What you get from your creative team is only as good as what you put in
Sometimes, you have to feel sorry for the creatives.
The brief of coming up with a print ad to justify BP sponsoring cricketer Michael Clarke is a tough one.
Dr Mumbo isn’t sure whether the copy quite gets there:
“Great performance comes from the heart. When it comes to great performances, it’s what’s inside that counts. Ultimately, what you get out is only as good as what you put in, that’s why BP Ultimate has partnered with Michael Clarke.”
Or indeed whether it’s a good idea to turn Clarke into a robot if it is indeed what’s inside that counts.
(Click to enlarge)
“The combination of [Insert Name Here]’s focus on achieving top performance and his love of cars and passion for driving them , makes him a natural fit to become an ambassador for BP Ultimate, one of the world’s most advanced fuels,” said Peri Hunter, BP Brand and Marketing director. “[Insert Name Here] personifies the BP Ultimate brand. He is best known for everything BP Ultimate offers; performance and driving for success with passion and heart.”
[Insert Name Here] said; “I am a brand new member of the BP team and it’s great to be on board. As someone who loves cars and loves driving, BP Ultimate is a brand very close to my heart. I have been a customer of BP for years which is why I am very excited to be the new BP Ambassador.”
The final draft of this press release can be found here: http://www.bp.com/genericartic.....Id=7072970
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No one complains about the retouching on this image! And the art director didn’t remove the Slazenger logo after it was stated publicly that he had split with his longterm sponsor.
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Honestly, the fact Michael Clarke is now sponsored by BP does absolutely nothing to change my fuel buying habits…. seems bit pointless to me.
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I’ve always wondered why petrol brands spend so much on marketing, aside from CSR. I fill up when my car is empty with the cheapest shit that the nearest petty station has. This partnership will do nothing to change this.
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I would have thought Shane Warne would have been more of a purveyor of fine oils.
However what cricketers do in their cars is their own concern.
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Compare this BP sports ambassador with this Virgin Media (UK) sports ambassador… and then ask yourself the question: which business understands brand building?
http://www.brandchannel.com/ho.....11312.aspx
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Matty…. I didn’t know CSR was a petrol company…. I thought it was CSR Limited, an Australian industrial company, formerly known as Colonial Sugar Refining Company …. oh… I see what you’ve done there…. too many acronyms flying around
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WTF??? That’s so fantastically bad.
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