Ok, so they're not as bad as the Converse/Che ad, but this is still wrong.
Apparently this campaign is out of Saatchi & Saatchi London. Writer Andrew Petch had this to say: “We wanted to communicate that Dr. Martens boots are ‘made to last,’and we discovered that these idolized musicians wore them. Showing them still wearing their Docs in heaven dramatized the boots’ durability perfectly. And, as images, they feel very iconic.”
Now Dr Martens are disingenuously distancing themselves from the campaign, saying that it was a concept that they had rejected and which was never meant to go public. And they've fired Saatchis, who are still defending their work... (give 'em enough rope...).
Besides, I think Saatchis missed a trick with the strapline -rather than settling for the rather anodyne "Forever", they could have used "Too Tough To Die".
Found on Stereogum by the illustrious Mr Jones (told you you'd get something on here one day!)
Brilliant. Amazing. Genius. Loved the gig. Bought the t-shirt (I mean, It's not every band that I name my first-born cat after).
Yep, just got home from experiencing Wilco live on stage. Now, this is a band I've loved for years and years (thank you Mr Hakaraia) but have never had a chance to catch live... until now.
Anyway, Elvis Costello once said that talking about music is like dancing about architecture, so I'll give you all a clip so you can check 'em out for yourself -this was the track (a Woody Guthrie cover) that they played as their final encore tonight.
This one reiterates on a previous point, but I think it is important enough to bear repeating.
The truth can be buried in, or obscured by, conventional wisdom. Without the judicious application of doubt, you can be stuck in the rut.
One of my learned colleagues was telling me about a book called 'The Innovator's Dilemma' -one of the examples was that of music technology: innovation had been all about a single-minded linear progression to ever-more realistic reproduction and ever-higher sound quality.
Then the music industry was sideswiped by mp3s (and the like) which featured considerably worse sound quality, but had a whole new range of consumer benefits.
The truth was that a vast majority of people didn't value higher fidelity -they valued portability, accessibility and sharability.
So there I was, crossing Regent St (and consequently huffing lungfuls of bus exhaust), when I saw the above ad.
It's been perplexing me all day.
First question: what exactly does London smell like? A bouquet of wet footpath, kebab, stale beer and body odour, with topnotes of cigarette smoke and diesel exhaust?
Second question: why would anyone want to smell like London? OK, I can imagine that it would be quite aspirational for a young lass in Telford, but why would a Londoner buy this stuff? (you'll note that the ad is running on the sides of London buses).
"It is content, or rather the consciousness of content, that fills the void. But the mere presence of content is not enough. It is style that gives content the capacity to absorb us, to move us; it is style that makes us care."
...which is why pre-testing storyboards and animatics is such a pointless endeavour. Sure, we can test for clear message out-take and suchlike, but we can't test for whether or not anyone will care about the ad. And if the ad doesn't have the 'capacity to absorb' the audience, everything else is rather pointless.