Creative Crunch #6: What's New?
It’s time for our sixth creative round-up! We’ve selected some of the things that have happened over the past month that are worth seeing - or at least we think they are! Here goes Creative Crunch #6…
John Lewis and Waitrose Bohemian Rhapsody Ad
John Lewis and Waitrose released their first ever joint brand campaign and revamped logos as John Lewis & Partners and Waitrose & Partners. The TV advert features school kids in their end of year musical, recreating the Bohemian Rhapsody music video. Now, if you’ve ever seen any John Lewis ad, which you obviously have, I imagine you’ve got a pretty good image in your mind of what this advert looks like already.
Think massive school production with spotlights, fog machines and crazy, extravagant costumes. A typical ‘heart-warming’ ad with the tagline ‘when your part of it, you put your heart in to it’ to illustrate the big happy family the partners have become - since the company is now owned by it's employees. The ads purpose was to demonstrate how they are different to their vacant online competitors, that they have a unique, authentic relationship with their employees and customers - which in theory is great, only the way they went about promoting this was by throwing millions of pounds into an showy and completely unrealistic ad (unless of course this took place in a top end boarding school with endless time and budget for school productions, which is possible)… seems a little cold doesn’t it? Maybe you were moved by it, but I couldn't help but feel a little grossed out - I thought that sickly, emotional facade was reserved for December only?
For the first time in 20 years, BBC Two have refreshed their brand identity. The rebrand features 16 idents created by British and international animators - including one by Aardman studios (creators of Wallace & Gromit). The new channel branding was said to reflect the channels “constantly eclectic and stimulating mix of programming” - each ident shows an individual visual representations of the number two, the same as the last rebrand in the early 90s. BBC Two are working hard to compete with Netflix and Amazon in retaining and growing their viewers - they have teamed up with Black Mirror creator, Charlie Brooker, to develop new programmes for the channel and appeal to a younger audience. The new idents is intended to help with this reshape. Take a look at all 16 of the idents here.
The National Lottery Fisherman Ad
So, the national lottery may have missed the mark on this one. Whilst it's a noble idea that the lottery has changed a young couples life, what isn't as noble is the stereotypical London bubble portrayal of the Northern working class they have adopted. Welcome to the North, where it rains everyday, we live in poverty and despair, and are all desperate for an escape. Obviously, this isn't true and the tired representation of the grim North has had it's day. It's not even the fact that it's raining, and they are clearly struggling financially, these are both relatable and real - but what isn't is the fact the ad is totally devoid of all happiness and joy. Everyone wants to win the lottery, or buy a bigger house, but that doesn't mean the North is a place of misery as everyone trudges to and from work waiting for the day millions just land on their lap. When they are trying to appeal to REAL people, this naive, patronising and frankly offensive portrayal of real life (outside of London) doesn't bode well for them. Close, but no cigar.
Nike and Colin Kaeprnick
Where to begin? If you've missed this... how? Nike recently invited Colin Kaepernick to be the face of their new ad campaign celebrating the 30th anniversary of the 'Just Do It' slogan. The NFL player reads the line "Believe in something. Even if it means sacrificing everything." The significance of this revolves around Kaepernick's decision to kneel during the national anthem to raise awareness of police brutality and social injustice in the US, which was then adopted by other players and athletes at all levels - causing a significant amount of controversy and complaint, most notably from President Trump. The ads theme is about athletes pushing for bigger dreams, touching on the issues of gender and disability amongst others. Kaepernick's involvement in both the ad campaign and his new endorsement deal with the brand has sparked huge debate. LeBron James, who also features in the ad, said "I stand for anybody that believes in change. I stand for anybody that believes in a positive attitude, I stand with Nike, every day, all day." Whereas, POTUS has a slightly different view, stating "Nike is getting absolutely killed with anger and boycotts, I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!". A bold move from Nike, but one that paid off as whilst they ruffled a few feathers, the general verdict was of course that Nike and Kaepernick were in the right - making a great statement and ultimately an impactful ad... although it clearly means more than that.
BBC's The Bodyguard
Slightly different, but it is well worth mentioning the success of the BBC over the last month. As previously mentioned, the BBC are facing some real competition from the likes of Netflix and Amazon Prime - now instead of just fighting for prime time views against other live channels, they have to compete with 24 hour binge watching too. But their latest shows have blown audiences away - not only are they great shows, they've finally mastered using iPlayer to launch box sets feeding viewers desire to binge watch. The Bodyguard and Killing Eve are the most notable however there are many more worth watching, with more to come. Over the past month everyone has been talking about the Bodyguard, the most successful British drama in years with 10.4 million live viewers, and millions more watching on iPlayer later. The finale attracted 1.3m 16-24 year olds, which is a massive number since the BBC have struggled to attract younger audiences. The show written and created by Jed Mercurio is well worth a mention in this creative crunch purely because it is becoming increasingly rare to get a TV show that really brings a nation together, but the Bodyguard did just that. If you haven't seen the Bodyguard (or Killing Eve, which is equally as great in my opinion) then get on iPlayer immediately - I guarantee you'll enjoy it.
Let us know what you've been loving this month by tweeting us @OrchardTweets. Did you know we post work we love on Instagram too? Take a look over on @OrchardSnaps.