Adopsy on "Let's Build"

The weather these days are getting as low as 35F, and I can smell winter in the air which means its time for me to move on to Cinnamon Dolce Latte at Starbucks from regular soy latte! Icy weather with cinnamon sprinkles in the air, lets perform second adopsy.
The spot is "Let's Build" Adweek's "best commercial of the week: Nov.2-Nov.8"

Here is the subject of the adopsy to be performed: 

I have to say, that little boy's voiceover is cute and creepy at the same time... is it just me? Anyway who doesn't like lego and who didn't grow up playing with LEGO? this commercial really warmed my heart....

Details details!:[this ad is not up on adsoftheworld yet. I wonder why?]
Client: LEGO
Agency: We Are Pi (Amsterdam based agency)
Director: Joanna Bailey
LEGO Project Leads: Sara Riis-Carstensen & Kathryn Mariott
(is this it? well, this is as much as information that is put out to the public at this moment.)

One thing I found interesting during my research of this spot is that lot of blogs with the word "geek" has made a post about the commercial! LEGO = geek? hmm....

Endless agencies continue on to overseas and this "WE ARE Pi" is truly weirdly attractive agency. (which kind of explains why that commercial is awkwardly weirdly cute?)
This is the "about" portion of the agency:

WE ARE Pi was founded in Amsterdam on March 14th 2011, Pi Day. Pi is infinite; people constantly search to better define it. We use this as a principle to search for shared value between people, communities and brands.WE ARE Pi is a tight team of different nationalities, backgrounds and truly diverse talent collaborating on world class projects.

and this picture is also the part of the about page.... now do you feel what I feel? :D


Aside from weirdness, this agency's clients include TED, LEGO, BBB, Habitat and Deloitte. Its a startup company, and within 2 years it was placed #1 on the "best commercial of the week" on world famous adweek.com, so hopefully we'll be able to see much more creative works from We Are Pi soon!

Going back to the commercial, its almost like a juxtaposition ad, placing a cute family lovey-dovey image with business introduction video-like voiceover. As I play this ad over and over again, seeing all those lego buildings and "sculptures" are breathtaking! They probably had handful of lego professionals building them constantly for especially breaking scenes...

One question I have is "where is mom?" why just a boy? will this become into a campaign and have a girl version? Was I the only female that played with lego? I don't think so!!!!!!
Personally, I really hope they make a girl version building castles, cars or horses for her dolls!

This ad is clearly targeting parents with little "boys" and has an underlying message that christmas is coming! *winkwink 

I just cannot get over how uncomfortable it still is, playing over and over again, and how cute and heart warming it is, making me to remind of the days I built LEGO with my daddy and how sad I was when my mom pull me away from my toys and put me to bed...

By reminding adults/parents of their own childhood and brining back their own precious childhood memory with LEGO, it leads them to purchase LEGO to their children to give them the same beautiful experience. I strongly believe LEGO is one of the top brand where they have strong bonds with their clients and everyone, their life-long customer.

Adopsy on "Halloween Treats Gone Wrong"

This blog's original purpose is to dissect and examine ads. So, I'll start performing adopsy on the new Adweek's "best commercial of the week: Oct.25-Nov.1"

Here is the subject of the adopsy to be performed: 

Poor kids.. they look like they actually threw up... I wish I could try them too....

It's cute, gross, confusing, funny, and doesn't really tell you its about a toothpaste commercial until the end! If I were to be watching this ad on TV, I would have thought it was another AT&T halloween version ad or a healthy snack ad... Turns out, its saying, "let your kids eat candies, because Crest is here to fight 'em off CAVITIES!!!" 

Let's start digging into its details now:
Client: Crest & Oral-B
Agency: Publicis Kaplan Thaler (NY based agency - more details below)
-CCO: Rob Freakins
-ECD: David Corr
-CD: Tony Gomes
-AD: Xavier Rodon
-Copywriter: George Logothetis
-Producer: Noelle Nimrichter
Production Company: Tool of North America
-Director: J.J. Adler
-Editor: John Piccolo, Fluid Editorial

When I saw PKT under the agency name, I went...who? I am still a virgin about advertising agencies, I dig one after another and they are endless... PKT doesn't seem to have a facebook page nor twitter account, but they did have linked in account with handful of job postings, and apparently one of my old classmate from college works there! wow

It turns out that Publicis Kaplan Thaler is fairly new agency, opened on July 2012. It was created from a merger of Publicis NY with Kaplan Thaler Group from Paris-based Publicis Groupe. PKT specializes in advertising, digital advertising and branding, located at 1675 Broadway New York.

Here is PKT's brand theory:
You can either adapt to change, ignore it, or lead it. At Publicis Kaplan Thaler, we help our clients take the lead. For change that helps them redefine the competitive landscape, leap ahead of the competition, become part of the public consciousness, and start a movement.

Going back to the commercial:
Target market seems to be females ages between 26-35, moms with young children. Moms who are agitated at all the candies that their children will be eating during the "Halloween week" (I feel like it is a week long holiday of excused candy consumption).
Few articles state how its funny and people can't stop laughing about it... I honestly don't find it hilarious... It felt long, seeing little kids eating "poo-poo" tasting snacks and throwing up and spitting out and asking for water. Like mentioned above, this commercial has very close similarity to AT&T's TV campaigns - brown table, four kids, one male adult talking to kids.

After kids scream and kicks the man, copy comes up on an orange background.... I strongly feel PKT could have made the design much more attractive. Very last frame is cute though...

this WAS the best one out of the 5 commercials Adweek posted for this week, and with Adweek's new way of showing awesome commercials every week, now I can't wait for next week to vote for myself too! Keep posted for next week's best commercial


* if you have extra time, check out pkt's website (www.pkt.com) they have some awesome work that I had no idea about! Super inspirational!