Carlos Menezes

Carlos' Pick of the Week

by Carlos Menezes

2007/01/28

Kodak Goes Riding on Unicorns with Celine Dion

So on a lazy Friday afternoon  (I plan ahead) I came across this clip. Kodak got somewhat caught with their pants down with the coming of the digital camera age. Criticism was leveled at them for always being a step-behind the competition.

So what do you do if you're Kodak? You make a resounding statement of intent. You inspire your men to roll up their sleeves, and to prepare for battle. Think Winston Churchill (We will fight them on the beaches!!!), the Lord of the Rings' Theoden (Spears shall be shaken, shields shall be splintered!!!) and Sylvester Stallone (Ug!).

Ok, so it's somewhat tongue-in-cheek but how about this? It's always great to see a big brand that doesn't take itself too seriously.



Football Can Cure the World's Ills

I'm a huge football fan. Not soccer, football. For me there's no other team sport in the world that can live up to the mesmerising combination of pace, skill, and vision.

Being Portuguese I've experienced the torment of being glued to the television for ninety minutes as our country's Golden Generation were bored into second place in the Euro championships by Greece. Being a life-long Manchester United fan I've seen my fair share of exhilarating matches (despite our recent hiccup).

I'll never forget that game in '99 when Ryan Giggs single-handedly destroyed Arsenal's entire defence and sent United towards one the greatest sporting achievements of all time. I still remember the excitement of seeing the Welsh Wizard flying at the brick wall known as "the fab four". I remember watching in utter disbelief as he scythed through them with the grace of a panther. But most of all I remember screaming with unconfined joy as he hammered the ball past David Seaman into the back of the net.
That said, I can more or less empathise with the one guy in this commercial.


***Note to self, don't watch football with the boss if I'm “sick”.




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Comments

interesting kodak commercial. so they have been lame in the past now they are going to change this. I dont how wise it is to remind people of this.

Posted by gavich on 2007/01/29

I don't know - "reminding people" may prove to be redundant if the brand associations with its past failings are strong enough. I agree gav, with cameras you feel that the best way to promote the brand is with a new product - look at the future, not the past. However maybe the legacy of its mistakes is proving to weigh so heavily on Kodak that they are left with no other option than to try and shake it off. As I said in my post, I enjoy the fact that Kodak can admit that it was lame in the past. It takes guts and shows a certain frankness that should endear itself to the market. I guess that most consumers that this ad is targeting would be skeptical by nature. By doing this Kodak might just show them that they understand where their concerns arise from and that they're addressing them.

Posted by carlos on 2007/01/29

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