A Wife Beating Brand

Just a thought…

When I first came to the UK four years ago I didn’t know the Stella brand. I grew up in Spain and lived happy as a clam enjoying my “cañas” of icy cold Mahou, San Miguel or Aguila. I arrived with a willingness to absorb my forefather’s culture of drinking pints of ambient temperature beer whilst posing as a University student (a mission I excelled at I must ad).

Anyway, when I first saw the Stella Artois logo on a tap I was immediately drawn to it: the Frenchy name and elegant design succeeded at reeling me in. I swiftly ordered one and as I held it and sipped it I thought: “that’s a rather all right beer, not the best I’ve had but it does the trick”. That is when my mate saw me and proceeded to fill my ears with this brand’s not-so-glamorous reputation.

A wifebeater is slang for the typical tough-nuts style sleeveless shirt, yet on the wiki definition you will find another meaning: “In the UK and Ireland, the term is occasionally used as slang for the Belgian beer Stella Artois. In British culture, Stella Artois is associated with a drinking culture in which domestic abuse may follow a bout of drinking Stella Artois at the local pub.”

I’m not sure how Stella’s ‘wife beater’ association began. On the Stella wiki it speculates that the association comes from Marlon Brando’s legendary cry, “Stellaaa!”, in A Streetcar Named Desire, a film infamous for its portrayal of domestic violence. Whatever, the fact is this beer is synonymous to wife beating! Jesus!

Wouldn’t you think this kind of widespread reputation would sink the brand? Think again.

Stella Artois is the best selling premium lager in the UK beer market.

Don’t get me wrong; I hold nothing against the beer, poor Stella. I am aware, as is everyone else, that there is no secret ingredient in it that will induce a fit of misogynistic rage or that by drinking it I will be immediately tagged as scum. I mean brands can carry undesirable social associations, I just think this one is pretty hardcore. I guess even more hardcore is the fact that it survives this; wife beating has just become a tongue in cheek kind of notion.

I quite like Stella’s ads, they are quirky and characteristic. They have gone from the 1970s slogan "Stella's for the Fellas" to a the current Frenchy (though it’s Belgian?) European sophistique vibe. Some of it is actually rather highbrow, what with “Reassuringly Elephant”, the surrealist version of “Reassuringly Expensive”. It ties in strategically, seeing as a lot of work has gone into tying Stella to excellence in cinema. All the ads make cunning references to famous old films. It’s worked well, high five to the planners, but it hasn’t made everybody forget the wife beatings. I will come back to this is a second.

I just want a quick look at the above mentioned strap line. Now, this is in line with the up-market sophisticated image of the recent campaigns. It makes sense, the thing is, is it really expensive? It sure as hell doesn’t seem like it to me (I don’t have the facts and figures to parade but I have done my homework). Does this not mean that this is just a disingenuous lie? Is saying that a beer is expensive when it’s pretty mid-range not promoting a fake feeling of quality? Oh wait, maybe it's just hilariously sarcastic. It didn’t strike me this way at first, I thought it rather charming, but on closer inspection and after reading the article that follows it did hit me.

So, I was reading thelondonpaper on the tube and I came across this article. It talks of the unprovoked attack on a teenage girl by a bunch of thugs, the attacker himself was “clutching a Stella Artois beer”, he is even pictured with it. A real piece of PR.

It made me think two things, apart from the general disgust this type of person provokes in me.

1) Would the writer of this article have bothered mentioning the brand if it was let’s say, a Fosters, and not the stigmatised Stella?

2) And, if it is absolutely clear that the Stella brand and wife beatings are inextricably associated in pop culture, despite the polished Frenchy-filmy stuff, shouldn’t the brand communications take a stand on this?

Now, for a moment think about this. Imagine, bizarrely that Stella resolved that enough was enough and decided to tackle not only its reputation (making it European and pseudo-expensive hasn’t done it) but to tackle the subject head on. Sure, Stella doesn’t make men hit women, it is beer like many others, and it also doesn’t want to lose the actual wife beating ‘market niche’ (cringe). Fair enough. But what if it took a stand against this kind of behavior by setting its advertising agency’s powerful creative communications engine on this socially responsible quest? What if it overcame the obstacles and dangers this challenge would pose for the brand and succeeded at promoting responsible and, blimey, civilized behavior in all, or most, of it’s drinkers?

Wouldn’t that be exciting?

And also, wouldn’t it be a brave, brilliant and rewarding challenge to take on as a planner?

Just a thought…

Getting into Adland

The questions one has to answer in adland graduate scheme applications are varied, at times interesting, often challenging and in cases clearly designed to provide the recruitment team with a good deal of laughs (probably well deserved). I guess the art is synthesising all there is to answer into the strict word limits they prescribe.

Following is a pick-n-mix selection of some of these questions with my answers:

What do you think the future holds for the advertising industry? (max 100 words)


Emerging technologies and the systems that will run on them pose both a challenge and a fantastic opportunity for the ad industry. Mobile technologies will be key, and will offer exciting opportunities in terms of multimedia broadcasting, interactivity and targeting individuals. Traditional media will continue to be vital, but as ubiquitous computing goes mainstream it will be contextual advertising that will push sales and the accountability thereof.

New media, and the changing consumer behaviours that accompany this market evolution, propose a refreshing arena for creative advertising to grow and bear fruit from. Adaptability is the essence to success.


How would you promote mp3 players to the over 60s? (max 100 words)

From their inception, MP3 players came hand in hand with the idea of internet-savvy, music-loving youngsters. Now, they have become user-friendly “life style accessories” that cater to the needs of a wide demographic. The challenge with over 60’s is that all marketing has always targeted a radical youth that doesn’t necessarily relate to them.

A good approach would be to use respected and distinguished individuals to show the ‘flip side’ of these clever gadgets; Podcasts, Classical music in the park, audio language lessons and the beauty of not having to hear people’s mind numbing conversations in the bus. Promoting these older figures ‘taking the step’ (in life style and in daring to take on the new technologies), albeit in their own mature way, would shed a new light on a technology that can be shared with the radical youth it has until now been promoted to. TV, Radio and specialized magazines would do it.


What is the most creative thing you have seen in the last 12 months? (max 50 words)

On the subject of advertising, I will go for Matt Harding’s video compilation available on http://www.wherethehellismatt.com/. Stride gum, notable for it’s creative ads, sponsored this charming globe-trotter to do his jig in 39 countries in all seven continents. Epic and evocative, the viral has yielded over 4 million viewers.


If you could change the music on one TV ad that you’ve seen recently, what piece would you put on which ad, and why? (max 100 words)

I reckon the ad in most need of a music change is the second Sony Bravia ad, ‘Paint’, by Fallon. Following ‘Balls’, an impressive and acclaimed ad it had a lot to live up to and didn’t quite make the mark, in my opinion, primarily due to the choice of music. The idea of day-time fireworks was good, and the footage is also impressive, but it was the formula of harmonious music and imagery that made ‘Balls’ so special. I suggest Iron & Wine’s “Such Great Heights” and have edited the footage to illustrate this available at;

http://www.youtube.com/alancrossley


Who was the last person to teach you something about yourself and what was it?
(max 50 words)

To be perfectly honest the last person to teach me something about myself was Me. Today I learned that I have developed an extraordinary tolerance to scotch bonnet chili peppers. This can prove to be an interesting talent useful not only to indulge my palate but also to challenge any innocent contender.


What in your opinion has been the greatest invention of the past 50 years? (200 words)

Without any shadow of a doubt the single greatest invention has to be the manufacture of integrated circuits that brought about the advent of modern computing. That was the key piece that allowed for the progress of computing, according to Moore’s Law, to develop exponentially. The repercussions of this computing boom are vast and ubiquitous in everyday life and all walks of human endeavour. Integrated circuits are, in a sense, now accountable for the backbone of societies infrastructure; they are the brains of all technology. New developments are in the making, which propose exciting possibilities for the integration of technology into the very fabric of society. Communication, work, leisure, and accessibility of information are being redefined by smaller, faster and more embedded technologies. If we are indeed moving toward an era of technologically enhanced environments and ‘intelligent’ computing, this suggests a whole new paradigm for product, service and communication development. This new paradigm will be, and it is fair to say it is already becoming, the new battleground for Adland. The way advertising works will evolve to work with and within these new systems, and it will be my generation that will lead this transition.


Your life as a film. Pitch It. (200 words)

It starts with Alan’s (our hero) first day as an Advertising trainee. He sits and takes a deep breath to get himself in the right gear; this is the first day of the rest of his life. The story jumps back to tell the story of how he wound up there, a tale of bizarre occurrences, of fate and ultimately of the unexpected. It would start with his youth in Spain; a sunny blonde with shaky health product of a curious blend of nationalities (the confusion this entailed brought fourth situations like; four children share their nationalities, one says; “I’m Spanish”, the next; “I’m English”, next; “I’m French”, and little Alan says; “I’m Allergic”), the influence of his three eccentric older sisters and the unlikely yet wonderful and colourful couple that are his parents. The substance of the film would derive from Alan’s relationships with the key players in his life which, aided by incorporation of inner monologues, would allow the viewer to experience the unfolding of his life with the depth and passion that he lives with. The main lesson learnt on his fated path to become an Ad Man being:

Life is a pitch and then you die.

If you could invite 3 people for dinner (dead or alive) who would they be and why? (200 words)

Without labouring it too much and for the sakes of a genuine and spontaneous response I would invite three persons that would indulge my senses with, what would potentially be, the most inspiring conversations in my life. The subject matter, the substance of substance; Philosophy. Firstly, I would invite Robert M. Pirsig, author of Zen and the Art of Motorcycle Maintenance. He is an intriguing character with a fascinating life story and his books have been extremely influential in my life. He is profiled as a genius, but has stayed clear of the public eye so few interviews, and unsubstantial ones at that are available. Secondly I would extend my invitation to Socrates, since I would enjoy describing the world today to him and hearing his views, insights and reactions. I would also enjoy hearing his exchanges with Pirsig and our last guest. Lastly I would invite Leonardo Da Vinci because he is possibly the most interesting character that I know about and consider he would have brilliant contributions to the philosophical ponderings. Without need to further elaborate, a few translators and a camera crew would guarantee priceless footage that would guarantee my infinite wisdom and, of course, early retirement.

What is your favourite ad campaign ever and why? (200 words)

It is difficult to single out a favourite campaign in the same way picking a single song or film or book is difficult. Every campaign has a purpose, a context, a public and may be a favourite at one time but grow old very quickly. In considering my favourite I will take into account more factors than simple preference. I will look at the durability of the campaign, at the brand-building value and also at the permeation into popular culture. Using the criterion above Wieden + Kennedy’s “Just Do It” campaign for Nike would be my choice. These three words have lasted for nearly twenty years in Nike’s advertising, allowing for innumerable incarnations of this idea from different angles of attack, and have become inextricably linked to the brand’s philosophy and image. The catch line targets the people who use Nike’s products, using a simple yet powerful motivation declaration, as opposed to pushing the products themselves. It is a brilliant example of a “Big Idea”, one that transcends it’s campaign and adds value to the brand as a whole on a permanent basis. This campaign was basically responsible for the Nike “Boom”, and for immortalising Nike as a power brand.

If you were a sandwich filling, what would you be and why? (200 words)

If I were I sandwich filling I would be very unhappy because I wouldn’t get this job.

You’ve been invited in for an interview, but on the way to the Agency you get hopelessly lost. You have enough battery power on your mobile to leave us a 250 word voicemail. What do you say?

" Hi, look, this is Alan Crossley... I have been invited for an interview today...now actually, which I would have clearly made on time but I have managed to get lost. Really lost. I mean extremely lost. I can’t seem to find myself on the Google map. Is the Thames supposed to be this close to Russell Square? I didn’t know it was made of whipped cream now, is it edible? Oh God, I can’t see my hands. What? Did you say something? No, I haven’t been to the zoo in years. Oh great, now my shitting phone is dying! Sorry for that, oops, this is all going pair shaped. I knew something like this would happen. I slipped and fell at the exit line but I was first in the race. My grandmother kept telling me to get a hotel in the area; she said that I have the evil eye… hag. Taxi!...What the...Everybody is driving backwards! Why are you all looking at me? I am a natural born Ad Man! Why is this happening!? Why are you pointing a flashlight in my eyes???”


"Hello, This is Doctor Wells…is this a voice message?…oh ok…As I was saying, this man is delusional due to the bite of a Madagascar tree frog, he will be better as soon as he is injected with the appropriate serum...sorry about your friend, goodbye."

------


A bit over the top? No. I wouldn't be late.


What piece of advertising has made you think differently about a brand and why?
(100 words)

The Sony Bravia Commercials demonstrate that Sony is more than the technology it creates and offers more than new competitive colour LCD's. It is a powerful campaign offering powerful audio visuals, and in the case of the first ad, a clever endorsement of an artist (Jose Gonzalez) released under the Sony BMG music entertainment record label. Sony is a super brand and these ads by Fallon demonstrate this. They go beyond because they represent a giant, and they do so beautifully. In my view they have brought new life to the Sony brand.


You have reinvented yourself as a superhero. What’s your superhero name and your unique superpower?
(100 words)


My superhero's power would reside in the ability to communicate a message from his mind to the minds of the world's entire population by-passing language, semantics and critical consciousness by super-telepathic-transference. People would begin to love each other and the planet, abandon religion and embrace science and the ways of the future. Humanity would remain diverse but woven together by good faith, eagerness to progress as a collective and passion for all that is good and free and beautiful. This event would be completely subconscious. His name would be: Super Modest World Fixing Brainwashing-in-a-Good Way Man.

Supermarkets should not be allowed to advertise in order to create a more level playing field for local businesses.’

Argue for or against this statement.
(150 words)


It is a fair point to say that supermarkets can, through large advertising budgets and their resulting compelling campaigns, out compete local businesses. There are benefits offered by supermarkets however, that are exclusive to them and these should be advertised for the consumer's benefit. Specialist items, services, environmentally friendly schemes and healthy options are valid reasons to advertise as opposed to lower prices for the same products. In this vein, supermarket chains should be entitled to advertise but basing themselves on real benefits as opposed to regular item competition. This would maintain a level of corporate responsibility and ethic that would allow for fair competition, adequately tailored marketing and overall benefits for the customer base. Legislation against the building of too many supermarkets within given areas is already protecting the key location advantage that local businesses have to maintain their regular customers.

Get something off your chest. Have a whinge in 100 words.

This one is about the Oxbridge Conspiracy. It is fair to say that the old establishments and wider definition of Red Brick universities have the history and academic quality to prepare their students well. And indeed, once they are out of them, endow these Graduates with a stunning label and industry kudos. However it is the character of the types of people who knew what they wanted at seventeen and worked to get there that is really of value. Some people learn late and the hard way, in my opinion the best way. Give me a chance to prove it.

Sony Bravia: Paint - Remastered.

A study that highlights the pivotal role of music in the overall feel of an ad. Here is a proposed improvement that I feel is more in line with the first Bravia ad, both in visual harmony and acoustic melody. The production was definitely impressive and the footage was breathtaking but it lacked the consistency to be a rightful sequel to the Bravia campaign. Here, colour is presented as soothing and spectacular as opposed to philharmonic and abrupt. This is a rough cut to convey the proposed music (and tempo) change. I offer all my respects to the team that brought this spot to fruition.

Getting into Adland II: Cover Letter Punt

Applications continue. Here is a cover letter designed to stand out in a way that I hope none of the other thousand applicants have gone for. It's a punt.


Dear Cover Letter Reader,

I can’t imagine how many cover letters you have to work your way through, with hopeful candidates elucidating you on “what sort of a person” they are. I also can’t imagine how painful it must be to work through tediously clonal descriptions of that nature, or difficult it may be to pick the best candidates for the next round. Maybe it isn’t hard. Some may stand out with banners flip-flapping, with impressive academic records or brilliant and ground-breaking ways of selling themselves and their extraordinary aptitudes. Others may only suggest, with subtle symptoms, the potential that lies within. Then again, what would I know? You are the person in the position to pick and choose these people because you have undoubtedly earned it. I’m sure you have a compelling professional background if you are in charge of selecting the agency’s new blood, and by extension, I am pretty sure you have knack for picking the winners. It must take more than good judgement to make these decisions, sometimes even a fair dose of intuition. Maybe that is the beauty of your task and responsibility, to find the leaders of tomorrow, to discover the best amidst hoardes of talented hopefuls.
You may think I am cajoling to get myself an interview. Well, to be fair, to a certain extent I am. Introducing myself without addressing the reasons why I think I am made for working at censored agency name, by describing myself with supposed earnest modesty, would be contrived. As contrived as so many other cover letters you have read and will be reading. Everyone who is applying to this knows what is at stake, the odds are against us, we have all done the math.
So here is my pitch. I have plenty to say about myself but I won’t. I wouldn’t want to burden you with more unnecessary chatter. I can but suggest that in person I can tell you all about myself; Growing up in Spain in a multi cultural family, my passion for the arts, my penchant for travel and for the people I meet while doing so and my reasons for being in London. I can only imply that offering me the chance to introduce myself in person, to demonstrate the reasons why I know I am an Ad Man, would be a good choice.
I said I was cajoling, but only to a certain extent. The reason for this, is, that without being conceited, I reckon I can give you the guarantee that offering me an opportunity would be a hit. Not because I know everything I need to know, but because I have the gumption and the willingness to do what it takes to get where I want to get whilst, for the integrity of this guarantee, making my parents proud.

Thank you for reading this letter, addressed so personally to you, with the acumen I am appealing to.

Hoping to hear from you soon,

Alan J. Crossley

Ad Man in potential.

Some people know from a very early age what they want to be when they grow up. Some make it and some don't. Some people are never quite sure what they want to do with their lives, and untill they do they won't know if they have made it or not. To quote Baz Luhrmann in his brilliant speech-song "Everybody's free to wear sunscreen":

"Don’t feel guilty if you don’t know what you want to do with your life…the most interesting people I know didn’t know at 22 what they wanted to do with their lives, some of the most interesting 40 year olds I know still don’t."

I have spent my life wondering what I was going to be "when I grow up". I have gone through so many phases, so many plans, chased so many mirages and aimed at so many targets that I have often wondered if I actually will grow up. But I have understood that this is not a fickle trait, it is one that reflects growth, eclecticism and broad-mindedness. I agree with good ol' Buz - keep yourself busy but don't chain your mind to what you do just because you do it, give yourself time to figure out what you want to do with your life without freaking out. Life is flux, but at the same time ones past can be cut up into pretty clear chunks. You can even look at another period in your life and feel strangely disasociated from it: different hair, weird clothes, long lost friends, expired dreams.

So why not take it by chunks?

I know what I want to be for this chunk of my life, starting now, ending whenever I decide to. I know because all the past chunks have made me what I am, equipped me with the contents of my head, moulded my likes, chiseled my talents and branded my aspirations. Yes, branded.

I am going to be an Ad Man.

Creative advertising is a controversial profession and admittedly one that clashes with many of my moral standpoints. But it fascinates me. Consumer culture, tribalism, brand warship, sociology, evolution, revolution, intelligent design, emotional economies, trends, the gags, the hooks, the creative engine, the glamour. It fascinates me and I totally get it, I have what it takes and I'm going for it.

Needless to say, getting in is the toughest bit in the game. You can have all the conviction in the world but when you apply, as I am doing, for the Graduate Schemes (in London this is) you are competing in some cases with over a thousand other Grads for three or four Jobs, get the picture?

When the going gets tough, the tough get going.