Boast because Size Matters, Kleenex.

"I've Got A Tiny Packet" cradles a tone of mockery and irony. The use of a black male and subtitle "because size matters" is a delibrate association and statement in itself, whereby the viewer is reminded of the stereotypical assumption that black men are possibly more confident with their physical assests as well as achieving sexual satisfaction. The model and professional athlete Linford Christie appears with a sporting physique, one that is groomed, ripped and conditioned; The photographer presents the model in a light which clearly illustrates his veins and traces of sweat, and  seems exhausted as the facial gesture indicates, perhaps having just submitted himself to a labourious task or fitness workout. What klennex achieve with this is to translate the model into a spectacle and become an object of desire- potentially triggering one to fantasise. There is a tendency to see tissue brands in a homely setting or referred to with women  and, take the -for your comfort and convenience- approach. Kleenex just converted tissue paper into a  sexual and masculine necessity.

Nadal, The Agony Champion.

Tagline "Work Hard. Play Hard." comes to mind. Bacardi attempt to tackle the drunk and disorderly behaviours of the western world and especially the reoccuring image conveyed by celebrities in media. Nadal and Barcardi recognise conjunctively that athletes and in general, successful people deserve timeout from the grafting and proactive lifestyle, however reinforce it with a power message.  Drink alcoholic beverages to a minimum and learn how to "call it a night". Health vs Fun.

"I'd always tell my friends where the line is." Pictures speak a thousand words. Nadal models at the court, the thought of standing at the bar or drinking is on his mind. The racket is displayed like a negative/ neutral sign but could also be playing with the idea of being served. Here Nadal dipicts two ideas- being passive to drink and focused on the game, his training, what he strives- to win- as well as, inviting us to imagine him at a bar.

Next it's all about choices. Nadal cements a serious tone to this imagery with his facial expressions, and standing at a bar with an emptied glass. Nadal projects the "timeout" sign with a watch displayed on his wrist. Nadal knows his limits. "Be A Champion" refers to Nadal's competencies, personality traits and how one can master conduct in and outside of sport. Self-Control is paramount. Bacardi successfully converts the stereotypical illusion of club, nightlife and the negative trails that follow it. Nadal is promoted to World Role Model. Bacardi opt as the leading agony aunt of brands, influencing one to make choices and be socially responsible, dropping the assumption that to enjoy one self and party like celebrities, involves excessive consumption. Alcohol just got a makeover and stepped out of it's comfort zone.

Pinball wasn't built in a day. Mountain Dew.

A dream to replicate a 90s arcade classic... becomes reality! Self-pushed mechanism, Skate. BMX. An art form with no limits. This is a 600 square foot human sized pinball machine, with sensors, sounds and lights, to score every relentless athlete's ride. Think big! Sports and Drink come hand in hand. Find the bigger picture! Mountain Dew create the ultimate high of a sportive imagination. Hydrate your mind for such groundbreaking results.The Sport Carpenters. Wood Craftsmen deliver the goods in just 17 Days! Cost? over $$$ 500,000 $$$ What for? Mountain Dew sponsored contest. Location: New Zealand. For more info check out: http://www.skatepinball.co.nz/  Blow your mind with the Behind the Scenes Pinball Construction below.

MAZDA, Living on the Edge.

In this advert we encounter an interrelation between the challenges of skateboarding and driving, Mazda projecting itself as a dare-devil brand. Speed and obstacles are the main protagonists to this analysis.

A skateboarder is standing from the top of what appears to be a dam, leering over and looking down. The idea that the boarder, or one dares to “drop” or jump into the dam is proposed in this image.  Here the viewer can connect with one’s sense of fear and infiltrate any daring personality traits, as well as encourage one to envision dream-like sequences such as the feeling of falling forever or hitting the ground head first, placing one in a fantasy-like state of mind.

A sequence of “what if’s?” and “possible outcomes” follow… once the skateboarder drops into the dam, the floodgates may open, being symbolic of the a release of adrenaline being triggered; a blood rush; the feeling of being invincible, one where one is exceeding expectations and surpassing any limitations. These emotions described are reminiscent of those one can experience when driving a car or a motor powered vehicle such as a Jet Ski or speedboat, or as the passenger to that vehicle. When one switches gears, increases speed, revs up and watches the speedometer dials turn, swerves as well as the movements occurring outside the vehicle i.e. wind impact, and further unpredictable occurrences that can lead to accidents, dangers and even fatalities. Mazda instruct one to live life on the edge, and is quite literally illustrated in this photograph shot.

Skateboarding requires calculation and technique, similarly to driving- practice makes perfect to the degree where one operates automatically and carries out actions subconsciously.

Mazda is appealing to consumers who would be tagged as the dare devil type. With the use of the skateboarder, it is suggested Mazda could be targeting the generation of 1970-80s kids, those who lived and aspired the skater culture, with action sport enthusiasts population’s to follow. It must also be underlined that the skateboarder in this advert may very well attract the youth or adults who are videogames obsessive, and “hooked” on fantasy ideals that suggest one can be invincible. The absence of a car in this advert is significant. As a spectator, a skateboarder’s potential can exceed one’s expectations. Here Mazda have cleverly increased the value of it’s brand and motor products by leading one to believe that they behold limitless performance and thrill.

Mazda translates lifestyle and mindset… a passion for life, instructing one to live it to the fullest, for one is not to live with a bucket list or regrets. Thrill Seekers the slogan communicates the brand as an entity of diversity, a brand that invites and allows one to explore and experience multiple emotions. “Once driven, thrills are harder to find”- Mazda markets itself directly and literally as the ultimate vehicle of pleasure.

http://www.mazda.co.uk/thrillseekers

Citroen C4 steered a similar advertising formula with their Transformer rendition. Would you say the representation of human qualities are more effective when it comes to connecting with consumers and resembling that “invincible” factor, or are super-powered robots?

Wimbledon, the Virtual Victory.

                  
“Get the best seat in the house” for the Wimbledon victory that failed to be.

Tennis match scene displays player vs player, and an anonymous referee in between players is situated up above on a referee chair. Murray sits content, posing at the camera, conscious of a public crowd, whilst the other player is seated on the opposite side of the court, leaning forward, looking towards Murray with a towel and racket against the floor court. The grass court mirrors British and Wimbledon tennis championships, and for this instance places all decoding within the Wimbledon context.

Both players are uniformed in white polo shirts, shorts and trainers, here by following Wimbledon and tennis norms. However, Murray appears kitted out in branded gear, for those who don´t know his three sponsors are Adidas, Highland and Head. The fact Murray is sporting branded garments and his opponent models “white label” clothing; Murray is given face value as a supported and followed athlete, and a classified winner. The branded clothing adds value to his “game”, his performance and technique.

The advert slogan for Highland Spring Water is “Get the best seat in the house”, it making reference to the human sized tennis ball Murray is seated on, giving the viewer a direct order and encouragement to further review the advert via a website URL displayed. “Get the best seat in the house” is significant of Britain’s power sport (tennis) and it’s national pride and possession of players such as Andy Murray. Highland Spring Water are attempting to reach out the general public, and make tennis a sport for all, detracting from stereotype beliefs and ideologies that the culture of tennis is inaccessible. “Get the best seat in the house” also reads as a confident call from Murray for support, for viewers to be enlightened by tennis and even to grow an interest in the sport.

Murray is portrayed in a domestic light underlining the idea that Murray is a national treasure, stripping down any Scottish patriotism and presenting him as “the one to watch”, the hopeful and “chosen one” for a UK victory in world rankings of tennis. His image is redirected by Highland Spring Water in time for Wimbledon 2010. His public persona is revitalised from one that carried negative connotations such as nickname “mr.grumpy” (Mirror, 2008) to now “Scottish or British? Just hail Andy Murray,” (Times Online, 2010), a friendly approachable character who is currently at the peak of his career and possibly “the one” to overcome any disbelief the nation may have towards UK tennis athlete’s such as Tim Henman.

Highland regurgitate the high expectancy that Murray confronts and empower his status as a sporting spectacle, “all eyes on me” is the subliminal message one can receive. Murray appears to be fearless and destined to be a successful athlete in UK sporting history, let alone tennis.

A final observation would be the fact a water brand is representing Murray and the sport of tennis, unlike the sports such as football or cricket that will be more than often associated with beer. This perhaps draws on 1) the culture of tennis and etiquette or, 2) Murray being a role model to a young generation of tennis players and sport enthusiasts. Highland and Murray work as a dynamic duo to purify the world of sport and challenge nation’s necessities to reconnect with UK heritage.

It’s a shame Murray didn’t take the Wimbledon champion title, but the Highland pre-warning, request to get the best seat in the house was worth it to watch Murray reach semi finals. Daily Mail (2010) subtitled his loss this year with "Where's it going wrong? Andy Murray endured a miserable afternoon on Centre Court." and followed with a conclusion: "Until Murray can find a way to do the extraordinary, and win the biggest points against opposition of this incredible calibre, the long wait will go on. Nobody said it was easy."

"The long wait will go on..." Are the media keeping Andy Murray´s portrayal of ever being praised and celebrated under lock and key? Is he a prisoner of this sport or a victim? Will Murray ever be presented as a hero or was this Highland Spring advert the closest he will ever get? A campaign destined for success and empowerment and, which intention´s are backfired post wimbledon. Was 2010 his last shot for his image to be reborn?

REETONE, DROP THE HEELS!

The brand that tells women to exchange shoes for trainers. Gender aesthetics are lost and refocused on health.



REETONE settles on screen as a slogan, one of which instructs one to rework or remodel the body, perhaps to gain the physique one once had or even encouraging one to try again, to reattempt at achieving progress.

Throughout the advert only the lower body of the female modelled is displayed, the camera focusing on the bum, legs and feet, and for some shots the abdominal area/ lower back. Trainers and flip-flops are the footwear modelled alongside a wardrobe that varies from sportswear, casual, bikini swimwear, as well as uniformed to wearing a skirt. The same female model seemingly appears throughout, a part from one clip where 3 females are gathered and exercise together.

Utilising the same model and illustrating her in a variety of scenarios and activities such as the office, hoovering at home, visiting the library, waiting on in a restaurant, exercising at the gym, cycling, strolling at the beach, hula hooping, talking on the telephone, and even photocopying allows the consumer to identify with her and the idea of a Western, modern woman who works hard and plays hard.

The power of lighting and mood setting is emitted in this advertising campaign as the sunshine backdrop throughout symbolises the results Reetone can give; the motivation to live healthy and achieve goals; the increase of endorphins and feel good factor an active lifestyle can produce; and how a healthy lifestyle can return one with acceptance for one’s physical appearance and improve one’s body esteem.

The advert begins with a display of book shelves and a female figure that appears to reach for a book and ends with a clip of the female walking across a sandy beach towards the sea and, with a sun horizon in the background. All in all, the opening and closing settings could be significant of Reetone educating the general public of health conditions, the footwear we wear and our posture, and our overall physical condition. Here Reebok are acting as a power source of knowledge. The books and continuing advert shots of different postures and activities portray the human need for life long learning, and even, engaging the consumer with the implications of ageing, the books representing history and the reel of clips being the possible evolution of one´s physique. In the case of using Reetone, one’s physique is maintained and controlled, the advert terminates at the beach and is an indication that the model embraces nature that be, her surroundings and self. It becomes clear that the ad is a short documentary of a Ree-tone user, her journey through daily life, its challenges and thrills, and achievements into feeling fulfilled and perhaps complete.

Reebok send a message of hope to the female population, those who strive for the perfect body and social acceptance. Reetone aims to make the consumer feel the “ideal” to be achievable, “Easytone” footwear allows one to step over the boundaries of typical hard workouts and walk one into a world of effortless toned legs and bums.

The outspoken message directly informs the viewer that Easytone are designed to better our appearance and tone “28% more than regular trainers”. The “balance ball inspired technology” is emphasised every time the soles are shown, and can be reminiscent of a female´s cross sectional behind ie buttocks. The ad clips constantly switch between the bum, legs and the footwear acting as an influencer tool for the viewer to understand and be reassured throughout, that all counter parts engage and are affected by the trainers.


One can say the brand misleads consumers to think Easytone is the answer to most women’s body complexions and has deflected consumers away from the realities of a sports lifestyle by integrating a form of marketing trickery. With this said, Reebok have successfully obtained the attention of mainstream females, that be middle-aged right down to adolescents, informing all about the importance of body control, their health and pursuit for personal acceptance. Body image distortion is a factor affecting large %s of society, both female and male, and the “Reetone” campaign highlights the necessity to extinguish this problem and acts as a responsible brand to promote physical and psychological health. Reebok may be manifesting against media & press who publish airbrushed images and perhaps, repressing unacceptable content such as magazine features such as top 10 worst celebrity bodies.

To round up, the ad music soundtrack “Common now, Shake it up, Make it feel good” indirectly reinforces the motivational message Reebok wishes to possess, instructing the viewer to react and make it a time for change, to seek a proactive persona and ultimately happiness.

Could Reetone be magnified as the essential instrument for female rebirth? Is this a footwear revolution? a copycat of successful MBT celulite removing concept trainers? or... a feminist act against wearing Stilettos?

Footwear, THE POWER TOOL.

“Lace Up, Save Lives” is a NIKE sponsored initiative, in conjunction with charity RED, one that is targeted at spreading awareness and acting as a reminder that HIV still exists and action to combat Aids continues in 2010. To Western society HIV is a distant day to day scenario. Nike and RED are portraying themselves as activists, health campaigners- here Nike fit suitably to represent health as they are the brand, rated highly to promote and motivate society to participate in a sports lifestyle, as well as being associated with multiple identities that directly represent African descent, personas that are idolised by Africans and Black ethnicities.

The slogan “Lace Up, Save Lives” gives the reader a sense of guarantee that this project fulfils its objectives and can make a difference, message being that the HIV epidemic in Africa should be the concern of all living human, regardless of race, HIV is a World Problem and the Responsibility of the Human Race. The short motion picture and still image advertisement are subject to this campaign analysis.

Men are the majority, as solely one woman cameos in this video and this is significant of the campaign being focused on Africa and the 2010 World Cup and football being a male dominated sport. To those not aware of the World Cup focus, the practically absent presence of female sport figures in the ad could be suggestive of the sporting world and that women are the secondary influence when it comes to using gender body’s to impose and change societal views. Who or What is the Power Tool for “Lace Up, Save Lives”? Tennis and hair pigtails are the only components attached to women in this ad. Is this Nike mocking the conventional female sporting prototype? The female athlete appears misplaced amongst the remaining cast and I guess this is the only flaw in the campaign.
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Football and Basketball are the primary driving force sports within this video, however, other sports and activities are acted out such as Boxing and listening to Music, all being central, culture pointers and references to Black History (such as Muhammad Ali) and popular culture. Although the clowning and trickery in these captions, act as a means to deflect from the severity and reality of HIV in Africa and death, the advert evidently transmits and manifests the ultimate message.

Drogba (the footballer) highlights the charities collaboration most effectively via the single image advertisement. The laces arranged to illustrate a football or the surface of the Globe are magnified and the black athlete’s face is faded into the background. The face acts as a silent subtitle and it is placed centre of the world, what one assumes to strategically mirror Africa and it’s people. The gesture of Drogba holding up the world is an outspoken political statement that WE, the WORLD can confront disease i.e HIV in Africa, and as the laces are tightened, the world becomes UNITED by this movement.

NIKE´s relation with RED triggers an automatic response, as the “Just Do It” slogan is subconsciously heard, consumers are influenced to respond, to follow, support and buy- NIKE being the perfect collaborative partner to empower and achieve mass awareness, plus add credibility to the status of the RED charity and any other in the foreseeable future. The Lace Up, Save Lives campaign executes the RED initiative successfully. Are laces the future for NIKE to be recognised as a charitable and good humanitarian organisation for the long term. The prospects of NIKE in the charity world seem infinite. NIKE could work with multiple charities and produce the colour of laces according to the charity supported and tailor campaigns with relevant sports and identities to make each initiative UNIQUE and a GLOBAL, powerful movement. Do the Laces hold the longevity factor? Also note: RED, the colour and charity name- does it symbolise the passion to fight HIV, and/ or the blood of dying HIV sufferers or of those opting for healthy living?

Own a pair of RED Laces, I DO. “Lace Up, Save Lives” the NIKE charity slogan is TIMELESS and departs this analysis with an open ending.

FAT RELIEF, Bon Appétit!

My intention is to decode a handful of images/slogans by Johnny Cupcakes (ref. to as JC) a streetwear clothing brand, which appears to be lending itself as the spokes-vehicle and relief for western society’s consumer burdens. JC portrays itself as being an edible confectionary product, zero in fats, sugars and calories. This way JC becomes perceived as an acceptable product to consume, a healthy "treat", directly playing on the idea that people have to watch what they eat and indirectly acts as an indication that JC is a product worth purchasing, giving one the sense of value for money.

A cupcake and crossed bones logo chants JC as a bitter sweet affair, the one where healthy vs unhealthy. JC appears to tailor its imagery so the masses can identify with the brand, regardless of shape or size. Possible customers being drawn towards the JC concept, judging by the visual content online and printed are those who place efforts into maintaining their health and seek the “ideal” physique, as much as those who are more care free and eat with few or no restrictions. The JC Basketball FatBoys- Is JC a celebration of American and the universal Western “fat” culture? Or, is JC attempting to illustrate a statement- that “fat” is not ok?

Another example is the twist on the renowned Nike, Air Jordan logo it being quite simply comical- the original intention of Air Jordan is to depict a symbol of masculine power in sport, echoing the belief that anything is reachable. If we apply this idea to the JC representation, then one can revolve back to the double sided significance this image may hold. First, mocking those who indulge on food and will do anything to eat, hence jumping for a cupcake, or two, making “eating” acceptable as long as sport is included in one’s lifestyle.

The female with a cupcake at hand acts as an immediate tool for seduction. Here JC sexualises the female body and opens up temptation for most. For male viewers it triggers them into fantasizing and as a result feeling that JC is a desirable brand. In conjunction with that, would be a females interpretation where the physically fit model is admired and envied for looking physically appealing and managing to conserve her femininity, even if she does eat a dieters no-go area of pastries i.e. cupcakes. Wearing JC or being associated to the brand may enable a female population to sense acceptance from the opposite sex. To eat cupcakes, is a O.K.

I draw these queries back to the Johnny Cupcakes founder biography, where it is clearly stated JC to have built on a lifestyle free of drugs and alcohol which conducts JC´s mission to become apparent. Although, on first viewing JC and it’s illustrations may set up two interpretations, contrary to one another, what it does achieve most definitely, is for the viewer to engage with one’s imagination and creativity, and spark curiosity. All JC imagery that be on its clothing, via its advertising or packaging provokes curiosity within it’s viewer, making one pay attention to the detail in JC illustrations, and perhaps wonder what it all means, what JC´s defining message is.

Overall, I would describe JC as a provocative brand, making JC a shining light on social issues but more so a fashion brand emerging art, fun, innovation and a brand that successfully diverts customers from societal expectations and what I purvey as the serious, un kid like syndrome we experience in adulthood. When looking beyond the illustrations and reviewing the whereabouts of JC such as the 2010 "Suitcase Tour" around the U.S. giving lectures at universities and college’s, to ultimately inform the youth with regards to entrepreneurial action and suppressing the norm, it is clear that the brand mission is to educate. And so, I close my JC study with the humorous slogan “Make Cupcakes, Not War”.

http://www.johnnycupcakes.com/

BRAND PUSHER...

It is almost time to open this outlet!
The countdown is on and clocking for take off!
My first pledge will explore and give you an indepth view of a brand far beyond one single intiative. From the debut feature you will pick up on what this blog is about, its purpose and potential to deliver goods- the marketing brain that lies beneath this virtual body of the Pledge Brands Blogspot.