The Devil's Advocate

dev-il's ad-vo-cate noun a person who expresses a contentious opinion in order to provoke debate or test the strength of the opposing arguments

[thedevilsadvocate]

The Scarecrow by Chipotle

Every brand has a story. As advertisers, we know that the story is the driving force to conveying your message. Stories define who we are. They spark the imagination of the audience and have the power to inspire. Chipotle has used the power of story, along with powerful imagery and animation, to highlight the perils of the industrialized food supply.

The analysis for The Scarecrow was slightly more difficult than your typical ad. Why was this ad so good? Why did it provoke such an emotional draw as you watch it? The Scarecrow seemed like a good guy, but no, he's not the reason. After all, it seems at Crow, Inc., the Scarecrows are part of the problem. No, the story was the key. Aside from the story, The Devil's Advocate identified three other characteristics that made this ad effective: addressing the growing organic movement, brand impression and a call to action.

Where's The Beef?

Story

In case you didn't notice in the introduction, the story is the driving force in this ad. Let's be clear - in this analysis there is the story, then there is everything else.

So what is the story? We follow the scarecrow as he goes into work at Crows, Inc. questioning its very existence. You come to find out, he is just one of the many poor souls stuck in the rat race. As he enters he gets his tools and a mechanical crow on his shoulder, who you come to find out, keeps him in line if he slips. The camera pans up and you see the giant warehouse stamping out cows and chickens by the hundreds. As we follow the scarecrow down the conveyer belt, it becomes continually clear that he is displeased with all of it. As we see the beef and chicken continue down their conveyer belt, they are packaged, stamped and promptly delivered outside to waiting customers.

Once he's pecked back into order, the scarecrow goes about his duties. The viewer is then treated to some powerful imagery (oh, don't worry, we'll address this later). He begins doing routine maintenance which exposes him to more behind-the-scenes shenanigans. A chicken pumped with growth hormone by machines. Cows packed in machines continually pumping for milk, to which he has to turn a blind eye. Again, while taking a moment to reflect, the mechanical crow on his shoulder pecks him back into order.

Fast forward and we are riding home with the scarecrow on the train (what's that? You do that too?). Cue more powerful imagery - "Farm Fresh" ads by Crow Foods, giant mechanical crows in the fields. Scarecrow arrives back to his small farm, which is surrounded by mountains of decimated farm land. As he arrives home, he finds one chipotle pepper growing and has an epiphany. Scarecrow harvests his crops, travels back to the city, breaks out the knife and cutting board and fixes some farm fresh food while in the process shooing off the crow on his shoulder, a metaphor for quitting his job. People waiting in line for Crow Foods start to smell and notice the fresh food and slowly begin to trickle over. Annnnnnnnnd scene.

I know, it only took three long paragraphs to explain. It is that good, though. So why does it work? One word - relatability. It touches on something we're all involved in. We all have the boss (the crow) who keeps us in line, the commute (the train), and the 9-to-5 rat race at a dead end job (Crow Foods). On top of that, it touches on something we all hate with the whole idea of modern food practices. Then there's the imagery.

We start with the scarecrow. What's the first thing you think of when think of a scarecrow? It immediately brings you back to the farm. As the ad progresses, you view his behavior and realize he's a likeable character as well. He wants to do the right thing. As we follow him through his journey, we see what the scarecrow sees and each time, there is an emotional draw.

I know, I know...look at those eyes! Poor cow. Poor chicken. No, scarecrow, don't shut the door! Save him! You can't help but feel for the subject as you watch these scenes play out. The emotional pull not only compliments the story, but adds to the dynamic of the entire ad. The advertisements for Crow Foods add to the growing anger the viewer experiences as the story progresses, given that we know the truth behind Crow Foods.

These ads illustrate the difference between the reality of what is happening and how that exact same reality is marketed. A perfect metaphor representation of the real world. Even when Scarecrow leaves the "City of Plenty" and returns to his farm, it is surrounded by acres and acres of old, dead farm land.

The imagery is, no doubt, powerful. It takes an already strong, imaginative story and takes it to the next level. Nope, none of this here. When the captivating story and powerful imagery are put together with the "Pure Imagination" soundtrack, the holy trinity is achieved. The viewer is pulled emotional is every direction as each part compliments the next. The story is the reason we watched this. The story is the reason this video caught fire and went viral. It just so happens to also be an ad.

Organic Movement

Of course! Rule number one - know your audience. It's no secret that the organic movement in the U.S. is growing. Chiptole very well may be the company leading the way. Corporate culture is all about cutting expenses and raising revenue. Often that includes taking shortcuts and destroying the world in the process. Chipotle has set out on a mission to change the way we raise food and to make it sustainable.

Apparently, Chipotle isn't the only one who thinks this is a good idea. Apparently, 750,000 other people think this is a good idea, and they think that way every day. And we all know what language business speaks in America. It seems their message of sustainable, organic farming is here to stay.

Brand Impression

The story of The Scarecrow speaks to Chipotle's approach to food brilliantly. If you could take their slogan and put it into a video, this would be it. They value fresh ingredients that are locally sourced from farms that treat their animals with respect. No cages, no hormones, no Crow Foods. Basically, "listen, Chicken...I'm going to eat you, but until then, live the dream."

With the exception of this subtle imagery and the end of the video, during the course of the story, Chipotle or its brand are not mentioned once. No logos, no names, no freudian techniques to get you to think, "Chipotle, how I love you." What you are left with, instead, is a thought provoking story. The viewer is left with a favorable impression of the ad, and by association, that favorable impression will translate to Chipotle's brand. And, from the looks of it, it's working.

Call To Action

Well, if rule number one was "know your audience," rule number two was always "have a call to action." Any class is rhetoric or advertising preached this. Alright so you've persuaded me - now what?

We were surprised to find out that this entire ad was for an app. It was an ad...for an ad? Let's face it. The app is not the end result. The end result is always to get you to reach into your pocket. In that respect, anything prior to that transaction acts as an ad. It can be anything from a traditional ad like a commercial to newer methods like social media engagement, viral videos and apps. Anything to build a positive brand relationship to eventually get you to turn over those hard earned dollars you earned working for Crow Foods.

This ad performs its call-to-action smoothly. In essence, it tells you the story right up to the point where you will be taking over. Meet scarecrow, dissatisfied with his job and the companies impact, he sets out to change the world. Where will you take him? Plus, let's face it - we LOVE apps.

[thedevilsadvocate]

The Proud Burger by Burger King

Too many corporations shy away from taking sides on major social issues. It was said that Johnny Carson would never let his political opinions be known as to never "risk alienating half of my audience." It seems that same rationale has been adopted by the majority of companies. I may be even alienating my audience by writing about this topic. And, to be honest, it's probably the safe bet to leave it alone.

Then there are the smart ones. The ones that take a calculated risk on a hot button topic of the day, take a side and shoot for the moon. Burger King has addressed the topic of equal rights for the LGBT community in a brilliant way. We'll address what's right about this campaign.

Where's The Beef?

So what's right about this campaign? What makes a simple hamburger and its wrapper impactful? Why would Burger King risk its audience and its sales to take a stand and do the right thing? The Devil's Advocate has identified 3 characteristics that make this campaign stand out: it is slightly controversial, it's not necessarily about the product, and it evokes emotion.

Controversy

There's no way around it - gay rights is controversial. Ever since President Obama came out in his support of gay marriage, the dominoes have started to fall. Some blame it on religion, others blame it on "disease," while I just blame it on the goose (kidding!). There's no denying the LGBT movement is the Civil RIghts movement of the time. And, as with any movement in history, people are generally resistant to change. Change takes time.

Enter the controversy. Major movement tugging people in different directions based on their values? Controversy. Any quote by any figure of any importance relating to it skyrockets to the front page of the newspaper top of Buzzfeed. So, when a major fast food chain makes an entire campaign wrapped (get it!?) around re-branding (Proud Whopper name) and re-packaging (rainbow colored burger wrap) their flagship burger, it goes viral.

Making A Statement

In retrospect, this might have been the most difficult thing to decipher about this campaign. The more I watched it, the more I realized that this isn't about the whopper. As you come to find out as the moral of the story, the whopper is exactly the same. When's the last time you saw something advertised to you with the tagline, "We Didn't Change S---!"? Oh, right. Well, besides that, that's the point of the whole thing. The whopper is exactly the same.

This is where I stopped and said, "wow, that is actually genius." In the video, you see people trying to figure out what has changed about the whopper. To be fair, that makes sense. New product? What's new about this? They then take a look at the wrapper and see the rainbow colored message, "We Are All The Same Inside." Beautiful. What a way to make a statement. What a beautiful metaphor.

More than the whopper though, the company and its brand have taken a stand on a serious issue. And, in the view of the majority in this country, they have taken the right stand. A stand for equal rights in a time when the country is demanding it. So, while the Proud Whopper and its rainbow colored wrapping are only available for a limited time, the lasting impression of how Burger King tackled this issue will remain in the consumers minds long after, for better or for worse.

Emotion

The final ingredient. The ingredient every advertiser looks for and every consumer wants you to touch. A memory of my childhood. The one that got away. The good times from way back when. It's no secret that if you pull on their heart strings, they'll be sucked right in.

This campaign handles the emotional aspect beautifully with only six words - We Are All The Same Inside. When's the last time somebody cried while eating a burger at McDonald's or Wendy's? Rightfully so, too. Burger King has a chance to do something right in the world, and they did. Their message that sexuality has little to nothing to do with how we treat one another reaches far beyond the tables of their restaurants. It's a theme that, if followed, would make the world a better place. People helping people. Everybody treating each other with respect. A simple message that makes your heart smile.

[thedevilsadvocate]

Playboy

There are certain brands that are iconic - McDonalds, Coca-Cola and Ford stand out as examples of iconic brands.  Iconic brands have a certain advantage when it comes to marketing as most people already know the brand.  They can limit how they market because any void can be filled with the viewers pre-existing knowledge.  When Playboy CEO Hugh Hefner isn't busy saving the Hollywood sign, he and the marketers at Playboy are master advertisers.  The Playboy Bunny is an iconic image of American pop culture and there's a good reason why.

Where's the Beef?

  So why does this advertisement stand out?  Why is a beach towel even considered advertising and what makes it creative?  The Devil's Advocate has identified two characteristics that make this ad creative: location and brand recognition.

Location

This ad is not set in your traditional places - print magazines, on the radio or even a commercial on TV. It's a beach towel that you lay on and while you lay on it, it creates the illusion of being on a Playboy cover.  This has a certain appeal to many women. Though some women view Playboy as classless and demeaning, other women have a certain desire to be desired like the women in the magazine.  Perhaps this is the appeal of the blanket.  Whatever the appeal, the creativity lies in the illusion it creates and its placement.  When you're walking down the beach, you never expect to see a life size magazine cover laying in the sand, so this immediately catches your eye - exactly what the advertiser is trying to do.

Brand Recognition

As I mentioned before, Playboy is one of the most recognizable brands in America.  Everybody knows the magazine and if they have never opened one up, they at least recognize the cover.  This seems so simple, but it adds a whole element of creativity to the towel.  Sometimes the simplest things are actually the most creative.  When the whole thing comes together - a person laying on the towel and the viewer looking down on the towel - it creates the exact image of the magazine cover...and what is written along the top border of every cover? "PLAYBOY"...how ingenious.  Very few products or brands can come up with an idea to just place their cover or their product in an ad and have it be effective.  Nice job Playboy. 

[thedevilsadvocate]

"On internet some things are not what they seem to be. Be aware and enjoy the web at its best. Know how to surf safe."

  This series of advertisements comes from Brazil.  The three advertisements cover three online activities: internet dating, internet friendships, and internet shopping.  The purpose of the advertisement is to create awareness, that people often take for granted, about their online activity.  This advertisement is a public service announcement, thus, it isn't selling anything, except for an idea.  I personally think advertisements covering these topics should be more frequent as this is an area I think many people overlook.  So why have these ads been chosen for The Devil's Advocate?

These ads possess certain qualities that other PSA's lack.  First, the internet is still a new phenomenon.  People have only migrated their activity towards the internet in the last decade.  Given it's infancy, people may overlook the vastness of the internet and not consider what actually is happening.  Sitting behind a computer screen may take away from the actual interaction that is happening, whether it's dating, friendship or shopping.  So why do these ads stand out?

Where's the Beef?

So why are these advertisements effective?  What is creative about them that stands out?  The Devil's Advocate has identified two major characteristics that separate these advertisements from the rest: the use of metaphor and that it is such an overlooked topic.

The Use of Metaphor

The metaphor is simple - you don't know who is on the other side of your online interactions.  Take a look at these advertisements.  The left, the victim, is depicted in a colorful room with a happy expression, completely naive to what is actually happening.  The perpetrator, on the other hand, is depicted with an evil expression in what looks like a cellar.  The idea of the evil person putting their hand through the computer is a great metaphor for exactly what is happening.

An Overlooked Topic

As I mentioned before, the internet and our knowledge of how to use it is still in its infancy.  People overlook the person-to-person interaction because the computer, as a machine, takes away from that.  The idea of socializing via the internet is dangerous.  People, when they know they will not be identified, change their actions.  They specialize in deception and how will you be able to tell the truth from their lies? You can't.  It's impossible.  Bringing the fact that the other person may be a creep to the surface is essential in educating the public about the internet.

What's most striking is the advertisement with the little girl receiving a teddy bear.  It is crucial that we educate our youth about the potential dangers of the internet.  These advertisements bring the topics to people's conscious and hopefully will drive them to e aware about their online activity.

[thedevilsadvocate]

Man vs. Wild

This is a series of print ads for the show Man vs. Wild on the Discovery Channel.  The Devil's Advocate chose this series because it stands out from your average-joe print ad and the pure shock value of the ad.  The premise for the show is a man travels to remote locations, usually ones that are difficult to live in, and lives on his own while using only the resources available to him in nature.  The idea for these print ads comes from the fact that he can only eat bugs, plants, or animals while in the wild...because for whatever reason they don't have a Wegman's out there. 

The show itself has a certain shock value to it.  While you watch the show, you may be taken back by some of the things this man does while he's in the wild.  From lifting up rocks to find the centipedes underneath, to setting up traps to catch squirrels which he then grills to jumping out of airplanes, the show is crazy to watch.  The ad series is a perfect representation of that.

Where's the Beef?

Though these ads don't have something that make you stop and think deeply, they do possess the shock value that makes you stop and look.  Let's say you're browsing through your favorite magazine, flip the page and you see a zebra burrito.  You are going to stop and take a second look at the image.  This series of ads has been picked by The Devil's Advocate because of its representation of the show and its shock value.

Representation of the Show

If you've seen Man vs. Wild, you immediately know the basis for these ads.  The raw, gritty feel of seeing raw zebra meat wrapped in its own skin is a perfect resemblance of what is happening in the show.  No, he's never gone out and killed a zebra and then made a burrito out of it but that is exactly the type of thing he would do.  The show takes suburbanites right out of their comfort zone with the things this guy does and these ads possess that same quality.

Shock Value

Gross!...that was my first thought.  If I'm flipping the pages through National Geographic, with page after page of scenic rolling plains and beautiful desert sun sets, then I flip to what looks like french fries but realize it's worms, I'm grossed out.  This shock value is what the campaign aims to do.  You will be so shocked when you first see this ad that you can not look away.  That is the point.  We experience the shock because they have shaped the animal meat\bugs in a familiar form that we all know - who hasn't had a burrito, french fries, or a slice of pizza in their life.  Taking something you have actually tasted, or actually relate to, and transforming it into something so primitive amplifies the shock of the ad. 

Does this ad stand out as the most creative? No.  This series was chosen because it is extremely effective in grasping a feel for what the show is like and keeping the readers eyes on the ad.

[thedevilsadvocate]

Embrace Life

This may be the perfect mix of everything a commercial should be.  This public service announcement (PSA) comes from Suffex Safer Roads out of the UK.  The commercial does an absolutely phenomenal job of building suspense through slow motion video all in the family's living room.  The family is playing a game of charades and it's Dad's turn to go.  He starts the car, starts driving and then - look out!  Luckily his seat belt, his life life, his wife and daughter are there to brace him for the vicious impact after which they all settle for the perfect family portrait.

Where's the Beef?

So why does this commercial make me want to wear my seat belt?  What does this PSA do that other "wear your seat belt" PSA's have failed at doing?  From the first chord played at the beginning, you cannot turn away from the screen.  This PSA utilizes the perfect mix of slow motion video with a calming symphony.  And can you believe it - not a word is spoken the entire commercial.

Slow Motion\Music

The slow motion video in this clip combined with the calming symphony gives the viewer the one-two punch that wakes you up.  It sets the mood for the entire clip.  We are waiting in limbo, watching slowly as we wonder what will happen next.  The slow motion is perfect to depict a car accident as well.  When we are entered into that moment, everything seems to slow down.  Whether you've been involved in one or if you've seen one happen, you've experienced how life seems to slow as you anticipate the outcome.  Ever seen someone turn and knock over a cup full of coffee and you witnessed each individual move?  You've never seen a cup tip over so slowly...

No Words

 This seems to have a double meaning, as I was left with no words after seeing this clip for the first time.  A PSA of this caliber seems to leave people speechless.  My focus, though, is on the writing in the PSA...but wait, there is none!  There is not one word spoken throughout this PSA and yet, it seems as if there had been talking it would've taken away from the effect.  The absence of any words seems to keep the viewer captivated in the motion - in the visuals - that build to violent climax.  We can never underestimate the power of a picture...

[thedevilsadvocate]

The Fun Theory by Volkswagen

The Fun Theory is a campaign with a conscious.  The mission - how do we get people to improve their lives?  The answer that Volkswagen came up with seems to make sense - make it fun!  The above example is their first video and as you'd imagine, it went viral.  The premise, in retrospect, is simple.  To get people to take the stairs, as opposed to the escalator, we'll make them enjoy taking the stairs.

The project was created in a subway station in Stockholm.  To get back up to street level from the subway, you have two options: take the stairs or take the escalator.  The stairs and the escalator are right next to each other so people will literally look up and make a choice.  The Fun Theory placed piano keys on the steps of the stairs so as you walk up and down the stairs, you play the piano.  The results were remarkable.  Take a look!

Where's the Beef?

So what makes this campaign stand out?  Why did this video go viral?  The Devil's Advocate has identified 3 creative aspects that make this campaign stand out: it has a social conscious, it actually exists in the real world, and there is no brand recognition.

Social Conscious

Rarely is there an ad that truly tries to improve the lives of the people it markets to.  The object of the project is to make people exercise more by using the stairs, not to buy the stairs or to buy the piano keys you're walking on. The people behind this project legitimately want people to make better decisions that will improve their lives.

Real World Project

How many times have we seen an amazing commercial where the scenery or everything that exists within that advertisement does not actually exist in the real world? This video is not an advertisement aiming to sell Volkswagen cars or set up as a mini-movie.  It is simply video taken throughout the course of the day showing what people are doing at a real world location.  Yes, it is possible to go visit these stairs and walk up and down the piano.  But of course then you have a decision to make - the stairs or the escalator?

No Brand Recognition

Throughout this video (with the exception of the very end) and on the actual location, there are no logos plastered everywhere the eye can see.  All the viewer is presented with is a decision, not a product to buy.  There are no executives soliciting you as you walk off the stairs.  Did you see the "VW" logo in the middle of the stairs? Me either.  Why?  Because they never put it there.

[thedevilsadvocate]

What Does it Mean to Be Creative?

Creativity is a funny thing.  Some people have it, other people don't.  A major factor about creativity is that it is subjective.  What's creative to one person means nothing to someone else.  This is the ancient story concerning art.  Some people pay millions of dollars to buy a canvas that was used to throw paint covered tennis balls at it, and to them this is art.  Other people stare at that same canvas and wonder which trash can it came out of.  Therein lies the problem when it comes to creative advertising.

Merriam-Webster defines creativity as "the ability to create."  In that sense, everyone is creative in their own right.  I understand that you think you are creative and what is creative to you may not be to someone else. So, as an advertiser, how do we go about making universally appealing advertisements while channeling the creative juices to make it stand out?  Is there a universal language for creativity?  Does creativity rely on language?  As an advertiser, these questions have to be addressed.

In addition to defining creativity, we have to identify it's origin.  Where does creativity come from? What inspires us to be creative or to identify something else as creative?  Something inside of each of us makes us stop and take a moment from our fast-paced, constantly-on-the-go lives when we see something creative.  Maybe the world around us inspires us.  Maybe your family, friends, coworkers and even strangers drive the creative spirit inside you. 

We may not be able to define creativity or know exactly where it comes from, but we are always able to identify something as creative.  Why?

[thedevilsadvocate]

Old Spice The Man Your Man Could Smell Like

Old Spice recently released a TV commercial entitled "The Man Your Man Could Smell Like."  The commercial features a man who has just stepped out of the shower, who is then on a boat, who is then on a beach on top of a horse.  While the scenery is constantly changing, the man is addressing women telling them how their man could be like him.  The moral: get your man to use old spice and he can be like the ideal man from this commercial.

Old Spice has effectively addressed a crucial issue when advertising on TV - people have short attention spans.  The key for any advertiser is to make their ad (1) memorable, and (2) effective.  Audiences have become increasingly desensitized to advertisements as they are exposed to hundreds a day.  In this commercial, the changing scenery and the constantly changing topics discussed by the man ("look to your man, back to me, back to your man, now back to me").  The viewer is caught off guard by the pure speed of the commercial (I'll address this later).  By constantly changing the dialogue and the scenery combined with the simple randomness of the commercial, Old Spice has effectively shortened the needed attention span to watch this commercial.

Where's the Beef?

What makes this commercial creative and stand out from the rest?  Does it have complex with video editing? Perhaps, but I would not argue that this makes the commercial effective.  The effectiveness of this commercial lies in the writing, speed, and humor of the commercial. 

Writing

The viewer is captivated by what the man is saying and how he is saying it.  Every word is something that a woman wants from their man (i.e. Tickets to a show, diamonds).  The writing in this commercial is the most important aspect that makes it effective - it dictates every other aspect of the commercial.  The changing scenery in the commercial is due to the writing.  The speed of the commercial is due to the writing.  The humor throughout the commercial is dictated by the writing.

Speed

I talked  earlier about the dilemma of short attention spans and TV.  This commercial effectively hurdles that obstacle with the speed at which the commercial is changing.  The scenery is dynamic, as well as the dialogue.  The viewer cannot afford to turn away from the TV or else they would be lost from the commercial in that split second.  By keeping the commercial fast paced and random, it effectively keeps the viewer glued.

Humor

Yet another element dictated by excellent writing.  Plain and simple, this commercial is funny.  The humor of this commercial is due in part to its complete randomness.  How does he go from his bathroom to a boat to a beach to being on top of a horse? It doesn't make logical sense and that's what makes it funny.  In addition, he has everything your woman wants in a man - good looks, gifts, and Old Spice.  Lines like "look in your hand, back at me, I have it! It's an oyster with two tickets to that thing you love" keep the viewer laughing.