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.
https://www.youtube.com/watch?v=WWc-UBis4uk - 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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