This is an ad based on an insight; that mid-life crisis blokes reach out for totems of their youth - drums, motorbikes, fast cars. Not that startling but, nevertheless a legitimate marketing 'insight'. I'm sure everyone at Roland is very pleased with it, and I'll admit it's a step-up from the stuff they normally do.
But they undermine everything by not following through on their own thought processes. Our midlife crisis guy is reaching for symbols of his lost youth with his new-found disposable income - he doesn't want you reminding him of that. These drums, that bike, are a fantasy and you're puncturing the fantasy with your clever-arse ad.
(Made even more cynical by shooting the drums like they're a lifestyle accessory. If you really wanted to touch the crisis you should have shot them in a shoddy rehearsal room.)
I speak from personal experience. I'm 39. I bought some Roland e-drums so I could practise in the flat. I love them. I can pretend I'm in a band again. I'm the perfect target audience for this ad and it just made me feel silly. It made me feel like a shallow fool. I'd say that's a tactical mistake. I'd say that's where a thin insight and a too-clever writer have undermined their own intent.
Anyway. That's just what I think.
I agree. It doesn't hit mood like a Porsche ad or a Harley ad does. It reads all "research clumsy".
Posted by: Ben | November 22, 2005 at 03:58 PM
Not sure it's that complicated. I just think the client wrote it themselves and had a spare shot from an old brochure handy. But, I could be wrong.
Posted by: Kev | November 23, 2005 at 09:05 AM
Kev, you're probably right. Which makes my ranting seem dumb. They're spending a lot of money on it though. And I'd still question the wisdom of the brochure shot.
Posted by: russell | November 23, 2005 at 10:43 AM
Perhaps we should openly distinguish between overt insights and covert insights. Not all insights should be revealed as you point out. I'm reminded of this story: years ago an agency uncovered the insight that big corporate types felt like helpless infants when flying on airplanes. The advertising used this insight and depicted a grown man's head on a baby's body.
Now, what grown man (or woman for that matter) wants to be reminded that they feel a bit helpless on a plane? They "outed" an emotion best left tucked away.
Posted by: Allison | November 24, 2005 at 01:47 AM
I think the campaign is the brief. Or, as Russell taught us in a workshop on creative brief, the "account man ad".
I mean I am an ex-bass-player-still-pretending-to-be-good-on-his chops.
I could recognize myself, let's say just to push it an inch forward, in a guy playing the air guitar, or the drums on the couch.
I don't like that much being reminded that I'm entering an age where:
A) spare time activities can injure my decaying body
B) i'd better keep it at home not to be perceived as a 30-something guy pretending to be hype...
Is this too harsh?
Posted by: Luca Vergano | November 24, 2005 at 10:16 AM