advertising | Ken Segall

Every ad year has a low point

12/28/19

It’s that time again. We could talk about the best campaign of the year—but where’s the fun in that?

For your amusement, let’s plunge directly to the bottom.

I could ridicule the Liberty Mutual campaign for the reasons others have cited (and I will!). But I’m more curious about how an agency like Goodby Silverstein—long known for smart, award-winning work—could ever have churned out such dribble.

The obvious explanation is that Liberty Mutual is a terrible client.

There’s a saying in the biz that “clients get the advertising they deserve.” Bolstering this theory is the fact that the pre-Goodby advertising for Liberty Mutual (from agency Havas) was equally detestable.

However, this hardly excuses Goodby. What they’ve done for Liberty Mutual looks like a total surrender to somebody’s uncreative and amateurish instincts.

Whoever the culprit may be, this is a matter that demands attention from creative law enforcement.

Sugarcoating the Apple agency layoffs

11/9/19

I am eternally grateful that no one ever asked me to write a PR release for a company in trouble.

It’s a thankless job, and nobody believes what you write—but write you must.

That’s why so many surrender from the start, dipping into a reservoir of classics like, “He’s leaving to pursue other opportunities.”

This was the challenge served up to the spokeswoman at Apple’s agency, Media Arts Lab, to explain the recent layoffs of 50 people.

Thankfully, she didn’t ask us to believe that those 50 simultaneously decided to pursue other opportunities. What she did ask us to believe was something equally absurd.

Apple’s “Color Flood”: like Picasso said

12/31/18

Steve Jobs once quoted Picasso: “Good artists borrow, great artists steal.”

True that. Innovative thinkers invent, observe and assimilate. They merge the old and new to create something fresh.

Apparently, the good and great artists were hard at work on Apple’s latest ad, Color Flood. I quite enjoyed it. But even as I watched it for the first time, I was visited by the Ghosts of Advertising Past.Continue reading…

What happened to Jony’s voice?

11/5/18

Ben Franklin said that the only certainties in life are death and taxes. Until last week, I would have added “Jony Ive product videos” to that list.

Apple had a formula for these videos and it wasn’t about to budge—beauty shots and engineering animations, accompanied by Jony’s intelligently philosophical voice.

It’s gone on for so many years, I’ve actually lost count.

It’s not like the videos didn’t work. Apple sales certainly never suffered. It’s just felt odd that a company that puts creativity front and center would become so formulaic.

But all that changed last week when Apple unveiled two new videos—for MacBook Air and iPad Pro—and we didn’t hear a peep from Jony. I’m still recovering from the shock.

Thank the marketing gods for giving Apple a much-deserved kick in the butt. Continue reading…

Animal instinct: the low end of advertising

05/28/18

In the ad biz, we love to celebrate the best of the best.

What about the other ads? The not-so-fresh. The ones we see every day. Those that boldly go where everyone has been before. Don’t they deserve a little attention too?

Sadly, we can’t examine them all. So, in the interest of time, descend with me now into one small corner of this dark world: a place where animals do the selling.

Animal characters have existed since the dawn of advertising. At the risk of oversimplifying, these ads get produced because (a) the goal is winning people’s hearts, (b) people have a heart for animals, and (c) … logic!

In addition, animal characters come with excellent perks. They don’t need to be coddled on the set, they don’t squeeze you at contract time and they can’t be charged with unsavory crimes off-camera.
Continue reading…

My visit to Prague’s Apple Museum

09/30/16

There is a long list of must-do things for anyone who visits Prague.

Like the Charles Bridge, built in 1538. Or the Prague Castle, largest of the world’s ancient castles, dating back to the 9th century.

But hell, Prague is also home to the world’s only Apple Museum — which dates all the way back to 2015. And, as an Apple enthusiast, I do have to keep my priorities straight.

So, yes, I did visit the Apple Museum on my first day in the Czech Republic last week. (Do I get any points if I walked across the Charles Bridge to get there?) I even sat down with the museum’s manager days later to learn a bit more.

Now that I’m back in New York, here are some photos and observations from my little adventure.