Plainly Refreshing...New Advertising Campaign Avoids the Lowest Common Denominator
I'll be honest, I'm generally disappointed by most of today's advertising.
When I was growing up, Advertising Executive was a sexy profession. Everyday people knew where Madison Avenue was and Thirtysomething (the characters worked in advertising) was the Gray's Anatomy of the time. That was the Golden Age of Super Bowl commercials (Bud--Wise--Errrr was one of the last campaigns of the age.)
Today's advertising is all over the place. Sometimes I think they're not even trying anymore. Who could blame marketers? Since the explosion of the internet and the proliferation of cable channels, Americans have been inundated with focused advertising, product placement (yuck!) and Beyonce singing "Lemme Upgrade Ya!". We're almost completely inoculated against original ideas.
Some advertisers have combated this with shock attempts that are too much (the Long John Silver's husband and wife shrimp who mistakenly eat their own children comes to mind).
So it was very refreshing to see the visually stunning new 45 second spot for Fage Greek Yogurt. The "Plainly Plain" poem voiced over by Willem Dafoe is fitting and interesting, but the stark white slow motion liquid movement broken by shocks of fruit inspired color coupled with alabaster biological forms awakening from within is what makes this spot so beautiful.