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Monday, 12 November 2007

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doug

Cog + pick a random Stella ad = this

The genius of cog was not only the use of car parts, but also that it was (in appearance at least) one tracking shot (rather than a series of cuts) which added a real wow factor, something which this spot - for me at least - didn't have.

Oh, and if you're going to dramatise 'good things come to those who wait' the least you can do is have an interesting denouement... books flapping into a pint of guinness doesn't do it for me I'm afraid.

Regarding the seeding, I got an email from AMV (because, I was told, I am an active ad blogger) telling me about the puzzle so I was aware of it (although again I'd say the modus operandi was a little clunky) but aside from this I didn't see any other comms, which surprises me too.

And as for the £10m cost? I think the PR machine has been working overboard and I'd be amazed if it even reached 20% of that figure.

An OK film, a disappointing ad for my money. That all said, I'm sure it'll do alright for them - as it's a 'big' ad, it's got people talking and, well, it's Guinness, innit?

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