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This was that little paragraph manifesto write up that they did in 20 minutes. The ecd came in the room and told them they needed a launch spot idea. There you go.
I hate the spot I hate the script. I hate the cans. This industry is going down the tubes when that is good enough for Coke. phoned it in
I doubt any creatives were involved in the making of this spot. Smells of strategy and over zealous clients.
The idea is pretty cliche but I think the boring/straight execution makes the whole thing even worse
Oh so many issues...
But they are really cool looking cans.
Seriously though, it reminds me of when I had an assignment to create a product and act out an advertisement for it in the 5th grade. I was interested in art back then, not selling products, so I made a fake perfume with a hand made box and designed with cute handdrawn graphics and tons of crappy matter of fact promo copy. I didn't come up with a commercial idea, so I just read all of the weird copy on there. "It's very nice...You'll smell great...The product is French though it's name is 'Naturally'...see how I say it's name: Nat-sur-aleigh." Why did I do that? Because at the time I thought it was "because I can."
This ad reminds me of that anecdote. And thankfully that appproach died in 5th grade for me.