| |
| The Logo and Tony Soprano - Things Expected - and Things Not |
|
|
| Thursday, 14 June 2007 | |
|
I love it when the world seems to be explode with trivial stuff to make one smile - as opposed to murders, terrible accidents, war. At those times I avoid the news and have trouble falling asleep. Well, this was a great week for me in terms of world news. To be served up the new logo for the Olympics in the UK - and the ending of Sunday's final Sopranos episode all in one week. Sweet. And, it brings advertising and expectancy theory to mind - at least to my mind. There is stuff you expect - particularly if there is something about your business that qualifies somehow as creative. It gives you the opportunity to grab those wonderful moments to break new ground, to be innovative . . . to do things that no one has ever seen before. Your skill and experience lets you take it to the edge - with the style, elegance and confidence that has characterized your work. So, were the folks at Wolff Olins, the branding agency that did the work surprised when the crumpets hit the fan - I think not! To be an artist - to be in any creative endeavor - is to hear the dissident voice over almost anything you do. It is to be expected. And then there is the end to a story, a film, a book - the closing moments of a TV series that is, perhaps, the most celebrated of our time. So unexpected was the ending of the Sopranos on Sunday night that not only did thousands send screaming messages to HBO and related websites, but I suspect hundreds more threw their shoes and smashed their TV screens in anger that their television had failed them - some technical mishap that robbed them of the sight and sound of the mayhem they anticipated. But it worked. Unexpected that is relevant to the market and the product is embraced. The Olympic logo is simply considered off the wall and of no personal relevance. Unexpected - for sure; yet unappreciated because of its lack of relevance to the games, the audience and the host city. By contract, the mystery and involvement of the viewing audience with Tony and his family is sound, in place, another surprise I a show of surprises and - each of us in our own way, gets it. Cut to black worked, it socked us in the gut and we will talk about for days - like the i-pod, Honda cog and got milk ads unexpected when it is well done becomes a defining moment of our culture. Comments (0)
 Write comment
|
| < Prev | Next > |
|---|
