Kudos for Comcast’s (Goodby’s) New Campaign.

Posted by truecreek on March 16, 2009 under Opinions. Everyone has them. | Be the First to Comment

Comcast has been a regional client of this agency for almost a  year now.  Our job has been to write, design and produce the stuff that sells things; DM, catalogs and the like.  All of the brand work came from Goodby, where That’s Comcastic originated.  We just follow their lead happily.

But the new campaign, dream big, is just great and the agency deserves a tremendous amount of credit for taking the client in this direction.  The new campaign offers up some of the most visually interesting work I have seen in a long time.  Some see it as bizarre, but for me, it does a wonderful job of humanizing the category…something that is tough to do with broadband accounts.

With this category, it’s all about the features and benefits of the three products, the speed of the network, the amount of channels you offer in high def, the price point and the like.  To take all of that and turn it into a sort of Yellow Submarine meets Monopoly spectacle is just fascinating to watch.  Not to mention the extremely creative music that just carries the spot to a whole new place.

It will be very interesting to see how the campaign unfolds over the next six months to a year.   Does it have legs?

What’s Up With G?

Posted by truecreek on March 3, 2009 under Opinions. Everyone has them. | 2 Comments to Read

I don’t know about you, but for the life of me I cannot understand the rationale behind the new campaign from Gatorade. Gatorade has the type of  brand history  that most companies today would just die for.  So why would the company throw that all away and confuse everyone with a slick new campaign?

What’s up with G?

To get a good feel for the history of the brand, let’s see what the company has to say about it.  For accuracy, the next few paragraphs are from the official website:

In the early summer of 1965, a University of Florida assistant coach sat down with a team of university physicians and asked them to determine why so many of his players were being affected by heat and heat related illnesses.

The researchers — Dr. Robert Cade, Dr. Dana Shires, Dr. H. James Free and Dr. Alejandro de Quesada — soon discovered two key factors that were causing the Gator players to ‘wilt’: the fluids and electrolytes the players lost through sweat were not being replaced, and the large amounts of carbohydrates the players’ bodies used for energy were not being replenished.

The researchers then took their findings into the lab, and scientifically formulated a new, precisely balanced carbohydrate-electrolyte beverage that would adequately replace the key components lost by Gator players through sweating and exercise. They called their concoction ‘Gatorade’.

So that’s how it all started.

Soon, the drink was a huge success.  After seeing their gridiron fortunes turn around, the Gators attributed their ability to withstand the tremendous heat to the fluids and essential elements in Gatorade.  Of course, word got around and eventually virtually every team in college football had plenty of Gatorade on the sidelines.

Today, over a dozen products and flavors now carry the Gatorade name. Shoot, the drink’s manufacturer, Quaker Oats, thought so highly about it they registered  and trademarked the name.

So what does the agency recommend to the client?  Change it.

Now, I love the art direction and execution and I’ve always been a big fan of b/w television.  The talent chosen for the spots is superb.  The cinematography is excellent and everything is very well written.  But my problem is with the STRATEGY and the rationale.

I would have loved to have been in that presentation.  Just imagine the dancing the creatives had to do with this one.  They sold everyone in that meeting a ton of goods, you know…this is gonna be cool.  But whatever they said in that meeting, it worked.   Quaker Oats decided to change everything, including the packaging, product names, website….the whole enchilada.

The campaign is nothing but a huge financial gamble. Can you just imagine how much it will cost to get the letter “G ” up to the brand recognition numbers the name “Gatorade” has today?

To me, the shop has done the brand and Quaker Oats a tremendous disservice.  Here’s what I think will happen.  I suspect you will see the Gatorade name once again gain greater prominence in the packaging design, as negative numbers start reflecting the lack of enthusiasm with the new direction.  G will slowly fall into obscurity.  But not after millions of dollars will have been put into this misdirected approach.

But that’s just me.  I believe in the power of brand history and to convince a client to make such a radical departure is just irresponsible.

It All Starts With a Great Logo.

Posted by truecreek on February 12, 2009 under The Work | Be the First to Comment

When you’re thinking about starting a new company, don’t forget about the impact a great logo will have for your new brand. As we all know, your brand is much more than just a sweet logo, but it’s a great way to get things started.

From a creative standpoint, so much of what you will be doing in the future to communicate with your customers will flow right out of that design, so make the investment and be sure to get it right from the beginning.

Several years ago I met Pete, one of the designers in The Creekbed and owner of one of the finer design/brand studios here in DC. He’s one of the best in the business these days and I’m proud to say he’s part of the team.  He’s produced award-winning logos for The Grammys, Rouge at the MGM Grand in Vegas, True Creek and so many more.  Take a moment to look at some of his eye-catching work below.

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Comcast Four Color Collateral Spread

Posted by truecreek on January 28, 2009 under The Work | Be the First to Comment

We spent the better part of October working on a real nice 16 page catalog for our client, Comcast.  Below are two of the inside spreads.

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