Nancy Jeng, CW/AD
Matt Crump, CW/AD
Thursday, January 18, 2007
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7 comments:
I believe I get whats going on here. It's that crazy world wide internet thing again. Ok seriously, who is ordering these flowers? A bunch of 15 year old girls? Going to have to say no to this campaign for more than one reason, but mainly because more than one exclamation point was used in one.
don't really get it
back to the drawing board.
the more concepts you have, the better your work.
kinda agree with the other comments, although some of their reasons are wrong. texting is popular among teens, yes, but the age range for texting goes as high as 35 or 40. so it's not out of the question to appeal to people with texting.
at the same time, texting actually overtook greeting cards as the favorite method for expressing affection. not sure if it also has to do with the high cost of greeting cards.
plus, texting has been so overused in ads, especially in obvious contexts like cell phones.
if your tagline/concept is "say it sincerely," there is probably a better, more breakthrough way of demonstrating that notion.
you need to think of something that distinguishes 1800 from ftd and other services too. right now, the layouts are too ordinary.
personally, i do not recommend 1800. they have lousy service and the flowers die too soon. but that's beside the point.
think about who really uses this service. then figure a way to speak to them in an unexpected style. right now, it looks, feels and smells like florist advertising. hey, how's that for insightful advice?
Yeah this is just lame. I don't know how anyone can feel rewarded for spending time with these.
HighJive:
Great advice, thanks for the help and insight!!
three things:
If you can do it the same way three times in a row, you're probably bveing dangerously formulaic. Sometimes that works - sometimes it doesn't. This seems to be one of those times. Are there other insincere routes you could use to truly give this campaign legs?
What if it wasn't a print ad? Something tells me this concept might work better in something more ambient.
As an art director, I am always hoping I'll see something compelling: type, imagery, backgrounds. White space has baggage: cheap, empty, simplistic - if those are things you want to convey, okay. But these layouts don't seem "specifically white" enough for me. C'mon! It's FLOWERS - your palette is wide f'ing open!
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