Fred Raillard of Fred & Farid on Press Grand Prix
July 6 2009, 2:05 am | | 11 Comments
The creator of the Wrangler Press Grand Prix speaks on their campaign.
The creator of the Wrangler Press Grand Prix speaks on their campaign.
11 Comments
I had my money on Alka Seltzer for sure.
I really find it hard to connect with those Wrangler ads, despite Fred and Farid’s speil about tapping into humans and society and the current economic climate, etc.
Wrangler is just one of those brands. You could do anything for them and it will pass as a groundbreaking fashion statement. You could have a campaign featuring different types of steaming turds with the Wrangler logo bottom right corner and you’ll pick up a lion.
Thoughts?
I agree 11.29
This just shows the standard was not high this year. Last year was those Battery ads from South Africa which I think at least provided some insight into the product. What is this Wrangler campaign trying to tell me? No idea.
Alka Seltzer is a better choice this year.
No way is this worthy of the Grand Prix.
This guy has done some excellent work in the past. And i mean excellent.
But this stuff is not. Not even close.
Alka Seltzer was just a convoluted way of saying if you eat some dodgy shit, alka seltzer can help. Generic.
I like what Wrangler ads are trying to do…..as Lubars said…to influence the very DNA of the brand and set it on a new path.
The big challenge is how they take this thinking forward. That will truly tell whether this was a genuine effort or merely ‘pro-active’.
Alka Seltzer was good enough to win the Grand Clio this year. That probably counted against it at Cannes. Cannes juries always try for something a bit different.
Where this Wrangler campaign goes next will be interesting to follow.
Sorry but can any proponent of the Wrangler work explain what it means without sounding like some wank curator of an art museum.
David Lubars, the president of the Cannes Lions press jury, said the campaign had won because the idea could work globally to change the US-centric view of the Wrangler brand: “It is a very emotional campaign, you can see how it can go into all kinds of areas,” added Lubars. “The theme is we are animals, a very primal, sexual approach. Before the brand was about middle-aged cowboy jeans from America. Now it takes a whole different look overnight.”
had some respect for these guys before watching fred bullshitting his way thru.
lubar’s explanation is reminiscent of my uni art professors making up some b.s. interpretation of some overrated dutch painting.
sorry but this is a wank. was fred on the judging panel? is that true or did i hear wrong. if he was i am suspect!
I always advise my clients that bullshitting is an art.
This guy should’ve spoken entirely in French and then laid some subtitles in english on top of it. Way more credible.