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Pe Notoriu.ro despre "publicitatea de autobază"

arhivă, telalîcuri @ 24 June 2008

[youtube=http://www.youtube.com/watch?v=t4rMdvQ2gxw&hl=en]
Pe Notoriu.ro îi răspund lui Lică Manolache pe tema reclamelor cu umor gros, necizelat, tot mai prezente în ultima vreme la TV. O fac în compania lui Liviu David (de la Next, creativ cu care am lucrat acum 10-11 ani pe Connex Go!, Flanco, Daewoo etc.) şi Şerban Alexandrescu (Headvertising), adică doi oameni din topul foarte restrîns al creativităţii româneşti. Şerban, care a făcut ATF-ul, furnizează declaraţia-şoc a sezonului în materie de cultură made in RO:

“[...] Seria Unirea [este] singura comedie de succes realizata post-revolutionar in cinematografia romaneasca. Nu, nu in publicitatea romaneasca, in cinematografia romaneasca. Da, imi asum deplin ceea ce tocmai am zis.”

Redau mai jos răspunsurile mele:

Lică Manolache: De ce au succes spoturile ale caror esenta este umorul “de autobaza”?
Florin Dumitrescu: Spoturile “de autobaza” le furnizeaza romanilor doua lucruri: 1) divertisment (pe care televizunile sunt tot mai neputincioase sa il asigure); 2) libertate: aceste reclame indeplinesc functiunea de destresare/ defulare, de eliberare de sub constrangeri, – ceea ce este resimtit ca o placere aproape fiziologica.

LM: Este o conditie ca reclamele cu acest tip de umor sa fie create pentru produse ieftine sau de o calitate scazuta?
FD: Sunt brand-uri a caror strategie este sa accepte, in anumite momente, pozitionari joase, chiar josnice. Intr-o prima faza, Kreskova a mers pe calamburul acela “autobazic” (Crezi c-o va…), care a asigurat memorabilitate, awareness si favorabilitate (intr-un anumit mediu). A trecut apoi la acel spot sofisticat si oniric cu siberianul, care denota stil, dar evoca aceleasi “placeri solitare” ale barbatului.

LM: Aveti vreun spot din acest gen care v-a placut?
FD: De cele mai multe ori nu stiu sa spun daca imi plac efectiv sau le consider bune (apreciindu-le obiectiv, profesional). Recunosc totusi ca inca nu m-am saturat de spotul French Toast (cu falsii Iri si Moni)…

LM: Cum stau strainii la capitolul umor “de autobaza” in publicitate?
FD: Ohoho… E de ajuns sa urmaresti pe Youtube tag-uri precum “funny ad” sau “naughty commercial” si se revarsa autobaze intregi de astfel spoturi…

LM: Cum sunt reclamele lor fata de ale noastre?
FD: Mai relaxate. Unele “autobazice” romanesti (Adria, Albacher, Muscatel etc.) isi propun sa flateze complexele romanului (romancei) de a-si etala personalitatea, de a se da important, de a dovedi ca e cel mai tare, ca “le-a tras-o” celorlalti etc. Starnesc hazul, dar nu la modul sincer, curat, spontan; e un umor “coclit”, bazat pe conditionare sociala. Rasetele “puse” la final suna fals si neconvingator. Daca tot e s-o dai de autobaza, da-o tare si groasa!

92 Responses to Pe Notoriu.ro despre "publicitatea de autobază"

  1. Darius Says:

    Reclamele sunt făcute pentru diferite “target-uri”. Chiar discutam cu un amic care se arăta dezgustat de o reclamă la Unirea. I-am spus că nu e pentru el “cognacul” Unirea. E pentru “ei”. Noi bem Zaraza :-D

    Referitor la reclama de la Albacher. Mie mi se pare o reclamă foarte reuşită, doar cu o mică excepţie. Îi lipseşte – cel puţin textual – promisiunea de marketing. Concret: reclama începe cu poanta cu tipul care încearcă să pornească de pe loc cu frâna de mână trasă. Vine şmecherul şi îi spune pe un ton superior şi sarcastic “Frâna! De mână.” Apoi începe o melodie antrenantă, dar nu de prost gust, şi o voce groasă de bărbat care spune:

    “Albacher: doi litri jumătate la preţ de doi litri.”

    Whaaat? Asta înseamnă Albacher? Ăsta e singurul atu al berii? Că e multă? Şi chiar dacă e singurul atu, totuşi după o scenă atât de “jmecheră”, nu ar fi mers un promisiune mai cu esenţă?

    Ca norocul că la urmă o mai scaldă cumva copywriterul când spune “Albacher. Îţi merge mintea la rece.”

  2. Turambar Says:

    Nope. Noi nu bem Zaraza. Noi bem single malt. Laphroaig, if possible. Different target. You undershoot it, mate :)

    “Asta este singurul atu al berii?” Ca vinde doi litri jumate la pret de doi? Yup. Cel mai atu cu putintza. Intrebati-i pe Miculi si veti vedea cum, cu o politica hiper-agresiva de pret, au calcat pe cap multe multinationale. Daca nu invetzi lectzia asta in Romanica, nu se cheama ca esti marketer. Intr-adevar, e doar necesara, nu si suficienta. Insa sa o ignori e semn de mare problema.

    Sa recapitulam: Laphroaig. Costa cat aprox. 233 de Albacher. Dar se merita. Sa moara pisica… :)

  3. textier Says:

    darius: that’s what you think! in realitate, copywriterul a incheiat poanta cu fraza concluziva fireasca, dar… trebuia intercalat beauty-shotul cu berea care curge si lng asta a venit (probabil in ultima clipa) si obligatia da a pomeni de sticla de 2,5 l (e totusi vara)
    ca sa nu vorbim aiurea: exsta 2 feluri de reclame: cele centrate pe produs si cele pe lifestyle. de obicei se alterneaza strategic: lansare = produs, imagine = lifestyle etc.
    oamenii de marktg din sua din anii 60 au “descoperit” targetul: si de aici o abuzare de acest instrument si o absolutizare a reclamelor pe baza de lifestyle. e o epidemie de care ei s-au lecuit dar care a patruns de curind si la noi, cu intrziere, si inca face victime…

  4. gabi Says:

    Perfect de acord cu Şerban Alexandrescu. De când a apărut seria asta de reclame tot aştept ca cineva să aibă tupeul să o transforme în film sau, mai degrabă, într-un serial tv.

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    MA POATE AJUTA CINEVA CU INTERPRETUL SI NUMELE MELODIEI DE PE FUNDALUL RECLAMEI ALBACHER?

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