Advertising’s new “way”


I’m looking at a lot of interesting advertising at the moment because I’m teaching a module at the Royal Conservatoire of Scotland’s BA Digital Film and TV degree course.It’s required me to look for examples of old classics and new.

I’ve been struck by what’s winning the gongs these days.

Nothing, but nothing is short.

And a lot of it frankly isn’t really that good.

The most awarded ad in the world last year was this one for Canal +.

It’s OK. And it’s only 60″  (that’s short)

This is good mind. The Guardian’s 3 Little Pigs (120″)

This is great.  It’s for Chipotle (and their sustainable/organic farming approach to sourcing – if you believe it) and takes a Coldplay song and covers it by Willie Nelson.  It’s 2 minutes 20″ long.

Metro Trains from Melbourne have made this 3 minute monster. And it’s garnered 38million YouTube hits so far.

But this is the one.  This is the absolute king of the pack.  It’s for Expedia and it brought a tear to my sorry old eyes.  It too is a beast weighing in at 3 minutes 20″

What though, happened to 30″ spots?

 

Adele. The phenomenon.


A year to the day since its release (24 Jan 2011) Adele’s 21 returned the number one spot on the US album charts.  It’s pretty much never been out of the top ten in the intervening 104 weeks and 16 of them have been in that coveted top spot.She’s had 19 weeks at the top in the UK.

It’s a remarkable achievement for a singer who has, in that period, become nothing short of a national treasure.

OK, I know a lot of us are sick to death of her, but not me.  I think it’s fully deserving of the 3.84 million units it has shifted in the UK (17m worldwide) especially as it has been without the help of Simon Cowell and on an independent label; XL records.