The Richards Group - RAM "Farmer"

Title: "Farmer"
Client: RAM
Agency: The Richards Group

The Brief
Paul Harvey, the ABC American broadcaster idealizes the life of a farmer in a poetic speech to the nation with this superbowl spot. With profound imagery and a divine perspective, the narration leads us through the journey of answering why we admire and need our American farming culture.

RAM has always had an association with becoming close to the rural American way of life, but it also wants to make sure that the future generations of farmers are not lost to other ideals. As a reminder, RAM wants to create a connection with the FFA (Future Farmers of America) to show that the brand will align with American growing youth.

The Insight: Farming is an admired practice 

Explanation
After every time I have watched this spot, I was left with a sense of undeserved pride for what I do as a career. The fact remains that farming is a tough, tough, tough job and most people watching this commercial have never seen a farmer or let alone ever been on a farm. Since the obvious target of this commercial was the younger generations, RAM wants to align their products with the same sense of integrity and pride in order to keep their image honest and pure.

It is an inspiring spot. 

Zoosk - Heart Friend

Title: "Heart Friend"
Client: ZOOSK
Agency: Camp + King

Brief
It's Friday, you are sitting in your Crate and Barrel inspired living room and you have the urge to go into town in order to fall helplessly in love with some random stranger. But wait, you are not that kind of Carrie Bradshaw that you really think you are. So you are a little stuck on plans.

Secretly beside you, your gruff and pushy heart keeps telling you that there millions of possibilites to meet people in the world. Only problem is that the one possibility escaping you is the obvious Zoosk online dating tool that has been constantly popping up in your facebook feed. Your heart finally gets the best of you with some tainted humor and gets you to sign in and book the date. Now your life can be complete again.

The Insight: Sometimes your heart knows whats best for you 

Explanation
Since the client's idea of themselves is that they want to be seen as the "romantic" dating network, having someone on your side is something very useful romantically. By making the companion a heart rather than a person, the analogy stands clearer and therefor gives almost a storybook situation for grown-ups. This insight can lead down multiple roads but the end creative for making it playful with a lot of humor is more in line with how the brand sees itself.

I get the feeling that this also has taken a lot from Avenue Q

BBDO New York - Monster "Pinocchio"

Title: Pinocchio
Client: Monster
Agency: BBDO New York

Brief
BBDO New York has created a new advertisement for their client Monster named "Pinocchio" taking the old italian fable to the modern century. This spot was only played in the U.K.

You walk into work as you have every week of your life hoping that things will be different. The water cooler greets you as you head to another meeting filled with mindless pie charts and friendly banter that only you can smile and nod about. The same holiday parties, the same guy yelling into his phone annoying everyone at the office, and proverbial elevator doors shutting on any sight of the future getting brighter.

As you walk out of the office after everyone is gone, another day begins and your stereotypical boss gives you a firm reminder that last 5 years of service have been commemorated by a pen and a good firm talk about your pathetic reports you spent hours researching.

The Insight: Finding the right job is better than lying to yourself about it.

Explanation
The insight is a play off of the pinocchio paradox where the growth of the nose acts as a representation to pinocchio's moral character. The parallel to Monster is that Monster acts as the savior in this piece creating a way out of "Office Space" predicament where Peter, Michael, and Samir are working in the most unhappy of positions.

The thing about this insight is that it must be balanced not to make it too much about Monster, but at the same time not too much about relating to the severity of the situation. If you are giving an insight, you must really know what the emotional feel is rather the logical. Creatives want to be inspired by movement rather than the stagnant.

All that's left is for a paper jam to happen.