All posts by inoted

I work for a brand experience agency, Imagination, as the Global Head of Strategy for our Ford work. I am responsible for delivering strategy and constructing narratives for/with brands. And making them happen in an experiential environment - online or offline. I also work with our other clients such as UWSEM, Truck Hero and Gypsy Vodka.

I’d like a gorilla with my chocolate

Gorilla looking pensiveYou would have to be a dedicated tv refusenik not to have seen the new Cadbury’s ad. But just in case you’ve been on Mars or otherwise outside the plannersphere I have provided a handy link below-

It features a gorilla drumming to Phil Collins’ “I can feel it coming in the air tonight”.

And why would a drumming gorilla be the perfect expression for Cadbury’s? Well as Jack Donaghy (Alec Baldwin) said on 30 Rock “I’ve got two ears and a heart, don’t I?”. The emotional nature and the slightly cheesy rep of the music combined with the sheer strangeness of the gorilla’s serious enthusiasm communicate exquisitely the essence of Cadbury’s Dairy Milk, “a glass and a half of pure joy”.

What is so brilliant about this ad is that it takes the essential brand DNA of Cadbury’s, pushes it through the prism of creativity and comes up with something surprising yet completely on the nail. And because the idea stays true to the brand, it works.

That’s what we did with Where Are The Joneses? You wouldn’t expect to see an online comedy about sperm-donor siblings associated with Ford, but that’s exactly what Where Are The Joneses? is. More than that it has opened a conversation between Ford and the public, because the website users actually wrote the comedy for us, and we responded. Oh enough trumpet blowing already, I know, I know, it’s not allowed.

It will be interesting to see the shape of the evolution of the Cadbury’s ads, to see how they are going to pursue a conversation with us.

i-phone love. Steps to convergence

I had the chance to play with an iPhone last week when the creative director of the NY office came over to visit Store Street. It truly is a thing of beauty as I think others of us have already noted. But what is really exciting me is that sites and experiences are already being developed specifically for the iPhone – for instance the new Netvibes interface and upcoming Facebook customised site. This is because the iPhone is unique in it’s interface to the web, it finally makes the web usable on a phone. So all you need to do if to get really great content to an iPhone is create a fairly straightforward website.

This is exciting because where iPhone leads the other mobile phone manufacturers will follow, the market has been proven. And creating phones that effectively browse the web, rather than having to download games and applications, means no morre “65 versions of the same game for 65 different network and phone model combinations”. This could take us one giant step further towards true convergence.