Few days ago “Right Here” songstress Seyi Shay inked the lines for pepsi Nigeria and prior to this Seyi Shay dazzled the “social media community” with some amazing photoshoots she shared on her instagram page which left us in a loop on what was in the offing. Conversely what seemed to be a hashtag trend on twitter few days ago by Mavin’s first Lady Tiwa Savage and Starboy’s wizkid on Instagram turned out to be an online activation and strategy for Pepsi, mirinda and 7up’s additional liquid content-the 20cl bottle which will still sell nationwide at the same retail price.
But first of all before we delve into how Nigeria’s top creatives reviewed this Ad, let’s quickly let you (our non-creative readers) into what a “caricature” means.
A caricature (derived from the Italian caricare—to charge or load) is a rendered image showing the features of its subject in a simplified or exaggerated way.In literature, a caricature is a description of a person using exaggeration of some characteristics and oversimplification of others through sketching, pencil strokes or through other artistic drawings. Caricatures can be insulting or complimentary and can serve a political purpose or be drawn solely for entertainment-wikipedia.
THEBRAND RADIO Blog took a sneak peek to review the campaign, not just from its massive twitter trend by hypes generated from the already well known celebrities but from the creative angle and execution of the campaign’s print Ads and its TV Commercial tagged THE SWAP #PEPSILONGTHROAT. A term colloquially depicting a glutton in Nigeria’s local parlance.
We decided to put (most especially) the artistic rendering of the characters or if you may say “models” under the spotlight judging from the perspectives of world renowned caricature artists like Lee Howells @ http://www.leehowellsphotography.com on behance.net (a worldwide creative forum) and Russia’s Vitality Peskov and Boris Yefimov. Russia is believed to have the world best caricature artists.
Lee Howells’ caricature project- graduating class 2013 Edinburgh college of professional photography
Disney caricature by Thomas Kinkade.
Jim Parson as Sheldon Cooper by JaumeCullell:deviantart.
Snoop Dogg caricature by Anthony Geoffrey via behance.net
Actor Will Smith caricature by unknown.
Mr Bean caricature by Jezi.jay
President Obama Caricature by Mahesh Nambiar lead animator @ Auryn inc.
Typically it takes a minimum of 8-13hours to paint a fully detailed human face. Some very good artist may achieve this same speed paintings in lesser timelines but nonetheless, One would have felt having to pitch Pepsi’s artworks against world renowned artworks like the ones showcased above should be a “no-brainer” however some creatives in Nigeria aren’t too impressed about the artwork.
In March 2013 JWT india’s ad went offensive for Ford motors. The Ad was meant to showcase boot space for Ford figo (with the tagline-Leave your worries behind). It featured a caricature of former Italian Prime Minister Silvio Berlusconi in the driver’s seat flashing a peace sign while three scantily clad women sit gagged and bound in the boot.
A second featured Khloe, Kourtney and Kim Kardashian in the boot and Paris Hilton winking from the driver’s seat, and the third shows Michael Schumacher with F1 competitors Sebastian Vettel, Lewis Hamilton and Fernando Alonso gagged in the back
The offensive ads emerged just days India passed a landmark law that sets tougher penalties for rapists and for police officers who refuse to file a woman’s complaint of rape, as well as criminalizing offences such as stalking, voyeurism and acid attacks. JWT India apologised afterwards for the ad saying they are reviewing approval and oversight processes to help ensure nothing like this ever happened again.
The ad never ran on any paid media.
We decided not to talk about the Pepsi TVC because rendering of the models on a mock up will determine what is comp’ed realtime into post production in after effects or Nuke for final rendered footage.
Maybe if the models where painted in 3D and rendered as full 3D Animation in 3D space with proper seamless 3D tracking.
Maybe if the models where just simple 2D Anime (infographic style) manga.
Maybe if the whole idea wasn’t just a “show-and-tell” which refers to a bland direct copy/direct art direction style in advertising (for our non-creative readers) meaning if my Pepsi bottle is now bigger and longer and I thirst for more Pepsi, it doesn’t necessarily mean models in my art direction have to hop around the screen “tracked” with a poorly photoshopped Long neck.
…maybe if?!…maybe if?!!…maybe if?!!!
But we at the Brand Radio blog would keep promoting creativity through constructive criticism. It is not easy to make Arts Work, and in as much as Pepsi is cool with this Advertisement, hey who the hell cares-Beauty they say is in the eyes of the beholder. We shall leave this piece to you (our readers) to comment and judge.
Compiled, written and edited and by: Jimmyadesanya (Facebook.com/LinkedIn)
Additional credits: Akindele Lekan (Senior Art director FUEL Communications)
Image source: en.wikipedia, behance.net and deviantart