Creepy? Annoying? Or Creepy and Annoying?
The Thinking Behind Modernista's Baffling Palm Pre Ads
NEW YORK (AdAge.com) -- Gary Koepke, co-founder and executive creative director at Modernista, loves that you're creeped out by his ads for Sprint's Palm Pre.
The ads have prompted a blogger outcry that's already yielded one popular YouTube parody and an exorcism-themed sketch on G4's "Attack of the Show," with a fair helping of Tweets to boot. (Sample tweets: @hardheadedwoman "Palm Pre commercial -- annoying, creepy or annoying and creepy?"; @brekee "Why is the Palm Pre lady so creepy?"; and @maggieallyse "Those creepy palm pre commercials make me NOT want to buy it.")
Not exactly what you'd call a home run. But hey, at least people are talking about it, right? The Twittersphere even addresses this aspect of the campaign. (@davidsaxe "Did Palm Pre accomplish its goal with this creepy spot because we're talking about it? ... or did they just not know?")
Creepy can be a good thing
"We weren't trying to creep people out, but one thing I have learned now in this digital age is people can be as rude as they want as long as they don't have to look you in the face," Mr. Koepke said. "The Pre is probably being talked about more than other phones right now because of the marketing and advertising, and that's a good thing. Could the ads work harder to show exactly how the phone works? Yes, but we knew it would be polarizing people to have a woman not shout at them and tell an interesting story."
It's the how-it-works part of the Palm Pre push that Modernista has been holding back on in favor of more visually stimulating ads, while Sprint and its agency of record, Goodby Silverstein & Partners, tout the seamless integration of applications such as Facebook.
"It's a very different look and feel for this sector," Mr. Koepke said, comparing the humanized feel of Palm Pre's ads to its competitors. "There's nobody involved in an iPhone ad, and 'Your life is on BlackBerry' -- isn't that great? Instead of having a life? We wanted a middle ground between those two places -- what about the people who want a really great smartphone?"
Thus far, the ads have made only small waves in stealing buzz and value perception from No. 1 smartphone BlackBerry (the iPhone is No. 2 domestically), according to YouGov's Brand Index, which interviews 5,000 people each weekday and conducts more than 1.2 million interviews a year to monitor how consumers perceive brands.
The Pre showed a small spike in buzz among adults 18 to 34 around July 9, when the ads featuring Ms. Hope first started airing, rising from the 10 to 15 range on the buzz scale against BlackBerry's dip from 30 to 25 during the same period. (The index has a scale of +100 or -100, depending on whether the feedback was positive or negative. All the figures are on a positive scale.)
Value advantage
But perceived value is still BlackBerry's advantage, particularly among adults 35 to 49, where BlackBerry's value index skyrocketed on the wings of a new Tour of its 9630 smartphones and deals with Verizon. Its score went to nearly 20 where Palm's zigzagged in the 3 to 5 range as awareness of the Modernista TV ads stabilized.
Sales for the product may also be stabilizing, to 25,000 phones a week, down from 50,000 upon launch in June, according to Pali Research analyst Walter Piecyk.
Perhaps that's why the phone's technical utility will be driving the next phase of the Pre's marketing, beginning this week through a series of key branded-entertainment partnerships.
IFC President Evan Shapiro praised Palm for being innovative in its media. "The idea that they would sponsor the world's first Bollywood musical to air on American TV is kind of outlandish in itself. They're creative and the whole plan seems to be working so far."
New web series
On Aug. 9, Palm will debut "Peter Mehlman's Narrow World of Sports," a series of webisodes on YouTube and other Google properties, hosted and co-produced by the "Seinfeld" writing vet. The web series, co-produced by Berman Braun, represents the biggest branded-entertainment deal inked by Google since teaming up with "Family Guy" creator Seth Macfarlane last year, and features Mr. Mehlman using his Pre to do research for interviews with athletes such as Kobe Bryant, Tony Hawk and Tiger Woods.
The deal is also significant considering how skittish marketers still are when it comes to buying ad space against the Wild West of YouTube's user-generated content -- something Dustin Johnson, Modernista's director-engagement, hopes to avoid with prime home-page placement.
"The real core YouTube community person isn't going to be like, 'Here's another person trying to do something on YouTube.' We are bringing new content that's exclusive to that audience," he said. "Where else can you get 30 million people for a very good price? It's persuasive if you can bring that content to life on there, which is something we're trying to figure out."
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What is it about the Palm Pre spot that you find so creepy and annoying?
Is it the "Monet like vanilla sky from your mother's favorite painting?"
Perhaps it is the monotone, sobering tech support explanation of the Pre's ability to "splice" real life with a lucid dream?
"Open your eyes and nothing is as it once was."
"Forgive me. I'm blowing your mind."
Perhaps this Palm Pre spot is bringing on a little déją vu?
Does it make you feel like, "you've been frozen and living a distorted nightmare of what you had wished for?"
"We can wake you up. But things will be much different."
That's because the Palm Pre spot closely parodies the movie "Vanilla Sky" in the defining reveal scene "Good Vibrations," complete with the same music, "Doot Doot" by Fruer (written by Rick Smith 1983) that just follows the Beach Boys prelude in the scene.
"Even in the future, the sweet is never as sweet without the sour."
Abre los ojos (Open Your Eyes), the Spanish Version of "Vanilla Sky" starred Penelope Cruz, and captured the imagination of Cameron Crowe who partnered with Tom Cruise to make the English version along with Ms. Cruz.
In Crowe's own words, "a movie to be watched closely, a lucid dream that extends an invitation. Wherever you want to meet it, it will meet you there."
Interestingly for marketing folks the flick reportedly features 428 references to pop culture and 429 if you include one made in error. It also has a famous opening scene that provides an eerie look at an empty Times Square during what should be morning rush hour. This scene along with a Twin Towers cameo in the background was controversial when it premiered just shortly after 9/11.
"Vanilla Sky" features numerous strong performances and surprises included in its cast. Beyond Cruise and Cruz, are Cameron Diaz, Kurt Russell, Jason Lee, Tilda Swinton, Noah Taylor and Timothy Spall among others. Crowe's wife Nancy Wilson from the rock group Heart also composed original music and the soundtrack features a wide variety of music often used in ads.
If you haven't seen "Vanilla Sky," or seen it in a while, you will find one the most twisted plots ever, especially for one that grossed over $200M at a time when people weren't going to the movies, and flick with a cult status, which might explain why there are often references from it in marketing campaigns. However, the Palm Pre spot is the most blatant to date.
I won't spoil the end for you, but I will say this; Palm Pre folks, if this campaign doesn't work out, just remember, "every passing moment is another chance to turn it all around."
"I will see you in another life, when we are both cats."
Rodney Mason, CMO
Moosylvania
The Great State Of Design
www.moosylvania.com
www.twitter.com/rodmoose
www.twitter.com/moosylvania
http://www.youtube.com/watch?v=L-tRHNElTo4&feature=player_embedded
(Iphone) Explorer Values –
DISCOVERY means taking risks, experimenting with life - leaving the safety of the familiar to find out who you are, outside of home/school/work roles and free from obligations, responsibilities and routines. This quest for identity is what the Explorer characterisation embodies - typically young, but not necessarily.
Extreme adrenaline experience, adventure, sensation, hedonism, speed and danger. Could be sport, travel, drugs, intellect, music, and cinema...
Breaking established rules and codes, responding instead to your own impulse.
Establishing a personal difference, sometimes shock tactics. Company of friends.
Confident, optimistic, open to change and new experience - actively seeking the new, unusual, unconventional.
Acquisitions are ultimately disposable.
(BlackBerry) Succeeder Values
Control means firmness - stability and duration. These ideas are the foundation of the Succeeder character.
Stability and duration are achieved by linking to stable and enduring things. The Succeeder characterisation will be at home in the Establishment, in the hierarchical/competitive business world, in enduring institutions such as marriage or listening to choral singing at Christmas.
To achieve personal stability he/she is motivated to meet challenge with achievement, with high levels of personal confidence, strong goal orientation, firm judgement, work ethic and organisation.
(Pre Palm) Reformer Values
ENLIGHTENMENT needs freedom – without freedom to follow your course you cannot achieve it. This generally requires a reasonable standard of education and income. Maybe the first rule of freedom is to disagree...
Freedom from personal restriction – especially imposed roles and rules. Freedom to express yourself, freedom of movement, tolerance of chaos, eclectic decor, loose clothing, large rooms and windows.
Personal growth – creativity, aesthetics, awareness.
Social conscience – active on behalf of other's freedoms. The freedom to ask questions ... to disobey laws and rules that are wrong.
Not impressed by status, not concerned with respectability - though taste may be a basis of judging others.
No certainties – not one right answer.
Independent decision-making on the basis of intrinsic values. For instance, preference for easy to read analogue vs flashy digital. Resistance to hybrid concepts such as the washer/dryer.
Michael Hong
EVP Strategy Service
AdAsia Communications
85 Fifth Ave. NY. NY., 10003
212 871 6886 Ext. 106
However, I'm actually more concerned about the monologue. It has nothing to do with the phone. She's talking about a juggler and you can't see what's on the screen of the smartphone to see how the phone has anything to do with the monologue.
Overall, it's a waste of a commercial like a lot of commercials today that would prefer to get a rise like this rather than sticking to straightforward marketing.
There is always someone who bends as opposed to breaking the envelope, the Palm Ad is not creepy. It is more flighty than creepy. If you want Creepy, watch the garbage Burger King bedroom commercials. They will make you want to visit McDonald's or Wendy's in protest for being subject to the digital vomit spewed on the screen.
The flighty Palm ad offers a refreshing change to the. "hit the mute button, " trash that we are normally subject to. It is a pleasant break and a welcome addition to the gray matter.
Bruce Keffer
Latin NewsWire
Relevance is what connects the product to the consumer.
An ad that's relevant to the consumer but not the product is an ad we love but can't remember what it's advertising.
An ad that's relevant to the product but not the consumer is an ad we ignore.
These ads are releavnt to neither.
And as for "buzz," well, people still talk about Hitler but that doesn't mean they like the guy.
Still a few creatives around from the 80s it appears.
I can remember hearing people's outcry for the ad to be removed, what is the creature, what is Quizno's trying to promote. Every week it was somewhere. Who benefited from all the press, Quizno's.
Palm Pre you may be on to something huge. We will all just have to wait and see.
Myron Batsa
Executive Account Manager
BrownSquare
www.brownsquare.com
(blog) www.gr8rthan.com
More at: http://domusinc.blogspot.com/2009/08/good-brand-positioning.html
Marc
http://www.domusinc.com
Ultimately, I got it because it was cheaper than an iPhone and seemed like it could do the same type of things (minus the apps) and it had an actual keyboard.
This commercial? It's just kind of boring. Like--"who cares" boring. Great production, interesting casting, polished and well done, but it just leaves you shrugging your shoulders. It sort of reminds me of the commercial the fancy agency did for Homer Simpson's "Plow King" business in The Simpons years ago. A bit too much.
Curious where the buzz comes from, too. Other ad people or the general public? Because we're learning quickly that ad people approval actually isn't that important anymore. Either way, you don't advertise to "generate buzz." You advertise to sell.
Just like with jokes, you can't slap your logo on the end of something funny and expect people to remember. This ad offers no relevant tie-in to the brand.
She is talking about a person juggling in the park. She said that the more balls that were in the air, the easier it was to juggle. Then she says it's deja-vu.
OBVIOUSLY, she is talking about the same concept on her phone. She is referring to the fact that the palm pre can run multiple applications in the background (juggling applications) which the iphone cannot do. I don't own a palm pre and I haven't even read up on it, and still it was clear enough for me to get.
And, speaking from an apple fan perspective, the ad was well done.
To say it's a success because it's generating buzz (albeit negative) is a bit of a stretch. The ads suck, pull it before you do further damage to a great phone.
BTW, Blackberry thanks you.
Generating buzz may not sell a product, but it plays a huge role in consumer recognition. This ad is much more memorable than the "Flow" ad created to launch the Pre.
Danielle Edberg
@Edburger
www.DanielleEdberg.com
But she will.
I blogged about this in my post : The Expression of Joy Ad campaign by BMW; May be an Expression of Big Money Wasted http://nosmokeandmirrors.wordpress.com/2009/07/28/the-expression-of-joy-ad-campaign-by-bmw-may-be-an-expression-of-big-money-wasted/ . When this ad came on the big screen of a theater prior to the movie the audience verbally groaned.
Someone needs to tell these creative teams that yes you are creating an "interruption" but not one that will add value to your client's bottom line...sounds like an agency review coming soon to me.
Mark Allen Roberts
Here's some free advice:....
"A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy "
Specifically:
--The chinese field spot was introductory and intriguing (but little RTB's about the product other than standard/parity functions like camera/picture taking).
--The next 3 spots were empty and no way delivering on the Brand Positioning (if there is one) and the true drivers of purchase/business building.
Yes, be creative vs iPhone and others...but understand your situation. I/we just completed a total review of "where mktg tech is going?' with input from very smart savvy people on the mobile 2010 direction. Smartphone success demands:
--Innovation & Differentiation: not accomplished in the campaign.
--10+ players are all scrambling (after Iphone) and only 3 or so will make it to Jan. 2010.
--And you are also at a disadvantage on apps (the new differentiating bonus), memory and many features.
So write off the this advertising and its value. The only hope is the Sprint effort that will drive hard since they have nothing strong enough to counter ATT with Iphone.
But, the agency might win big at Cannes with the very avant garde
advertising, even if the Brand dies by next summer.
Patrick Meyer
CEO
NOW Inc. & iNOW
www.twitter.com/patrickmeyer
www.youtube.com/ReThinkNow
www.nowrethink.blogspot.com/
http://www.promovideochannel.com
Are the spots creepy? Yes. Did it get me to talk about them? Yes. Am I going to buy the product? No.
The spots were successful in that I paid attention, for a brief moment, to an also ran in the category. Perhaps that's all we could expect from them.
hayden james
http://PinStack.com - Smartphone Professionals Alliance
For people who aren't primed to feel anxious just at the moment it's actually a fairly dull ad, and the juggling balls / juggling tasks analogy (for instance) is too abstract to switch on any lights.
They weren't going for creepy; the problem is that the ad isn't all that effective at claiming focus if you're not creeped out. In terms of the expenditure, the creep factor has saved Modernista's butt.
I do like the one with the waves of people radiating from the woman at the centre, though the CGI is a little rough and jars with the soft focus.
From that point the alien-like treatment of her face and actions and thousands of orange-robed people constantly bowing down to her like some fair maiden idol just reinforce the fact that they crossed the line of dream/fantasy and stepped boldly into the realm of out-of-touch/unreal.
Also seems like a nice testament/celebration to this amazing technological future we've created. One we mostly take for granted.
Dan Benner
Art Director
Minneapolis,MN
http://www.danbenner.com
"Hi, I'm an iPhone"
"And I'm a Palm Pre. Hey iPhone, would you like a piece of gum?"
"Sure, thanks"
"You know it's such a beautiful day, iPhone, why don't we go for a walk?"
"Sounds good to me Pre, hold on a sec" (spits gum out)
"Hey, why did you spit the gum out?"
"Well, Pre, we're going for a walk, right?"
"Yeah, can't you walk and chew gum at the same time?"
"Ummmm, no"
Multi-tasking, only on the new Palm Pre.
CANNES PLEASE
"Was that a Palm Pre commercial?"
I said yup – that was a little strange wasn't it?
He replied - "nah – I think it was a stupid add for a phone"
Out of the mouths of babes.
I like to know – who at Palm approved the ad campaign?
Let's face it – the executives at Palm selected this particular campaign OR had a great deal of influence on it's direction.
I've been in the tech industry marketing since the late 80's and I've seen this chapter too many times.
Palm is an old technology company. Like many tech companies – if the product can't beat the competition on features, they will select a completely off the wall advertising campaign to make the product stand out. When the ad campaign fails to deliver the projected sales, the agency will... WELL – you know the rest...
Just look back at the discontinued HP Digital camera or TV ads, how about Zune or the declining market share of Dell computers and their clever ads. We won't even talk about WANG, Digital Equipment, Compaq, EDS or host of other companies and products who relied on advertising to save their products or company.
For the past 5 years Apple has been gaining market share not because of clever advertising.
Their clever ads focus on the unique design and features of the product.
To survive the next Blackberry, iPhone or Samsung upgrade (due in couple of months), Palm needs fresh products – not another fresh ad campaign!