“Initially this campaign was developed via focus groups and quantitative research around the globe. We worked to make sure that the insights we were gathering for the campaign were relevant around the world.”

Found this in Ad Age, who couldn’t find something more interesting to write about? Really?

Ironically the tagline for this campaign is LET’S MAKE EXCELLENCE HAPPEN.

Yes, you read that correctly.

Let us make excellence happen. Those words. In that order.

I kid you not.

Which is exactly what JUST DO IT would sound like if it were put through the research grinder.

which thankfully it wasn’t.

Again, ironically, this “insight” led to this astoundingly unexcellent video.

11 responses to ““Initially this campaign was developed via focus groups and quantitative research around the globe. We worked to make sure that the insights we were gathering for the campaign were relevant around the world.”

  1. I think you just keep misreading it.

    It actually says ‘let’s make excrement happen’.

  2. WHAT IS THAT SMELL? Oh, it’s that video and the thought behind it. Gag. Are you kidding? Oh, she came from P&G. Apparently, the brainwashing worked. Global focus groups my *ss. Any slightly creative agency in the world could do better than this. With “it’s a running shoe” as the brief. It’s a shame the spot doesn’t resonate with the tagline. Don’t idiots ever get tired of patting themselves on the backs? What a waste of time, effort and money. And why do these marketing directors all talk like they are from another planet? “Onboarding?” Really?

  3. That was a bit chaotic. Was this a Wheaties commercial?

  4. You have to admit that it’s a great case study in time bending.
    Watching it makes a minute feel like an eternity.

    • yes jeff time does slow down. you keep searching for something resembling something interesting. and it never happens. pure torture.

  5. The dogs were great. Whippet! Whippet good!

  6. What a load of self congratulatory piece of wank. A Wankathon, if you like.

  7. Ha! I said the same thing – but different – and less to the point – plus I couldn’t find the pièce de merde on youtube.

    • and like you say simon, they are playing on the same field as Nike and Adidas. this sounds like an internal motivational video for Dunder Mifflin. Or Sunshine Desserts!

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