Spot the difference:
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The new Carling ad:
http://www.youtube.com/watch?v=2Tst_bB-Mi4
Fifteen-year-old Peugeot ad:
The answer is, as far as the idea is concerned, there is no difference.
In fact, the two ads are similar in many ways:
Black and white with a dash of colour.
Early shot of going into the eyeball.
Heavily stylised.
Black female singer to give the ad a bit of ‘soul’.
Central ‘characters’ who are complete prickweasels.
And end results that are truly, utterly, eye-bleedingly awful.
Plus ca change c’est la meme chose.
Billy no mates at the end of the Carling ad.
I think point 6 sums it up nicely
http://www.ben-kay.com/2011/01/spot-the-difference-2/
God, it does make you want a nice cold Carling by the end of it though.
Not really, just wanted to be horrible. It’s a bit rubbish isn’t it. ‘Brilliantly refreshing’? Cooking lager ads are normally funny. Hang-on-a-muthafucking-second! That is the strategy here isn’t it? Make it ‘Premium’. You know, like premium (5%) lagers. Someone come and promote my ass right now, I have planning instincts running through me like a stick of Whitby Rock. Next week I’ll start interfering with the creatives’ work and everything.
The Peugeot ad vs. Schindlers List… you decide.
Thought you might like this:
http://vimeo.com/28981808
This ad was the end result of one of those ‘create an ad’ episodes of The Apprentice. In its defence, the other team’s was worse.
mood film becomes the ad.
The new halifax ad is a f**king peach as well.
Damo, I do like that well. It’s rather pleasant.
Are you joking about The Apprentice? I don’t watch it so I have no idea. It does sound plausible though.
oh dear. the old “through the eyeball” shot is never a good sign is it? I have to say though, i’m digging the shape of the pint glass at the end. it will never stack right but i bet it feels good to hold one.
No that was a joke. But it is about the level. And I can imagine them getting rather excited about the powerful imagery.
Speaking as someone who, unfortunately, has an ad with the camera going into an eye on their reel, I have to say no camera should go into an eye in an ad, ever.
Toe curlingly terrible. Why can’t we make beer ads like we used to do. Like the Aussies or the yanks do. Why can’t we be funny anymore.
This is what you get when you get that cunt Nigel Havers to write your ads for you.
Wait…everything this guy sees reminds him of alcohol? Doesn’t that make him an alcoholic? If so, then what Carling are really saying is: “if you are an alcoholic, then we’re the pint for you.”
How did it get past CC or ASA or whoever fucking monitors things these days?
Drinking on his own?
Thinking about beer?
Biggest pile of shit I’ve seen. I had high hopes when this fucker went out for pitch and somebody, possibly VCCP, fucked it up.
Couldn’t they think of a character?
What’s amazing is that even after 15 years I could remember almost every scene in the Peugeot spot (I would’ve been 10 at the time).
Think that says more about me than the ad though.
landscape blending into beer on a train window? mmmhhh delicious. i swear no one ever imagined that.
whats really shit is the song – the poetic candy coating of an alcohol addiction. hows that refreshing.
anyway, im going to a wondrous place now. bring in the shots!
How long are agency planners going to tout ‘refreshing’ as a strategy for beer?
Not only is this ad banal, it’s also the same strategy as another brand in their portfolio: Coors Light, also created by VCCP.
I just hope the client didn’t have to pay double bubble for strategic insight.
If you’d permit me, Ben, I wrote a post on the very same thing: http://thereisnocavalry.wordpress.com/2011/07/26/time-for-a-refreshing-change/
I appreciate that your blog is not a platform for mine! So apologies if I offend.
wallpaper
Prickweasels is such an underutilised word! The ‘through the eyeball’ shot seals it for me.
Saatchis used Wondrous Place for a Toyota Yaris ad about ten years ago. That really is a vile pile of shit of a commercial film; can Tony Kaye sue for his corruption of the ‘Relax’ ad, too?
VCCP should stick to what they are good at. Answering the brief with a furry quirky puppet.
oh my, that’s bad. I mean really bad.
This is from VCCP Blue, supposedly set up to handle ‘budget-restricted’ clients. Maybe it’s being used as a conflict shop here? Don’t know if it’s the same creatives… Maybe there’s a companion ad coming up where the blonde he’s sat next to at the end looks at his alcohol-ravaged face and says “I bet he drinks Carling Black Label.”
I bet whoever wrote this doesn’t drink Carling Black Label.
Ah ha ha ha ha ha ha.
I’m not a spammer but as you can see from the above, I am sharp as a tack.
Was this made in London?
I thought you guys were good at making TV ads? What happened to the ‘know who your mates are’ campaign? Or did BMB not sound as good as VCCP? Would it be wrong to assume that more acronyms lead to crapper ads?
Because this is a stinker.
Actually there is a difference. The man in the Peugeot ad is thinking about a million things in his day. (Funny how they thought that wasn’t clear enough so they began with a title card to explain). This makes him ever-so-marginally less of a fucktard than the man in the Carling ad, who only seems to thinks about beer. Don’t get me wrong; as a consumer I’d much rather be neither of them.
And Marcelle, in answer to your question, i imagine VCCP came in cheaper.
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