Wednesday, 27 February 2013

Selling Fluff?

Today, Huawei (Chinese telecoms manufacturer), launched its first major western advertising campaign.  I have to say I’ve never seen such trite, nebulous, self affirming rubbish in my career.

Not that long ago, Tesco lampooned the crap out of this generic, over-worthy, sonorous brain-poop. - Hilarious...and well observed.

My thinking is that due to the nuances of cultural tastes and translation issues, there was no policing on the part of the agency to protect the client from themselves. So – what was viewed by the client as ground-breaking and creative (there might even have been much client interference…er…collaboration), was eventually realised via stock art and oh-so-street-credible voiceover as hackneyed and pointless.

It happens to the best of us and we need to be ever vigilant over the use of lofty philosophical sales pitches.  If you want proof that it happens to the best of us, I wrote this little demo for a pitch over five years ago.  I love the music, and the voice is just to die for - but the words are crap.

The client (anon) quite rightly awarded the project to someone else.  Come on Huawei – you’ll need to better than that if you want to make any sense this end of Europe… 

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