Everything Everywhere or just all over the place?

 

There was a time when a certain brand of mobile phone managed for years to adopt a distinct look and tone of voice that we all became reasonably familiar with. At times it was a bit esoteric and self deprecating - but it was always consistent. If you removed the logo, you'd still know the brand.  In the cinema, Mr Dresden and his film board would make us chuckle about mobile phones ruining movies. The line 'The future's bright. The future's Orange' became so ingrained in the public consciousness that even when France Telecom replaced it with 'Together we can do more', six or seven years ago, everyone still remembered the old line.

That's all history now. The merging of TMobile and Orange in the UK has resulted in these two brands coming together and giving birth to Everything Everywhere or EE. The advertising produced by Saatchi & Saatchi, the agency that no longer employs the two famous brothers, is the agency behind the new brand; and with the best will in the world, this was always going to be an impossible task. Indeed, many believe it was a fatally flawed error of judgement to kill off the Orange brand overnight, even if it was to be replaced by a brilliantly creative advertising creation. It's a notion I have a great deal of sympathy with, having worked for three years on the Orange brand myself.

The cinema advertising featuring Kevin Bacon isn't a brilliant creation: at best it's mildly irritating (the shed commercial featured here is particularly weak), while the green and yellow press advertising is frankly dull as ditch water (though ditch water might be a tad more interesting). This aside, whatever happened to Orange Wednesdays? Have they now become Everything Everywhere Wednesdays? Doesn't quite trip off the tongue, does it?

Powerful anti-gun campaign from New York

The fact that America still can't get to grips with its archaic gun legislation in the wake of so many hideous shootings, and overcome the brute force of the gun lobby, leaves most of us Brits in a state of utter bewilderment. So there's always a place for powerful anti-gun marketing, of which this is a very good example by Grey New York. The headline reads: 'Bullets leave bigger holes than you think.'

Anti phone and drive campaign from Israel

This very simple ad produced by Gitam BBDO in Israel to convey the dangers of trying to drive while attempting to key a number into your mobile phone, is a lovely example of an ad that makes you think and shudder at the thought of doing something so incredibly stupid. Sponsored by Opel (otherwise recognised as Vauxhall in the UK), this piece amply demonstrates that less can sometimes mean more.

Diabetes UK

Diabetes UK has a problem. The disease is on the increase at an alarming rate in this country; no one really understands it; and no one has ever heard of Diabetes UK. It's hardly surprising: the issue doesn't get a great deal of exposure, and any advertising and marketing produced by the charity has failed to resonate with the public. With this in mind, the charity has teamed up with Tesco and is now spending a small fortune on media plastering our national newspapers and the London Underground with a series of bleak images of sufferers being clutched by their loved ones. These would look at home on the wall of the average GP's surgery. But if Diabetes UK think they've finally cracked the problem with a national campaign that will open everyone's eyes to the issue, they are, I'm afraid, deluding themselves. This is a classic wallpaper campaign that isn't even going to register in the public's consciousness. And I don't say this lightly.

For a start, it's a massive mistake to focus on the terrible moment of diagnosis. Unless, of course, the intention is to scare the living daylights out of sufferers and those in fear of being diagnosed. The aggressively hectoring headline demanding you check yourself out for your family's sake doesn't help in the least. The fact of the matter is that Diabetese UK does a fantastic amount of work supporting and educating those with the disease. To highlight this, a brand campaign has to inform and connect with its audience in a memorable and engaging fashion. Just think of the wonderful job the British Heart Foundation did with the Vinnie Jones campaign; a campaign that not only amused and informed the nation, but actually saved 28 lives.

The truth of the matter is that this charmless campaign will do nothing to address the growing problem that the UK now faces. It's a crying shame and a terrible waste of money. Money that charities like Diabetes UK can't afford to simply pour down the drain.

A nice bit of recycling by The Balvenie

This initiative by The Balvenie malt whisky distillery is a lovely way to make good use of those old oak barrels that have come to the end of their useful life. Dubbed 'The Old Cask Afterlife', this novel scheme created by The Balvenie involves an upmarket Scottish contemporary furniture designer and the transformation of said barrels into one of three pieces of exquisite furniture: either a whisky cabinet, a table or a chair in which to enjoy the odd wee dram.

Members of the malt's Warehouse 24 are encouraged to vote for their preference and enter a prize draw, the winner of which will win the piece of furniture of their choice.

The creative way in which this appealing scheme is presented on the website made me smile. It's witty, endearing and gives you a nice warm feeling about the brand.

Full marks to TCA