The disappearing act

I stumbled across this SunChips ad (creative agency: Juniper Park) and I really liked it! The simplicity is really nice, the music reinforces the emotional feeling really well and though I often scoff at the realistic-ness of the claims - I actually believe SunChips.

Maybe I'm just searching for a warm fuzzy feeling but I do think they've done a great job here. I also think it was a better execution than "T-Shirt" only because it was easier to read and understand the point.

One more - this time they have an interesting use of an Aussie accent when talking about American chips and California....

I hope more brands will start heavily pushing R&D to make sure that what SunChips has started and broken through with becomes "old news" and the norm.... but is that too much of a warm fuzzy feeling again?

SunChips has taken the campaign to really really creative levels that perfectly ladder up to the essence of the brand, check out this super simple billboard ad, talk about using something seemingly mundane and often ignored to do something truly interesting

Be Stupid. .... really?

I struggle with the new diesel campaign: Be Stupid.

Check it out:


It strikes me as trying too hard and not really that original an idea. I understand that they are attempting to push consumers into thinking differently and with a different perspective of what is stupid but I just couldn't agreed with them, though the music is catchy. Perhaps because I'm not the diesel target? Or did they just miss the mark?

Diesel claims that Stupid is brilliant, has the stories, the balls and creates. I struggle mostly with the idea that Stupid is how this gets done and "Don't be stupid is the crusher of possibility". I think being stupid is the crusher of potential and opportunity...

I decided to trot on over to Dictionary.com to look up the meaning of "Stupid" to see if my internal definition was skewed... it wasn't:

stu⋅pid

–adjective

1.	lacking ordinary quickness and keenness of mind; dull.

2.	characterized by or proceeding from mental dullness; foolish; senseless: a stupid question.

3.	tediously dull, esp. due to lack of meaning or sense; inane; pointless: a stupid party.

4.	annoying or irritating; troublesome: Turn off that stupid radio.

I've thought about this campaign for about a week and I still don't like it but perhaps I'm just near sighted or closed minded or..... STUPID? (though I guess in their eyes that would make me brilliant?)

Here is their online landing for Be Stupid: http://www.diesel.com/be-stupid/

The best ads of the decade - did they make you purchase?

Best campaigns of the decade?

The Globe and Mail article has set out the 5 best campaigns this decade, with a few runners up. Most of h spots they've posted made me smile and agree with them. Some, like one the runner ups made me cringe at the thought of watching it again....

Take a look and let me know - did they miss something?

Potentially the Nike Freestyle ads?