Ditch the

Ditch the Crowds

It was about seven months ago that TBWA\ London’s “Mountain” ad for Sony’s PlayStation 2 picked up the Grand Prix at Cannes, and the impact is obvious. Crowds have clearly struck a chord with creatives as a visual metaphor, especially for ads that seek to convey the masses of people that form communities online. Goodby, Silverstein & Partners’ “Clocks” for eBay (shown) features a crowd of people with clocks stretching out to the sea, while AOL spots (along with NetZero’s imitation ads) show users en masse outside an office building. Other crowd themes appear in spots for Aquafina, Archipelago, Blockbuster and, most recently, Nextel (comparing people to swarms of ants). While crowds have become easier to fake in this digital age, and are a novelty set against our culture’s increasing solitariness and alienation, we think this idea has been exhausted. Why not just focus on one or two people?



Berger: The Sundance Kid

Euro RSCG CEO and CCO Ron Berger’s latest film, Ring of Fire: The Emile Griffith Story, tells the harrowing tale of a boxer who killed an opponent on live TV after he insulted him. It’s a far cry from The Boys of 2nd Street Park, a gentler documentary about him and his friends growing up, but the two films, which he directed and produced, have one thing in common: They were both screened at the Sundance Film Festival. (Ring of Fire debuted there this weekend.) Berger says he has no plans to leave advertising to become a filmmaker, however. “Somebody said to me the other day, ‘You’re in the business of doing films,'” he recalls. “I said, ‘No, I’m in the hobby of doing films.’ The business of films is a whole different business.”



In Brief

Jeff Goodby has been chosen as the first jury president of the International Advertising Festival’s Titanium Lion for Integrated Campaigns category. Members of the 10-person panel will be named next month. The IAF will take place in Cannes, France, June 19-25.