Tag Archives: crispin porter bogusky

Crispin Porter and Bogusky’s new work for KRAFT mac and cheese

here it is. i think it’s brilliant. mac and cheese is primarily about kids but adults love it too. it’s a unifying food, if i may. and this spot is shot so well. the kid’s performance is great. i wanted to punch that mac and cheese stealing dad!

The Internet doesn’t like advertising

I suffer from having seen advertising at its most potent. the end of the golden age of TV advertising. When TV ruled the land and tens of millions of people reliably and punctually plopped their asses on the couch to watch whatever Hollywood deemed appropriate. And advertising was an inextricable part of the whole deal. the ads paid for the shows that entertained you. advertising was a necessary part of the system.

The Internet poked a big whole in the TV world. TV networks sold the attention of the viewers to advertisers. But nobody owns the Internet. And therein lies the problem. Nobody owns it so nobody can sell it. It’s literally anarchy compared to TV’s dictatorship. And as online consumes more and more of people’s attention, the need for the Internet to be “solved” for marketers grows more urgent. Of course Google cracked a huge piece of that puzzle. By recognizing that interruptive advertising doesn’t really belong on the Internet. But helpful and timely suggestions whispered sotto voce might not be despised by users.

It’s the Foghorn Leghorn tone-deaf tactics of advertisers and agencies that get us into trouble. Old habits die hard etc. But the real problem for advertisers, and it’s one that won’t go away just because it’s becoming more difficult, is that the opportunity to excite people about brands – which TV could do like no other medium – is shrinking. Of course video is still the shortest route to people’s hearts. But getting people to watch it is the key (that’s what the tv networks really did for us)

I think that this is the essence of what Crispin Porter Bogusky does really well – achieving the effect of TV advertising by using all the tools currently available to us, including TV advertising. It’s the “do whatever it takes, try anything” approach. It acknowledges our lack of control of the media. But it doesn’t wimp out just because nobody likes advertising. nobody ever liked advertising. that’s always been the biggest hurdle we have to overcome. and always will be.


What’s the problem with Whopper virgins?

Look, i know you could be forgiven for thinking this blog is actually CPB’s most brilliant pr idea ever, but really, what is the fuss about whopper virgins about?

Let me lay down the facts.  cpb went to remoter parts of the world and asked people who had never tasted a whopper their opinion of it was.   that is a great idea.  get undeniably honest reactions from unimpeachably independent sources.

i’m being slightly facetious of course.  i know what the problem is.  the ads upset some people by showing the truth that the vast majority of the world lives in abject not-ready-for-primetime poverty.  and juxtaposing this poverty with what could be construed as a symbol of american consumerist excess: the  BK whopper.

that’s how they see it.  they feel sympathy for people being treated to free burgers.

but you know who isn’t complaining?  the whopper virgins.  because the cold reality is that the whopper is a fine burger in any language.  foreign peasants  have taste buds too.  and it was probably a fun day when the funny americans came to their village and asked their opinion of the strange food.   they’ll be talking about that for years.

you know who the complainers should be worried about?  the people in the developing world that didn’t get a whopper.  and will never get a whopper.  and who will have very short and very hard whopper-free lives and probably needlessly die from malaria or some other easily treatable ailment.  and leave hungry and scared orphans behind them.

i can guarantee there’ll be no online chatter or outcry about that though.

Whopper Freakout wins at One Show

“What’s the one show?” i hear you say, perhaps.  The One Show is arguably the leading American creative advertising award show.  The actual awards are metal pencils like the one pictured.  It’s a big deal to win a One Show gold pencil.  (despite what the award-losing haters say!)

Anyway, one of our favorite pieces of advertising from recent times won big at the The One Show last night. Won lots of pencils.  It was created by Crispin Porter Bogusky on behalf of client Burger King and was directed by Henry Alex Rubin (of Smuggler).  The idea was mischievous in the extreme.  What they did was rig a BK in Las Vegas with hidden cameras and tell everyone who came in looking for a Whopper that BK no longer sold them.  With predictably hilarious reactions from whopper lovin’ Americans.  While most advertising suffers from being a rather one-sided contrivance, this was undeniably real and credible. And great viewing.   And, after you laughed hard at the resulting film, you invariably started thinking about having a Whopper.  Hmmm…whopper!  It worked in a very Pavlovian way.

So, congrats to all at CPB including our old compadre uber-producer David Rolfe.  And to Henry Alex Rubin, who we at The Escape Pod have had the distinct pleasure of working with in the past and hope to again in the future.  And let’s not forget Drew Santarseiro!