Thursday, 31 October 2013

Chocolate couture


Here I am cutting it severely close with a blog post that HAS to go out Thursday.

Typical.

However, I had promised my advertising version of “Throwback Thursday” would be a constant on my blog—and damn to hell if I don’t keep one promise here!

Kate Moss hologram
This week, I’m dedicating it to chocolate—which is fitting since it’s Halloween after all.

In 2010, Cadbury came out with one of the most beautifully crafted commercials I had ever seen. It was high fashion, pure indulgence, and utterly ethereal.

Video maker Baillie Walsh directed the Cadbury commercial and had previously worked with the late fashion designer Alexander McQueen to create a hologram of Kate Moss during McQueen’s 2006 Autumn/Fall collection.

The billowing fabric, the arms trailing—both are haunting. The commercial resembles the hologram image of Moss, and the similarities between the two are striking. For me, this aspect provides the only real criticism I have regarding the commercial. Otherwise, I’m totally enthralled for that minute.

You will be too.


 


Saturday, 26 October 2013

The romance, the drama, the love: Chanel No. 5


I meant to write this a while ago. I actually meant to do one every Thursday because it’s such an awesome idea—you know, if I had to describe it in one word.

It’s a “Throwback Thursday” version for advertising! Cheers!

I don’t need to state the truism that there has been some awesome advertising in the past. But on Recoco, I wanted to put my favourites.

My goal is to be consistent with this in the future because I’ve run out of decent-looking baby pictures to upload on Instagram—my priorities have now shifted.

To start off, I will show you my inaugural submission to this category—it’s an oldie but a goodie.

It was the commercial that initially piqued my interest in advertising. A perfume advert for Channel, which also happened to feature Nicole Kidman who had stared in my favourite movie ever: Moulin Rouge.

Not to mention it was directed by Baz Luhrmann, who directed Moulin Rouge also.

So I admit, I may have been wearing rose-coloured glasses while watching Kidman channel her inner ingénue in Chanel couture. 

Heck, I may still be wearing them, but this is an awesome commercial—I don’t care! Enjoy the romance, the drama, the love with Chanel No. 5.



Saturday, 19 October 2013

Fat-shaming Melissa McCarthy


There's no doubt that Melissa McCarthy looks beautiful on the cover of ELLE.

However, there's been some considerable controversy regarding whether ELLE covered up the star's body in an oversized coat.

Right now oversized fall coats are all the rage. I see them everywhere—the mall, online, catalogues—and it appears that even the tiniest of women are enjoying the current trend, too.

The question remains though, that in the context of Melissa McCarthy and the fact that ELLE’s issue also has other female cover stars wearing less, was McCarthy treated differently because she’s bigger?

Perhaps.

Reese Witherspoon appears in a black Versace cutout dress, Shailene Woodley is dressed in a bathing suit, and Penelope Cruz is shown pushing her hair back to reveal a bare face.

At the same time, we should also ask what Melissa McCarthy thinks. It’s unfair to assume that she’s as equally unhappy as those who are reacting critically to the cover.

Each one of these women is at different stage in their life, too: Woodley is an emerging star, Reese Witherspoon is a veteran, and Cruz, while also a veteran, is pregnant as well.

McCarthy is known for comedic roles. The roles are often atypical of female comedians, and when she delves into a role you are reminded of Jim Carrey, Mike Myers, and Steve Buscemi because what she’s doing is so groundbreaking.

The roles are not sophisticated—think Bridesmaids—but that’s why she’s so great. She’s breaking down gender norms for female comedic roles.

The cover of ELLE may have been a way for her to relish in her femininity. This is assuming that fashion shoots are as glorious as they sound—she was probably having fun picking clothes out of one of the best couture closets ever.

Therefore, I commend her for her ability to transition so easily between what is considered the gender norms for males and females. I find that women are so uncomfortable with lowbrow humour, and yet we can laugh when men scrape the dirt with it.

Many believe that ELLE is fat-shaming McCarthy by putting her on the cover with an oversized coat, and given the context of other stars who’ve been put on covers and made to look slimmer—I agree.

However, I also believe that if it were a male on the cover in a bulky coat, it would just be about him and not about his weight.

That’s the difference we constantly rely on between male and female celebrities.

Is criticizing her cover taking away from the beauty of it? Are we a part of the fat-shaming, too?

Those are difficult questions and there’s a strong argument from both sides.

Personally, I don’t want to take McCarthy’s agency away from the cover where she reportedly picked out the coat and felt the experience “was kind of amazing”.

She’s one of my favourite actresses, especially when she hosts SNL, and it’s unfortunate that half of the stories written about her are either criticizing or defending her weight.

It doesn’t surprise me that this would be a part of the narrative of her celebrity. 

What do you think?

Monday, 7 October 2013

What did the fox say?


I’m obsessed with Howard Gossage. I adore his sense of humour, and his ability to come up with surreal promotional ideas that involve winning a kangaroo and mailing in for “pink air”.

In class, we were given the opportunity to make a Gossage-inspired ad for The Bay.

I’m also obsessed with The Bay.

However, thinking like Gossage is a lot harder than I anticipated. It’s so easy to fall into the trap of taking one of his ideas and applying it to the fit The Bay’s criteria. Therefore, I avoided Gossage-isms at all costs: no winning a kangaroo and no receiving a balloon of pink air.

My original idea was to revert back to the fur trade. However, that has a whole list of past and present negative connotations, despite it being a part of Canada’s rich history.

You’re welcome, PETA.

Instead, I thought: What did the fox say?

Well, he said nothing. He ran away.

My ad focuses on the case of the missing fox from The Bay’s coat of arms, and what the moose would do without him. I tried my best to find a vintage picture of the fox, but no such image exists unless it’s severely pixilated. Therefore, I use a modern version of the coat of arms—and luckily it still works.

Enjoy!





#MyDunkin


Apparently I need to be tweeting more about food. Dunkin’ Donuts is featuring two consumers in a national commercial after they tweeted positive comments about the products.

If any poutinerie wants my adoration/admiration/sweet lovin’, let me know. I will gladly tweet/share/Insta everything in my power.

But how awesome is that? I think it’s a fantastic way to incorporate and engage consumers with their brand. Not to mention it’s an exciting way to promote the brand through social media. It’s the best giveaway ever.

The two 30-second commercials will debut on Oct. 14, and Dunkin’ Donuts is calling this marketing strategy #MyDunkin.

I’m excited to read what the critics will say about this initiative.

Will the commercials work?

Will it win any awards?

A Cannes Lion, perhaps?

We’ll see come Oct. 14.

Also, again, I would love if a poutinerie did this. I would hashtag everything #My[Poutinerie name].

Jus’ sayin’.



Saturday, 28 September 2013

"Moments so perfect..."


I wrote earlier about the Chipotle and True Move H commercials, which have everyone in a tizzy over how compelling, emotional, and controversial they are—which is warranted, these commercials are great.

However, I forgot to mention one of my favourite commercials this year that I discovered while waiting for my dad to give up the TV.

It was serendipitous that the OMEGA Co-Axial Chronometer commercial came on during the break from the U.S. Open (or some type of Open— it's irrelevant). 

“There are moments so perfect, you’d hardly think they were made by humans”

OMEGA takes you on a mechanical tour, and I enjoy the futuristic, utopian characteristics it includes. Very clean, very surreal, and the music “Smiling” by Harry Gregson (but more aptly titled “Tears of Joy”) is a perfect choice that holds the commercial together. It’s dream music, light, soft, and complementary to the graphics.

The graphics remind me of the old Olympic game icons that represented the athletes: lean and strong. I'm assuming these robotic people were meant to look strong and unbreakable—a symbol of the watches endurance, and perhaps even the OMEGA brand itself.

There was also a flame that looked suspiciously like the Olympic games flag during the cycling race, so maybe I’m on to something!

Now watch “the most perfect mechanical watch movement in the world”:



Monday, 23 September 2013

Are we emotional, now?


I’ve seen a lot of good advertisements lately. Well, a lot of good television advertisements.

Chipotle released their anti-mass food production commercial "The Scarecrow" to the tune of Fiona Apple’s cover of “Pure Imagination”—a haunting tune from the 1971 film “Willy Wonka & the Chocolate Factory”.

It's fantastic.



The style of the ad is similar to Chipotle’s ad last year, "Back to the Start", which won the Cannes Lion International Festival of Creativity’s top award.

One of the defining characteristics of these ads, much like the style, is the song choice. Last year, it was Willie Nelson’s cover of “The Scientist”. His raw voice, sounding weary and exhausted, encapsulated the commercial’s message that animal farming was heading in a detrimental direction for the environment and society.

Ready to bawl?

The second ad is for the phone company TrueMove H.


It begins with a young boy, who has stolen painkillers from a pharmacy and is chased out onto the street by the owner. A man from a nearby café witnesses the confrontation and comes to the boy’s aid. He pays for the medicine and has his daughter give the boy some veggie soup as well.

Years later the man from the cafe collapses and is taken to the hospital. As the daughter looks over the hospital bill, she realizes she can’t afford the costs. In desperation, she puts her house up for sale.

The next day at the hospital, she sees that the bill has been paid for. The commercial then reveals that the boy who stole the medicine ended up becoming a doctor and has paid for everything as a thank you for the painkillers and veggie soup.

The tagline: “Giving is the best communication”

Can I get a loud, collective “AWWWWWW”?