The Controversy (and the Talent) Behind The Beautiful Farmer Commercial for Dodge Ram Trucks From The Super Bowl.

One of the most memorable spots on yesterday's Super Bowl - and one that has made it on most reviewers "Best Spots of the Super Bowl" lists - is also one which has been stirring up some controversy, at least amongst the ad community. Frankly, anyone outside of the advertising business could not care less, so I won't be surprised if you've stopped reading this already. But back to the subject at hand.

You may think the uproar is because of the numerous mentions of "God" or because of the the fact that some feel Farming has radically changed since Paul Harvey gave the speech used as the voice over at the National FFA Convention in 1978, but it's actually the spots' originality which has been questioned. I wanted to clear up a few things regarding that as well bring some credit the well-deserving photographers whose work was used in the ad.

Created by the Richards Group, the two minute spot with the Paul Harvey voiceover is an updated version of a concept originally seen in a video for Farms.com.

The Dodge Ram Truck  "Farmer" Super Bowl commercial:

The Farms.com video:


But let it be known that Farms. com has made a point of publicly supporting the ad with both tweets and this new description under their own video on You Tube:



As well as including this info in a hovering window atop the You Tube video:


While it's not the first Super Bowl commercial to have been inspired by a previous one, nor the first to take an already produced idea and make it far superior in terms of production quality, both The Richards Group and Farms.com - as well as the Chrysler brand - are to be commended for creating and running an ad that was powerful in its quietude and a refreshing change from the fast-paced, noisy, special effects ads that dominated most of the broadcast.

Whether or not you feel the ad was derivative, one thing that is not debatable is the incredibly stunning imagery in the ad and it is those photographers whose work I want to bring to your attention.

Below are the ten photographers whose beautiful imagery is to credit in the Dodge Ram Truck "farmer " Spot:
Andy Anderson
William Allard
Jim Arndt 
Daniel Beltra,
Mark Gooch,
Andy Mahr,
Kurt Markus,
David Spielman,
Matt Turley and
Olaf Veltman.

Creatives from The Richard's Group who worked on the spot include Creative Directors Jimmy Bonner and Rob Baker and Freelance art buyer/ producer Deb Grisham.

Addendum: If it wasn't already clear, the Dodge Ram Farmer ad by The Richards Group also stands as a testament to the importance of production values and having people in charge with taste. Creatives, Account Staff, Producers and most importantly, a client, that understand the impact of visuals in addition to the content and copy (and sometimes the need to spend a little more) can make all the difference. Imagine if they'd simply run the Farms.com version.

UPDATE: For every view, download or share of “Farmer” located on the brand’s website at www.ramtrucks.com/keepplowing, Ram will make a donation to FFA. Funds raised will go to local FFA chapters for student programs geared toward fighting hunger in communities across the country.

Equinox Defends Their Controversial Ad Campaign Shot By Terry Richardson.

You may or many not have read the glut of recent articles highlighting the controversy over the "skinny" models in the latest ad campaign for Equinox Fitness Clubs shot by photographer Terry Richardson. According to Fashionista, Huff Post and plenty of other blogs, gym goers expressed disappointment in the 'thin' physiques displayed in the ads.


above: the exterior of the Equinox gym in Beverly Hills, California

The campaign was meant to illustrate the connection between fitness and fashion, but comments and criticism on Facebook and other sites allude to the fact that some might prefer fit and healthy looking models as opposed to runway thin models in the ads.



The gym chain has since responded, defending not only Richardson’s photos but their “deliberate” decision to run with them. Women’s Wear Daily reports that the chain disagrees with the mob of gym goers who stormed the Equinox Facebook page with comments demanding that the women featured in the ads look fit and healthy, instead of runway thin. Equinox’s executive creative director Bianca Kosoy told the paper:

“Our campaigns exist at the intersection between fitness and fashion; they are intended to be thought provoking and to generate discussion through their deliberate synthesis of personal motivation and high fashion photography.”

Frankly, the controversy regarding this continuation of the campaign shot for the chain of gyms by Terry Richardson is most likely more attention than the campaign warrants given that there's nothing extra interesting, compelling or memorable about the ad campaign.

Below are 12 ads shown from the campaign and the inside scoop behind 9 of the shots, straight from the set, from Executive Creative Director Bianca Kosoy.

Don't Let Them Eat Cake

"This obscenely expensive cake that we meticulously designed for this shot almost didn't make it. When the delivery guy showed up, someone directed him to Craft Services and it was about to get sliced for dessert. As you know, you can't have your cake and eat it too."

Shorts Story

"Believe it or not, this was one of the hardest shots to style, wardrobe-wise. We kept trying on different combinations of collegiate socks, ties, boxers and underwear to get the perfect blend of preppy and sexy. We wanted them to look hot, but not over the top. I mean, we are promoting higher education here."

Frankie Says Relax

"Terry's signature style inherently dials up the sex factor — each shot is like foreplay. The idea behind this shot was that the couple was recuperating after sex, so I had to keep reminding Terry that we were going for a 'post-coital' feel. He just started yelling, 'Post-coital! Post-coital!' with every pop of the flash! Everyone on set was cracking up."

Sunshine and Rain

"This was the first shot of the day, and it was raining and the weather was just supposed to get worse. We had tents set up and people holding umbrellas over us. The styling, props and location were so flawless and the models were having a blast, so the shot came together quickly. Let's just say we weren't going to let it rain on our parade."

Little Man on Campus

"Little Giuseppe was on set all day because we had to get all the outdoor shots done. He made the best of it flirting with the models and asking his mom if he could take a puppy home. Once he finally got on set he and Terry had this great banter about how much more time he had left. He was a total pro."

Searching High and Low

"The whole idea of the shoot was to create a real highbrow, secret society feel, but when it came down to finding most of the props, like the trophy in this shot, they ranged from actual museum pieces to random garage sale finds from upstate New York. It's the perfect intersection of highbrow and low art."

Puppy Love

"These French bulldog puppies had a bigger entourage than Terry: a breeder, a trainer and a handler. I couldn't believe how well-behaved they were. I actually almost went home with one, but I decided getting a new puppy in the middle of a campaign launch probably wasn't the best idea. Too bad. I was going to name him T-bone — in honor of Terry."

Happy Endings

"This was the wrap shot. It just instantly came together. The stylists and hair and makeup team were all done, and everyone sat on the grand staircase in the foyer enjoying the view and watching Terry do his thing. This is what I call a happy ending."

Earlier ads in the "By Equinox" campaign shot by Terry Richardson:




equinox
terry richardson

Advertising Concept For Cartier Combines Luxury With Violence.

A simple photographic juxtaposition of fine jewelry items by Cartier with a ball and chain (which has the wonderful double entendre given that it's a wedding band), a hand grenade, and explosives is a twist on the traditional and boring way that most fine jewelry items are presented in advertising and marketing.

"Weapon Jewelry" is another interesting concept from Diddo Velema (who goes by the moniker "...by Diddo" on his blog) that combines luxury with images of violence.

The ads as they would appear, if Cartier had the guts to run them:


This is not the first time the art director and media designer has combined luxury brand icons with images reminiscent of destruction. I previously blogged about his project in which he created Luxury Couture Gas Masks:



Diddo Velema creates branding and advertising ideas for freelance and personal projects in his Amsterdam studio and has an art direction and media design site in addition to his blog.