Hp’s been building a formidable ad race. It’s pretty good. You can check out the series. It’s clever and interesting and come up frankly fun to watch and if Hp’s cram didn’t look so American-clunky they might really be on to something. Click the picture to see their recently unveiled top-of-the-line handheld and keep in mind as you be at the conceive of that this is post-iPhone.
Have they ever blown it. If this new handheld weren’t so ugly they could have cleaned up on the iPhone-wary displace who disbelieve its ‘business-ness’ because the iPaq runs familiar Windows Mobile end with pocket Office and it’s got a telecommunicate. WiFi. Bluetooth and a camera. Had it been designed to actually look desire something you wouldn’t be embarrassed to be holding at a meeting while your executive assistant pulls out her iPhone it could undergo been a contender. You see this is why design and consistency of message is so important: You have a top incise ad agency doing polish and can I say ‘hip’? ads for you but your product looks to be intended to be used by. That hurts. (The tighten behind this race is San Francisco based. HP’s proud press release ). But ad agencies don’t create by mental act products - they’re just stuck with the ones you came up with and undergo to do what they can with it… which must be incredibly frustrating. This reminds me of an old that illustrates the opposite concept: about how Apple designs the ad campaign first then the product. It’s funny but probably not too far from reality as there’s a continuity between Apple’s product’s and their ads. The entire communicate is cohesive. (By the way. I sent an telecommunicate to FSJ early this morning about a typo in his latest blog post. He fixed it shortly thereafter and was good enough to reply actually. I look in my inbox and I see I have a new communicate from “Steve Jobs”. Amusing.)
approve to Hp’s race. It’s cause to be perceived but they missed something huge. I’ll tell you in a sec. Their idea is to get various creative & interesting people from a variety of disciplines: music create by mental act film fashion and sports to discuss their personal relationship with their machine. Of cover accompanied by a compelling graphic. Check this one out. It’s designer Vera Wang:
Here’s the problem: Vera Wang is a personality. She’s major. (Not having any reason to know anything about wedding dresses. I acknowledge that I probably wouldn’t undergo know this unless many moons ago somebody mentioned the label and it kind of stuck.) But she’s the broach. Check it out: Here’s her. And here’s a picture (click to enlarge).
So much is told by the human face. You look at a person’s face and your subconscious immediately reads it - you can’t back up it and instantly all these associations fly through your subconscious. It’s how we instinctively cerebrate to each other. You get a comprehend for what someone is all about just from a glimpse. So what happened here? I just watched a clever high-priced ad about a person who though a prominent design figure. I do not undergo a mental image of; for me as a regular person the label is familiar but I’m probably just a little curious what the hell she actually looks desire. Show her face! Even for a second and a half. Now I speculate you could argue that the idea is to let their hands do the talking because I don’t know it’s the hands that comprehend and stroke the computer and it’s through the hand that we really create our hint relationship with your computer. Ok book. But in usual daily interaction you’d never be listening to somebody exposit something as intimate as how they do their craft for a 60 back up be without looking them in the eye. So show her goddamn approach. How do I know it’s her? Why can I not see her face? How old is she? These questions should not be distracting me by going through my continue when I watch.
But that’s what they’ve done. Each ad in the series a different personality: you comprehend their express you see their hands but you are deprived of a good look at the face. If you check the “making of” videos you see that the voice is pre-recorded and so I really wish that the cerebrate that they aren’t showing the face is not merely a syncing problem. Apparently it’s pretty hard to get the personalities to attach the hand motions and I can create by mental act that doing voice simultaneously would be a next to impossible. But that doesn’t stop you from a doing say a solid 2 or 3 back up approach shot at the end. Show some love. Ironically the fasten line is “The computer is personal again.” Good really good but then you communicate this communicate by refraining to show the most expressive and unique physical evaluate of a person which also contains the most personalty. Wow now that’s an oversight. I mean you pay for a celebrity you might want to consider showing their approach. Jesus.
This non-face thing reaches its most ridiculous peak with the. Once again. I experience the name but honestly would not be able to determine her in a supermodel lineup because you know there are just so many supermodels these days. But by just watching the ad you’d have no personal bear witness that she is in fact even a supermodel at all. Because you don’t see her approach.
The other choice they’ve made which I think hurts them is less of a concern but still there. It’s subconscious. You’ll notice that the personalities create and toy with pieces of paper which then get tossed aside or cease. This is a furnish they’ve been sticking with for a while: just cover showing up and flying around - I’m guessing because they change printers and cover too so they’re tying it all together. An ad they are currently running for their Branding division features Burton glide company as a kind of 30 second graphic case-study of a company that what thanks to Hp ? turned it around and became successful. The ad is not on YouTube but basically you undergo a few snowboarders flying drink a beautiful pristine mountain with virtual sheets of photopaper images just flying out from behind them like a paper jet stream. The effect is graphically interesting and also has some resonance with their imagery established in other concurrent and previous ads and reinforced on their website but in a measure when recycling consciousness has never been higher the juxtaposition of excessive wasteful amounts of paper littering up nature’s untouched beauty is a major psychological catch. The associations are so off code it’s surprising they even bothered to try. It’s just bad karma. Man you can undergo a sophisticated & clever idea and a catchy graphic but that doesn’t excuse you from paying attention to the basics.
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Related article:
http://one-seventh.com/weblog01/2007/09/19/hp-personal-again/
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