"baa-doom-boom-cheh."
Posted by toasted oats on March 31/2003

"they don't call me toasted oats for nuttin."
Posted by toasted oats on March 31/2003

"I think there are a lot of good comments here Alek, so use them. Personally, I don't know if I really get the Yellow Pages ads. But with some re-work, there could be a good idea yet to be uncovered. I think Toasted Oats has given you some great points to think about - Thank You Toasted Oats for constructive criticism.
Keep at it Alek."
Posted by IMHO on March 31/2003

"The Yellow Pages stuff:

The first observation is that there is no benefit being offered. All the current Yellow Pages ads and any ad worth its salt offers a benefit. Find one.

As Jiggy and Toasted Oats mentioned, find ONE SINGULAR IDEA THAT ROCKS and hammer it.

As pointed out, the first one with the encylopedias is contradictory.
Why don't you play on WHY the phone book may be more important than a precious encylopedia collection.

The second one actually makes the phone book look lesser in worth. Why wrap it in old newspaper? If you want to protect it put it in a mylar plastic bag like comic books are archived in and put it on a shelf with collectables.

The third one is obviously a very early thought. Remember the general rule of thumb, don't write what the viewer can already see. Check your Whipple and Cutting Edge. That's a weak use of the illustration on that AD annual.

The headlines aren't necessarily too long, they just don't read that smoothly. Work with a writer.

Good luck."
Posted by Pedro on March 31/2003

"Guys, great feedback.

Justin - follow up to your first comments - the books in the first execution are in fact encyclopedias - quite old ones and yes, in another language. So not that far off the track.

Yes, English ones would be more clear."
Posted by J on March 31/2003

"Or maybe if you want to stay with the same sort of thought for the first one you should put the yellowpages between a copy of George Orwell's 1984 and Clarke's 2001.

All views expressed in my emails are the product and opinion of an insomiac, slightly alcoholic, agnostic. Any similarities between these views and any previously existing ones are purely rip offs."
Posted by Justin on March 31/2003

"Hmm... Just my personal taste, but i don't really like them.
The first one doesn't really make sense. The other books aren't dated. They're just in another language. Maybe... you'd want to say something like "the most important reference on your shelf" and have pictures of encyclopedia or dictionaries or something.

The second one is trying to say that you'll use it so much you'll wear out the cover. But the line needs a step or two of thought before you get to the message. Maybe something like "take care of it, you can't get another one till next year" or something.

And the third one, I just don't get. But that's probably just cause I'm slow, hehe.

All those lines are just off the top of head, if you want a hand with your writing, please feel free to email me."
Posted by Justin on March 31/2003

"Yellow Pages as getting that special attention.
In an exaggerated way, I want to convey the idea that it has become such a valuable necessity at home, it earned its placement.
Since it's used so often, why not protect it.
This is my way of looking at it.

But, I will certainly do more exploration.
Thanx for taking the time to flip!"
Posted by alek on March 31/2003

"Other books are turning their heads --- Who puts their yellow pages book on a bookshelf with regular books? Uhhh, nobody.

Protect your book from wear and tear all year long --- I don't get it. Are you saying that people use the yellow pages so much the book will get worn out? Who gives a shit if it gets worn out?

The only book that will never be out-of-date on your bookshelf --- (there should be no hyphens) The Yellow Pages are pretty much out of date within a month of publication.

Just my opinion - I could be totally wrong.

Keep trying."
Posted by Mr. Reality on March 31/2003

"you're still not there.

keep trying harder alek. those are good starting ideas, but use them to find better ones.

i'm getting the impression from your work that you produce and stick with the first okay idea that pops in your head.

you need to think of the big idea, not 3 different ideas. just one.

and then you can exploit that one solid idea 30 different ways and pick the best 3.

your out-dated ad is contradictory. there's a date on it. it will be out of date in one year - plus given the fact that people do move and change their #'s quite regularly. (but i do realize that you'll get a new one delivered to you in the new year).

why not try an ad about the upgrade & delivery?

another problem is that your yellow pages goes under your coffee table, in a drawer, on the in-table, etc.

why not take it a step further and attach a chain link to it like the phone booth has. this will better illustrate it's importance and worth.

it's all about the big - one - idea. is it the books importance? the necessity? where you'd be without it? what is it...because without one you're just doing ads for the sake of doing ads.

your art direction is improving, as would your book, if you thought harder and longer.

every time a CD turns a page in your portfolio he should say "wow, this is a sold campaign, i've never seen this" - if he/she doesn't, then you're not there yet.

but that just my opinion. keep diggin deeper and you'll find those ideas."
Posted by toasted oats on March 31/2003

"Nice touch, Jay.

I will definitely consider all your opinions.
I appreciate your REAL feedback."
Posted by alek on March 31/2003

"Listen to Marie and get Jiggy with it..."
Posted by Jay on March 31/2003

"Hey Alek, I'm thinking your tag lines are a bit lengthy for your Yellow Pages campaign. The words seem to repeat what's already there visually, so maybe consider modifying the text or just leaving it out if you think it'll work. People don't like to read more than they have to and if you're conveying the message with a photo then you don't need to reinforce with words unless absolutely necessary. That's my humble opinion. I think the modified ads with the sound off symbol are a big improvement. Cheers."
Posted by Marie on March 31/2003

"I think you need to pick one thing to say. It appears you're trying to say three diffrent things with your executions. If it is frequency of use you should concentrate on that.

I also think your lines are fighting with your visuals rather than making the idea clear.

You should also becareful when picking products. The Yellow pages, both here and in the states, along with the Super Pages have had some great campaigns out for them. Unless you can do better, avoid products that have had award winning campaigns out for it."
Posted by Jiggy on March 31/2003

"Hello Alek,

It's good to see your still positive at starting another week on your mission. That'a boy!

About your new ads. I like them. I am not too clear on the 'wear-an-tear' one. Maybe if it was wrapped in brown paper, like parents used to do for kids years ago, it would be a bit stronger.

I really like the last one. The one with other books turning their heads, I think that one is the strongest out of all of them.

Overall, great work."
Posted by Corina on March 31/2003