Piotr Jakubowski – Mind over Marketing

The Good, The Bad and The Ugly #3
January 21, 2009, 12:00 pm
Filed under: advertising, marketing | Tags: , , , , ,

The Good – Ford F-150

Despite the fact that almost all car manufacturers in the US lack an identity, the Ford F-150 has managed to carve out a name for itself in the vehicle industry. And there’s oh, almost 30 straight years of being the best-selling vehicle in America to back that up. That being said, the “Built Ford Tough” campaigns recently haven’t disappointed. Slightly longer with more copy, the spot effectively uses typography and moving objects to captivate the attention span of even the smallest child. A great reminder of the fact that the F-150 has captivated the American people for almost 30 years, the spot does a fantastic job of embracing new techniques and technology to continue the brand’s reign. 

The Bad – Geico Chinese Restaurant

Already sporting a platoon of mascots/characters, Geico throws another one onto the table – Kash. A stack of cash with googly eyes that kindergarteners stick on their artistic creations, the spot features a female on a date at a seedy Chinese restaurant (great place for a date, huh?) “shamelessly flirting” with Kash. I can’t say I’m a fan of the awkward silence while Kash is on screen, and I don’t really know if Geico needs another character to represent its brand as the Gecko, Cavemen and Rusty Wallace’s cousin have been quite successful on their own. What saves this spot in my mind is the waiter’s acting and accent – his role cracks me up every time.

The Ugly – Pizza Pops

I thought I’d seen some pretty terrible spots in the last few weeks and this one is definitely up there. I really don’t know what brand of crack the creative team was smoking when executing this concept, but it must have been potent. Hailing from Canada, these Pizza Pops spots are an abject failure at making a food product look appetizing. In an attempt to emphasize that these Pizza things are stuffed with large amounts of, well, stuff, a series of spots show the after effects of an exploding pastry. As funny as getting struck by lightning may be, the orange splatter looks like the culmination of a marathon drinking session and the mascot licking the kid’s arm just puts a cherry on top of this terrible sundae.



Thoughts? Comments? Bash away!


1 Comment so far
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The Pizza Pop spots have incredible memorability… But people need to want to eat the damn things. You can only sell so many products to college males looking for good “dare” food.

Comment by boguskyrection

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