Mazda CX-9 'Versatile' Campaign

[shantyarow]

@Shruti: Thanks dear. Desicreative is indeed a great forum. Not just for aspiring creatives, but even reasonably seasoned creatives like me. I still and will always consider myself to be an eternal 'student' of advertising. Lots to learn, lots to imbibe, reams to share...

[Paramvir]

very well put, shanty! I couldn't have said better myself!

I remember this little conversation in the beginning of 'Ogilvy In Advertising' (If I remember correctly).
About a man in a flight talking to his seat-neighbour: What do you do? Great reading!

[shantyarow]

Thanks Param.

And on that inspiring note, a few inspiring words from the greats.

1. "Curiosity about life in all of its aspects, I think, is still the secret of great creative people."
- Leo Burnett

2. "The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything."
- David Ogilvy, Confessions of an Advertising Man

3. "The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."
- Leo Burnett

4. "We want consumers to say, 'That¹s a hell of a product' instead of, 'That¹s a hell of an ad.' "
- Leo Burnett, quoted in 100 :LEO's, Chicago, IL: Leo Burnett Company, p. 14

5. "Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed, but dull?"
- William Bernbach, 1989, DDB Needham Worldwide

6. "Advertising doesn¹t create a product advantage. It can only convey it."
- William Bernbach, 1989, DDB Needham Worldwide

7. "On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."
- David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 92

8. "When you reach for the stars you may not quite get one, buy you won¹t com up with a handful of mud either."
- Leo Burnett (Originated by John W. Craford), quoted by Joan Kufrin, Leo Burnett: Star Reacher, 1995, Chicago, IL: Leo Burnett Company, Inc., p. 52

[Jamwal]

@Saumya and @ Shanty, I come from different school of thought and for me Advertising has a all different meaning to it and probably you people have forgotten the real meaning to it which states" Advertising means able to communicate the offerings of a product, build image for the brand and if all this is done creatively that is really works best for the product as it is able to get eyes on to it".

But essentially always meaning of advertising will never change , that is speaking about features of the product.
That is the only reason why after buzz campaign there will always be campaign highlighting the features, if I am wrong correct me shanty but i am sure that Mazda will soon come out with a campaign with all details of this car.
For you all, i will post you attachments for same when they will be released.


@shikhar kamat: Dhoni, Amitabh are endorsers they are really endorsing the product and guys mentioned here " never quoted what they have been said to have "

You will have to agree even Apple does speak about features, If not, for you both Saumya and Shanty kindly see these attachments,

iphonebillion_preview.jpg

stupid_qrcode_1_preview.jpg

MACvsPC3_preview.jpg

If your girlfriend were a PC.
A Mac turns heads for the right reasons. Sculpted surfaces, gorgeous graphics - it's always perfect eye candy.
No pain. More gain with Mac.


I think that is really creative way to speak about features.

Really not to hurt you people, But primary purpose of advertising will always remain to speak about product, Brand building can be one of the aspects to advertising,
Hope you remember, Advt was conventionally and still is used to tell that something like this exists.....

[Jamwal]

by Jamwal » Mon May 07, 2012 8:59 pm

@Saumya and @ Shanty, I come from different school of thought and for me Advertising has a all different meaning to it and probably you people have forgotten the real meaning to it which states" Advertising means able to communicate the offerings of a product, build image for the brand and if all this is done creatively that is really works best for the product as it is able to get eyes on to it".

But essentially always meaning of advertising will never change , that is speaking about features of the product.
That is the only reason why after buzz campaign there will always be campaign highlighting the features, if I am wrong correct me shanty but i am sure that Mazda will soon come out with a campaign with all details of this car.
For you all, i will post you attachments for same when they will be released.


@shikhar kamat: Dhoni, Amitabh are endorsers they are really endorsing the product and guys mentioned here " never quoted what they have been said to have "

You will have to agree even Apple does speak about features, If not, for you both Saumya and Shanty kindly see these attachments,

iphonebillion_preview.jpg (46.4 KiB) Viewed 5103 times

iphonebillion_preview.jpg (46.4 KiB) Viewed 5103 times

MACvsPC3_preview.jpg (10 KiB) Viewed 5103 times

If your girlfriend were a PC.
A Mac turns heads for the right reasons. Sculpted surfaces, gorgeous graphics - it's always perfect eye candy.
No pain. More gain with Mac.


I think that is really creative way to speak about features.

Really not to hurt you people, But primary purpose of advertising will always remain to speak about product, Brand building can be one of the aspects to advertising,

Hope you remember, Advt was conventionally and still is used to tell that something like this exists.....

[shrutigoyal]

That is not always true Jamwal.. like for an example recent print ad by samsung for its new phone Samsung S3 is not explaining anything abt its features..


They are making aware about its unique features through tvcs and through Articles etc..
Yes you have rightly said that its very creative and essential to be informative in ur ads but not all print ads talks abt their features.They are made just to catch the eyeball of the customer n retain in their brain..

[Jamwal]

@ Shruti, TVC's are Advertisement beta......

and yes you are correct Samsung, after their print ad are out with TVC's explaining features but that is what i wrote above that after Buzz campaign all agencies will come out with a advt defining features,
which i asked shanty too that aren't they coming out with one too?

I say y waste money make one so creatively that you can have both in one, the buzz as well as features....

[shrutigoyal]

obv I know ya that tvcs are Advertisements.. this is what I am saying that they have come up with tvcs ,explaining the features of the phone...but they made print ads to grab customer's attention...

[basant kumar]

Jamwal, you are wrong.

1) All the Apple ads you have posted are NOT the brand campaign. They are just announcements. They dont say 'buy an iPad because it has dual processor, XYZ memory etc'.

See Apple's 1984 ad which was aired only once, enough to create a revolutionary stir around the brand:
[youtube]OYecfV3ubP8[/youtube]



These are announcing milestones.

2) Advertising's job is NOT to talk about the features. Thats the job of the product brochure. If you unfortunately believe in that you will make horrible advertising all your life. But perhaps thats the limit of your aesthetic understanding. That cant be helped, unless you have better exposure.

3) the brands of the world that command a premium, do you see them advertising features? Does Louis Vuitton luggage talk about 'extra strong stitching, imported leather, extra pockets etc? It doesnt. It just makes the brand so prestigious to buy. And the product lives up to a reputation. Good advertising, after all cant sell a bad product.



If your opinion of advertising is showcasing product rational benefits, you will NEVER make a desirable brand. Your brands will sell because of distribution, marketing, reach etc, but every consumer who is buying your brand will also aspire to the other brand that is positioned much better. You will nevr EVER have loyalty.

Because the consumer who bought your brand because it had 4GB or RAM, will but the other brand next time which offers 6GB. But an Apple customer NEVER asks 'how much is the RAM? Dell offers more???'

Thats good advertising.

Again, good advertising and bad advertising are subjective choices but the results are for you to see. And if you dont see that, then my friend, I must say you need to develop more of your creative side of the brain.

[Jamwal]

@ Basant you are absolutely correct, and you all taking me wrong ,I am just saying that there will always be two campaigns ,One which builds that image for your brand called as Brand Campaign on which all advt agencies will make their clients spend crores and second which comes out explaining your product(features etc) eg, Mazda CX-9 versatile campaign and soon it will come out with a campaign just explaining what makes mazda CX-9 versatile explaining its features, and ma point is only that if you(Creative guys) being such champs having so much experience in Advertisement y do repeatedly the same thing,

why not save clients money come out with a ADVT(campaign) that can do both build image and highlight features both at same time and if you held me wrong that all these brands never speak about features of their products after brand campaigns then you should really go back and check.......


Also, my dear friends copying only makes you repeat success which others had, like your so said apple and louis vitton, and to me advertising means coming out with something new and different have your own ideas boss do different just don copy , there would have been no Amitabh if he copied then Rajesh khanna's,
copying Rajesh would have only made him rajesh but he is Amitabh coz he did what was different,


I may be wrong but i just want you all Advt guys there to save your clients money, Bring out campaigns which can do both Build Image and explain features, client should not spend more in coming out with new campaign explaining their products, which they eventually do,

Really Sad part you creatives never understand Brand Managers,,,, Save our Money Boss........

[shrutigoyal]

@ Jamwal..c dere r sum steps to be followed.. initially the announcement has to be made to create awareness among the target audience and make them excited n await for the Ads.. YES you are right that there is alwaz opposite opinion of brand managers and adv creatives.. this is why client servicing people are required to fill this gap and make the product launch with peace in the market ..

[shantyarow]

Jamwal, we get your point. Now cease and desist.
There is no one way to do advertising, there are a million ways. Ultimately what works is what the consumers like and buy. Whether it is an ad with features or without, a TVC or print.
But yes, if you're a creative, I suggest you move to servicing, you'll do very well

[Anjana Kamat]

for the product benefits there is always the internet now.

Today you can actually have a super sexy brand campaign with the product's URL. Consumers, if interested, can check out the product by themselves!