Which Came First – The Chicken or The Chicken?

I know that when you really look hard, everything has been done before in some way, shape or form, and the challenge of creatives is to come up with new and innovative ways to use a set number of visual devices us people are familiar with to communicate in an engaging manner, but it does strike me as strange when a big brand like McDonald’s uses literally the same device as another big brand (albeit in the pet food market) to advertise one of their key products.

mcdonald's brand advert

What does it say about the brand – apart from ‘hey, we like the Whiskas campaign and thought we do the same!’

Looking at the advert for McDonald’s chicken burger, I am not convinced that it actually works as a brand or product advertisement. It is neither here nor there in terms of emotion and message. Surely if you stuffed your face with a chicken burger in a delightful frenzy, the packaging would look worse for wear with eager fingers dipping in?

Whiskas product advert

Cat food origami… a bit different… but quite sweet.

I know that you can’t always avoid repeating visual devices, in this case origami, and I don’t think there is anything wrong with that as such, if executed in an innovative way or used to tell a new story, be relevant and fresh.

tissue brand advert

Folded message. Not really unfolding well.

Looking at this ad for Colhogar, I am not sure the connection with tissue paper for runny noses is really evident. And if you ever tried to actually make origami out of these type of tissues, it is nearly impossible and frustrating because of the softness of the paper (now here is a thought that might actually show a benefit of the paper to the consumer who might prefer the message of ‘too soft to be stable’ for their noses).

greenpeace advert

Missing something.

This Greenpeace advert is another origami example, the connection being the ‘wasting paper kills more than just trees’ but the visual execution is somewhat missing some warmth or depth.

bancoMatoneparrots

This bank’s strapline is ‘multiply your money’ but it beats me why they used birds instead of animals we naturally associate with rapid breeding (rabbits, anyone?).

brand advertisement

Sport artificial leather to stop animal slaughter – sorry, lost on me!

I also don’t quite get this advert for Rexiine House. I don’t even know what the connection is to their brand, what they do, why I should care. Perhaps this is simply an unlucky find because they are an indian company and won’t have exposure here.

The adverts below for Western Union also use origami, but I do like what they have done with it. Unlike the ‘multiplying’ advert, they used the essence of the bank notes themselves to create a connection between money transfers and the human aspect as well as the distance and cultural differences. It shifts the brand message from being a financial transaction to being a human interaction. Nicely done.

western union advert western-union-money-transfer-faces-1

I wonder how the McDonald’s chicken burger campaign will work for them. Perhaps they have planned a whole interactive origami media campaign with in-restaurant tutorials and bespoke packaging with instructions to bring the rather unsubtle copy of the Whiskas adverts to a better live… but why do I doubt that?

About Regine Wilber

Brand strategist and designer with a passion for all things surrounding brand creation, design and management - and social media..
This entry was posted in Advertising, Brand Management, Branding, Graphic Design and tagged , , , . Bookmark the permalink.

One Response to Which Came First – The Chicken or The Chicken?

  1. brandmaster says:

    Reblogged this on Brandmaster’s Weblog and commented:
    It’s so easy to get caught out though. I’ve been guilty of coming up with what I thought was a great, original idea, only to find later somebody had already used it. A bit of research can save a lot of embarrassment.

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