Mind the Creativity Gap: John Lewis

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... JOHN LEWIS.

The original John Lewis tube ad.

The original John Lewis tube ad.

This week MTCG is going all 'Best of British' and looking at that quintessential British department store: John Lewis. The first John Lewis store opened in London back in 1864, while their iconic slogan 'Never Knowingly Undersold' has been used for an eye-watering 97 years and counting. 

John Lewis has one of the most well-respected tones of voice in the business. The JL tone of voice is one that has been honed over the decades to solidify the brand as one of the high street's most trusted brands, helping build up strong relationships between the brand and the consumer.

This ad, snapped on the London Underground recently, focuses on the department stores finance services — in particular their home insurance. The text states that John Lewis products are crafted with care (placed alongside what I assume to be one of JL's chairs), just like their home insurance. It's sharp, clean, and understated copy that works well with the JL brand. 

My reworking has looked to keep the same understated tone of voice while maintaining focus on the quality of the home insurance. It references the chair including on the ad while still stating that the John Lewis home insurance is expert. I feel it keeps the essence of John Lewis' tone of voice and builds on over 150 years of successful advertising. 

My reworked John Lewis tube ad.

My reworked John Lewis tube ad.

Mind the Creativity Gap: McDonald's

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... MCDONALD'S.

The original McDonalds tube ad.

The original McDonalds tube ad.

This week on MTCG, we look at that little-known burger restaurant, McDonald's, and their recent marketing campaign advertising their two new Big Mac-type burgers, which have been released to celebrate the Big Mac's 50th anniversary.

From a fast-food marketing point of view, the names of these burgers - the Mac Jr. and the Grand Big Mac - seem to fall short somewhat. The Mac Jr. sounds very much like the Whopper Jr., while the Grand Big Mac seems to have missed out on the fun of being called the Bigger Mac.

When it comes to the copy on the ad - less seems to be more. McDonald's is, after all, one of the world's biggest chains, so there is no pressing need to sell the brand. The ad says simply "One Big Mac. Two new sizes." This is a little confusing as there are three Big Mac burgers shown, albeit called something slightly different. 

In my reworked ad, I've kept the numbering approach used in the original ad, but rejigged it slightly. I've stated that there are three Big Macs, two new sizes, and one great taste. The addition of the 'one great taste' line reiterates that these two new burgers are simply different sized Big Macs, and that people will still get the same Big Mac taste. 

My re-worked McDonald's ad

My re-worked McDonald's ad

Get Lost: Travel Magazine

OVER THE LAST THREE MONTHS, GET LOST TRAVEL GUIDES HAVE TAKEN US TO SOME OF THE WORLD'S GREATEST CITIES. tO HELP CELEBRATE THIS, MY FRIEND AND CO-COLLABORATOR DANIELLE LEIGH HAS CREATED SOME EXCELLENT MAGAZINE SPREADS FOR THREE OF HER FAVOURITE GUIDES. 

The Get Lost: Amsterdam travel guide was published back on 14 December 2017 and can be found here 

Get Lost's first venture outside of Europe explored the amazing San Francisco, which you can read in full right here.

Get Lost: Antwerp explored Belgium's new capital of cool and was published here back on 8 January 2018.

A huge thanks to Danielle for creating these magazine spreads! Make sure you check out her website for more excellent graphicsy-type stuff - http://dansamleigh.com/

Mind the Creativity Gap: First Direct

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... FIRST DIRECT.

The original First Direct tube ad

The original First Direct tube ad

In a first for MTCG, this week we are looking at a bank. First Direct have been known for their less than typical approach to advertising when compared to other banks — think more talking platypus and less black horse galloping across a windswept beach. 

This ad looks at pet guinea pigs from the 1990s. Well, it discusses those passwords that we've all had for years and years and are usually related to something completely obsolete or, in the case of Fluffy, dead and buried. As always with First Direct, the tone is direct and conversational and distinctly not like what you'd expect from a traditional bank.

I actually quite like the ad. It's funny and relatable, but the text doesn't read as smoothly as it could. In the re-working, I've kept the same idea — Fluffy, the dead guinea pig, and the art of remembering passwords — but streamlined the message. 

My re-worked First Direct tube ad

My re-worked First Direct tube ad

Mind the Creativity Gap: Rightmove

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... RIGHTMOVE.

The original Rightmove tube ad.

The original Rightmove tube ad.

This week we look at Rightmove, the "UK's number one property website" (by their own admission) - although this accolade isn't surprising considering the website's omnipresence. I'm familiar with their current "Find Your Happy" marketing campaign, a campaign that has won praise from the property industry for its accessibility. 

The original Rightmove tube ad depicts a man with a backpack hugging a woman with the text "When life moves, make your rightmove". My main issue with the ad is that the photo is unnecessarily vague. To me it looks like the man is going traveling, thus not in the market for a new house any time soon. A better photo might have been of a woman finding out that she was pregnant - a much easier visual clue for the story the ad is trying to tell.

But enough about the photo. I don't actually mind the text that much. It's a strong message if a little clunky around the edges. And, more importantly for Rightmove, it incorporates the brand name. The main issue I have is that "your rightmove" just doesn't sound quite right, as it's not something that you would say in natural conversation. 

In my re-worked ad, I've made the text sound more conversational whilst still incorporating the brand name. I feel this is offers a slicker, more streamlined message that acts more as a call to action than the original text, which means it could be used across a number of different medias, making a much stronger marketing campaign.

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My re-worked Rightmove tube ad.

Get Lost: Vienna

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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ONCE FAMED AS A CITY OF IMPERIAL INDULGENCE, MODERN VIENNA IS EMBRACING THE SPLENDOUR OF ITS PAST AND BECOMING ONE OF CENTRAL EUROPE'S HOTTEST DESTINATIONS.

With its grandiose streetscape and impressive clutch of palaces, central Vienna is a living tapestry showcasing the city’s rich and varied history. As the former seat of the Habsburg Empire, Vienna is endowed with some of Europe’s finest architecture, including the Baroque opulence of Karlskirche and the eclectic styles of the sprawling Hofburg Palace. Modern twists litter the city, from the former imperial stables transformed into the thriving Museumsquartier cultural district to the whimsical Hundertwasserhaus, a striking expressionist landmark.

For the true Viennese experience, immerse yourself in the city’s famous cafe culture at Cafe Central – once the favoured haunt of Trotsky and Freud – before exploring Vienna’s classical music heritage at a Musikverein concert. Or head out to Prater Park and take in the views from the Wiener Riesenrad, a Ferris wheel built for the Golden Jubilee of Emperor Franz Josef I in 1897. If a more modern take on Vienna is your thing, follow up brunch on the lively Yppenplatz square with a trip out to Danube Island, the city’s riverside getaway with water sports, cafes, and Austria’s best beach-side bars.

One of Europe’s greatest masterpieces, Vienna has captivated visitors for centuries. But the city is changing. Vienna is shaking off a reputation for genteel sophistication, breathing new life into the artistic legacies of its illustrious past and creating stories for generations to come.

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.

Do not adjust your laptop - we are looking at Budweiser's new Prohibition Brew again! I liked the campaign and had a couple of ideas of how the wording could be reworked, so I thought I might as well do another blog post to share another idea I had. 

As we talked about last time, Budweiser is one of the biggest beer companies in the world and given us some great marketing campaigns over the years - including the Bud-Weis-Er frogs and the Wassap phone calls.  Recently Budweiser has gone on a bit of a marketing drive over here in the UK to drive sales and boost its brand. 

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 and kept a similar theme as last time round, which also focused on hangovers. Using word play on a well known phrase hits home with the audience and makes the message memorable. 

My reworked Budweiser tube ad.

My reworked Budweiser tube ad.

Life and Seoul

iNSPIRED BY THE PYEONGCHANG 2018 WINTER OLYMPICS, THIS IS THE SECOND PART OF MY TRIP DOWN A KOREAN MEMORY LANE. THE FOLLOWING BLOG IS A BIT MORE LIGHTHEARTED THAN THE LAST ONE AND TALKS ABOUT SEOUL, AND THE EXPERIENCES I HAD IN THE CAPITAL LONG BEFORE I MOVED THERE FROM PROVINCIAL KOREA. 

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I hadn't long been in Korea when I first took the train up to Seoul one weekend and took my first look around the capital and all it had to offer. Having navigated the labyrinth-like metro system and managed to make it past the tens of thousands of people which cling to Seoul's pavements, I had found myself wandering aimlessly round Hongdae, the infamously effervescent neighbourhood lost amongst the Seoul's sea of sky scrapers and highways. However, despite this early venture, I found myself preferring other options for my weekend diversions, which mostly included getting to know Daejeon a whole lot better whilst also spreading my wings across paths less well traveled by the typical Western teacher who finds themselves working in the endless satellite suburbs which radiate from the capital. Recently, I have found myself being drawn with increasing frequency back to Seoul at the weekends; back to the bright lights, back to the vast array of international food, back to the clubs in which I may, if I'm lucky, hear some semblance to the indie music that fill the clubs back in England. And back, almost inevitably, to Hongdae and all that's held within.

During the day, the life of Hongdae plays out much like any other neighbourhood in any other city in Korea. Granted there are more bars and clubs than would be expected in a more suburban setting, but apart from that, the omnipotent Family Marts and Paris Baguettes fail to hint at the nocturnal activities which are on offer. However, at night, the streets and bars are throbbing with the heartbeat of the Korean youth population. The infamous streets of Hongdae are the spiritual home of the "lost generation" of Korea; of those youths seeking something more than the pressures and expectations put upon them by their families. As the weekend comes around, all roads led to Hongdae, where disillusioned youths from the provinces mix with party-going Westerners and the cool art students of Hongik University which have helped make the area as multifarious as it is today. Most foreign English teachers will have their own tales of their times in Hongdae, whilst my own Korean colleagues often raise an eyebrow at least when I tell them of plans to visit Hongdae, such is its nationwide infamy.

My own personal experiences of Hongdae differ every time I go there, such is the intangible nature of the neighbourhood. That said, prior to stepping out into the haze of noise, neon lights and throngs of people, I have often reacquainted myself with some soju, to kick the evening off on a Korean note, before divulging myself in alcoholic vices which cannot be found in my neighbourhood. The bar scene in Hongdae is not really different from that of Daejeon, there's just more bars to choose from. A lot more. In fact, there are a ridiculous amount of bars scattered all around Hongdae which, despite the competition, always seem to be brimming with party-goers. There is also, happily, a greater choice of poison, although I have personally yet to find the dark rum that I drink back in England. Maybe it's for the best, as if I actually found it, I could well become Captain Comatose by nights end. Another positive in the bar scene is the presence of sports bars which happily show the live English Premier League games at a time which oh so conveniently coincides with our own take on happy hour. And, depending on the result, I can head off to a club in a happier mood thanks to some celebratory tequila. Or some consolidation cocktails...

The main attraction for me in Hongdae, away from the decent bars, plentiful Westerners and good food, is the club scene. More specifically the indie music club scene. My time at uni would be filled with nights spent at less than respectable venues listening to the best indie music Yorkshire had to offer. Or failing that, drinking away the evening at an RnB club whilst wishing I was getting my feet stuck to the floor at one of the seedier indie venues down the street. But in Korea, well Daejeon at least, indie music, or any semblance to it, has been well and truly lost in translation. But in Hongdae, this is not the case. Every possible music taste is catered for, from kpop to classic rock. The first time I ventured to Hongdae with my neighbour Alison, we headed straight for the legendary Club FF, a place we had heard could cater for our needs for some diversion outside the realms of American RnB and kpop. And I, for one, wasn't disappointed. The place was underground, and felt like it. The walls were dirty, the floor was sticky, the bar was haphazard, the general aura was that of a grimy indie club which could have been lifted with consummate ease from a back street in Manchester and put into a Hongdae basement. And the music which filtered through the smoky air filled me with an overwhelming sense of nostalgia. It was the music of my university years; unmistakable, unforgettable and reverberating all around.

A staple of a night out in Hongdae is the early morning walk in the fledgling sunshine along streets littered with discarded flyers, empty Cass cans and drunken Koreans hugging the pavement. Stopping off at late-night/early morning take out places is always complemented with nonsensical conversations with other foreigners who have also made the trip in from the provinces. There aren't any life affirming friendships made in these exchanges, but is there ever going to be at 6'30am? At least in Hongdae the inane drunken banter is soothed by food that isn't kimbap or McDonald's ill-conceived Koreanised menu. As the sun continues its ascent, and the vividness of the lights starts to wane, its time to leave the streets, and the drunken stragglers, behind and slink back to my motel.

The next day, with the journey back to the provinces looming large on the near horizon, is normally a more subdued affair. One of the best things about a Saturday night out in Seoul (be it in Hongdae, or Itaewon) is the fact that come Sunday lunchtime, with just a short metro trip (or an even shorter walk), decent Western food can be found with relative ease. Although Hongdae doesn't offer the same quantity of Western food offerings than Itaewon does, it does offer enough to keep my cravings for a meal not rice-based at bay until at least Thursday. One such example is a Mexican taco restaurant, which provides a lick of Latin flavour to the culinary options in Hongdae, and acts as a welcome opportunity to sample something different and a much appreciated taste of the past. Granted the Mexican food scene is Yorkshire is somewhat lacking, but when I was living in Sevilla, one of the more affordable and appetising local restaurants was a small Mexican offering, complete with multicoloured wooden chairs and the best chicken burritos I've ever come across. Unfortunately, the Seoul variety was not at this level. But still, it was far better than anything else remotely resembling Mexican food anywhere near my apartment, and thus always gratefully received. Having filled up on Western food, indie music and good times, the time comes once again for me to pull myself back to the provinces, and leave the irrepressible Hongdae behind me. Until next time, obviously.

 
This post was originally published 9 October 2010