Oh, that’s clever!

I noticed an advertisement at my local bus stop the other day that made me smile. It was a NESCAFÉ ad for its Blend 43 Black Roast.

Coffee-page-001.jpg

Their ‘most intense coffee ever’ has a terrifically clever tagline. ‘EATS OTHER COFFEE FOR BREAKFAST.’ It’s bold. Menacing, almost. And so is the typeset. A little research into this ad campaign reveals more clever copy in the print ad: ‘…a true blend of strength, because mornings are no time for weakness,’ and ‘all in the name of full on taste.’

I don’t usually drink instant coffee (oh dear, that sounds like I’m a coffee snob) but I might have to give this one a try. All because it claims to be Rich, Dark and Bold and I like coffee with a bit of attitude.

Some ads are so clever they make me want to be a copywriter. Just as watching L.A. Law made me want to be a lawyer. Or watching the movie Nadia about Romanian gymnast Nadia Comaneci when I was a kid led to repurposing the arm of our sofa as a balance beam and the corners of the carpet for final poses (minus the multiple backflips). Gymnastics and law were obviously short-lived dreams – my flexibility is restricted to bending my thumbs backwards and I find that slamming my hand on the table and shouting ‘Objection!’ doesn’t have quite the same effect as when Jimmy Smits did it in court. But copywriting, there may be life in that dream yet….

The best ads are memorable. The ones that have carved their way into my Advertisement Hall of Fame include:

vidalsassoon

 

1. WORDPLAY: Vidal Sassoon’s 1980s slogan “If you don’t look good, we don’t look good.” A simple play on words that worked for the haircare industry. The models looked good, because supposedly they used Vidal Sassoon haircare products. So the company looked good, because they’ve created products that work, can be trusted, and have an invested interest in you looking good. Simple and so effective.

 

 

 

benetton

2. DIVERSITY: United Colors of Benetton‘s billboards and posters with models of varying ethnicities and skin tones wearing bright, colourful clothes.

Memorable because it was very rare in Malaysia in the 1980s or 90s to see darker-skinned models featured in local advertising, despite the make-up of the local population.

A welcome respite from all those Fair & Lovely commercials, these Benetton ads appealed to me even if no one really wore sweaters in 33°C Kuala Lumpur heat.

3. SHOCK: Pathway Project, a UK-based charity that supports adults and children affected by domestic violence, released an image that quickly went viral on social media just before the 2018 FIFA World Cup. It wasn’t pleasant, but it stuck. abuse

The statistic was based on a 2013 study by Lancashire University, looking at the number of domestic abuse incidents reported to the Lancashire police force over three World Cup tournaments from 2002 to 2010. The authors of the study called it ‘relatively small’. But still disturbing, and I was curious about the rest of the study.

When England lost: domestic abuse rates were 38% higher (than on tournament days when England were not playing).

When England won or drew a match: domestic abuse rates were still 26% higher. I hated the stats, but I loved this ad, and I hoped it had a positive effect.

Which ads, current or past, stick in your head?

©2019 Seetha Nambiar Dodd

Eight ways to lose yourself in a bookstore

bookwormhole

One. Walk around aimlessly. Soak in the atmosphere of your favourite place to while away a few, blissful hours. Grab the first book you see on the New Releases shelf, sit on the cosy armchair in the corner and lose yourself in another world.

Two. Pick up the latest bestselling picture book, flick through it, laugh out loud, and then kick yourself for not thinking of that clever idea first. Of course farts are funny. Remind yourself to pay attention the next time your five-year-old laughs. Not for a story idea, but because his laugh is the best sound you’ve ever heard.

Three. Browse through the children’s section. Note that the famous cowboy and his astronaut buddy are still doing well on the shelves. Wonder if there will be another instalment to the series. Remember the day your daughter graduated to chapter books. Remind yourself to always read just one more story at bedtime.

Four. Before you know it, you’re in the Young Adults aisle. Suddenly your world is a supernatural, science fiction fantasy with a dash of romance. Potentially with vampires. Lose yourself in a parallel universe. Wonder why you never wore black lipstick as a teenager. Recall fondly that your father would have been amused, but secretly concerned.

Five. Time for a fully-fledged Romance. Greedily devour romance novels with impossibly attractive covers. Remember sneaking a peek at the Mills and Boon on your mother’s bookshelf. Remember the soft flutter of young love. Remember turning the pages of your own love story. 

Six. Right next to Romance is Music. Wonder why there are so many songs about broken hearts. Then find the books that tell the stories behind the songs. Remind yourself to listen to more songs about broken hearts, as well as songs about mended ones.

Seven. Head to the Travel section. Close your eyes and point to something. Open your eyes and smile. It is the city of your childhood. Decide this is a sign to visit the stories of your past, and the people who helped you shape your present.

Eight. Marvel that there are so many books on Parenting. Wonder if your mother ever had this much advice at her fingertips. Know for a fact that your grandmother didn’t, but they both survived motherhood, and so will you.

Look up from your New Release. Look down and be amazed at the contrast between the beige carpet and the colourful, stimulating worlds held together within the pages of the books that have absorbed you.

Know that it is possible to lose yourself and find yourself at the same time.

©2019 Seetha Nambiar Dodd

What’s news?

On my bus journey to work, I usually try to read something. Most of the time I succeed, barring occasional distractions. I either read a book, or an article that I’ve saved on my phone. Recently, I read a few articles that made me wish my bus ride was longer, but not all of what I read was pleasant. Certain stories just require more contemplation than a 15 minute journey will afford. Here are the three that stuck in my head and continued to work my brain long after I’d read them, much like those HIIT workouts that keep burning fat even when you’re sitting on your bottom. Or so I’ve been told.

Story #1: The Good

laposte-francetv
The French postal service, La Poste, identified two modern dilemmas that needing solving – one financial, one social:

  • the decreasing number of letters being sent in today’s digital world, and
  • the increasing number of elderly people who live alone.

In a move that has received mixed feedback, they came up with a new service called ‘Veiller sur mes parents,’ or ‘Watch over my parents.’ This allows customers to pay for postal workers to check on their elderly relatives.

The uptake has been positive – about 6,000 elderly people (average age: 82) use the service, which includes weekly visits and a report sent to the family. There is also the option of a 24-hour helpline and alert system.

Critics say that friendly gestures of calling in on the elderly were already happening, for free, by postal workers. But La Poste claim this service is pioneering and much needed when many adult children live far away from their ageing parents. It provides human connection for the elderly and reassurance for their children.

The article made me happy and a little bit sad at the same time.

Story #2: The Bad

nobel face palm

Business news website, Business Insider India ran a story on the joint winners of the 2019 Nobel Prize in Economics. The piece quickly spread across social media for its choice of headline:
“Indian-American MIT Prof Abhijit Banerjee and wife Esther Duflo win Nobel prize in Economics”

So the headline tells us that Abhijit Banerjee is a professor at MIT, and that he is Indian-American. But all we know of Esther Duflo is ‘wife’. I get that there are different narrative voices in journalism, but this is one perspective that needs to change.

Esther Duflo is also an MIT professor. The article, in fairness, does mention this later on, and that she is French-American, but these details are in relation to a different endeavour, from 2003 (not the Nobel Prize she has just won in 2019), and is again tagged onto her husband’s achievements. The headline also neglects to mention the third member of the winning trio – Michael Kremer, professor at Harvard.

Consider the difference:
“Nobel Economics Prize Goes to Pioneers in Reducing Poverty – Three professors, Abhijit Banerjee and Esther Duflo, both of M.I.T., and Michael Kremer of Harvard, were honored.” (New York Times)
American trio win Nobel Economics Prize for work on poverty.” (Agence France-Presse)
3 economists share Nobel Prize” (NHK World Japan)

Esther Duflo – professor, American, economist, youngest person to be awarded the Novel Prize in Economic Sciences – commented after winning the award: “Showing that it is possible for a woman to succeed and be recognised for success I hope is going to inspire many, many other women to continue working and many other men to give them the respect they deserve.”

Business Insider India – please take note because your bias is showing.

Story #3: The Ugly

japan

Tennis pro Naomi Osaka has been subjected to media scrutiny and controversy over her ‘image’ and racial identity due to her mixed heritage. (She has a Japanese mother and a Haitian father.) The Japanese press question how ‘Japanese’ she is, and often insist she speaks in Japanese, even though she grew up in America and has stated that she prefers to speak in English. Earlier this year, a Japanese noodle company was forced to remove a commercial in which Naomi was depicted with pale skin and light brown hair (so nothing like Naomi at all).

On the day Naomi won the Pan Pacific Open, Japanese comedy duo ‘A Masso’ joked at a live comedy event that Naomi ”needed bleach” because she was “too sunburned.” The audience was not impressed with the ‘comedy’ but Naomi maintained her cool.

Then in a powerful, classy return that has been hailed as a ‘masterclass in public relations,’ Naomi took to Twitter in response to the duo’s nasty comments and plugged Shiseido, for whom she is a brand ambassador, with this winner:
“Too sunburned” lol that’s wild. Little did they know, with Shiseido anessa perfect uv sunscreen I never get sunburned.

Game, set, match – Osaka.

©2019 Seetha Nambiar Dodd