Today we’re taking a closer look at AT&T’s “Rethink Possible” campaign, produced by BBDO.
The campaign features orange fabric covering the country and several national landmarks

While at first the image is aesthetically striking, my mind immediately went to the The Gates, the beautiful and ambitious art installation in Central Park by Christo and Jeanne-Claude. I guess I’m not the only one, as at the end of the spot there was a tag that noted “The artists Christo and Jeanne-Claude have had and have no direct or indirect affiliation or involvement with the creation of AT&T’s advertising.” I learned later that this tag was a recent addition after some legal issue and have some discovered some fiery debates on the topic.

Some have argued that the campaign pays homage, or even better is not directly connected the installation. After all, the artists do not own a trademark on orange fabric. However, the use of the fabric on key landmarks is way too close and does seem like a direct lift of intellectual property that wasn’t handled properly.

Overall I think the execution, including the song choice, is well done. I would have preferred that AT&T worked out a proper endorsement/cross promotion with the artists and their estate. Not only because I think it would be the right thing to do, but I think the campaign would have more legs and more relevancy beyond a nice visual execution in a TV spot. Perhaps AT&T would donate profits to their respective charities. Or even better somehow AT&T’s support and recognition of the artist could help expose more Americans to installation art. Perhaps the campaign can include a microsite about The Gates or other notable art installations. But now, it looks like AT&T just stole an idea.

So, in my opinion the campaign misses the mark. I promise it has nothing to do with my disdain for AT&T service and the fact that I live in a non-orange-fabric-area.

Welcome to a new feature here on the EGC Blog, Ad Review Tuesdays.
We’ll be taking a closer look at the best, worst and most notable campaigns out there.

The campaign will be looking at today is the new Kia Soul “This or That” campaign where agency David & Goliath  has brought back the Kia hamsters but this time has recruited their more urban hamster friends to rap against a background of Black Sheep’s This or That. 

Released in early June, this spot has already won awards, gained traction in the auto community, and has gained a ton of You Tube views. Promising consumers a “new way to roll” the campaign is not just a mix of entertainment and smart choice of music; it’s the perfect fit for its target audience and extremely memorable. I first watched the spot with some others, and all were able to recall the name and model of the car long after the spot ran. Plus, we couldn’t get over the 31 MPG and the starting price of $ 14,000 (!!)  The campaign also does a pretty good job of selling the features and benefits of the car (you’ll notice the hamster use his iPod with the Soul’s technology package and the speaker lights that light to the bass of the music). Plus, the animation is extremely well done with an unbelievable attention to detail (street signs and graffiti all play off Hamsterdam.) Some bloggers have noted that the campaign lacks concept, and while one can say a hamster isn’t a concept, the campaign works on a lot of levels.  And of course, the campaign is smartly integrated with a microsite “Escape from Hamsterdam” where you can catapult hamsters (a bit cruel for my tastes.) What do you think of the Kia Soul campaign? Cute but lacks concept or right on target?