BMW. The Revenge of the Lonely Copywriter.

Mai 27th, 2011 • Allgemein, Brands, Experimental
Tags: Automotive, Banner, bmw, Cool, Copy, Copywriting, Creativity, Experimental, Funny, Ideas, visual

I don’t know how to call these ads/banners/posters that you see sometime when a copywriter is supposed to write a really long text for once. You know…when you get surprised by a format which is copy, copy, copy and it goes on and on.

It’s one of the saddest ad formats. The copywriter knows nobody is going to read it. He knows his copy is cursed to serve as long typography here. And that is why he is holding an inner monologue in this type of ad format where he consistently speaks to the reader as a copywriter – not necessary as a brand – thanking the reader that he fights his way through his copy. What makes it even sadder: Most often it is indeed great copy.

Check out this banner ad for BMW. It was done by the Canadian agency Cundari and it starts as a 300-by-250-pixel box. And then it expands and expands and expands. When moused over it turns into a 18,000 pixels high monster—that’s 20 feet—with more than 5,500 words of copy going on and on (and on and on).

As usual. The copywriter wrote a great text. But I always feel a certain sadness when I see letters mutating into typo. Great banner idea. But I think after years of working as a copywriter I know what this poor guy went through who wrote that. (via Bannerblog)

.

Digital Creative. The Anatomy of Persuasiveness.

April 20th, 2010 • Display
Tags: Ads, Advertising, Agencies, Banner, Creativity, Display, Ideas, Philosophy, Presentation, Trends, Truth, visual

Even though I don’t agree with the premise of this deck by Soap (“display rocks”), it contains a couple of very true thoughts about digital. Or, to be more precise, six foundations of what turns digital superior to more than a challenger of traditional advertising.

Mercedes. How Razorfish activated for the E Class.

November 4th, 2009 • Allgemein
Tags: Activation, Ads, Agencies, Automotive, Banner, Brands, Cool, Media, Razorfish, visual

My employer Razorfish won the Mercedes USA account about a year ago. The agency had worked for Mercedes AMG for quite some time, but winning the mothership was something different. Now, after the first couple of projects they have created this video showcasing the ad campaign for the Mercedes E Class (via my colleague David Deal). To be honest: I would definitely have chosen a different tune for the presentation, but the banner concepts are really nice. I saw the first NY Times banner ad live in action – and it was pretty cool.

Mercedes-Benz – 2010 E-Class launch from peter knierim on Vimeo.