I have literally no idea what on Earth this is about
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I know I’ve been out of the country for a while so I might not have sufficient context, but I am utterly clueless as to the intention of this campaign.
What’s it saying?
Who is it saying it to?
And, most importantly, what the hell has it got to do with coffee?
Golden opportunities await? Yes, OK… Are these moments something you wait for while you’re at work? Do you drink coffee when you get back from work? Do you miss these moments because you’ve been making coffee? Should you make instant coffee such as Gold Blend because it saves you time, which you can then use to hug your baby?
Answers on a postcard…
UPDATE: here’s the TV ad. Still makes not a quark of sense:
https://youtube.com/watch?v=NR9s_3zy-Ck
Maybe the tv ad will help it make sense.
https://www.youtube.com/embed/NR9s_3zy-Ck
Nope, still a load of bollocks. Seems they’re trying to jump on the Jurassic world band wagon. They’ve stolen the tune from Pixar’s UP as well. Load of shite.
This douche bag seems to get it.
Maybe we should ask him to explain.
https://twitter.com/steve_veho/status/605703645183807488
Isn’t he being sarcastic?
coffee –> clear thoughts –> easier to focus –> focus on what’s important
If that’s true it is a MASSIVE stretch.
If it’s a guess you should add a question mark to the end of your suggestion.
It’s *something* to do with getting your work/life balance sorted, right? So… Gold Blend?
@Steve_Veho obviously has issues. Maybe he’s going through a messy divorce and fears he’ll only see his kids twice a week?
Here is the client’s and the agency’s two pence worth. http://www.campaignlive.co.uk/news/1346438/
I am pretty sure you could replace the brand name with any other brand give or take in that write up.
We have go to the heart of the emotional relationship between our brand and the consumer. Please love us, please, please, please, we love you too you know.
New rules – all advertising must be emotional. Mentions of the product get’s you marked down in awards. Consumers are there to be fucked with, it’s behavioural economics 101. Brands are now licenced to tell you how to live and make moral judgements as if they are integral in your private life.
You’re not spending enough time with your kids you arseholes. Have a coffee and fucking sort it out. Shit I just spilled my coffee and scolded my toddler. I am off the ASA to complain.
Did no one…at any point… along the entire drawn out process of trying to make really average work say… ‘Do you think anyone’s gonna get it?’
i think the strategy is ‘fucking starbucks. we have no relevance in this world anymore’
On a side note, don’t mix hot coffee and hugging babies.
I’ve got Gold Blend on the shopping list now. I’ve just added Fairy Washing Up liquid too.
https://www.youtube.com/watch?v=BEoy09nk8yQ
What else do I need to buy to further my wellbeing?
great coffee –> easier to focus on what’s important
not that massive stretch now, is it?
note: I’m not defending the work. I’m just trying to decipher their thinking and how it was presented.
It means “your kids are annoying bastards and you need some kind of stimulant to interact with them”
Oh wow. I’d want my name redacted from that article if I was the creatives. Or the agency. Or the client.
@Alvanta: well, according to that article your suggestion doesn’t seem to be what they were aiming for. Then again, they don’t really explain what they were aiming for.
Then again again, your explanation makes more sense than theirs.
This is a big mess ;-(
“Publicis London created the new campaign, which features Tcheky Karyo, an actor who played the villain in the 1995 movie Bad Boys.”
Amazing.
This is what the world would be like without brands showing us how to feel good about being parents –
https://www.youtube.com/watch?v=QWE_M0CX9So
I got it quite clearly – take a (coffee) break from your hectic life and focus on the things that matter.
Get home early, have a coffee, chill, play with kids.
Put the laptop down, have a coffee and be mindful of the moment – hug your kid, play dinosaurs etc
Yeah it’s all slightly tenuous and overanalysed by clients/creatives so it feels like a bigger thought than it really is… but that’s the industry now innit. A simple idea no longer equals a big one.
This is about GB’s new ‘child’ coffee aroma tech. When you sniff the freshly made coffee you realise you are a self obsessed twat and are provoked by a pavlovian response to be with your children. This augments your coffee drinking experience. GB have also brought out girlfriend, boyfriend, husband, wife, grandma and grandad aromas.
All good questions Ben.
I reckon this is the result of a well below average client who thinks they know how to do advertising forcing the agency, in patronising tones, to do this. Publicis is no creative powerhouse but even they’re not stupid enough to run this work. They had their arms twisted by douchebag I reckon.
And I’m always right.
@Jim: add Chobani yogurt and Angel Soft bog roll to your list.
https://www.youtube.com/watch?v=b3Z5pAZe0E8
https://www.youtube.com/watch?v=rf6D3UjqbkQ
@Jim, sorry I forgot one. Make sure to buy some Dove men care as well:
https://www.youtube.com/watch?v=R0-5HORRXU0
@steakandcheese – Wow. Angel Soft didn’t miss a multi-cultural trick there did they? Added to my list.
Think how great your single Mum is when you’re squeezing one out.
Will businesses compete now on who can make the most emotional film instead of competing on quality, availability and price of their product.
Where will it end? Child abuse stories to promote chicken stock?
You can see why brands may think they want this but I am not sure consumers do. Will it end in tears? That’s The Long and the Short of It – I guess (Planner’s joke at the end there).
I don’t know what it is, but it ain’t advertising.
If campaign was even a proper magazine they’d call up the agency and ask them what happened.
“Going home early to chill…with a cup of coffee’
?
Is that even a thing?
@steakandcheese I wish you hadn’t remembered the Dove Men one.
“We’re pregnant” – there’s a phrase that makes me want to join the Foreign Legion. “We’re going to have a baby” – yeah, okay, you can have that. But not “We’re pregnant.”
@Mr. Gash maybe an Irish one.
Going to buy some Tylenol after watching this ad, but I don’t think for the same reasons shown in the ad:
https://www.youtube.com/watch?v=c33dTK7nUqo
Like these homely scenes, the taste of real, actual coffee is crystallized – effectively frozen in time – in Nescafe powder, to be reconstituted at the punter’s convenience. It’s meant to put a smile on the faces of shut-ins and simple folk who can remember a time when things weren’t so horrible and lonely. But in the end “Golden Opportunities” overpromises, as the joy can never be recaptured, and was most likely embellished anyway. To be fair, the coffee itself is golden in colour, if used sparingly.
You can’t email a hug.
But you can print one on a poster.
How does that work, then?
Promoting good wholesome family values…except the CEO of Nestle believes water should be privatised. What a nice bloke. http://www.globalresearch.ca/the-privatisation-of-water-nestle-denies-that-water-is-a-fundamental-human-right/5332238
i prefer tea.
You can’t email a hug.
But you can’t email a jar of nescafe either.
In fact, if you had to try to email one of them, a hug would strikes me as being the easier option.