Portrayal of George W. Bush in international advertisements

16:9 Films, The Terrorist: Quotes, Terrorific

Advertising Agency: Whybin\TBWA Sydney, Australia

Executive Creative Director: Garry Horner

Creative Director: Matt Kemsley

Art Director / Copywriter / Illustrator: Sean Ascroft

Published: July 2009

George W. Bush is undoubtedly one of the most popular figures of current times. He's infamous for many things he misspoke and his views on how to handle national security. His ideology affected not only the United States, but the whole world in a major way. No wonder he's been on top of mind for many creatives and became the hero of numerous advertisements in the last few years.

Here is a collection of some of the most interesting ads that dissect his character in order to sell an idea or a product. You be the judge whether they are successful in achieving this objective.

Let me start the showcase with this ad made for Milenio, a Mexican newspaper who claims they solved the inner workings of Bush's personality. Simpson + Texas cowboy = GWB. The tagline reads: "Such a complex world needs a good explanation."

In this highly diplomatic ad (what else would you expect from Britain) Marmite Squeezy claims Bush's just like the funny tasting sirup: "You either love it or hate it."

Non-profit groups use Bush as the topic of their campaign regularly. Here Greenpeace China brings up controvercial issues and claims: "Everyone's entitled to an opinion. Voice yours at forum.greenpeace.org"

Tesa an adhesive tape brand thinks Bush should be silenced. The headline of the Brazilian ad says: "The world needs a tape like this." and later quotes Bush: "Are you going to ask that question with shades on? For the viewers there's no sun". — George W. Bush, addressing a blind reporter during a press conference.

Bush has even unknowingly been recruited to sell cars. On a more political tone this poorly art directed smart ad from Malaysia reads: "Still looking for weapons of mass destruction. Not smart." I guess the viewer is supposed to complete the sentence saying, but getting a smart car for myself that uses up little of our precious non-renewable resources is smart.

Amnesty International Spain thinks they are like a fly you can't get rid of. I guess in some cases being associated with an annoying insect is a good thing in some twisted way.

Another AI campaign this time from Malaysia urges you to: "Write to him and help stop torture at Guantanamo Bay." Then makes a snotty remark: "Remember, use simple words". Ouch.

Sport Factory Outlet sells bicycle helmets in Switzerland and promises to prevent and injury to your head, so you can avoid saying silly things. The ad claims: "George W. Buch has fallen off the bicycle more than once.

If you voted for GWB an ad from Hong Kong washes the guilt away when they declare: "Everyone makes mistakes", but with Stabilo Ereasable pen you could've corrected the ballot.

Amnesty International again. This time they suggest that their site powerofyourvoice.org can put words like this into Bush's mouth: "Guantanamo is illegal. We must close it as soon as possible."

In San Francisco the billboards of the movie Lord of War were defaced with Bush's collage picture made from portraits of dead soldiers.

More NGO ads this time from Denmark that directly address the president and state: "It's torture no matter what George Bush calls it."

Lipton from Australia argues their ice tea would allow for surprising mental achievements for the president. He would be able to successfully name all 50 US states without outside help. According to the ad: Bush credits his monumental improvement to a "magic water" from "Chinaland".

TVNZ New Zealand is pretty straightforward about their views on Bush. They advertise the famous movie American Psycho with the head of state on this outdoor board. For those who have not seen it, Bush isn't part of the movie.

But of course you would have to go to Brazil for the strongest critique. On this ad for Rolling Stones magazine they profess: "We don't show naked women to sell more. At the most, we show some asses."

There are of course more mellow ads out there. The Times magazine from the UK advertises their new full color edition (they have to compete with the Internet in some way) with Bush envisioned in a color vision testing chart and asks: "Are your eyes ready for more colourful news?"

Another newspaper called Egoista from Portugal suggests a dove (representing peace) will poo on Bush's shoulder and makes him responsible for recent wars with their tagline: "since 1945 there have been only 26 days of peace in the world." Oh, come on! Bush has only been at war for the last 7-8 years since he became a president.

Another public interest campaign portrays Bush as silly kid who doesn't want to hear a word they say. This ad from Budapest, Hungary was publicizing the Make some noise for human rights concert held on the Danube river in front of the building of the Parliament.

Accroding to magazine Novynar Bush sees the world map in a different way everybody else does. US is in the dead centre of everything. I fail to see what's wrong with this view!

Ad school students are using Bush in their ads frequently. Like in this award winning ad, that I must admit I don't understand. Enlighten me if you do.

The South African History Channel ad reads: "Unfortunately, we do show repeats." playing on the popular saying — history repeats itself.

On a lighter note a paint ball park in Portugal suggests you could be Bush if you feel like playing war games.

This ad from Cape Town for the local newspaper argues if Bush is public enemy No1 by eroding freedom?

If you're all worked up, you should relax with the Spanish Susaron anti-stress tea. Strange art direction that manages to give me a headache without even reading the headline: "Iraq has weapons of mass destruction."

This Mexican ad for a dog kennel is ready to accept Bush to their premises: "We don't discriminate any kind of breed." (In Mexico "Dog" means lowlife)

The Arno blender can do funny things. Like mixing up old Bush with the lead character of Mad Magazine to create GWB. Don't you need to involve a female somewhere in the process?

Dreamland bedding also promises to cure angry souls disturbed by the oil wars: "Who says there's no rest for the Wicked? Dreamland — The sleep through the night mattress."

Even the BBC World news channel took up the subject of having two sides of each story to popularize themselves in the USA. On one side we see a scared muslim family and on the other a confident US president on TV.

In case of Diario a Brazilian newspaper the ad suggested that there are more to reality than meets the eye. A pleasant meeting between Blair and Bush is just the tip of the ice-berg. Beneath we find war, oil, suffering, money and torture.

A Romanian sticker company IPPU claims they can create realistic looking compositions that could never have occurred, like a meeting between GWB and Fidel Castro.

And in Chile in Scrabble terms Fidel Castro equals George Bush. Each worth 17 points in the game.

On this Vodka campaign from New York Bush's life is distilled into a few cliparts.

This ad belongs to the WTF chategory. The project never actually materialized.

In Germany a compact size newspaper created the toddler version of Bush. He was a cute kid.

Finally two TV spots. The first one shows GWB in an unfavorable way acting like an animal. In the second one South China Morning Post showcases how the paper helps Bush with his speech at an important moment.

MBC is busted, ripping off TV ads ideas..

Original

Fishing McDonalds Style

MBC knockoff

Huruf-wa-Auloof show

From consideration to advocacy or is it the other way??

If the post on the purchase funnel and the consumer decision journey was a little too academic , then meet Dave, and follow his idealised journey from initial consideration to becoming an advocate:

The purchase funnel is no more

The purchase funnel has always been one of the main tenets of marketing theory.

We’ve intuitively known for while that it no longer holds true (if it ever did), but despite many attempts, we’ve had nothing come along that’s replaced it. For example,Forrester had a go a couple of years ago with the diagram below, but crucially it failed to provide a model that was easy to visualise, and it failed to catch on (surprisingly, neither did Giles Rhys Jones’ simpler alternative).

Now, finally, we have a viable alternative model, along with the science to back it up.McKinsey have conducted a study examining the purchase decisions of almost 20,000 consumers across five industries and three continents, and come up with what they callthe consumer decision journey:

The funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey.

Because of the shift away from one-way communication — from marketers to consumers — toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth.

We hate the word ‘consumer’ (we are all people as far as We Are Social is concerned), but that doesn’t make their model any less valid. David Court, Director ofMcKinsey’s global Marketing & Sales practice, has an excellent presentation that explains the research and what it means for marketers. The most salient parts being:

You have a trigger of some sort, where people start across the decision journey — they are now going to move towards purchase. The first stage is initial consideration. In many industries, people actually start in their initial consideration of a brand with a relatively narrow list, we believe because of the busy lives and bombardment of media — it’s just very difficult to get through all this clutter in this consumers initial consideration set. However, once the consumer decides they are going to buy a product, they move into a stage that we call active evaluation. It is here that the number of brands they are considering increases. Which is exactly the opposite of the premise of the funnel, going from broad to narrow. This is the stage when the consumer is intent on purchasing and they are actively researching the product.

What marketers should know
The most important thing for marketers to do is to make sure that their marketing activities are aligned against how their consumers research and buy products [...] companies need to look at their messaging in light of where they have the greatest opportunity. For example, companies’ messaging is all about trying to get into the initial consideration set, and yet, when the consumer reaches out during their active evaluation stage, they’re not providing the right facts and testimonials that the consumer is looking for [...] most companies are going to have to make fundamental investment in what we would call consumer driven marketing

Consumer versus company driven touchpoints
We analytically looked at which touchpoints were most influencing the consumer’s decision. We found two types — company driven versus consumer driven. In consumer driven, the consumer is reaching out to get information — they’re talking to their friends, doing internet searches, seeing what’s said on third party sites.

In the initial consideration it was still very much still company driven — the advertising was a very critical part of the touch points that influenced the consumer. However, when we got into active evaluation, two thirds of the influence of those most powerful touchpoints were from consumer driven touchpoints — word of mouth, talking to friends and family, searching on the internet.

And that is a very big change — you need to develop ways for people to talk about your product, so that word of mouth works. Be represented on independent internet sites where people will go and research and buy products. Because, if you don’t have enough presence on those types of consumer driven approaches, when the consumer is reaching out during active evaluation, you’re not there for them to find.

Absolut Kindness

ABSOLUT World Replaces Currency with Kindness...

Imagine buying movie tickets with kisses instead of cash, or repaying your local streetside violinist with embraces and not cold change.

ABSOLUT Vodka builds upon its "In an ABSOLUT World" campaign with "Kindness as Currency," a soul-warmy snapshot of a parallel universe where human contact is the end, not merely the means.

The charming piece is a jarring departure from past "ABSOLUT World" efforts .And, impressively, ABSOLUT's taking this particular worldview to real people.

Agency:http://wearesocial.net/

Tweeter:@AbsolutKindness

Flickr:http://www.flickr.com/photos/kaioshin/sets/72157616965782125

Microsite:http://www.absolutkindness.co.uk/

TVC Spot

Rightmove:::App proves right move

Property website Rightmove wanted a way to further engage the increasing number of mobile users accessing its website. Its solution was to create an iPhone app providing real-time information about properties in the neighbourhood the customer is searching.

Rightmove currently receives over 40,000 iphone visitors to its site each month, accounting for around 95% of its mobile traffic. Creating an iPhone app was the next logical step in continuing to add value for these consumers.

The app uses real-time GPS technology, allowing users to find nearby properties available to buy or rent. It provides a variety of information, including address details, price, agent details and pictures. Details of interesting properties can easily be forwarded to friends and there is immediate access to the agent through a "Call Me" button.

The house-hunting app is the first of its kind, and helps cement Rightmove’s status as the UK’s number 1 property website.

BRAND: Rightmove

BRAND OWNER :Rightmove PLC

CATEGORY: Corporate

REGION : UK

DATE :Aug 2009 - Dec 2009

Agency: Ogilvy

MEDIA CHANNEL

Axe:::Double pits to chesty

To promote its deodorant spray in an innovative, fresh way. Axe has created a downloadable iphone game, Pogo Xtreme. Players must perfect that mainstay of the morning grooming routine, the deodorant spraying motion – a move Axe dubs the ‘double pits to chesty’.

Axe’s target demographic for the campaign is 16-24 year old males, which just so happens to be the prime gaming demographic too. Pogo Xtreme plays upon young males’ interest in X-game sports like Skateboarding and BMXing, which contain bizarrely named moves such as ‘nosegrind’ and ‘fakey flipside olly’.

In its iphone game players pogo about collecting Axe deodorant cans. Once a certain number of cans have been collected, players are prompted to perform a ‘double pits to chesty’ move on the pogo stick. Sexy girl ‘affirmations’ encourage them to keep playing. Users can log scores on social networking sites such as facebook.

Pogo Xtreme is one of the first full length multi-level branded iphone games. In

conjunction with the free, downloadable game, Axe has paid for advertisements across the whole range of downloadable iphone apps.

BRAND: Axe

BRAND OWNER: Unilever

CATEGORY: Toiletries/ Cosmetics

REGION:Global

DATE: Jul 2009

AGENCY: Wild Tangent/Greystripe

MEDIA CHANNEL