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Which clippings match 'Adweek' keyword pg.1 of 1
13 MARCH 2014

Real or Illusion? Honda CR-V Spot Keeps You Guessing

"'An Impossible Made Possible,' shows the CR–V 1.6 i–DTEC Diesel traversing a surreal landscape of complex and cool visual effects. At one point, we get an Ames room type illusion where a woman blows on her coffee, apparently setting a toy Honda CR–V 1.6 atop a table in motion. It turns out the SUV is really a full–size model parked a few yards behind her ... but the weird eye–candy in the scene doesn't end there. ...

The exceedingly stylized clip, directed by Chris Palmer of Gorgeous, succeeds as a pure content play, and the main advertising element, a somewhat clunky voiceover that talks about 'less fuel in for more miles out,' seem almost intrusive. Still, the point that things aren't always as they appear–a rule this campaign applies to various qualities of the Honda CR–V 1.6, such as gas mileage–is made in exceptionally eye–opening fashion."

(David Gianatasio, 22 October 2013, Adweek)

Fig.1 Honda Illusions, An Impossible Made Possible – New CR–V 1.6 Diesel Video

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2013ad campaignAdweek • Ames room illusion • An Impossible Made Possible (ad campaign) • anamorphic • anamorphic illusion • anamorphosiscarcar ad • Chris Palmer • eye candyforced perspectiveHonda • Honda CR-V • illusionistic spaceoptical illusionperceptual organisation • Sports Utility Vehicle (SUV) • surreal landscapevisual effectsvisual illusionvisual perception

CONTRIBUTOR

Simon Perkins
22 JANUARY 2014

The Importance of Agency Culture

"How well an agency can articulate its organizational culture is a source of competitive advantage. How well the agency is positioned vis–à–vis its competitive set –– with a clear communication of its value proposition –– is essential when wooing prospective clients. An agency's true points of differentiation are often grounded in its vision, service standards, creativity and other behaviors that are reinforced either formally or informally within the shop itself."

(Lorraine Rojek, 25 February 2009,Adweek)

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2009advertising agenciesAdweekagency culture • agency employee • agency teams • clear communicationclient and agency • client organisation • competitive advantage • competitive set • corporate culture • creative idea • cultural compatibility • cultural differences • cultural fit • cultural lens • design agencies • design client • design culturedigital agency • distinctive culture • harmonious relationships • new business opportunitiesorganisational culture • point of difference • point of differentiation • prospective clients • screening criteria • stand out from the crowd • strategic direction • studio culture • value proposition • value system • work contexts

CONTRIBUTOR

Simon Perkins
20 NOVEMBER 2013

GoldieBlox uses gender politics to target consumers

"One of the most anti–feminist songs of the 1980s, 'Girls' by the Beastie Boys, is recast as an empowering theme for young women in a new toy ad looking to break gender stereotypes.

The spot is a holiday promotion for GoldieBlox, a construction–themed board game that nearly doubled its Kickstarter goal in 2012. Game developer Debbie Sterling designed GoldieBlox to combine young girls' love of reading and characters with the engineering themes of toys typically more popular with boys, like Legos and erector sets. To that end, the ad features a massive Rube Goldberg scenario, designed by OK Go contraption collaborator Brett Doar. As the machine's workings unravel, the girls sing modified Beastie Boys lyrics: 'It's time to change/We deserve to see a range/'Cause all our toys look just the same/And we would like to use our brains.'"

(David Griner, 19 November 2013, Adweek)

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2012adAdweekBeastie Boys • board game • Brett Doar • contraptionculture of pretty • Debbie Sterling • emotive manipulationempowerment themeengineering • engineering themes • feminist themesgender performance culturegender stereotypesgirl powergirls • GoldieBlox • interactive books • inventive power • Kickstarter • love of reading • magical contraption • OK Go • pink and prettyrepresentation of womenRube Goldberg machinetoy • toy company • young girlyoung women

CONTRIBUTOR

Simon Perkins
02 OCTOBER 2013

Subservient hunter hawks Tipp-Ex white-out

"Leave it to a brand of ink–correction fluid to create the most entertaining YouTube campaign since the Old Spice response videos. The clip below, for Tipp–Ex, with a hunter who encounters a bear at his campsite, sets in motion a whole interactive choose–your–own–adventure game where you decide what the hunter should do to the bear by typing directions into a field above the video. (The hunter uses Tipp–Ex to erase the word "shoots" and asks you for replacements.) It's basically Subservient Chicken all over again, but with a YouTube spin."

(Tim Nudd, 2 September 2010, Adweek)

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2010adAdweekbearbreaking the fourth wall • Buzzman (agency) • campsite • choose your own adventure • correction fluid • deus ex machina • erase • erasuregrizzly bear • hunter • interactive advertisinginteractive narrative • Old Spice • Subservient Chicken (Burger King) • Tipp-Ex • white-out • YouTube campaign

CONTRIBUTOR

Mik Parsons
03 JANUARY 2013

Monsters University: Pixar parody of college recruitment ads

"This is delightful: a campaign by Pixar for its upcoming film Monsters University that spoofs those wonderfully cheesy college–recruitment ads that air during NCAA sporting events. The spot below, which ran during this week's Rose Bowl telecast, promotes the movie's eponymous institution and imitates the source material perfectly, from the tagline ('Image you at MU') to the awkwardly saccharine student testimonials. The whole spot is nicely paced ahead of the amusing reveal halfway through. (The realism of the animation helps a ton, too, and is its own best marketing for the film.) The website, monstersuniversity.com/edu, is quite brilliantly done as well. The 'Student Policies' section is particularly inspired. On the issue of 'Basic Monster Respect,' it offers this advice: 'All monsters are unique – by heritage, number of appendages, or simply number of eyes – and all monsters deserve respect.' Pets, it should be noted, are not allowed on campus, 'with the exception of seeing–eye snakes.'"

(Tim Nudd, 03 January 2013, Adweek)

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20133D animationAdweekanimationcampus • campus life • character animationcollege • college recruitment • conventional universitiesfake university • film marketing • fraternityfreshmenhumourhyperbolemonster • Monsters University • movieparody • Pixar • promotional materialpromotional video • saccharine • satirical illustrationspoof • student admissions • student enthusiasm • student testimonials • student viewsstudentsuniversity • university campus • university education • university recruitment • university students

CONTRIBUTOR

Simon Perkins
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