The Controversy (and the Talent) Behind The Beautiful Farmer Commercial for Dodge Ram Trucks From The Super Bowl.

One of the most memorable spots on yesterday's Super Bowl - and one that has made it on most reviewers "Best Spots of the Super Bowl" lists - is also one which has been stirring up some controversy, at least amongst the ad community. Frankly, anyone outside of the advertising business could not care less, so I won't be surprised if you've stopped reading this already. But back to the subject at hand.

You may think the uproar is because of the numerous mentions of "God" or because of the the fact that some feel Farming has radically changed since Paul Harvey gave the speech used as the voice over at the National FFA Convention in 1978, but it's actually the spots' originality which has been questioned. I wanted to clear up a few things regarding that as well bring some credit the well-deserving photographers whose work was used in the ad.

Created by the Richards Group, the two minute spot with the Paul Harvey voiceover is an updated version of a concept originally seen in a video for Farms.com.

The Dodge Ram Truck  "Farmer" Super Bowl commercial:

The Farms.com video:


But let it be known that Farms. com has made a point of publicly supporting the ad with both tweets and this new description under their own video on You Tube:



As well as including this info in a hovering window atop the You Tube video:


While it's not the first Super Bowl commercial to have been inspired by a previous one, nor the first to take an already produced idea and make it far superior in terms of production quality, both The Richards Group and Farms.com - as well as the Chrysler brand - are to be commended for creating and running an ad that was powerful in its quietude and a refreshing change from the fast-paced, noisy, special effects ads that dominated most of the broadcast.

Whether or not you feel the ad was derivative, one thing that is not debatable is the incredibly stunning imagery in the ad and it is those photographers whose work I want to bring to your attention.

Below are the ten photographers whose beautiful imagery is to credit in the Dodge Ram Truck "farmer " Spot:
Andy Anderson
William Allard
Jim Arndt 
Daniel Beltra,
Mark Gooch,
Andy Mahr,
Kurt Markus,
David Spielman,
Matt Turley and
Olaf Veltman.

Creatives from The Richards Group who worked on the spot include Creative Directors Jimmy Bonner and Rob Baker and Freelance art buyer/ producer Deb Grisham.

Addendum: If it wasn't already clear, the Dodge Ram Farmer ad by The Richards Group also stands as a testament to the importance of production values and having people in charge with taste. Creatives, Account Staff, Producers and most importantly, a client, that understand the impact of visuals in addition to the content and copy (and sometimes the need to spend a little more) can make all the difference. Imagine if they'd simply run the Farms.com version.

UPDATE: For every view, download or share of “Farmer” located on the brand’s website at www.ramtrucks.com/keepplowing, Ram will make a donation to FFA. Funds raised will go to local FFA chapters for student programs geared toward fighting hunger in communities across the country.

Southern Comfort's New Spot, Beach, Brings Us A New Hero and Unlikely Sex Symbol.

The strategy 'be yourself' or "be comfortable with who you are" is nothing new - especially for liquor. But when visually communicated with the synthesis of brilliant casting, great music, impeccable direction by Tim Godsall and perfect pacing, such as "Beach", a new spot for Southern Comfort by Weiden & Kennedy, New York, it feels breakthrough.

"Beach," featuring the song "Hit or Miss" by Odetta:


Featuring the song "Hit or Miss" by Odetta, the 90 second spot (which airs on tv as a 60:), turns an unlikely sex symbol into one. The mustachioed, sun-kissed, stout, speedo-clad, middle-aged man saunters with such swagger and confidence to the lyrics 'I gotta be me... ain't nobody just like this, I gotta be me, Baby, hit or miss" that he appeals to women and men alike.





Move over "Most Interesting Man In The World"... I think I have a new hero.



Southern Comfort. Whatever's Comfortable.

Full Credits:
Agency: Wieden + Kennedy New York
Client: Southern Comfort
ECD: Scott Vitrone
ECD: Ian Reichenthal
CD: Ian Reichenthal
CD: Scott Vitrone
CW: Nick Kaplan
AD: Jeff Dryer
Head of Content Production: Lora Schulson
Producer: Alison Hill
Head of Brand Strategy: Stuart Smith
Digital Strategist: Marshall Ball
Brand Strategist: Ben Alter
Director of Business Affairs: Sara Jagielski
Production Company: Biscuit Filmworks
Director: Tim Godsall
EP: Holly Vega
Managing Director: Shawn Lacy
Line Producer: Rick Jarjoura
Director of Photography: Edu Grau
Editorial Company: Mackenzie Cutler
Editor: Gavin Cutler
Post Producer: Sasha Hirschfeld
Editorial Assistant: Ryan Steele
VFX Company: Suspect
VFX Executive Creative Director: Tim Crean
VFX Supervisor: John Geehreng
VFX Flame Artist: John Geehreng
VFX CG Artists: Cedrick Gousse
Producer: Tsiliana Jolson
Telecine Company: CO3
Colorist: Tim Masick
Mix Company: Heard City
Mixer: Phil Loeb
Sound Designer: Phil Loeb
Sound Designer: Sam Shaffer
EP: Gloria Pitagorsky
Music Supervision Company: Good Ear Music Supervision
Music Supervisor: Andrew Charles Kahn
Song: Hit or Miss
Artist: Odetta

Equinox Defends Their Controversial Ad Campaign Shot By Terry Richardson.

You may or many not have read the glut of recent articles highlighting the controversy over the "skinny" models in the latest ad campaign for Equinox Fitness Clubs shot by photographer Terry Richardson. According to Fashionista, Huff Post and plenty of other blogs, gym goers expressed disappointment in the 'thin' physiques displayed in the ads.


above: the exterior of the Equinox gym in Beverly Hills, California

The campaign was meant to illustrate the connection between fitness and fashion, but comments and criticism on Facebook and other sites allude to the fact that some might prefer fit and healthy looking models as opposed to runway thin models in the ads.



The gym chain has since responded, defending not only Richardson’s photos but their “deliberate” decision to run with them. Women’s Wear Daily reports that the chain disagrees with the mob of gym goers who stormed the Equinox Facebook page with comments demanding that the women featured in the ads look fit and healthy, instead of runway thin. Equinox’s executive creative director Bianca Kosoy told the paper:

“Our campaigns exist at the intersection between fitness and fashion; they are intended to be thought provoking and to generate discussion through their deliberate synthesis of personal motivation and high fashion photography.”

Frankly, the controversy regarding this continuation of the campaign shot for the chain of gyms by Terry Richardson is most likely more attention than the campaign warrants given that there's nothing extra interesting, compelling or memorable about the ad campaign.

Below are 12 ads shown from the campaign and the inside scoop behind 9 of the shots, straight from the set, from Executive Creative Director Bianca Kosoy.

Don't Let Them Eat Cake

"This obscenely expensive cake that we meticulously designed for this shot almost didn't make it. When the delivery guy showed up, someone directed him to Craft Services and it was about to get sliced for dessert. As you know, you can't have your cake and eat it too."

Shorts Story

"Believe it or not, this was one of the hardest shots to style, wardrobe-wise. We kept trying on different combinations of collegiate socks, ties, boxers and underwear to get the perfect blend of preppy and sexy. We wanted them to look hot, but not over the top. I mean, we are promoting higher education here."

Frankie Says Relax

"Terry's signature style inherently dials up the sex factor — each shot is like foreplay. The idea behind this shot was that the couple was recuperating after sex, so I had to keep reminding Terry that we were going for a 'post-coital' feel. He just started yelling, 'Post-coital! Post-coital!' with every pop of the flash! Everyone on set was cracking up."

Sunshine and Rain

"This was the first shot of the day, and it was raining and the weather was just supposed to get worse. We had tents set up and people holding umbrellas over us. The styling, props and location were so flawless and the models were having a blast, so the shot came together quickly. Let's just say we weren't going to let it rain on our parade."

Little Man on Campus

"Little Giuseppe was on set all day because we had to get all the outdoor shots done. He made the best of it flirting with the models and asking his mom if he could take a puppy home. Once he finally got on set he and Terry had this great banter about how much more time he had left. He was a total pro."

Searching High and Low

"The whole idea of the shoot was to create a real highbrow, secret society feel, but when it came down to finding most of the props, like the trophy in this shot, they ranged from actual museum pieces to random garage sale finds from upstate New York. It's the perfect intersection of highbrow and low art."

Puppy Love

"These French bulldog puppies had a bigger entourage than Terry: a breeder, a trainer and a handler. I couldn't believe how well-behaved they were. I actually almost went home with one, but I decided getting a new puppy in the middle of a campaign launch probably wasn't the best idea. Too bad. I was going to name him T-bone — in honor of Terry."

Happy Endings

"This was the wrap shot. It just instantly came together. The stylists and hair and makeup team were all done, and everyone sat on the grand staircase in the foyer enjoying the view and watching Terry do his thing. This is what I call a happy ending."

Earlier ads in the "By Equinox" campaign shot by Terry Richardson:




equinox
terry richardson

Smell Like A Parody. The Best Of The Old Spice Man Spoofs.

By now everyone knows that hunky Isaiah Mustafa's portrayal of the towel clad Old Spice Man has long gone viral. And, as to be expected, there are numerous spoofs and parodies of the entertaining advertisement. Here's a few of the best.

"The Woman You'd Love Your Woman To be Like"



The Sun Newspaper spoofed the ad to celebrate 40 years of page 3. The parody was accompanied by an in-paper offer of a free pack of Page 3 playing cards on Wednesday 17th of November.



Read all about this video at http://www.thesun.co.uk/page3is40 "Smell Like A Monster"




Sesame Street parodied the spot with Grover to teach us the word "On":

 

"Study Like A Scholar"

 
A fun and smart parody to encourage students to study brought to you from the Harold B. Lee Library:

 

"The Man Who Lost His Girlfriend To The Man Your Man Could Smell Like"

 
Los Angeles comedian and YouTube star Toby Turner (aka Tobuscus) plays a guy whose girlfriend has left him to take a sunset cruise of the Galapagos Islands with the real Old Spice man.

 

"The Sausage Your Sausage Could Taste Like"

 
Bizarre and phony product, Mr. Happy's Spicy Dijon, personifies a sausage as the Old Spice Man:



This animated spoof uses Mel Gibson's phone rant as a call to the Old Spice Man by Smallpoppy productions:

 
and lastly, an entertaining Old Spice Remix by youtuber Mike Relm:

Another Vodka Tries Attracting Women. Introducing Van Gogh Blue.

In today's New York Times, Stuart Elliott, in his campaign spotlight column, wrote about Van Gogh Blue, a triple distilled wheat Vodka that specifically targets women.

Having previously written several posts on this blog about premium vodkas, including other female-targeted brands like Diva and Igor Velodin's Damaskaya, both of which seem to have gone by the wayside* after a very short period of time, I was intrigued to say the least.

*Both the Diva and the Damaskaya websites have disappeared and neither can be found on the web or in liquor stores anymore.

above: Diva Vodka was packaged with real Swarovski Crystals emulating a stripper pole in the middle.


above: Russian brand Damaskaya caused nothing but headaches for the brand.

Will yet another "Ladies Only" Vodka make it? Van Gogh Blue does have the social media support behind it (a facebook page and twitter account) that the other two lacked and an advertising campaign with an edgy sense of humor. Diva and Damaskaya went the ultra feminine route with butterflies, diamonds and a nod to Marilyn Monroe.



The ads for Van Gogh Blue:




On their website, they the lure ladies to the liquor with the following text:

"Come unbottled with the only premium triple wheat vodka that’s guaranteed to be smoother than most of the men you meet out at the bars. Okay, all.

Sometimes a girl just wants to shake things up a bit. And we think there’s no better way to do that than with a great cocktail and some great friends. That’s why Van Gogh Vodka has been serving up five-star rated flavors that are smoother than silk sheets for…well, the exact number doesn’t matter. But let’s just say it’s been a while. And now we’re introducing women everywhere to Van Gogh BLUE, the first premium, triple wheat vodka made from three international sources (France, Germany and Holland). It’s 80-proof. And already proving to create some of the best ladies night memories. Ever.

So, leave the kids with the babysitter, and join the party on Facebook and Twitter. See you there."

So, what makes this one women-targeted vodka different from the other two?
Well, first of all, Van Gogh Vodka is already a well established brand. This particular release is the eleventh vodka from the distillery. Secondly they have a very large US distribution, not to mention ad advertising budget of one million dollars, which both Diva and Damaskaya lacked. These facts coupled with the social media efforts may just make this female-specific vodka work.

So, put away those wine spritzers, girls and raise a glass of Van Gogh Blue.

info and images courtesy of the NY Times and Van Gogh Vodka

'Gina Ads Are All The Rage. Or: How Coochies Sell Cosmetics

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