Friday, September 28, 2012

A truly great commercial - Honda - Creative Excellence Fridays

The Toronto International Film festival came and went. I was completely untypical this year and only made it down to see one film, The Sessions.
Helen Hunt has proven she will have a career long after her beauty fades in the same vein as Helen Mirror and others truly gifted at their craft.

Let me say that the creative this week featured equally gifted film making. All in 90 seconds. Oh sure, you might say, "Tim, how do you compare a movie about a man with a terminally compromising medical condition to a ..cough cough.. car commercial?" Look at it this way. Give or take, when you compare apples to apples or mid compacts to mid compacts, there are a few differentiating factors, but for the most part, they're just cars. Like soda pop. Like tissue paper. You have your preferences but when there's really no discerning differences, you make your ultimate purchase decision based on how that car makes you feel. Or, in this case, how the commercial makes you feel.



This commercial really moved me. You know how they say, "It's the little things." You go to a cafe and they serve the latte with a tiny biscuit on the side, or a unique spoon. Attention to detail is the difference between getting by, and going all the way. The little tennis ball on a string that was hung from the rafters of the garage to keep the driver from driving in to far creates character depth and humanity. The few seconds we spend with the son and the day tell a much deeper story. The baseball glove left on the roof of the car. Who hasn't done that, only substitute it for a briefcase or a cup of coffee.

This is a truly great ad. It dispenses the safety features and beauty of the vehicle evenly with life stories of people you know.

This ad makes me proud to be in the business of story telling.


Full credits below. Congratulations to Stacy Wall at Imperial Woodpecker.


FULL CREDITS

Agency:
RPA
Client:
Honda
EVP/CCO:
Joe Baratelli
SVP/GCD:
Jason Sperling
CD:
Ken Pappanduros
CD:
Chuck Blackwell
ACD:
Perrin Anderson
ACD:
Hobart Birmingham
Sr. Art Director:
Jason Busa
Sr. Art Director:
Steve Chow
Sr. Copywriter:
Kevin Raich
Photographer:
Tony D'Orio
Photographer:
Toshi Oku
Digital Artist:
Scott Giannini
Art Buyer:
Ginnie Assenza
Art Buyer:
Sari Rowe
Production Manager:
Susan Cockrell



With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.
Ontrackblog is a division of OntrackCommunications Inc.

Saturday, September 22, 2012

A radio station home page that overwhelms

The number one rule of retail is to make sure you guide the customer through the store so they'll find what they're looking for. The same rule applies with web site design. I stumbled upon this site recently and felt obliged to feature it. It's everything wrong about a commercial website. The page pops up on your screen and you feel like you've been dropped out of the sky and had a bucket of ice cold water sprayed at your face with a high pressure hose.

I realize a radio station is the gateway to so much information and is a promotion hub, but what's the most important focus on the page?

The only thing missing is the Walmart greeter.  At least he might be able to tell you where to look first.



  With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.
Ontrackblog is a division of OntrackCommunications Inc.

Friday, September 21, 2012

Cheerios revives the Cheerio's Kid - Creative Excellence Fridays

Welcome to Creative Excellence Fridays for Friday September 21, 2012

Earlier this week I received a promotional press release about Cheerios.  The brand has been around a long time.  And General Mills and their AOR Saatchi  and Saatchi are drawing on the history of the breakfast favourite.
They've revived the "Cheerio's Kid" to trumpet the benefits of eating Cheerio's to fight off bad cholesterol.
I love the retro feel of this. 


This one is from 1957 and heavily influenced by the serial adventure reels of the 30s and 40s.  The Cheerio's kid is a good guy right to the end. Although you have to wonder when he agrees to give up the girl for a box of Cheerio's.






We go back to the 60's for a little Go power for Bullwinkle.  Cheerio's used cartoon characters heavily back in the 50's and 60's, and even 70's to drive young loyalty towards the big O.




This commercial is boomer friendly.  Especially if you have a fondness for badly animated commercials from the 60's.  Which, thanks to the cost savings of "limited animation" from Hanna Barbara, that pretty much took in all of them.  But we watched them anyway.



With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.-->

Friday, September 14, 2012

Creative Excellence Fridays - Food fun

This week, our weekly salute of creative excellence touches on big ass fans, and barnyard eggs.
Normally this blog is all about video, but I wanted to include a clever print ad that came out not long ago.
Leafing through Architecture Digest, the last thing I expected to find was an ad for a fan company called "Big Ass Fans". It's brilliant really. Not unlike some of the wine companies who have taken to naming what was traditionally a stuffy category, edgy names to garner attention.
I thank this article for some assistance. Fat Basterd, Bitch Barossa, Le Vin De Merde (translation..don't step in it), Frog's Piss, and the worst of all, or best depending on your criteria meter, Cleavage Creek.


I love Big Ass Fans. First of all, the design is gorgeous. It looks inspired by mid century danes with clean, simple lines and beautiful materials.
The layout is clean, with plenty of white space and a bit of warm arrogance; the perfect combination for the upper end of the wallet.

Now, on with the commercials. This first spot was produced by McKinney advertising in the United States. It's warm and wonderful. Especially warm at the end.



Okay - a little unsettling at the end, but all in good taste.  With a little tobacco sauce on the side.

And finally, an ad for Direct TV featuring the egg and the rooster. But we're still not sure which came first.



Steve Buscemi and John Goodman ad tons of life to these animated characters. It's fun to watch, and even more fun to listen to.











With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.
Ontrackblog is a division of OntrackCommunications Inc.

Thursday, September 13, 2012

Voiceover microphones for the voice-tech-weeny

I count myself as a small voice tech weeny. No, let's not go there. I'd be a big weeny if I was more technical. I just know what I like, as do thousands of other voiceover professionals around the world. Since 1992 I've bounced between my American made RE20 dynamic microphones, long a radio workhorse, and more recently my Rode NT1 (a very modest microphone), and my Senheiser MKH 416 (a shot gun mic with incredible range).

This morning in one of the Linked In groups I belong to, Paul Strikwerda started a thread entitled "The ideal voice-over mic you've never heard of." I enjoyed the thread but it's a question with no real answer.

It's like asking, what is the best car to drive? It depends on so many variables, of which cost and end satisfaction are always the combined criteria in the final decision.



With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.
Ontrackblog is a division of OntrackCommunications Inc.

Friday, September 7, 2012

Creative Excellence Fridays The TIFF edition

Editing. Brevity. The right moment. The exact timing. It makes the story. In line with the Toronto international Film festival,on now in Toronto, today's theme: commercials inspired by films. The first commercial is from Audi. It feels like a combination of so many movies. The Italian job. Bourne Supremacy. The Thomas Crown Affair. Pick one.

Next, Terry's Chocolate Orange.  Indian Jones  has nothing on this guy.

This Brit commercial was inspired by "District 9" for Doritos.

Here's one of my favourite long form cinema inspired commercials. It reminds me of aspects of Allan Ball's American Beauty and Paul Thomas Anderson's Magnolia with the haunting, poignant sound track.

Enjoy TIFF. It's the cheapest all natural 2 hour escape money can buy.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

Tuesday, September 4, 2012

An app that knows more about your Facebook account than you do

An app that knows more about your Facebook account than you do
The kids are back to school as of today in Toronto. Time to get down to business. And part of that is determining who your next stream of business will be; and for that there's a new app for Facebook.

According to Emily Price of Mashable, this app knows more about your facebook account than you do.

Here's the article




With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.
Ontrackblog is a division of OntrackCommunications Inc.