And they don't do a bad job. This hilarious campaign promoting the New York International Latino Film Festival (NYLIF), an event that seeks to demonstrate and reward the best independent films Latinos, and thus a full plate for emerging directors.
The event, which is happening during this week (27 Jul - 01 Aug), decided to invest in a campaign that appears in the form of gratitude, where the festival is grateful to all those who can give life to ideas, and will not drop to transform them film simply for lack of resources. Very good.
Thanks for sending these over GlobalHue.
cred:
Global Hue
Production: Kamel Films
Director: Martin Rosete (of The Brothers Rosete).
The commercial above was done by McCann Erickson, NY. I had hoped it was the African American effort in the Verizon "Maps" campaign. When I initially saw the spot I actually chuckled a bit. When I saw it the second time and paid better attention I laughed even more. Which for most African American targeted advertising is a very rare occurrence. The actor's response at the end is well executed and just funny.
The irony is one of the few things African Americans have been allowed to do fully in this country is be funny. Some might even say be buffoons to the delight of others. That is another blog post and maybe even another blog all together. But when you think of humor in America -- and I mean well heeled, prodigious comedic out-put, you gotta look at the African American canon of work.
So why the big disconnect when it comes to any African American amusement in advertising? (ah, appropriately accommodating assonance). My first thoughts, as always, goes to budgeting limitations and the lack of experimentation allowed in multicultural advertising period. But I still believe the right kind of "funny" goes a long way toward cementing a campaigns message in the mind of the consumer.
I also know some (not all) of the people in multi-cultural have an unfair weight of responsibility of disproportionate expectations of budgeting to sales results. The AA conundrum of being "twice" as good to get the same acknowledgement remains. But still we don't produce that many truly "funny" commercials.
Now of course we are not a people built entirely of Richard Pryors, Wanda Sykes and Dave Chappelles, but I know some insanely funny black people who work in advertising. Why doesn't it translate? It may be a matter of the best work going through a filter of brand managers who are "culturally clueless." I have been a part of teams who have presented to non-black brand managers who couldn't begin to grasp the concepts and contextual resonance of the simplest of ideas. Yet those persons could not only kill our ideas they could also dictate what we "should do." But I can't leave the blame there.
Why do African American Agencies struggle with humor in commercials? Why do black shops suck at the funny?
Agency: McCann Erickson, NY
Chief Creative Officer: Joyce King Thomas
Executive Creative Director: George Dewey
Group CD: Chris Quillen
Group CD/copywriter: Jesse Potack
Group CD/art director: Benjamin Vendramin
Executive producer: Michele Ferone
Producer: Jessica Coccaro
Production Company: Furlined, NY
Directors: Speck / Gordon
DP: Anthony Wolberg
Exec Producer: David Thorne
Editing House: Cut and Run
Editor: TG Herrington
Special Effects: Charlex
Music: Thwak Music, NY and Ramblin' Man, NY
Audio Post: Steve Rosen, Sonic Union, NY https://sites.google.com/site/mayuradocs/PinIt.png
Global Hue steps up to the plate and chomps down on a "tuscan chicken melt" for Subway. The spot doesn't continue the "$5 dollar foot-long" mantra that has been droning on for what seems longer than the recession and slightly more debilitating. Instead they try an "Eat Fresh" approach by losing the chanting and bring on the rapping (read spoken word). The spot starts off with a rushed bit of a concept where the city stops and a jazz combo slides in when someone pulls out and prepares to eat a sub. Did you catch that? I watched it over and over again to get that point. I've been there before where you have an idea and it gets brushed aside either in editing, scripting or by the client. So the spot rushes into it's quirky parts with the humorous spoken word ode de sandwiches. The cast goes beatnik delivering staccato lines like, "Sweet peppers the best, whaaaat, makes me flex my chest..." *pectoral flexing ensues*. All in all the spot makes you take note while taking you away from the five dollar singing but does it make you want to buy a sandwich or put you in the mind of Subway? I think it does. It also makes me feel like this is a premium sandwich and not available for five bones per foot. The agency succeeds at changing the pace and making me a little hungry, so I can say we have been, well served.
Is it just me or has anybody else noticed the influx of African American characters in advertising? Is this Madison Avenue version of inclusiveness and diversity? I'm glad Black actors are getting work. I'm just asking.
cred: AMP, Boston, USA Production Company: BEST* Company Ever, El Segundo Directors / Producers: Laura Murphy, Eileen Doherty DP: Christophe Lanzenberg https://sites.google.com/site/mayuradocs/PinIt.png
These are just funny. The illustration are totally unexpected and smartly rendered. The logo is beautifully designed and looks great in the illustrative styling.
cred: Uncle Grey, Denmark Creative Director: Per Pedersen Art Director: Mikkel Krøijer Copywriter: Moritz Grub Illustrator: Martin Nielsen https://sites.google.com/site/mayuradocs/PinIt.png
Folks are demanding these get booty awards! (what up Riv!) cred: Advertising Agency: Craverolanis, Buenos Aires, Argentina Executive Creative Directors: Juan Cravero, Darío Lanis Creative Directors: Toto Marelli, Juan Pablo Lufrano Copywriters: Juan Pablo Lufrano, Toto Marelli Art Directors: Toto Marelli, Juan Pablo Lufrano Photographer: Buenavista Fotografía https://sites.google.com/site/mayuradocs/PinIt.png
This is a parody ad with a slightly different outcome than the original. You may be able to guess how the original went. (It was a condom ad) https://sites.google.com/site/mayuradocs/PinIt.png
The TV spots are so much better than the print. In spite of the campy technique employed, the print ad doesn't seem to encapsulate the concept at all.
cred: Advertising Agency: TBWA\Chiat\Day, New York, USA World Wide Creative Director: Rob Smiley ACDs: Chris Lisick,Lew Willig Producer: Winslow Dennis Production Company: Smith & Jones Films Director: Ulf Johansson https://sites.google.com/site/mayuradocs/PinIt.png
