June 2010 Archives

When the news broke out that W+K got the Jeep assignment, I was both relieved and disappointed. Relieved because "i live, i am, i whatever, iphone, i jeep" campaign in my opinion is the advertising stinker of the century, what an irresponsible act to stink up such an icon. I was disappointed because Jeep didn't come back to us, Cutwater SF. I wasn't with the agency when Jeep was here, but I ADORED the campaign cutwater did, in fact in my 19 years of living in America, the "have fun" campaign is one of the two that really propelled me to check the cars out in their dealerships, first one being bmw because of bmw films.

This recent tv spot done by W+K is very typical W+K anthemic style, just like their Levis spots. Cutwater also explored that direction with it's own version, see here:

You see, the difference is fun, I truely believe that's what jeep is about, from wrangler to grand cherokee, its not about the bling, its not about safety, tow power, whatever whatever, its the brand that spun out from pure love from 18-24 GIs who loves that kind of freedom, reminder of their adventure. It's Americana, yes, but really, the essence in Americana, willingness to go out and just have fun.

Another thing that bothers me about W+K spot, being in my generation, I'm starting to doubt their anthem right from the beginning. Are we really a nation of builders these days? Last time I checked, it's China. I thought we're a nation of innovators and inventors. Yes things we make makes who we are, but it is the idea, and the willingness to explore and fail that makes us Americans. So yeah, fine, i'm sure some people will shed tears over your spot, but for me, I immediately put up my judgement as soon as the first 5 seconds. Also, how will this direction be translated internationally? Last time I checked, unlike Americans, the rest of the world knows the nation of builders is China also. Do you guys really think they'll catch up to this idea? Chinese kids will laugh at it, just as hard as they did when Timothy Geitner told a roomful of them that US debt securities are "VERY SECURE".

Jeep, I wish you're still here, and hope you to return one day, Chuck still drives his Wrangler.

A footnote* Friends, read this for what it's worth, it's my honest opinion even if I'm not with cutwater, I fought my way here because of cutwater's rayban and jeep campaign. Industry professionals, yes, I'm with cutwater, and yes my opinion's obviously biased, I'm admitting to that right here right now, albeit it is my honest opinion and it's not an agency stunt. Also, yes, I saw chuck drove away in his green wrangler from grumpy's today, which prompted me to write about it.

Growing up in America as a minority has certain challenges, growing up as an Asian guy, let me tell you, a lot of times, it's just plain unfair. Just ask any non-Asian American girls how much action we Asian guys get with them, the answer almost always come back as none. Now I'm not saying its absolutely impossible, but, I'm DEFINITELY saying the odds are against us.

This leads me to the broader topic of representation, I don't like the fact that we're under represented in the media in this country, we love America just as much and we contribute just as much, but we often gets castrated in the media, we're sexless, all you see in films of of us is 1. Kungfu guy, 2. Waiter / cook / laundromat owner, 3. Triad / mobster. Compare to other minorities, we never get casted as romantic leads, or even in an inter-racial couple setting, Asian women does it far better, but that's a whole other conversation.

Romantic leads, representation, what made me suddenly rant like this? It was today's Apple Iphone 4 announcement. If you go to their website now, you'll see some pictures of a highly touted feature - FaceTime. I mean, I get it, I'm also an advertising professional, it needs to be an obvious mix of races to make the whole thing look - A. International, B. Politically correct, but I was frustrated with not seeing an Asian dude once again! Especially on an apple ad out of all places. In case you lived in a cave for the past 6 years, we Asian guys not only make up a big percentage of Apple's company, the silicon valley, the general SF Bay area, we aslo buy a lot of Apple products, in fact, most of my Asian buddies had every version of the iphone ever since it had launched, I personally have bought three, but no, layout must be "White guy talking to Asian woman."

I don't have problem with seeing Caucasian dudes with Asian girls, not at all, but, I HATE not being represented, somehow, I just feel wrong, wrong in a fundamental sense and in Apple's case a sense that someone is telling us we're bad at math, or doesn't like to own a Honda kindda wrong too.

Racism in America, yes I believe it still exists.