Monday, May 24, 2010
Depending on my mood lately, I love big or I hate big. Hate if the brand just seems to be throwing money at a gorgeous campaign without addressing problems with its core product or service. (Think any mobile spots like Pre or AT&T.) I have to dig this Dulux Walls spot just for the way it’s shot as it flows through cities though. Was I wondering about where to buy it? Sure, if this was a U.S. focus. That’s par for what we get here. (There hasn’t been much done in terms of *epic* paint spots in the U.S. market short of the Valspar work. Epic in terms of broader emotion, not the scale of the production.)
This program is part of the Let’s Colour Program that hit Brazil, France, India, and London. The spot balances the practical (fixing up rundown surfaces to inspire people) with the dramatic, but the one big neg that keeps being repeated in large campaigns is a complete lack of integration with the brand’s main site. (In this case, Dulux is one of the partners.)
Not to get off on a rant, but when I see things like this, it’s as if the agency is afraid of bringing actual *commerce* into the discussion because it would taint the emotional appeal. Sorry, but this is where the practical side of things needs to come into play more. (Little things like making colors interactive so that clicking on them takes you to those colors on the site or to specific stores, etc.) This is why I get pissed because this stuff is not that hard to pull off.
If they can afford a HUGE production like this in four major countries, then can afford resources to make the customer experience complete online. A clip on YouTube is not what I mean either. Agencies can’t escape their sweet spot of emotional campaigns though, and so that’s where the dollars go. *too bad* Anyway, an inspiring, uplifting spot needs a max-happy track, Jónsi’s Go Do.
(Agency: Euro RSCG London.)
Posted 12:24 PM