The beard tamer
Love this campaign for the Panasonic beard trimmer by BBDO Berlin.
I've always been a fan of illustration and these are particularly good.
And the homage to circus posters is totally unexpected.
Click the pics for a better look.
Labels: bbdo, illustration, panasonic
posted by Stan Lee at 6:31 pm
5 Comments:
It's creative and gets attention, but I'm concerned about how it positions the product. The artwork is lovely, but does a 100-year old circus poster send the right brand message?
Any advertiser can get people to look (or laugh). Only the great ones do it in ways that are actually relevant to the brand.
I see your point Jeffry, but the creative is relevant to the product. It does, I think, a great job of dramatising the product benefit.
I should rephrase my concern. I like how it "positions the product." My concern is how it positions the Panasonic brand.
I think this is an issue ignored by many ad agencies. They look at products in a vacuum. They ask, "What is the best possible way to communicate this product's benefit" without giving any thought to how the execution or delivery of the message fits within a broader brand construct.
In isolation, this "Beard Tamer" poster is brilliant. In context of the broader Panasonic brand (even limiting it to only personal grooming products), it feels way off.
"Dramatizing product benefits" seem to be the primary concern of advertiser. But marketers can't give their agencies a blank canvas. They have to worry about how their brands are built over time. One crazy ad after another -- with no cohesion or consistency -- is not usually the way this gets accomplished.
Point taken. :-)
Dear Mr. Lee,
due to legal restrictions I have to summon you to remove the following content (the whole campaign) from your website immediately.
http://branddna.blogspot.com/2010/03/beard-tamer.htmlon/
Thank you for your cooperation.
Best regards
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