This spot really sold me. Carl's Jr. burgers must definitely be better than the food they serve in prison, hence the riot in the yard when the inmates get food dripped on them. Or is it that these stereotypical prisoners just don't much care for the stereotypical prison guards to drip food on them? It all seems pretty expected in the context of the "dripping ingredients" campaign.
Director Antoine Fuqua, Propaganda Films
Lee Riders jeans
Not being a beautiful woman myself, I have a hard time relating to these female-targeted spots, themed, "Real Beauty." So, I asked some women here to react to them. Overall, they were positive -- though most felt the two women that felt beautiful when "he" looks at me implied that they needed a man to verify their beauty. Sensitivities being as they are, these women didn't much care to admit to that. The one everyone clearly liked best is the mom who feels beautiful when she dances with her little daughter. I think the strategy behind the campaign is probably smart, but perhaps a shade too apparent in the executions. "Your strategy is showing," is not usually a criticism of Fallon's work. Or maybe some of the great storytelling they've done for Lee in the past has just set the bar very high.
Agency Fallon McElligott
Director Melodie McDaniel, Palomar
There are 13 spots on the "What Are You Getting Ready For?"campaign reel, and they are all original, twisted ways of showing the fanatic side of different sports by taking them off the field (or court) and putting them into everyday settings. Which, I know, is becoming rather popular these days. But, when everybody with a product to sell is using sports images, the guys selling sports wisely go 180 degrees the other way. And hey, they're funny.
Agency Wieden & Kennedy
Directors Lasse Halstrom, Satellite; Jhoan Camitz, Satellite; Mike Mills, HKM; Dom & Nic, Oil Factory; Pam Thomas, Satellite; Vaughan Arnell, Propaganda; Tenney Fairchild, M-80 Films
In this spot, a Checker's drive-thru speaker stand is at the rear of a city bus. A rough looking tow-truck driver -- Rick -- sits next to it, and the speaker proceeds to turn into one of those boastful, jerky people you hope you never have to sit next to yourself. The speaker delivers the 99-cent burger and fry message and then says, "They don't do squat, until I give the word. I'm the man! Say it, Rick. Say it! I'm the man!" Rick, despite being the tough guy he is, grudgingly says, "OK, you the man."
If this is the only spot that uses the drive-thru speaker device, I find the spot mildly annoying. Maybe I don't feel enough personal satisfaction that someone is willing to give grief to a tough guy on the bus, even if it is a drive-thru speaker. (I did like the Jack-in-the-Box spot where their Styrofoam-headed spokesman beats up a guy -- I hope from a focus group -- who says he doesn't really care for Jack-in-the-Box burgers, however.) But, if the campaign idea is to use the speaker-with-an attitude in various situations, then they've probably got an interesting extendable idea here.
Agency Crispin Porter & Bogusky
Director Gary Johns, Johns+Gorman
Say what? For an advertiser to base its advertising on a parody of some other advertiser's advertising, you have to be dead certain that consumers are going to get it. And it helps if your message is somehow a parody of their message, too. Obviously, it has been done well before. (I hear there's an entire awards show just for parodies of the "Got Milk?" ads.) But these ads miss the mark for me. The copy, which talks about a raffle to win a computer, is completely unrelated to the ideas.
Agency Anderson & Lembke
The device of putting your copy/headline on an object that relates to the message is not new, but it's still cool when done well. It works extremely well for these ads for a parking garage. They're clean, quick and they leverage a universal touchstone of drivers. We hate No Parking signs. I most relate to the "No stopping . . . No nothing" one myself. It would be fun to see one where the sign has obviously been run over and mangled. It would probably need a headline though, like "Temper, Temper."
Agency West & Vaughan
Jac Coverdale is partner/creative director at Clarity Coverdale Fury,