In advertising and branding these days, the trend seems to be to personify brand icons. That’s not to say it isn’t good territory to cover. Sometimes looking closely at the label can yield good stuff to work with.This new Quaker campaign though makes me feel the same way I did about Crispin’s King work: little creeped out. If you haven’t seen the Quaker Oats TV either, it’s just like the print: basically, Quaker guy holding a tray of breakfast out for kids.
And it comes off as a little creepy because that’s the feeling I took from Crispin’s adult-oriented work aimed at grownups, not kids, especially given the edge the rest of the BK work has. The technique works in that context for BK, not so much for Quaker, just because I’m automatically reminded of the King in bed next to a guy or the King & Brook.
Tags: advertising, Quaker Oats, branding, Burger King
2 comments:
Actually, the Burger King and Quaker Oats guys are life partners. Rumor has it the Q-Man went into a jealous rage after viewing those “Wake Up With The King” commercials.
Two of them face off in the next spot. Standing there. Awkwardly, in an uncomfortable silence, The King packs his things, then leaves.
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