Mind the Creativity Gap: El Al Airlines

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... EL AL AIRLINES.

The original El Al tube ad.

The original El Al tube ad.

Another week, another airline. You don't really notice how many of the ads of the London Underground are for airlines until you start taking photos of the ads and writing about them at a later date. So this week, following in the footsteps of Swiss Air and American Airlines, we're looking at El Al Airlines latest campaign advertising their new Dreamliner routes to Tel Aviv.

It's fair to say that the original El Al ad is a messy affair. The headline 'Experience the Dream' is coupled with a photo of a woman looking less than comfortable as she stares above her at the stars. The body text at the bottom of the ad is even worse, with poor punctuation and using both 'the future' and 'the dream' as the hook. 

In my reworked ad, I've chosen the future theme as a thread to run through the text - avoiding the messy confusion between dream and future in the original ad. I've tidied up the text to give it a much more professional look. Unfortunately, I can only work with the existing  visuals so I can't change the awkward looking woman sitting on the plane seat. But I think with the new text it goes a long way to tidying up the ad as a whole. 

My reworked El Al Airlines tube ad. 

My reworked El Al Airlines tube ad. 

Mind the Creativity Gap: Smart Energy GB

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... SMART ENERGY GB.

The original Smart Energy GB tube ad

The original Smart Energy GB tube ad

Smart Energy GB is the national campaign to promote the use of smart energy meters in homes across the UK. I can't say that I've come across any of their marketing campaigns, other than their current one which uses the characters Gaz and Leccy - which represent gas and electricity, obviously. 

The ad lets Gaz and Leccy provide the humour while the text used is fairly to the point, explaining how a smart meter can help keep track of energy usage. The two sentences, however, don't seem to particularly link together and when read together they are quite clunky. They have clearly tried to make the text as simple as possible, but they've done so to a point that it reads awkwardly. 

In my re-working of the ad I've tried to keep the simplicity of the language while tidying up the sentences so that they flow better together. The phrase 'Don't waste your energy' adds immediacy to the ad, while the addition of 'easiest' helps make it clearer to the audience what the point of a smart meter actually is. 

My reworked Smart Energy GB tube ad.

My reworked Smart Energy GB tube ad.

At the end of the rope

SOUTH KOREA HAS BEEN IN THE NEWS A LOT LATELY. IF IT'S NOT PLAYING PIGGY IN THE MIDDLE IN THE TRANSPACIFIC PISSING CONTEST BETWEEN DONALD TRUMP AND KIM JONG-UN, IT'S HOSTING THE 2018 WINTER OLYMPICS IN PYEONGCHANG. ALL THIS KOREA TAKES ME BACK TO THE THREE YEARS I SPENT LIVING IN THE COUNTRY - AND THE BLOG I WROTE ABOUT MY EXPERIENCES THERE. Although I love the country, THE FOLLOWING WAS ONE OF THE HARDEST BLOGS I WROTE - ABOUT SUICIDE IN KOREA.

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The dark spectre of suicide hangs ominously over the neon intoxication that is modern-day Korea. Oft talked about within the foreigner community, it is the subject of numerous debates on various internet forums. Amongst the sadness and regret, most commentators are of an accord that suicide is merely a tragic consequence of the society in which we now find ourselves living.  Earlier this month, an article was posted on the BBC website, detailing a British journalist's investigative trip to Seoul's centre for Emergency Services, in an attempt to witness first hand the implications of soaring suicide rates on the capital. Upon seeing the article in question, sat there on the home page of one of the most visited websites in the world, I couldn't help but fruitlessly hope that any international attention garnered from the article would somehow filter into Korean society and, somehow, change something, anything. But why is suicide such a big problem in Korea? Why are today's generation apparently five times more likely to kill themselves than that of their parents? Why are at least forty people every day taking their own lives? What is it about modern Korean society which pushes it's citizens into suicide?

Well, desperately unfortunately, there seems to be a whole raft of reasons behind the growing epidemic of suicide surging through the younger generations. But, a lot of it can, somehow, be summed up with just a single word; pressure. It is exceedingly difficult to explain to anyone who has never visited Korea to explain just what a pressurised society it is here. There is pressure in almost every walk of life, exerted down onto individuals by peers, family and, perhaps more distressingly, society. And, of course, some people just get tired of having to live through all that. I cannot begin to understand what kind of things are going through the minds of people who see suicide as the best option; those who see some sort of salvation in the noose of a rope; those for whom jumping off the top of a ten story building as a route to safety. 

Pressure, in Korea, starts at home and at a very, very young age. I've blogged before about the pressures and expectations heaped upon Korean schoolchildren by their families and peers from an excruciatingly early age. Working at an elementary school, as I do, I am only party to the beginnings of the damaging cycle of paralysing pressure and relentless routine. I have ten year-olds studying through the night in misplaced efforts to pass an upcoming (and futile) exam. They are forever telling me they are tired, or that they don't want to go to after school hagwons in favour of spending time with their friends. They hang around school just so they don't have to go home and face questions about their academic progress. But, unfortunately, elementary school is just the tip of the iceberg. The shit hits the proverbial fan some four or five years later, in high school. 

I wouldn't wish the lives of Korean high school students on any other child in the industrialised world, they are that intense. A standardly rigourous day at school is dragged out until the early evening, before hagwon and homework take precedent. The students are often lucky to get four hours of sleep a night around studying. What kind of life is that for anyone, let alone a teenager? They are non-stop learning machines, solely existing to get the grades they need to attend a good university, and to deliver them to the lives they have been cruelly led to believe that they must have in order to be considered happy or successful. Understandably, for some, the pressure just gets too much and they snap. A recent news article featured a high school student who had lied about his grades in a bid to appease his domineering mother. So worried was he about the punishment, both mental and physical, that she'd give him, he decided against coming clean. Instead, he murdered his mother in cold blood and left her body to decompose in the living room of the apartment they'd shared. The strange thing is, when I read the article, I felt sympathy for the boy. Of course, murder was an extreme reaction, but the pressure he must have been under was probably just as extreme. To be honest, I felt reading it that had he not killed his mother, he would have killed himself and ended up as just another statistic. For most, of course, the outcome is thankfully not that dramatic. And yet, for a growing number, it seems suicide is sadly seen as the only chance they have to finally get some sleep. 

But it's not just school students over whom the shadow of suicide hangs. Suicide is even more prevalent in the adult world; the vast majority of the 40 people a day being well away from the confines of high school. But the pressure doesn't stop. The expectations to succeed doesn't stop. The magnitude of importance placed on money and success doesn't diminish. If anything, it only strengthens. Fresh from finishing university, graduates are expected to attain well paid positions in companies such as Samsung or LG, and quickly work their way up the corporate ladder. The importance of money in Korean culture is well-drilled from a young age, and for many parents, seeing their children attain employment at a company like the ones mentioned is to be expected. And with the job comes the relationship, marriage and children. It's part of the package. Of course, there are differing levels of pressure regarding marriage across the world, Korea is not alone here. But the pressure of having a successful career, coupled with the intense need to be married off by thirty, whether you want to be or not, is a cocktail some find just too strong. Parents want to have grandchildren, they want their children to have their own apartment in the city with their partner/family and have the disposable income to match it. And, of course, if you don't find a partner, or just don't want one, then you're looked down upon and the pressure to conform rackets up a couple of notches. 

Of course, there are some groups of people who are sadly more prone to taking this kind of drastic action than others. Issues with the acceptance of homosexuality in Korea have sadly led numerous people, both young and old, into taking their own lives. Some just can't bear the prospect of bringing shame to their families by coming out to their parents and, knowing they will never be happy without their parents' approval, decide to kill themselves. Other's live lies; marrying women or men just because it's socially accepted and then face a lifetime of unhappiness which often ends in tragedy. But, it's not just everyday people that are ending their lives prematurely, though. In the last few years, there have been several incidents of high-profile celebrities taking their lives. Pop stars, actors, even a former president have ended their own lives. And each time, it's been met with a ripple of shock and intrigue from a Korean population seemingly ignorant to the fact that suicide is a major health-risk in the country.

And as tragic as it is, and despite the fact that several high-profile suicides have finally grabbed the passing attention of the wider Korean populous, I just can't see the epidemic relenting it's grip anytime soon. In any other country, a figure of 40 reported suicides per day would cause alarm and a media frenzy. But not in Korea. Suicide is just something that is shrugged off, brushed under the carpet. It's not something to talk about. A person committing suicide is seen as weak minded, as a black mark on their family. Those even contemplating killing themselves are often ostracised by their families when they need them the most, much like those suffering from depression are, which is, of course, often a fore bearer to suicide. But, of course, no-one wants to talk about it. No-one wants to investigate the rife, concurrent problems with depression and suicide in the country today. And if no-one wants to talk about it, even politicians and governments, then there is little chance of anything be done about it. The only slight hope would be if Korean society stopped putting such intense pressure on the importance of money, success and material things.  The daily pressures on people are just too much; to conform, to succeed, to be rich, to have material things (kids included), to be the best person you could possibly be for everyone else's benefit but your own. And, as someone who witnesses Korean culture on a day-to-day basis, I can begrudingly admit that that isn't likely to ever happen.

Sadly, one of the most painful things for my personally is the fact that, in the future, one of my current students may well become so overwhelmed by life here in Korea that they feel their only escape is taking their own life. I currently teach over two hundred students a week, and hundreds more were taught in my previous school, it seems painfully inevitable that one of these students could be so depressed, so trapped in their own lives that they kill themselves. And, of course, I'd never even know about it. I'd been long gone from their lives and would be powerless to even start to help them. But I see them everyday, their smiling faces shining back at me, it's hard to imagine them as anything other than these 'carefree' kids that they are today. And yet, when I think about what their lives are going to be like in the future, I can't help but feel for them. I can't help but hope beyond hope that none of them end up stepping off a ten-story building just to get a rest from their lives. And yet, it seems just so unnecessarily unavoidable. The pressures that they'll be under throughout their lives to make everyone but themselves happy are daunting. I can't even imagine what that those smiling faces will end up having to go through. I don't think I even want to. 

 
This post was originally published in November 2011

Mind the Creativity Gap: Budweiser

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... BUDWEISER.

The original Budweiser tube ad.

The original Budweiser tube ad.

Budweiser is one of the biggest beer companies in the world and have graced us with some memorable marketing campaigns in the past - think the Bud-Weis-Er frogs and the Wassap commercials.  But despite these - both of which were well over 10 years ago now - Budweiser keeps a relatively low profile this side of the Atlantic. 

However, recently Budweiser has had a bit of a push in the UK to drive sales and perhaps challenge the not-all-that-great image the beer has over here. The recent Bud Light commercials parodying the millennial lifestyle mostly went down well and I was intrigued to see a new campaign hitting the Underground, namely Budweiser's Prohibition Brew, it's alcohol-free beer.

The ad itself is brash and strong and fits the Budweiser brand pretty well. It's  to the point in a 'matey' way. It's not as whimsically conversational as Innocent but direct and quite neatly spells out that Bud Prohibition Brew is the alcohol-free beer that tastes like beer that the world has  been waiting for. Or something like that. 

In my reworked ad I've kept the same direct tone of voice, focusing on the fact that people generally do things they regret when they're drunk. I've tried to keep things light and jokey by focusing on something (i.e. hungover regret) that is relatable to most beer drinkers, but clearly pushing home the fact that the Prohibition Brew has no alcohol.

My re-worked Buweiser tube ad.

My re-worked Buweiser tube ad.

Get Lost: Brighton

I love traveling - and probably travel more than anyone I know - so it makes sense that I write about it. Get Lost is a series of short, snappy travel guides (250 words or under) where I write about the places I visit.

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STRETCHED ALONG THE PEBBLED SHORES OF THE ENGLISH CHANNEL, EFFERVESCENT BRIGHTON IS A PARTY TOWN WITH A DIFFERENCE, A QUINTESSENTIALLY BRITISH MIX OF SEASIDE SALACIOUSNESS AND COSMOPOLITAN CHIC WRAPPED UP IN THE CHARMS OF A LEAFY REGENCY RESORT.

Revelry in Brighton starts and ends on the beach, where crowds of sunbathing day-trippers give way to late-night partygoers and raves till dawn. Head onto the Grade II* listed Brighton Pier for fairground rides and lively arcades or take in the beach from above atop the i360 observation deck. The city’s newest attraction glides up to 138m, offering excellent views of Brighton and the South Downs National Park beyond.

Venture inland and you’ll soon discover that Brighton offers so much more than its beach. Once an old fishing community, the narrow alleyways of The Lanes host the city’s most popular shopping streets, boasting an eclectic collection of antiques, jewellery, and other curiosities. To the north, Brighton’s bohemian spirit courses through the retro-chic streets of North Laine, while to the east sits the city’s iconic Royal Pavilion. Adorned with a spectacular array of ornate domes and minarets, the former beachside pleasure palace of the Prince Regent is now a museum celebrating the excesses of the Regency period.

Brighton is the British seaside resort for the twenty-first century. Progressive and colourful, the city prides itself on its heart-warming welcome, whether you’re face-painting rainbows for the city’s world-renowned Pride festival or simply watching the world pass you by from a deckchair. 

Mind the Creativity Gap: Google Pixel

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... GOOGLE.

The original Google Pixel 2 tube ad

The original Google Pixel 2 tube ad

It's been hard to miss Google's tube ads of late as they herald the release of the new Pixel 2. Following on from my previous look at Google's advertising at the end of last year, I've come across several more Google ads that I think could do with some work. This one is in a lovely shade of blue. 

As we've seen before, Google has an informal tone of voice in its advertising. It's not as conversational as we have seen for other companies like Innocent, for example, but is much more informal than either of the airlines we've looked at - American Airlines and Swiss Air. Google's tone of voice most definitely reflects the company's brand image. 

The original ad focuses on the camera function of the new Pixel 2, which works perfectly in low-light settings - such as at a concert or in a club/bar/etc. - so you can document your nights out. So far so good

The product, however, falls flat when it comes to the copy. Firstly, London has nightlife. New York has nightlife. People do not. People have nights out. Using the term 'my nightlife' sounds clunky and just doesn't really make sense. A simple change to 'Did my night's out get brighter?' would signify a vast improvement.

As well as changing the text on the left, I've used the same language on the right hand side that I employed in the previous Google ad I reworked (Live more. Charge less), this time changing it to Live more. See more. Again this creates a stronger ad while maintaining the language I used in the previous Google ad. 

My reworked Google Pixel tube ad.

My reworked Google Pixel tube ad.

Copy That: HubHub

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HUBHUB IS AN EXCITING NEW CO-WORKING SPACE CURRENTLY OPERATING FROM BASES IN BRATISLAVA AND WARSAW. AS THEY LOOK TO EXPAND INTO NEW CITIES ACROSS EUROPE THEY NEEDED A TUNE-UP OF SOME OF THEIR WEBSITE.

I revamped three sections of HubHub's 'state of mind' page, which focused on the three key tenets of their business. I included all the relevant information, conveying it in a simple, easy-to-understand manner while staying true to HubHub's unique tone of voice. 

The full page can be found here www.hubhub.com/en/about/  

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Mind the Creativity Gap: Lumie

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... LUMIE.

The original Lumie tube ad. 

The original Lumie tube ad. 

Along with some of the bigger companies I take on with MTCG, I like to mix in some companies that are new to me so I can explore a different tone of voice and branding style. This week, Lumie fits the bill of a company that is new to me. I am aware of their products but I hadn't seen any of their advertising before.

Their original ad introduces their body clock, which enables users to wake up 'naturally' through a light which produces an artificial sunrise. It goes on to explain that users can also use the body clock to produce an artificial sunset to help a natural sleep.

The headline of the ad - 'Light up your life' - is fairly generic and does not get across the products most persuasive USP quality - the artificial sunrise. Similarly, while I'm sure the product can produce an artificial sunset, this is not the most important aspect for potential customers - the wake up sunrise is. In fact, the lights themselves are referred to as 'wake-up' lights on the Lumie website. Thus the message is a bit confused.

In my re-worked ad, I have stuck rigidly to the idea of the artificial sunrise 'wake up' aspect of the product and the fact that this can help users reset their natural body clocks. I feel that focusing on this aspect of the product helps get across its USP much easier, while the use of words like rhythm and nature also hammer home the advantages of the product

My re-worked Lumie tube ad.

My re-worked Lumie tube ad.