Walking to the studios last week we noticed a man loading cake slices into a bus ad.
We see many strange things near our studios - a man dressed in tin foil knight armour, a person dressed in a rhino outfit outside a notorious 'gentleman's' club.
But never cakes into a bus ad before. Still - this is London, a city of ecclectic eccentrics and you never really question these things.
So how delighted were we to find that said cakes were part of an ad campaign for Mr Kipling. Instead of the standard poster of the product, this ad allowed you to press a button and receive a free cake to try then and there!!
Absolutely genius idea. For the novelty alone you remember the ad, but to get consumers to trial the product on the spot (we'd forgotten how good Angel Cake is...)
Brilliant stuff.
Although we specialise in broadcast and digital we have to take out hats off the a really smart use of outdoor - we'd never discourage free cake!
It was so good, we might have to get some for the office - pop by if you fancy a slice!
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We produce content across all audio, video and digital platforms. There are now more media outlets available reaching an ever more diverse audience. We provide the content to communicate to them in one central hub of creative excellence. Our ethos is simple: Excellent relationships. Excellent creative. Excellent results. www.redapplecreative.co.uk
28 March 2012
8 March 2012
Women in Advertising Gender Stereotype Shocker
So today is International Women's Day.
And it occurred to me that, in amongst this conversation about liberating women and the stereotypes that befall us, that I (also a woman) had commited one of those cardinal sins.
We recently produced a Spotify audio commercial for Crunchy Nut. Quite a fun one to promote bowling for the family and quite without hesitation I cast the voiceover as a woman and told the story from the view point of the mother.
All those staunch feminists would be aghast....but the reality is that, to make advertising work you need to reflect real life or make a very good comedy out of your contrast.
The truth is that the 'main-shoppers' as we now term what was once referred to as 'housewives' is so called because the women within households still account for the role as 'main shopper' and to have cast the role differently would have seemed contrived.
You still hear the arguement that the advertising world needs to lead change in how it represents gender stereotyping, that we reinforce these stereotypes to our children. But if these stereotypes aren't infact stereotypes, but are the reality for the majority then it's not the advertising that needs to change. Advertising reflects the world we live in as well as the one we aspire to.
So as it is International Women's Day, let's remember that women in some other countries couldn't give a damn that we're represented 'poorly' by endosing a household cleaning product. They're still fighting for the right to vote or visit the shops without a chaperone.
And it occurred to me that, in amongst this conversation about liberating women and the stereotypes that befall us, that I (also a woman) had commited one of those cardinal sins.
We recently produced a Spotify audio commercial for Crunchy Nut. Quite a fun one to promote bowling for the family and quite without hesitation I cast the voiceover as a woman and told the story from the view point of the mother.
All those staunch feminists would be aghast....but the reality is that, to make advertising work you need to reflect real life or make a very good comedy out of your contrast.
The truth is that the 'main-shoppers' as we now term what was once referred to as 'housewives' is so called because the women within households still account for the role as 'main shopper' and to have cast the role differently would have seemed contrived.
You still hear the arguement that the advertising world needs to lead change in how it represents gender stereotyping, that we reinforce these stereotypes to our children. But if these stereotypes aren't infact stereotypes, but are the reality for the majority then it's not the advertising that needs to change. Advertising reflects the world we live in as well as the one we aspire to.
So as it is International Women's Day, let's remember that women in some other countries couldn't give a damn that we're represented 'poorly' by endosing a household cleaning product. They're still fighting for the right to vote or visit the shops without a chaperone.
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