Sunday, March 16, 2008
2008 CREATIVE.
Photo credit: TBF
We were driving through Long Island City earlier this week when I glimpsed what I thought was new creative over a subway entrance. But I was tired and hungry and although TBF offered to do a u-turn so I could go back and take a photo, I waved it off.
I was working today when the above came into my phone, courtesy TBF’s cameraphone. And I think part of the reason I didn’t make an effort earlier was because I knew I was going to hate it, and I do.
I know what you’re going to say, “It doesn’t matter, it has nothing to do with the team.” But it’s still embarrassing, because it looks like it was put together by a 13 year old with their first copy of Paint Shop Pro. It’s supposed to look modern and edgy, and it just looks sloppy and unprofessional. We’re in one of the advertising capitals of the world, and yet the Mets can’t seem to find (or choose not to find) someone capable of producing world-class collateral, and settle for this garbage.
Also, as Matt Cerrone feared a while back, while the slogan isn’t “This year we are the team to beat,” it might as well be. On the other hand, I appreciate that the team isn’t pretending that 2007 didn’t happen: “Here, look! Johan Santana!! Forget about 2007!! Shiny toy, shiny toy!” I’ll need to see the rest of the campaign before I pass judgment on the tone and positioning. If you see ‘em, send ‘em in.
Posted by MG at 07:59 PM
*considers* I like the concept. It just fell down in the execution. It still kind of reminds me of those ‘60s bubble gum packs, though, which makes me think of ‘60s baseball cards… I think I maybe like it. It just needed a bit of a cleaner execution. Maybe it looks worse in person, though?
And yes, the Twins have outstanding ads. I love the new Neshek one.
Robin, I think you got it. The visual concept isn’t particularly problematic if it had been done right.
i am also not sure that the positioning meshes with the visuals. if you’re going to take a strong thematic position then the visuals should be cleaner, i think.
Format works for me, but the coloration is awful. You were also concerned about the slogan, and I would suggest that if you want some amusement, put that to the fans for a contest. Way back when the Braves were really horrible, they did that, and got the following suggestions: 1) Go Braves! And take the Falcons with you! and 2) (my favorite) Mathematical Elimination Fever. Catch it!
The Mets are too good for all that, of course, and what the heck? Soon they’l be playing real ball, and none of this will matter. Can’t wait!
Isn’t the first rule of advertising to make sure you have a place for the viewer’s eye to land? Especially when they’re walking by an ad…
I don’t mind the color, it’s just that there are so many slogans! Everything is competing for attention, so the words end up be a mash of annoyance.
Keep it simple, people!
I haven’t liked the weird pastel-ness of the designs for the past two years. Would it kill them to make ads in colors resembling the uniforms worn on the field?
Maybe I’m over-romanticizing the ‘06 designs because of the team I associate them with, but those were crisp, clear, eyecatching, and so on. For crying out loud, they were good enough to overshadow the theme song from hell!
The tv commercials are looking kind of sloppily put together too. Why can’t we get ads as good as the Twins?