We (creative people) and you (all the others) often don’t have the same idea on WHAT is creative.

You can say you are but who can really define creativity right? When I mean creative, it’s for me, far, very far from the “average” ads done for the mass consumers and 50 years old housewives. (not that they don’t deserve ads too…).

A Creative Ad is an ad that touch the target of the product (or service) to buy. Touch because it’s relevant, because it’s so funny that you would want to make YOURSELF the buzz around you (and become the ambassador of the brand… ; ), because it’s shocking, whatever, it has to move you, in a good way. Very rarely it has to make you think. But that’s an other debate.

A creative ad, you would like to be part of it; in showing it to people, it’s a bit like you did it yourself, or, at least, you show and tell WHO you are, this person that really love this ad. Follow me…?

Then, for the best of us, we will remember this brand, its values. (at least the ones they want you to believe). And hopefully, BUY it in the supermarket for our puppydoggytinypet!

Bravo Pedigree…

Slow Motion Dog Treat Commercial Beguiles Internet [Randomly Viral].

Article from Mashable – Brenna EHRLICH

For some reason, a Pedigree commercial featuring dogs leaping through the air in super slow motion has taken the Internet by storm, appearing on multiple video-sharing sites and racking up the YouTube views.

According to Creativity Online, the video was shot with a Phantom camera at 1,000 frames per second, which explains the underwater-like quality of this viral commercial. Director Bob Purman explains the spot thusly:

“The ‘Catch’ spot was to be a series of shots of dogs looking with anticipation as a piece of dog food is flying through the air towards them. We shot close-ups of the dogs at 1000 fps. The result was really wonderfully anthropomorphic. The super slow motion really captured this intense sense of desire in the dogs’ eyes. To me it was equal parts awe inspiring and hilarious to see so rich a palate of personality in a dog’s facial expressions. A few days after the shoot I started to get emails from Mark, Steph and the editor Chris Parkins with the different iterations of the spots cut to different music selections, all of them interesting for different reasons. But then they put footage from the two spots together to form this new greater whole that really exploits the dynamics of the dogs’ athleticism and their emotive personality in slowed time.”

Well, that’s all very inspiring and poignant and whatnot, but the reason behind why this vid has become so popular is quite simple, really. In fact, it can be boiled down to a rudimentary mathematical equation (get out your notebooks, kids):

Cute dog + Silly activity/article of clothing/amusing prop = Viral Gold

From CREATIVITY-ONLINE:

Playing catch the Phantom camera way

Director Bob Purman used a Phantom camera at 1,000 fps to capture these expressive canines in action.

The director was initially charged with shooting two spots, a “Catch” and a “Jump” execution. The director says: “The ‘Catch’ spot was to be a series of shots of dogs looking with anticipation as a piece of dog food is flying through the air towards them. We shot close-ups of the dogs at 1000 fps. The result was really wonderfully anthropomorphic. The super slow motion really captured this intense sense of desire in the dogs’ eyes. To me it was equal parts awe inspiring and hilarious to see so rich a palate of personality in a dog’s facial expressions. A few days after the shoot I started to get emails from Mark, Steph and the editor Chris Parkins with the different iterations of the spots cut to different music selections, all of them interesting for different reasons. But then they put footage from the two spots together to form this new greater whole that really exploits the dynamics of the dogs’ athleticism and their emotive personality in slowed time.”

Full Credits

Agency:

TBWA, Toronto

Client:

Pedigree

Creative Director:

Mark Biernacki

Copywriter:

Mark Biernacki

Creative Director:

Steph Mackie

Art Director:

Steph Mackie

Producer:

Margaret John

Sound:

Joey Serlin

Editor:

Chris Parkins

Flame Artist:

Mike Bishop

Director:

Bob Purman

Director of Photography:

Bob Purman

Production Company:

Imported Artists Film Company

Date Feb 22, 2010

Category TVC

➜ 2

Is this Plagiarism?

See the same shot here: http://www.joelapompe.net/2010/02/24/dogs-slow-motion-pedigree-catch/

As one comment say: “plagiarism is the new creativity pass it on“…

Few shots on Hong Kong on my FLICKR profile: 10dier
My Hong Kong, originally uploaded by 10dier.

I’ve made a special ISSUU about it. But To view directly The Hudson Report results and analysis, please click here.

______________________________________

The Hudson Report Quarter Four, 2009

“Hiring expectations continue to rise at an accelerating rate. Overall, expectations are higher than they were a year ago and it now seems that the ‘green shoots’ are here to stay.”

Mark Carriban, Managing Director – Asia

Highlights include:

• Hiring expectations are rising sharply and this survey of nearly 500 executives across key business sectors shows that 35% forecast headcount growth in Quarter Four (Q4) 2009, up from 22% in Q3;
• Hiring expectations are rising faster in Hong Kong than in the other markets surveyed in Asia;
• Across all the sectors surveyed, respondents say that talent development and improving staff retention are their key HR priorities for 2010;
• One-third of respondents say they would employ someone who has been out of work for more than a year;
• Where employers are prepared to hire the long-term unemployed, previous experience and track record are given as the principal reasons;
• Respondents in the Consumer, IT&T and Manufacturing & Industrial sectors are more confident about finding local talent for senior positions than those in Banking & Financial Services, Legal and Media/PR/Advertising.

Mark Carriban
Managing Director, Asia
Hudson

From 5 possible media in the 80’s, we moved to digital age!

What about your company…?

Advertising media

Smell of the inks… Smells of papers… Your work just printed…

What a wonderful job… Sometimes. ; )

Selection from Abduzeedo.com; Author Fabio SASSO.