Crepaway’s ‘All Good’: absurdity abused
By Admin I: so back to advertising, the field that surprisingly suffers from less mafia domination if compared to what we’ve seen from this country’s design sphere the past couple of days.
It seems like advertising is reaching a rough phase in this country. Give it a look, we have 2 main trends: storytelling (the new black) brought to you by classicists like Leo Burnett and their Ksara campaign that’s currently running a competition among students for additional stories (don’t ask me how irrelevant that is), and the trend of the total non-sense absurd that we totally encourage (in moderate doses), brought to you mainly by Interesting Times and their LB beer campaigns.
This is chaos, irrelevant advertising solutions are mainly split between those approaches with no intention to make a step further. The equation is simple: mature audience = storytelling, young and fun = absurd. Eh, no. It doesn’t work that way people!
Lorem Ipsum (yes it’s an agency that even google had barely heard of) launched its new online for Crepaway, an approach mainly depending on positive absurdity and odd moments (how Diesel ‘be stupid’ is that, aka Last summer on earth, you know the confusion between those 2).
So the production looks poor, a shaky art direction and post-production (coloring added unnecessary cheese), but a working overall campaign, you know the type that goes viral because it can be ‘funny’ to facebook’s desperate housewives. One of the campaign’s main drawbacks is rhythm; some of the stereotypical characters are indeed funny in that video, but excessive repetition gave it less impact, became borderline boring in some places (you know what happens when you chew a gum for a whole day).
Good attempt you people, just don’t get too excited with your work next time, too fun can become too boring.
Brofessional Review 