There's been a lot of chatter lately about a spec spot from Germany for Adidas. The rogue commercial was written, produced and directed by a couple of ad students. And it's got a lot of industry pundits saying things, "This is what advertising could be."
Normally, I'd jump all over any argument that disposes of bureaucracy, excessive planning and the staid formulas of our business. But to be completely honest, I wasn't all that impressed with the spot.
It had too many logistical loopholes to carry any water, as it were.
For me, the better example of what we could be doing with our marketing efforts, if we were not so hampered by prudish sensibilities and tired thinking, came from the staff at Saturday Night Live.
The spot features an outstanding performance by Casey Affleck. In fact, I think his work here is far more Oscar-worthy than his stint in Manchester By the Sea, which, like the aforementioned Adidas spot, I also found to be overrated.
Here, take a look.
That's the Krakken.
This spot has it all. For one thing it makes a mockery of all those force fed client copy points about buying donuts with a phone app or craving some bullshit coffee cocktail with cinnamon, sugar and cinnamon sugar.
And it turns the notion of real people on its head, with a hardscrabble character who curses, smokes and gets in an argument with the $16.38 an hour assistant manager.
In other words, it dares to be, as my legendary Film Professor once called it, really real.
Best of all, there's violence. At the very least, the threat of violence brought on by the evident class warfare. All harkening back to the gritty neighborhoods in Gone Baby Gone. If there's a more charming set of people than the tough-talking blue collar hard-on's living on Boston's Southside, I have yet to find them.
The spoof spot ran up crazy numbers on social media. And I'll bet sales at Dunkin Donuts followed suit. Isn't that what advertising is supposed to do?
Hell, if it wasn't for my excessive girth and my strict protein-only breakfast policy, I'd be running down to my local DD for a chocolate eclair.