the online socialization as well.

In short it brings the constructive café soul and warmness into the wild online jungle… And reminding us there is more in sitting down and talk, than racing in a manic and ridiculous rhythm.

Well done to those contributed. See you on the next note. :)

Diesel YUK Shoes: A call for reality!

Category : Commercial Codes in English

Hello Everyone,

Before starting this week’s note I would like to make a statement.
As frequent readers of this blog already knew, I’ve been writing on this blog for almost two years. And what I am doing here, well, I basically aiming to increase and contribute both myself and collective advertising literacy.

Basically I am trying to uncover codes of the commercials here. What was the marketing thinking behind them, what was the social thinking, consumer thinking etc.? And I am also trying to uncover why they used such particular codes what they were aiming to achieve? Things like that…

While I have been doing this, recently I realized that limiting my audience to Turkish speaking marketing and communication community is unfair, considering the fact that most of the cases I am covering are the international ones.

So from now on, I will write non-Turkish cases in English. Hopefully my fellow non-Turkish sparker friends will like it too… The English section in the blog also, English version of my credentials, will also be launched soon. So stay tune for more :)

Welcome again and enjoy the readings. Also please feel free to share with your friends :)

Cheers,
Cem

**********

Diesel YUK Shoes: A call for reality!

We are all living in a strange world.

With the rise of technology and social media, the rules of the game have been changed. Today is a world which virtual imageries replaced with real selves, and curation is overshadowing the creation.

We are all curating our visual images, nourish it, and polish it, market it, competing based on it and most of the time even judging ourselves and others over it. Likes becomes far more important than ideas. And popularity becomes far more important than essence, experience and wisdom.

Originality and creative thinking has never been a less of commodity.

Now we all are walking buzz words. Our perception of the world has been limited with our Facebook and Twitter flows. We are all living, working, creating, sharing in the similar virtual and real eco systems.

As a result of that we are all big living data junks, thinking ourselves different and unique from others. But actually we are all deriving our personality from similar virtual flows.

Even the real world activates becoming part of this virtual phenomenon, including the sports and sports brands such as Nike. They all are adopting themselves into this big data and curation world.

Recent launches of Nike such as Nike+ shoes and Nike+ FuelBand are all based on this trend.

 Off course as a rule when a trend rises in society its counter-trend or reaction also rises simultaneously. Because trends are edgy things by definition and edgy things creates polarization.

The side effect of this virtual social world and selves phenomena is, we are all taking this virtual world for granted and as a result of that we are losing ourselves in virtual competition.

We even feel depressed sometimes about how everybody else’s lives are perfect compare to ourselves (they are actually curated visual images but that’s all we see…) and most of the time we feel overwhelmed, exhausted, inadequate and insufficient against this constantly flowing virtual data, happenings and curations.

Deep down we all know the ridiculousness and non-sense of it but we do not want to stay behind and we felt obliged to be a part of it.

That was exactly Diesel’ insight when they were launching their legendary YUK shoes for its 20th year anniversary.

 

 

Diesel copies are not only reaction and opportunistic counter act against Nike’s hyper technological and socially competitive Nike+ line, but it is also the reaction against current narcissist social media paradigm.

While we are all talking about the importance of content and story in this exploding social media craze, that’s definitely the kind of brand and attempt we all would like to see.

It is not only reflecting a true consumer thinking and reaction but also underlines and emphasizes the importance of insight notion to create genuine resonating stories. Even in this curation oriented social media world…

To conclude, these kinds of brands will be only ones, remain after this curation bloom gets normalized. Brands who put genuine insight, depth and dimension in their communication efforts will be the ones who win eventually and resonate into consumers’ hearts from generations to generations, obviously in every available and upcoming communication channels.

And Diesel is one of the best brands who are doing it so successfully. Also this campaign, as expectedly fits very well with the Diesel’s controversial and non-conformist attitude.

So well done to the team for the brilliant thinking… :)