From time immemorial, man is in perpetual search of new advertising media undeveloped. The man himself has become an advertising medium, be it unconsciously by the visible signs of our clothes but also by advertising tattoos Some dare to wear, as well as temporary permanent.
And recently I discovered a new concept namely " Flogos " to "flying logos". So these are composed of foam flying logos and helium, allowing them to fly away and be visible in the sky. The sky becomes an ad. Okay there are already planes on the beaches in summer, towing advertising banners, but here the potential for generalization is more important. That's what scares me. The Flogos are intended by their ecological composition, but what does it visual pollution? Do we want a sky invades advertisements?
I think we will meet such logos in special events, cultural or festive, but I do not believe and do not expect a generalization for advertising done by brands cause of visual impairment caused in any case once the effect of the concept buzz has subsided.
Pub: Nike Tiger Woods force him to apologize as Cantona or almost
Everyone knows the recent troubles of golfer Tiger Woods, who has done such a public apology. Yet last week, there is the golfer in a TV spot for Nike, one of his many sponsors, coinciding with his return to competition. In this ad, we see Tiger Woods, sad, listening to him by his late father morality. Personally I find it a little pathetic.
What makes me smile vis-à-vis this advertising is another ambassador of Nike has faced a similar problem in this case Eric Cantona ( that I made a retro advertising in my previous post ). In 1995, when Manchester United player, he hit full game opposing supporter. The player under contract with Nike was then apologized in a spot of the OEM, but he did not apologize for this gesture, he apologized (I have not managed to understand everything) to have notably scored a hat-trick (3 goals in a row) at Wembley (with Leeds against Liverpool in the Charity Shield). The tone was humorous contrast to the seriousness of the spot with Tiger Woods. At the same time, I could not imagine Cantona apologize so serious in knowing the character and "public apology" of the time.
These two examples demonstrate the difficulty for a brand to entrust your communication to one or several ambassadors. Indeed, choosing a brand personalities that will carry the values of their brand image, personality and behavior. However, these ambassadors are human and can have human behavior and not adapted to the speech of the mark. For example, infidelity (Tiger Woods) and violence (Eric Cantona) are not a priori values that Nike wants to join, even if the mark with Cantona should be aware that she was playing with fire.
Nike Tiger Woods wanted forced to apologize for the sake of his image but that is not true for all brands face the antics of their ambassadors. Some brands prefer to break contracts with stars such as binders for Kate Moss and his history of cocaine for example, or even Tiger Woods has lost Accenture (it still has many sponsors, it is still the highest paid sportsman in the world) . Or, these pranks may instead be beneficial for brands such as Zinedine Zidane and his sponsors because his headbutt human made it more human and therefore closer to its fans. I advise you if you have time this former post with examples of mistakes in choosing ambasseurs sports.
Now it only remains to wait for a scandal from Roger Federer to see a spot where three ambassadors of Gillette, Federer, Woods and Thierry Henry apologized jointly.
Eric Cantona became the new ambassador of products "Men Expert" brand L'Oreal. He joins his wife, Rachida Brakni, already under contract with the mark. So, since Sunday can be found in this former soccer spot directed by Matthieu Kassovitz. I find, however, unfortunate that L'Oreal has added his name at the bottom left of the spot as if it had not recognized.
It gives me the opportunity to dedicate a retrospective advertising as a part he played in quite a number of spots and secondly I am a its fans a long time.
We have seen recently in a commercial for the new Renault Laguna. It gives the same picture as in the spot for L'Oreal namely that of man but rather casual class with his black suit and white shirt (target rather similar for the 2 products), but here he was able to express his side poet found great pleasure in many of its advertisements. Note the "goodbye" end that refers to one of Nike spots that can be found below.
Eric Cantona is nicknamed Eric the King, so it is natural to find him dressed as a king in an advertisement. These are the casinos Partouche who wisely staged as well, as the King of heart in this spot with very good Cantona as we love.
He also made appearances in commercials for 9 Telecom, where he simply plays the role of a celebrity of some sort. The spots are pretty funny as most spots of the operator.
It continues with an advertisement for Liptonic, ancestor of Lipton Ice Tea which he also filmed several commercials. Here we Golfer found in knowing that in another commercial for Lipton Ice Tea he played water polo.
Here an ad for Bic razors dating from 1995 which you can see Eric younger, beardless and with his brother Joel, footballer but also a career with less prestigious including a passage in La Rochelle (La Rochelle I). Note that the Cantona brothers will be reunited later in ads for Weight Watchers.
Turning now to a large piece, namely commercials for Nike. Eric Cantona was still football, it seems logical that a supplier is interested in him. In this spot from 1996, among other stars like Ronaldo and Maldini, the main role, that of the striker is attributed to Eric with his famous "goodbye" before his shot and taken up in the spot for the Renault Laguna. This pub had marked the time and I see myself as a child imitating my jersey with flocked to his name and number 7 and the collar turned up obviously.
then followed other advertising sanctifying the player or former player rather because even after his career, he continues to be a brand icon and a model for subsequent generations.
I like this latest ad where he promotes the beautiful game free of violence, him everything.
Eric Cantona has been involved in global campaigns despite an international career rather poor, but his legitimacy is evident through his immense popularity in France and especially in England as evidenced by this poster. To understand we need to know that 1966 is the year of the coronation of one team from England in the World Cup.
And the best for last with a small masterpiece of advertising (in its longer version) produced for Sharp, who was then the sponsor of his club, Manchester United. In this lengthy spot Eric was able to fully express his talent as a poet, precise, pointed and sharp, while self-mockery with reference to his famous quote "When the seagulls follow a trawler, it's Because THEY think sardines Will Be thrown Into the sea ".
So much for this compilation is incomplete (you will find others here ) but still significant. Indeed, Eric Cantona is a so-called advertising icon. On Nike, Eric was and remains one of the footballers The most popular and respected hence its legitimacy. As for non-sports brands, it seduces with its charming and unusual personality, a mixture of bad-boy poet. Currently, the brands (L'Oreal, Renault Laguna) seem more interested in him for his physical and virile man, bearded like Sebastien Chabal also much in demand in recent years.
Whether these or other reasons, I hope to see in other ads, I can not get enough, even if in this latest commercial for L'Oreal I'm pretty disappointed because its potential has not been sufficiently exploited, it gives the impression of playing the comedy (it's true he is an actor now) while normally Eric Cantona in its advertising does not play, he is Eric Cantona.
Right now (or very recently) spend on our screens 2 series of TV commercials for products Brand Locator Leclerc and the Renault Megane. Their common point is their ambition to make fun of stereotypical advertising that is often encountered to our small screen. This is an interesting practice to stand out from the competition but also very dangerous because these marks must be exemplary in terms of advertising, but Leclerc and Renault have not really used (unless I am mistaken) do in advertising cliché. On
Leclerc, they used to do commercials and here they are slightly offset no exception to the rule by criticizing the advertising practices of competing brands.
As for Renault, after successful commercials for the new Twingo, the brand continues to use humor in diverting the "classic" TV advertising, demonstration of sanitary napkin, the efficiency of household products or the glamorous advertisements for perfume.
Then I discovered this pub foreign to an American brand of tampons, which denigrates the spots of the competitors and their photos, at least I do not know s it is real extracts because I am not Specialist U.S. stamps. On the mark, U By Kotex, she also used to do commercials rather original, including some with a beaver .
Another example is finally one of the UK optician Specsavers, who recently parodied an advertisement for the deodorant Axe and previously parodied an advertisement for Barclays Bank . But in these two examples, the parody is more a nod to the spots that marked the spirits rather that criticism, in order to generate buzz.
