What’s the last good advert you remember?
I don’t know either.
I mean, I see enough of them, on TV, on Facebook, on Instagram, on websites, on billboards, on every single piece of media I ever consume, ALL OF THE TIME, but none of them stick.
However, one thing that has stuck recently, is this dystopian film for ice cream.
Watch it, then watch it again, then wonder if it was real and watch it a third time just to make sure.
Having first been sent it by my friend, I’ve since seen it talked about by a bunch of people who don’t think it’s very good. Some people, in fact, hate it.
Well, I’m here to take it upon myself to let you all know you’re mistaken.
This is the best piece of advertising I’ve seen in ages, and what follows is a list of perfectly valid reasons why your opinion is wrong.
Reason you’re wrong 1 – People are talking about it.
Already this sets it apart from almost any other advert you’ll see. Right now I’m watching an ad for Lor coffee. It tells me I shouldn’t pursue anything less than gold, and just like that it’s over and I’ve forgotten all about it. Will I tweet about that Lor advert? No. Will I send it round the office tomorrow in an all-office email? No. Will I do that with any of the other ads that are flicking past my eye holes behind my laptop? Not a chance.
But I will, and already have done, with dystopian ice cream. If advertising has any purpose at all, it is to get something talked about. Success.
Reason you’re wrong 2 – It wasn’t designed by data.
The reason a lot of ads are shit is because data is their inspiration. The data says the audience will like this. The data says they responded well to that. The data says your ad should look like this.
Data conforms your creative. It gives you the building blocks to make something, and whenever you build with a prescribed list of ingredients, you end up with something that looks very similar. That’s why most of what we see it bollocks – it’s not been inspired by creativity; it’s been inspired by facts and figures, which in the entire history of the world, have never lead to anything mildly interesting. Sure, a bit of data is nice. A brief and a proposition, that’ll do. But let’s not go overboard.
This ice cream ad wasn’t even made by an agency. A film studio did it, which is why it looks so sharp and finely produced. Ad agencies often fall into the trap of creative by committee, where if a room full of people don’t all love the idea, the idea dies.
No committee got anywhere near this, so the idea stayed original.
Reason you’re wrong 3 – It caused controversy.
If everybody likes an idea, the chances are it’s bang average. It’s been shaped by opinions, feedback, criticism, and round after round of amends and changes. While it might have started out as something fresh and new, an agency full of people whose jobs are to tell you ‘no’ have ended up making it boringly safe.
It then goes to the client, who makes it safer still, before you deliver something everyone is just happy to get off their desks and won’t put anywhere near their portfolios.
Every second a good idea dies. It’s the way of the world.
Dystopian ice cream is an idea that not everybody likes. Some people think it’s great, while other people think it’s a piss take. That means it’s the furthest thing away from average you could imagine. In the few days it’s been out, it’s already caused more conversation than anything that went through a panel of experts.
It’s fresh and new, and no-one killed it.
Reason you’re wrong number 4 – Excellent SEO.
Search dystopian ice cream. Need I say anymore?
I’d always much rather create something that is hated than something that is acceptable.
Acceptable ideas are what will kill the industry. Things like this are what will keep it striving to be different, which I’m sure was the reason we all got into it.
Advertising is meant to cause a stir and make products stand out from their competition. I can’t think of anything that has done that better recently than robots force feeding a captive OAP ice cream.