Thanks to fellow Woody Boater Bob “Have I Got A Calendar For You” Kays for finding this fun uncut commercial for Izod. Now, of course as a Creative Director in advertising I have an opinion on ads like this. And as a Woody Boater also an opinion. But I will let you watch it first.
While I think its fun to see an uncut version of an ad, this sort of advertising I find actually is destructive to a brand. It may be my age since I am clearly not the target. These ads are targeted to… A Younger Audience” because like the Woody Boater universe, Izod needs “Younger People” as well. Ugh.
Now, in this play Izod has worked hard to distance themselves from the tradition of advertising, yet while needing advertising to create awareness to a market that donsn’t like traditional advertising. Yes a little confusing. And I get it, but Izod is a classic brand. Izod has made it through the ups and downs of trends. It is a timeless brand, and this shoots at that. It feels desperate, and trying to hard. A risk yes, and may work. Or not. After all, I don’t wear Izod anymore. And maybe I would feel younger in an Izod shirt. Great creative takes risks. It’s what makes brands relevant again. So cudos too that. But could have been done with a little more style.
Now as a Woody Boater, WTF? Golf on a classic boat! Ya.. I will add, that a tleast the Uncut version is better than the on air watered down and confusing version. Which makes sense, that the “Younger Audience” isn’t on TV watching, but watches Online. So smart media plan, but clumsy creative for the 30 TV on air!