ART and COPY

 

Art and copy movie or documentary is really interesting to watch and to learn some of the most successful campaigns had done in the past and some of which we still admire like “I love New York” and “Think different”.

Some of the campaigns that I like among the others are

Crockers Bank advertisement by Hal Riney and Patners

Tommy Hilfiger ad campaign by George Lois

Got Milk?  ad campaign by Silverstein and Partners

Budweiser beer by Wieden and Kennedy

Think different for Apple by TBWA/Chiat/Day

The one ad campaign that really interesting to me is the one that made for Milk campaign. In a way it is really true that people don’t appreciate for what we are getting from the animal and take it as a granted. In that case in California that particular milk company had no particular style for identity for their milk. Its like no brand and people described as red cartoon or I like 2% milk. So every year the sale was dropping about 2 percent in the market since 1993 before they launched the campaign.

Silverstein and Partners did the campaign for the milk and they tried to reach out to pretty much all people but in a very different way. So they start their campaign with a very short but effective tag line saying “Got Milk?”

I think the creative people of the agency understand the value of the milk and the truth about when do people need a milk. As their motto says “Brutal Simplicity” the ad was really simple but very effective in terms of its reach and branch out towards the milk made products like cookies.

The success of this ad I think the ad agency really understand the product and need for change not only in marketing perspective but also how to campaign about the product.

After watching the movie and my general view for advertisement is that it is a form of profession, which include so many artistic expression through any mediums to achieve their goal or successfully sell the product. I also think that it differs to different individuals so as between different Ad agencies. Some agencies stress more on the entertainment part of the campaign and try to make the whole campaign interesting and fun, while some agencies go beyond that and not only they try to sell the product but they also try to make a point or a message such as “Think Different “ for Apple.

It was surprising to know how much money they are spending on advertising and how many satellites being launched for commercial reasons. its fascinating to see how the global communication is depending on those satellites while a huge portion of the fund is generated from advertising business. It made me to think how important advertising business is .

Being an aspiring graphic designer I feel more optimistic for the decisions that I made to follow this route not only the passion that I have but also the future scope of the field .

Its exiting to see how much of the thinking outside the box is valuable in this field and welcoming. I read somewhere that to think outside the box is sometimes risky, and if you can’t execute it properly you might fail. To that I always feel even if you fail you will learn something out of it as we always says failure is the door to success!

Finally what I want to take away from this movie is that no matter what kind of agencies or companies you are going to work in future its important to have a core value within your heart to follow your path. Given the field that your exposed to is such an important that can influence millions of people around the world so its important to feel good and contribute not only to the business of the company but also a positive value that you will guide along the way.

In the movie one of the agency said

“ we entertain people using our client’s product”

but I want to add “ we are also making a point at the same time!”.