Wednesday, May 28, 2008

iTunes Coldplay ad leaves me, well, cold


I really didn't wake up this morning thinking, "Today I'll be not-so-complimentary of TBWA/Chiat/Day," though between this post and the one just below, you might think that. At least a dozen people have posted this iTunes ad featuring Coldplay to YouTube, and I'm just not diggin' it. The beginning of it looks too much like a video from an overly emotive 1980s synth-pop band. The first time I saw it, I found it so overwrought I was waiting for the punchline. It gets a little better when it moves to slightly more color, but it just doesn't pop the way the original iTunes ads do. It's all about the contrasts and stark silhouettes, and this commercial doesn't really have them.

11 comments:

Anonymous said...

And thus does the world go 'round.

I thought this ad among their best; the addition of the "smoke" clouds and the rainbow of color and the gray highlights on the band made the visual much more compelling than the typical 20-something silhouettes dancing against a solid color.

To each his own.

Anonymous said...

I also thought this ad was excellent. It is bringing the campaign to a new dimension. I was getting sick of the flat solid color silhouettes.

HighJive said...

Wow, anonymous comments from TBWA\Chiat\Day employees!

Anonymous said...

Hey HighJive,

Wow! Anonymous snark from somebody named HighJive! That is awesome of you!

And for what it's worth, I work in Dallas. Ask Catherine to check her IP stats. And next time, don't assume you're as smart as you obviously think you are.

-- Still Anonymous, but without a cool "handle" like ... HighJive!

antoinette said...

I saw the ad on tv last night and it really benefited by being seen in HD on large screen. It is a cool spot. Judging work via a YouTube posting - unless it was created for that medium - isn't fair. The campaign has to evolve in some way - can't be silhouettes all the time.

Duane said...

HighJive, we await your witty rejoinder. Surely you have a sermon at the ready regarding the worthlessness of anonymity, and the value of using one's good name in blogging comments, yes?

Oh, wait. According to your own website,

"Q. Why the anonymity?
A. Lots of reasons. Avoiding the political retaliation that often accompanies speaking the truth is one motive. But more importantly, a desire to focus on issues versus individuals remains the ultimate goal. Again, this forum allows lots of folks to voice their opinions freely. There are additional reasons, but they’re not important."

Oh, okay. So, in essence, you're not a hypocrite, you're a high-minded freedom fighter. Cool. Then we'll just assume the anonymous attack on someone else's anonymity was simply a slip.

But ... what, then, to make of the ad hominem attack on Chiat's work? Your comment is freighted with the assumption that only the ad's creator could find anything of worth in it. To have such a low opinion of the spot, your shelves must groan under the weight of the awards and peer respect paid your own portfolio. After all, to quote your own website again, "HighJive has worked at numerous mass market and multicultural agencies, producing award-winning work for major brands."

Really? Do tell. And sign your real name, please.

HighJive said...

anonymous and duane,

Gee, I’m flattered to receive such attention.

First, I didn’t criticize the spot. Catharine wasn’t wowed by it. I have actually always liked the Apple work.

If you read this blog as carefully as you read my FAQs—and you really ought to do more of the former and far less of the latter—you’d know that folks don’t often comment here. At least not to gush about an ad. So it seemed odd to me that suddenly two comments would appear to praise the spot. Wish there was something more profound to say, but that’s it.

Sorry to upset you.

OK, the last line was a blatant lie.

Duane said...

Yeah, that's pretty much the (non) answer I expected. Coward.

Stan Lee said...

TBWA have used slots of kooky tracks by little known bands.

Many people have sought out and /or purchased these songs. This keeps the campaign fresh.

Using Coldplay is not a good fit. It's just too obvious a plug for a band with a new album out.

Anonymous said...

The moment I saw this ad I immediately Googled for the track. Even though I didn't buy the track from iTunes, I still have the song. So I say that this ad is very effective.

Anonymous said...

Does anyone know where I can download the HD version of the ad. I like. And I think it would make a cool screen saver/desk top.

Please email airborneshark@yahoo.com