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