Before I arrived in Berlin I did research on an advertising agency called Nordpol+Hamburg. They did a commercial that won many awards called Mr.W for a German company that deals with Wind Energy. I have done more research after getting some consultation from local Germans on how to navigate through the flash-based Nordpol website. Their clients are very impressive and range from Asics in Japan to MTV Europe. I am interested on asking the different students on who is the more intrepid, creative agency in Europe- Nordpol or Golden Deer (who we will be working with for our first presentation). The advertisement I found intriguing comes from Nordpol+Hamburg and it is a very creative and subtle promotion that shows that Mr.W was not a one hit wonder for this agency and proves that Germany is a progressive hotbed for promotional TV advertisements.
Analyzing this commercial might not make sense the first viewing. It makes me wonder if the European consumers are more accustomed to "intellectual" advertising. The ad is portraying the safety features of Renault (a French car company). The ad takes shots at Japanese car companies- Toyota, Honda, etc. by showing the Japanese "Sumo" Collision; they also subliminally attack Swedish (Volvo) and German (Mercedes, BMW) automakers. This is significant because a German ad agency is insulting German automakers which shows that Nordpol+Hamburg is loyal to their client and is not afraid to shy away from effective promotions that may be a conflict of interest between client and country. The 5 star safety rating feature is the attribute that is prominently shown in the advertisement by the iconic French- language of love and the embrace and affection of the "French Kiss"- displaying that a Renault crash will be a beautiful collision.
Chris Fong
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