Child Lock.

The advert titled Child Lock was done by KEMPERTRAUTMANN advertising agency for BEATE UHSE TV (BEATE UHSE company) in Germany. It was released in the February 2009. Business sector is Publications & media.

Credits:

• Agency: Kempertrautmann, Hamburg
  Creative Directors: Mathias Lamken, Simon Jasper Philip
  
  Production Company: Sehsucht GmbH
  Director: Martin Hess, Ole Peters
  Design: Martin Hess, Ole Peters
  3D: Heinrich Löwe
  Compositing: Martin Hess, Hans-Christoph Schultheiß
  Producer: Stephan Reinsch
  Music/Sound Design: Thomas Kisser

Amazing skills!!

MR CHUCK!

Chuck is Chupa Chups’ first-ever global mascot. He’s somewhat odd looking and never speaks, but through his lovable chomping of Chupa Chups embodies the phrase ‘life less serious’.

So the economy sucks – CHUCK. So you can’t find matching socks – CHUCK. So the waiter took your glass before you’d finished with the ice – CHUCK. When life seems all too much, when little problems seem like they’re bringing the world down on top of you, when you hear someone shout “WATCH OUT FOR THE DOG S#*!” just as you step in it; stop for a minute, take a deep breath (away from the poop) and think about the almighty mantra of the Chuck: A ‘life less serious’.

If you are interested in Mr. Chuck, you may take a look at: http://chupachuck.com/en/sites/partystore/index.htm

Free funny Chuck stuff for download.

10 minutes of pleasure.

Playing on the typographic

There are many different kinds of ways for advertiser to purchase advertising, apart from using strategy like proportions, comics… etc. A simple way is that by playing typographic.

Advantages:

1. Low budget; Ideas are the most important element in this strategy. Without technical photography, beautiful venue for background, or celebrity, the only skills using is the talent.
2. Simple; It’s clear for the audiences to get the main message you want to tell, without the disruption of others pictures or text.
3. Funny; Playing on the shape or the meanings of words add much fun in daily life, especially the Chinese wordings. It’s own shape can be modify or adding special elements as to fit the concepts of your ads.

Disadvantages:

1. Flat; Without amazing photos or eye-catching retouch skills, people may think its too flat to have an ad like this.
2. Too broad; Once the audience is unable to read, it’s lose it functions. Its only suitable for people who were educated.

Sex in advertising

We are sexual beings. Advertisers use this attribute by trying to associate their products and services with sexy imagery hoping that some of the hotness gets attached to their brand in the consumer's subconscious mind.

But is it a good strategy to appeal the product/services to sex?

Advantages:

1. Get attentions; Of course everybody are curious about sex, sex in advertising builds on the premise that people are curious about sexuality and that experience in marketing has been that sexuality sells products. From a marketing point of view, sexuality can have biological, emotional/physical or spiritual aspects.
2. Impressive; Apart from some other advertising, appeal to sex may make a great impression to audiences, first they memorize your ads, then they will be interest in your product/services.
3. Build images; With successful marketing strategies, once sexuality is used in advertising, certain values and attitudes towards sex are necessarily 'sold' along with a product. Which is called "the concept". For example, the message may be that "innocence is sexy" (by Calvin Klein when it uses young people in provocative poses)

Disadvantages:

1. Risk; It's two sides from a coin, abusing your audience's attention is sometimes a dangerous thing. You will never know who's going to watch you ads, is may cause cultural question or morality questions if this strategy is use inappropriately.
2. Exaggerate; It often use comics or beautiful photographic skills to catch your attentions, and then trying to sell completely unrelated products, let the audience miss understanding what you are going to sell, or sometimes may feel cheated and talked down to.

Smoke CHUPA CHUPS.

In the 1980s, owing to falling birth rates, Chupa Chups target audiences are no longer just kids and teenagers, an anti-smoking slogan "Smoke Chupa Chups" was tried to attract further adult consumers.

Its quite a different style from it's previous campaign and present day campaign, like;

• What a sweet half hour.
• The pleasure of sucking.
• Life less serious

1. This time, the target audience change from teenagers and kids to adults, as an alternative to tobacco.
2. Its quite a symbolic meaning, since the pose of smoking are similar to sucking Chupa Chups. So it can gain awareness of those smoker to choose sucking Chupa Chups to replace smoking cigarette.
3. One thing to notice is that, it use the famous cow boy from well-known cigarette brand, Marlboro, as its celebrity. Therefore, the concept stands out very sharply and impressive.
4. On the other hand, the package of this anti-smoking campaign are special. Chupa Chups tried to develop a paper box base on the cigarette box for the Chupa Chups package. It's eye-catching and it also modify the size of Chupa Chups to a mini one, therefore easier for people suck more convenient.

Ambient advertising

Ambient, which means the surrounding area or environment.

Ambient Media started to appear in British media jargon around 1999, but now seems to be firmly established as a standard term within the advertising industry. It is the name given to a new breed of out-of-home products and services determined by some as Non-Traditional or Alternative Media.

Advantages:

1. Interesting; It's totally different from traditional media, since it's no longer just stick on a pieces of paper only, instead, this kind of advertising appears in our daily life! They might appears on the handles of supermarket trolleys, the cistern of public toilet, and even on the straw for you to suck!
2. Awareness; It's quite difficult for people to ignore those abnormal things surrounding them, which it's the main successful point of ambient advertising. When people walk along the street, once they discover some special advertising, they will memorize it immediately and have deep impression, which helps raise the product/services awareness.
3. Specific; Most ambient advertising provide fist experiences to consumers, for example like guerrilla strategy which are unexpected and unconventional establish a relationship with the customer. In order to build trust and support, it focus on understanding the customer's needs, and providing a product that delivers the promised benefits.
4. Low budget; Instead of money, the primary investments of this strategy should be time, energy, and imagination. Therefore the ideas and ways to purchase are more important.

Disadvantages:

1. Too exaggerated; The consumer may think the advertisement may not exactly reflecting it's product/ services features.
2. Block the public area; Sometimes, creative cost area. The sticker/stuff of ambient advertising will block the public area as to purchase their effects of campaign. Some people may feel uncomfortable or disgusting surrounding by those advertising, it makes backfire which are not expected.

How come CHUPA CHUPS??

First came the idea. But a great idea deserves a great name. The very first name of the lollipop was GOL, Spanish for "goal", due to the lollipop's resemblance to a football. But Enric Bernat was not totally convinced with this name and decided to resort to an advertising agency. The outcome of several brainstorming sessions came up with three options: PALS, ROLS and CHUPS. Enric Bernat finally chose "CHUPS".

However, the name story does not end here.

In order to advertise their lollipops, the young entrepreneur and his colleagues created a song that was played on the radio.

It went something like this....

Spanish
Toma un dulce caramelo,
paladea un Chupa Chups.
Es redondo y dura mucho,
toma un dulce Chupa Chups

Un palito lo sostiene
para no mancharte tu.
Alimenta y gusta mucho,
cómprate tu Chupa Chups

Gira que te gira,
rueda que te rueda,
de gusto y dulzura
su sabor me llena.

Su sabor me llena
de satisfacción,
por eso al tomarlo
canto esta canción.

Toma un dulce caramelo,
paladea un Chupa Chups
Es redondo y dura mucho,
toma un dulce Chupa Chups

Un palito lo sostiene
para no mancharte tu.
Alimenta y gusta mucho,
cómprate tu Chupa Chups

Toma un dulce caramelo,
paladea un Chupa Chups
Es redondo y dura mucho,
toma un dulce Chupa Chups

Un palito lo sostiene
para no mancharte tu.
Alimenta y gusta mucho,
cómprate tu Chupa Chups
Muy poquito a poco
se va deshaciendo y
mientras lo como
me voy divirtiendo.

Tan grande y redondo
se parece a un sol,
La bola del mundo
Puesta en un bastón!

Toma un dulce caramelo,
paladea un Chupa Chups
Es redondo y dura mucho,
toma un dulce Chupa Chups

Un palito lo sostiene
para no mancharte tu.
Alimenta y gusta mucho,
cómprate tu Chupa Chups (x3).

English
Get something sweet to lick
Savour a Chupa Chups
It's round and lasts so long
Savour a Chupa Chups

It's on a stick
So you stay clean
It feeds you and you'll love it
Buy your Chupa Chups

It just spins and spins
Going round and round
It's so sweet and yummy
It will fill you up with taste.

Its taste fills me up
With satisfaction
That's why when I eat it
I sing this song

Get something sweet to lick
Savour a Chupa Chups
It's round and lasts so long
Savour a Chupa Chups

It's on a stick
So you stay clean
It feeds you and you'll love it
Buy your Chupa Chups

Get something sweet to lick
Savour a Chupa Chups
It's round and lasts so long
Savour a Chupa Chups

It's on a stick
So you stay clean
It feeds you and you'll love it
Buy your Chupa Chups
Ever so little by little
It just melts away
And as I eat it
I have a great time

So big and round
It looks just like the sun
It's the world
On a stick!

Get something sweet to lick
Savour a Chupa Chups
It's round and lasts so long
Savour a Chupa Chups

It's on a stick
So you stay clean
It feeds you and you'll love it
Buy your Chupa Chups

The background of CHUPA CHUPS

In the early 1950s in Spain, a young man called Bernat, the fonder of Chupa Chups who worked for an apple jam factory broached the idea of making lollipops. One day, the investors left, so he took over the company in 1958 and renamed it Chupa Chups.

He got the idea of a "bonbon with a stick" from a cursing mother as her child got sticky hands from melting sweets. He wanted to create a product that would be like “eating a sweet with a fork”. Therefor Chupa Chups was created.

The aspect of the Chupa Chups® lollipop is based on two main elements:

• The round sweet. Adaptable to any mouth, this is the perfect size and shape for sucking. When the lollipop is swirled around in the mouth, it gets the taste buds busy and enhances the flavour tremendously.
• The stick. The ever-practical stick was originally wooden but thanks to early advances in technology and a forward thinking Research and Development department, this was quickly switched for a more hygienic plastic one.