19

Mar

“That’s So Gay” PSA: A Decade Late, Still Relevant

If you’ve ever met me, one of the first things you find out is that I’m an avowed GLBTQ advocate and have been since middle school. Which is convenient considering that this AdCouncil PSA from GLSEN would have been much more relevant and helpful back then as opposed to now.

First of all, the general ad is very good. It’s clever, clear, and doesn’t degrade a greater gay rights conversation that is necessary in daily life and policy debates but doesn’t really work as a 45 second TV spot. It’s a solid piece, but it has two main problems: 1) why do the two spots only feature girls and 2) why wasn’t this put out a decade ago when we really needed a national campaign promoting LGBT fairness.

Let’s tackle point 1 first – why do the spots only feature young girls? Women are categorically less threatened and cruel towards gay people, while many men are threatened by homosexuality thanks to outdated ideas of what it means to be a man. Onto the second point of contention – when I was the age of these girls (ten years ago or so), coming out was avoided when possible. My friends and I had the safety and freedom  to do so since we were at a rather liberal school, but across my school district  LGBT groups popped up carefully and often with a mixed reaction from the community.

Basically, this ad tiptoes around the real issue, which is that truly problematic people use the word “gay” as a negative because they fear and hate gay people, not because it’s just a “bad” word. The young girls depicted in these spots are using the word “gay” as a replacement for lame, more or less. They’re the same kind of girls who think that having a gay best friend means makeovers and the word “fabulous” on repeat. They’re not intending to be hurtful – they’re just idiots who will eventually learn when they meet and befriend gay people as they get older.

These girls might eventually turn into the mean girls of high school horror, but that’s not anywhere near as bad as the men who look at gay people as a threat and in turn threaten them, sometimes through bullying  and violence. I’m not say that gay-targeted bullying is only perpetrated by young men. In my own life, I’ve more often been bullied because of my preferences by other young women. But taunts and cruelty, while painful, are not anywhere near as bad as physical abuse. When Glee featured a gay bullying storyline, the reason it was so powerful was because of how common such behavior is. Mean girls, by comparison, will take nearly any flaw you have as an excuse to bully and assert dominance.

I’m not worried about the LGBTQ teens of today committing suicide because the word “gay” means that you’re wearing a skirt as a shirt and thus look reasonably stupid. They’re committing suicide because of public harassment, blackmail, being slammed into lockers and receiving death threats daily, and being treated like garbage. Let’s put this into a more sharp perspective - 40% of homeless youth are LGBTQ kids. Maybe if the Ad Council and GLSEN had paired up more than a decade before Glee, the Ellen Show, and Tegan & Sara’s seventh studio album, things wouldn’t have gotten so bad (even if serious progress has happened – just look at Hillary Clinton supporting marriage equality).

Couldn’t we have learned our lesson after Matthew Shepard and what happened in a little town called Laramie almost 15 years ago?

67 days ago Short URL Comments

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09

Dec

GAP: Dissection of Brand Strategy

Advertising has many purposes: selling something, offering a new perspective, attracting attention, and creating a link between you and the product. As a result, advertisements often reflect the best face an organization wants to put forward. But not even the slickest coat of paint can hide the open wounds on a sinking ship.

For the past few years, GAP brand has been suffering. Despite the popularity and success of Piperlime and Athleta, the Gap itself has fallen into a decline with the dismissal of Patrick Robinson and poor quarterly numbers. Also, how boring has the Gap been in terms in design? Basics with the rare shot of color, unassuming patterns, and high prices for meager quality (in comparison to market competitors) have all made Gap the least attractive member of the Gap Inc. family. Other than the yearly CFDA collections, Gap has little to offer other than neutrals and reliable shapes. You know who collaborates with Gap Kids? Stella McCartney and Diane von Furstenberg (next year). Banana Republic launched a fall Mad Men collection this year. Piperlime had Rachel Zoe since the website’s launch and regularly has stylish celebrities like Olivia Palermo and Rachel Bilson create lists of their favorite items from the Piperlime offerings, giving the website and products credibility with fashion-conscious consumers. After reading this article on Popsop, the “Brand Magazine online” that I just discovered and now love, I realized how much more effort and attention the other labels in Gap Inc. are even after being aware of these other collaborations.

Let’s make it simple. Brands and magazines determine value in dollars, just like any other business. For magazines, value is put into ad dollars. For brands, the value of a magazine is often judged by the audience and how receptive they are to the advertisements they see in the magazines. That’s why any magazine targeting women will have fragrance and beauty ads – all women buy these products. Even in hard times, women still buy their beauty products - read about the Lipstick Index in this great NYT article. If brands needs ads in magazines to get attention, why is Gap Inc. featuring Banana Republic and Gap Kids rather the Gap brand? Look at the coverage the “I Want Candy” Gap Kids ad is receiving:

“The campaign will is also appear in print in December issues of monthly magazines such as InStyle, Lucky Kids, Martha Stewart Living, O, The Oprah Magazine, Parents, Parenting and Real Simple.” - Popsop

December issues are important. They are the issue that people read for gift guides, tips, and the year’s hottest present. They are also the issue that ladies read to see what is appealing enough to fight for on Black Friday and put their holiday dollars toward. So why isn’t Gap brand making the cut for the holiday ad space? Old Navy had a weak presence, but is also much better at putting its advertising dollars in TV  placements.

If you want proof that the other members of the Gap Inc. family are having more fun and success, just watch the “I Want Candy” commercial:

I think this commercial proves my point exactly – Gap Kids is exuberant, excited about their brand, and offering clothes so fun and cool that every girl my age that I show the print ad too wants every piece. And why not? J. Crew has made an empire in colorful pieces in preppy cuts (Jenna Lyons I am your biggest fan). Before they experienced their Mickey Drexler revival (bet you’re kicking yourself now, huh Gap?), J. Crew was the more professional version of Gap. That teacher discount exists for a reason. With the injection of energy and brand strategy from Drexler and Lyons’ unique style, J. Crew transformed itself into a brand that the First Lady of the United States will wear from head to toe on prime time late night television – when has that ever happened to Gap? I’m not saying that Gap should copy everything J. Crew does, although I would love J. Crew style at much more affordable prices.

Considering the lack of creative strength behind the Gap brand right now, maybe Gap Inc. is putting that branch on hold marketing-wise until some exciting creative control is selected. The last major ad push for Gap brand was earlier this year regarding their denim experts – an effort to inject energy into a mainstay of their 1969 rebranding effect that has been slow, to say the least. I’m willing to place blame an odd visual that became a symbol of the campaign – one of the “denim experts” smelling a pair of jeans.  This particular image did no justice to how excellent the campaign was – it told a story about an important part of Gap’s offerings and dedicated employees/craftsmen, which is brand gold. Pop-up stores in Los Angeles to test reception to new ideas from the brand have been doing well, but maybe putting these in more suburban area might create real results for future success. Everyone wants to look cool, but they also want to find items that are versatile. Why else do people drop over $300 for a pair of brown boots? While Gap is not an heirloom brand by any stretch, putting some serious love into their pieces will get them much farther as a company. If you enjoy every piece that you’re designing, then you’ll become a company of brand advocates, something I saw five years ago from J. Crew employees at a collegiate fashion club conference at NYU.

Let’s make this real – Gap needs a new creative director to breathe true life back into a brand that needs to be about more than jeans and basics. Either find your new Jenna Lyons or Diane von Furstenberg or Tory Burch – anyone who can become the company’s constant style ambassador and is personable enough to develop warmth from fans.

533 days ago Short URL Comments

17

Nov

Expedia feat. Tim Gunn

I am infatuated with fashion. I have purchased every copy of Lucky Magazine since my sophomore year of high school, have an almost embarrassing amount of shoes/clothes/jewelry (at least 50 percent from thrift stores so I’m not a total shopaholic), and will take advantage of every possible occasion to dress up. While I try to temper my clotheshorse self with sensibility (no, I will not wear 5 inch heels while commuting, that’s utter madness), sometimes I get a little carried away. Like watching Project Runway several seasons after Christian Siriano won – arguably the most contestant the show’s ever produced.

Any Project Runway fan can tell, however, that the real star of the series is Tim Gunn. Once the Chair of Fashion Design at Parsons, this charismatic silver fox won the hearts of viewers across the nation. No big surprise there. He offered kind yet serious advice to contestants, gave the losers an affectionate goodbye at the end of each episode, and mostly made positive career choices thanks to his Project Runway fame. Some choice cameos in Ugly Betty and How I Met Your Mother, a best-selling book, and new job as the Chief Creative Officer for Liz Claiborne have all made Tim Gunn a household name. All in all, this may be one of the few members of academia to cross over well into the public sphere.

Until this commercial. There are so many reasons why this is a lame ad, but you should watch it first and make your own inferences before reading my rant.

I should start my critique by saying that the basic concept could have worked. The fashion design process and the travel booking experience are two different disciplines based on a similar idea – organizing separate things along a theme to create a cohesive idea/collection/vacation. This commercials could have been better if you featured Tim Gunn visiting other Fashion Weeks and how hectic the traveling and planning process is. Considering the multiple fashion weeks in major cities, it would be easy to construct a short plot where Tim Gunn uses Expedia to book his travel plans while looking at different collections that work thanks to multiple influences (Dries Van Noten, Alexander McQueen, etc.). Or even, more simply, how different Fashion Weeks shape the industry. The copy could be as simple as “In New York, everything is fierce. London has a love of history and romanticism in each stitch. Paris is the center of the avant-garde and innovation,” intercut with Gunn flying into each destination with a portfolio of all the shows he will attend.

Any of these would be better than what is presented in this commercial. “Stitching” together better deals, the “designers” wearing very obvious interpretations of “fashiony” clothes, and the silly artist names like “Anandra”. As someone who once came up with the name “Kitry” for a character’s love interest, I can very easily spot names that are selected solely because they sound cool. Expedia is a fantastic website that makes travel-planning much easier, they didn’t need an ad that panders to those who can recognize Tim Gunn. Advertising works best when there is something true being said. This ad says basically nothing. It’s simply taking advantage of a popular public figure and relating him to the brand. I like Tim Gunn, don’t get me wrong. I just don’t want to see him become the next Geico gecko.

555 days ago Short URL Comments

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20

Oct

Parenting, your first car, and Subaru

There’s nothing like your first car. It’s first taste of real freedom you get as a kid. You might have curfew, but typically where you can go is only limited by your imagination and gas budget. I remember the morning after Thanksgiving, I drove my car to the beach to watch the sunrise. When things would get rough at home, I’d get in my car and just leave. Of course, there are less touching realities to having your own car. My high school boyfriend’s car was partially selected by his dad because of the expansive back seat. I could not stop shaking my head and laughing after I heard that particular story. Nothing like a parent honestly wanting the best for their child (no matter how misguided).

I think that’s part of the appeal for this Subaru ad. A parents only wants their child to be safe, especially when so much can go wrong for an inexperienced driver. When the father sees to his grade school-aged daughter instead of the pretty high-schooler, the audience immediately understands what every parent thinks when they see their child in the car for the first time. They’re thinking of the little kid they taught to eat without making a mess, ride a bicycle, play piano. That first car is the reality that your child has the opportunity to leave on their own. That first car reminds them their kid is no longer a child, but a young adult. The nest will be left soon, no matter how prepared you are for them to leave the nest.

That’s why the father bought the Subaru. He wanted his little girl to be safe. He can’t keep her safe forever, but he can at least equip her with a safe car. He can’t control what happens when she leaves the house, but he can give her the best defense from all the other drivers out there. So many other car ads play music to convince you how cool their vehicles are. This Subaru ad, by contrast, tells a pretty universal story while selling its product’s best feature. You don’t buy a first car because it can go super fast. You don’t buy a first car because it’s super sexy. You buy a first car because it’s safe. You’re going to screw up on the road and the parking lot a few times. Don’t make those mistakes in a Lexus. Get the Lexus when you have a nice cache of cash to fix up the eventual scratches.

A Subaru isn’t luxurious, but it is safe. Every parent cares about their child’s safety more than their image. That’s why you got the Subaru, not the convertible.

583 days ago Short URL 1 Comment

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13

Oct

What began my need to critically analyze commercials

Back in Florida, college football is a religion. Unless you have a family member who went to University of Miami, you are either a fan of the UF Gators or FSU Seminoles. They sell flags with both teams’ logos that say “A House Divided”, proving that even college football can have a touch of the Bard. At a friend’s wedding, the bride’s speech contained the famous UF “Gator Chomp”, which inspired an immediate rejoinder from the groom and his Seminoles brothers. Like I said, college football is a religion.

While I knew I was going out of state for college, I never had much of an opinion of which state university I supported. Until, you guessed it, I saw a commercial. Watch the pretentiousness unfold.

After this one commercial, I knew I could never be a Gator. All the Gators I knew became significantly less awesome (with the rare exception) and all the Seminoles I knew much more awesome. I began to realize what a pit Gainesville is and how Tallahassee has more to offer than just FSU’s campus. But besides these factors, I was annoyed by the claims the commercial made. The next great American novel? Curing cancer? Trying a little too hard, Gators. I already knew you were an amazing school at an unbeatable cost. I knew how incredible your facilities and professors were. I still do! So does all of Florida! Every kid applies to UF, hoping to snag that in-state tuition that won’t cripple them with students loans when they’re in grad school. I have tons of friends who went to UF and loved the experience.

Here’s the right way to do an ad campaign for a university without making them seem overly pretentious. You point out their recent breakthoughs and current research. Allen & Gerritson created a simple print campaign for Boston University, my alma mater. I know BU is a great school with cutting edge research and world-class professors, but the general public and alumni may not be so enlightened. Check out the New York Times’s praise of this excellent campaign.

Of course, if you want to go purely for the spirit route, there is NOTHING better than this Alabama ad from ESPN.

So recap: If you want to promote your university without coming off as obnoxious, try not to tell the rest of us that you created several pinnacles of society AND have an amazing football program.

591 days ago Short URL Comments

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07

Oct

The Birth of AdWonk, thanks to Fancy Feast.

The idea of this blog began with a single ad.

I was sitting in the living room of my depressing sublet apartment, watching some television while filling out job applications online. Getting into town took a minimum of an hour by unreliable public transit, so being productive in my garden apartment was my best choice. Sidenote: garden apartments can be terribly depressing when you’d prefer to be sunbathing on your roof than filling out the eighth job application that day. Your home is mostly dark with the small windows that remind that you are a) poor enough that you live mostly underground and b) there is light outside but your windows aren’t big enough to keep your apartment from that delightful dungeon feel.

Back on track: As I am applying to one of Boston’s premier advertising agencies, a commercial appears on my screen that gives me pause. In it, a young couple visits the house of the girlfriend’s parents. For most of the visit, she is entranced by the fluffy, white, Fancy Feast cat. It’s all cuddles and sweetness as she reluctantly returns the abundantly adorable feline. You clearly see the “ah-ha!” moment on the boyfriend’s face as he realizes how much of a sap his lady is for the cat. The scene shifts to a room that he is redecorating, with new carpet, bright red walls, and a… cat climbing stand. Yes, you read that right. A cat climbing stand. He redecorated this room around a cat. He brings his blindfolded girlfriend into the room and reveals a kitten the same breed as her parents’ enchanting feline. She (obviously) goes gaga, picking up the tiny cat with delight as the emotional music highlights her joy. Her eyes widen as she reads the cat’s tag, engraved with the immortal words “Will you marry us?” She accepts! More emotional music! I should mention at this point that the entire ad has no dialogue, only music indicating the necessary plot-related emotional cues. We shift to the young couple unpacking their belongings in their new home, with their adorable cat brightening up the task with its admitted cuteness. The new husband feeds the cat Fancy Feast, so happy to have this perfect life brought to you by Fancy Feast. SCENE.

I’ll admit it, I am not the world’s biggest cat person. I grew up with Labradors, resulting in a general wariness about an animal that is disdainful of your attempts to love it. It seems like having a teenager without the rare points of emotional clarity. But, as a dog person, I agree that I am probably being overly cynical about this ad. If my boyfriend proposed to me with a puppy, I would probably bawl my eyes out.

Which is why I have the following criticisms for this commercial. First, the lack of dialogue and overly emotional music made this seem like a holiday TV movie, heavy on the emotional cues and small on the value. Do I buy Fancy Feast because it’s “good” enough for my elegant cat and perfect life or because dry food is for peasants? This leads to my second point. Is Fancy Feast supposed to improve my quality of life? Will it bring me the perfect love and the perfect pet? Third, I had no idea what the ad was actually selling until I saw the can of Fancy Feast cat food. While I did identify the signature Fancy Feast cat from the beginning, I didn’t realize they were simply selling the cat food until the very end. Up until the food itself, I was waiting for Fancy Feast cat toys, Fancy Feast climbing poles, or any other kind of Fancy Feast brand lifestyle items. Does Fancy Feast have the kind of demographic that enjoys being pandered to? Or does the brand simply want you to feel, well, fancy?

Feel free to develop your own opinion on the commercial by watching it here:

Which returns to the question of why this blog began, now that you know the how. We live in a world where the wackiest ideas stick with us the most – and that’s good. Advertisements shouldn’t just be Don Draper emotional rollercoasters or b-roll of fresh produce at your local chain supermarket. They should remind us why the brand in the advertisement is special. Globalization has given us a saturated marketplace, but that just gives those in the creative more of a reason to have fun with what they’re doing. You know what’s cute? Hand puppets that work for Zappos. You know who’s hilarious and you’ll never forget? The Old Spice Guy. You know what pulls at the heartstrings? A guy watching his little girl drive in a car for the first time, telling her to be safe and stay off the highway.

So this is why I’m writing AdWonk. To remind advertisers and public relations professionals that there are people who take in the content they put out. We have opinions and while we might be colored by our experiences, we know the difference between a good ad and a bad ad. I’ll do my best to articulate which I think is which. I hope you’ll help me along the way by pointing out different perspectives, that ad you love or hate, and what made you feel that way. Writing is best at it’s most honest, which I promise I will always be. So let’s have fun and be honest about what’s on the airwaves.

596 days ago Short URL Comments

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