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http://www.macnn.com/articles/04/06/11/silhouette.gets.award/

'Silhouette' gets Grand Prize Kelly Award

updated 12:50 am EDT, Fri June 11, 2004

 

\'Silhouette\' gets award


The Magazine Publishers of America awarded TBWA/Chiat/Day the $100,000 Grand Prize Kelly Award for its that shows people dancing with iPods against brightly colored backgrounds. "It demonstrated to people that you don't have to spend a lot of time talking about features to get people to make a human connection with your product," said Mike Hughes, president of The Martin Agency in Richmond, Va., and a Kelly judge. "Also, one of the core values for Apple is design. To reinforce that without ever talking about it, just by art direction, is an incredibly smart and effective device."


by MacNN Staff

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  1. Monstermind

    Junior Member

    Joined: May 2000

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    06/11, 08:50am | report spam | Reply |

    And...

    ... how much for the prize money does the artist that conceived of it see? Probably nothing; it's been my experience that ad agencies treat creatives like garbage.

  1. z10n

    Fresh-Faced Recruit

    Joined: Oct 2003

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    06/11, 09:14am | report spam | Reply |

    Yep

    "It demonstrated to people that you don't have to spend a lot of time talking about features to get people to make a human connection with your product"

    ... if the listener already knows something about your product. The iPod ads are effective for people who already know about iPods to enforce the apple brand. Or tech-savvy kids who know how to fire up a web browser after they see the "cool" ad to learn more about the product. Other people though, won't have a clue. My dad for example, was like "What the h*** was that?"

    I can complain, but unfortunately, such ads are not written for me. I'm the person who wants real details about a product, and wants an ad to repect my intellegence by not doing some stupid in a pathetic attempt to try to capture my attention. Most ads are not written that way. They're written for complete morons who simply want something funny or emotionally satifying. People who want to be entertained.

    It's sad to me that we live in a world where ad makers always go for the lowest common denominator- Joe Sixpack who gets facinated by the goofy bouncing Smurf. I thought apple was above all that, but I guess I'm wrong.

  1. MDiddy

    Junior Member

    Joined: Aug 2001

    0
    06/11, 09:33am | report spam | Reply |

    Re: Yep

    Get over yourself, please. The iPod is an entertainment device. Prime time TV, which is when most of theses ads are shown, is simply not the place for spouting tech-bablble, etc. They were showing what you could do with the product. True, some people like your dad may not know what the h*** its about, but after he saw it and asked you, I bet you gave him a brief description. Then, if he was interested i it at all-he'd probably go to Apple's site for info (specs).

    Just becasue this particular ad didn't do it for you-doesn't mean it lacks merit. (Though I'm not saying that you said that in your post).

    Turn your brain off Pointdexter...the show's back on!

  1. medmuse

    Fresh-Faced Recruit

    Joined: Nov 2002

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    06/11, 11:27am | report spam | Reply |

    huh...

    No one asked me and no one wants my opinion, but I never liked the ad. Really g**. If the agency HAD to have anon dancers why not have a ballet being performed with all participants wearing iPods? Pull back and there's a guy with his girlfriend in the audience and he's listening to rap. Pull back further and the box office people are listening to opera. Pull back further and the guy walking his dog outside is listening to Avril and his dog is listening to Lassie audio books.

  1. JohnnyFive

    Fresh-Faced Recruit

    Joined: Feb 2003

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    06/11, 11:53am | report spam | Reply |

    Re: huh...

    Cause live actors are more expensive than silhouttes. Imagine how much talent fees the client would've had to pay. Not to mention the time and cost to shoot and edit the spot.

    Besides, why complicate things when you can get the idea across in a very simple manner.

  1. testudo

    Forum Regular

    Joined: Aug 2001

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    06/11, 12:52pm | report spam | Reply |

    Re: Yep

    I can complain, but unfortunately, such ads are not written for me. I'm the person who wants real details about a product, and wants an ad to repect my intellegence by not doing some stupid in a pathetic attempt to try to capture my attention. Most ads are not written that way. They're written for complete morons who simply want something funny or emotionally satifying. People who want to be entertained.

    Yes, there's nothing more exhilerating than watching TV at 9pm, hitting a commercial that goes on for a minute about the 20GB iPod, how it can hold up to 4000 songs in compressed format, and, wait, that's not all, let's look how easy its to navigate through these songs.

    Yes, the only thing that ad will do for viewers is get them to change the channel.

    Maybe you haven't realized it, but ads need to capture the viewers attention, first and foremost. Then it has to get the brand across. When its over, the two goals are that the viewer remembers the ad, and they remember the product. AND they've got 30 seconds to do it, AND it costs a boatload of cash to put it on the air, so they better do it right.

    And based on your comments, I'm guessing you also thought the 1984 ad of Apple's also wasn't very good. Yet it was. Why, because it drew in the attention of the viewer, and it was memorable.

    One of the more famous commercials of years gone past was the Alka seltzer ad with the italian couple and the "Thatsa spicy meatball" slogan. Problem was, it was good in all ways except the most important part. People didn't remember it was an alka seltzer commercial. They thought it was for spaghetti sauce.

    Oh, one last thing. If you're over the age of 34, it should be pointed out that advertisers don't give a c*** about you.

  1. GORDYmac

    Mac Elite

    Joined: Dec 1999

    0
    06/11, 01:09pm | report spam | Reply |

    Funny...

    All this talk. The ads have obviously worked! Get off it.

  1. Feeling_Macish

    Fresh-Faced Recruit

    Joined: Mar 2004

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    06/11, 04:01pm | report spam | Reply |

    What is needed,

    in general, is a web site, kind of like the s** offender sites, where the names and addresses of every creative involved with a particular TV or print campaign can be shown. It is very, very frustrating when I see a really, REALLY stupid, manipulative ad, which panders to the basest instincts of my children and makes them want to buy things I don't want them to buy instead of learning languages, history, math, etc.... and there is no "paper trail" leading back to the perpetrators of this stuff. No one in the ad business should be able to create and show any advertising anonymously. With full disclosure would come, perhaps, more modesty in the manipulative endeavor, plus the chance to confront the source of the stuff directly.

  1. LouZer

    Fresh-Faced Recruit

    Joined: Nov 2000

    0
    06/12, 01:20am | report spam | Reply |

    Re: What is needed

    It is very, very frustrating when I see a really, REALLY stupid, manipulative ad, which panders to the basest instincts of my children and makes them want to buy things I don't want them to buy

    Ummm, no need for a paper trail, just do a google search for "really rich ad creators". Because it sounds like they're doing their job, and quite well.

    If you don't want your kids to see advertising, turn off the TV, the radio, burn all magazines, throw out all videos and DVDs, and hide all labels on everything in your home (and don't go outside, because you might see a billboard). Maybe what you should have done is just taught them Latin, and not English. Then they wouldn't be able to understand anything. Of course, as a parent, isn't it your job to teach them that just because you want something, it doesn't mean you'll get it.

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