Friday - May 11, 2007
Clio, Day 1.
Unlike at Adfest, where every break meant delegates
cramming the sidewalks outside the Pattaya Convention Center to puff away, the
Miami Convention Center (though generous with outdoor ashtrays) had no such mad
rush. I was shocked. I ended up chatting with a delegate from Mexico, who had no
idea we had been under the same Spanish yoke. When I handed him my card, he was
surprised by my surname. "Reyes!" he exclaimed. What do they teach kids in
school nowadays?
The Japanese delegates took pictures of everything. I had a fit of irony watching one of them take a picture of the Stuffit ad featuring "a Japanese tourist's photos of New York."
The WiFi lounge saw its share of multitaskers. Everyone seemed to be speaking, with urgency, to someone who was not at the festival. This, I find, is quite typical. I attended one talk, "Will It Brand?," which, while entertaining, didn't tell me anything I already didn't know -- and that they weren't still working out for themselves. I find that with many of the digital media-and-moving-forward talks I've attended, that everyone's still working the whole thing out, and rely on examples rather than firm metrics, touch marketing, as it were, instead of rationalizing every step. That can only be a good thing at this stage.
The rest of the time I gawked at the print entries, surreptitiously pressed our print entries firmly onto their mounting boards, listened to too many Bud Real Men of Genius commercials, two very well-produced Sony Beta Walkman ads from Dubai, a surprisingly simple but moving ad for Mount Sinai Hospital, and others from the radio shortlist. I also watched what I could of the TV finalists before and after the break. The male deodorant category seems to be seeing a lot of creative action these days. It makes me think that while male deodorant users could laugh at the thought that stinky pits won't get them laid, women just...can't. Axe's Get a Girlfriend campaign featured consistently strong, hilarious executions across TV, radio and print, and could possibly be a big winner tomorrow. The Toyota Tacoma series was also interesting, although at first I thought it was for Ford, as it was all about toughness.
Y&R Philippines has three in the Clio shortlist: Concordia "Piglets," Palmer Home Fire Extinguisher "Fire Truck," and our joint work with Y&R Malaysia, the Soroptimist print campaign (Bullets/Warship/Cross).
I have been getting evil leg cramps. I'll shut down early tonight to give the legs (and the rest of me) a chance to rest.
The Japanese delegates took pictures of everything. I had a fit of irony watching one of them take a picture of the Stuffit ad featuring "a Japanese tourist's photos of New York."
The WiFi lounge saw its share of multitaskers. Everyone seemed to be speaking, with urgency, to someone who was not at the festival. This, I find, is quite typical. I attended one talk, "Will It Brand?," which, while entertaining, didn't tell me anything I already didn't know -- and that they weren't still working out for themselves. I find that with many of the digital media-and-moving-forward talks I've attended, that everyone's still working the whole thing out, and rely on examples rather than firm metrics, touch marketing, as it were, instead of rationalizing every step. That can only be a good thing at this stage.
The rest of the time I gawked at the print entries, surreptitiously pressed our print entries firmly onto their mounting boards, listened to too many Bud Real Men of Genius commercials, two very well-produced Sony Beta Walkman ads from Dubai, a surprisingly simple but moving ad for Mount Sinai Hospital, and others from the radio shortlist. I also watched what I could of the TV finalists before and after the break. The male deodorant category seems to be seeing a lot of creative action these days. It makes me think that while male deodorant users could laugh at the thought that stinky pits won't get them laid, women just...can't. Axe's Get a Girlfriend campaign featured consistently strong, hilarious executions across TV, radio and print, and could possibly be a big winner tomorrow. The Toyota Tacoma series was also interesting, although at first I thought it was for Ford, as it was all about toughness.
Y&R Philippines has three in the Clio shortlist: Concordia "Piglets," Palmer Home Fire Extinguisher "Fire Truck," and our joint work with Y&R Malaysia, the Soroptimist print campaign (Bullets/Warship/Cross).
I have been getting evil leg cramps. I'll shut down early tonight to give the legs (and the rest of me) a chance to rest.