Piggybacking on the BMW discussion is this GE Lightbulb spread by Lee Hanson (CW), graduate of Brainco in Minneapolis and writer at Colle McVoy. Would GE ever run this? Probablly not. But does it make me laugh, is it smart, and does it work? I say yes.
Where do you draw that subjective line between something working, and something being too crass and or studenty?
8 comments:
....but it's just so funny :(
Yes, it works. I'd like to see the other ads in the campaign.
I certainly don't think this is too risque' to put in a student book. That said, is this considered smart and simple or too easy. I think I ditch a lot of ideas when thinking an execution might be too easy. Maybe I'm premature in my thought trashing?
I dig the execution, it's a decent joke but I'm not sold on the strategy. What I get from it is that different bulbs are brighter than some, I don't see that as any sort of benefit as well as all other light bulb brands offer differerent wattages. In the same respect it is a parody product. I'd be hard pressed to seek out a distinguishable difference between different light bulb brands. I just don't know if the strategy is solid enough.
I also agree with what brock says.
I dont get the tag line.
GE Light bulbs are how we see life. That's the strategy, and that's what is being conveyed in the tag line.
This brings up another interesting question:
How do you do parody products--and should you put them in your book if you're an aspiring writer or art director?
To me, I've always thought of parody products as doing a branding campaign. Finding the unique voice of the brand, since the benefit doesn't stand out from other brands that do the same thing. Pepsi is youth, Coke is classic.
Thoughts on parody products and their place and role in student books?
I think parody camp's are good to have in your book. especially as a writer. to give an insurance agency a relevant voice, say, is a great way to flex the strength of your writing versatility. that being said, i think the product should be tougher that a lightbulb comp.
So you agree then that parody is all about voice?
voice and/or look.
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