![]() ![]() The crowd that descended on the religious monument that day was not the typical Sunday morning flock. The idea of adding performances in cathedrals to their tour schedule came about after the band was invited to perform at the Notre-Dame de Reims Cathedral, located at the heart of the wine making Champagne region in France in December of 1974. ![]() Tangerine Dream live at Coventry Cathedral This is the story of Tangerine Dream’s Ricochet. It is then a poetic twist of history that 35 years after the bombing, a German band performed at the cathedral during a tour that yielded a milestone album in electronic music. The ruins were left to serve as the most visible modern-day reminder of the Blitz. The day after the bombing a decision was made to build a new cathedral next to the ruins, and on the 25th of May 1962 the new cathedral was consecrated as a symbol of reconciliation, deservingly hosting the premiere of Benjamin Britten’s War Requiem, written for the occasion. ![]() All that was left from the magnificent structure was the tower and outer wall. Their mission was to destroy the city’s factories and industrial infrastructure, but nothing was sacred in the brutal carnage of World War II, including sacred places. St Michael’s Cathedral, built in the 11th century and at one point the largest church in England, was reduced to ashes that night. The agency behind the campaign may balk at the idea of superimposing the Tangerine logo on a corner of the screen or at least having one of the workers in the montage slip a cheque into their pocket at the end of a long day, but at least the viewer wouldn’t have to work so hard to get the message.On the night of November 14th 1940, 515 German bombers descended on the industrial city of Coventry in the west midlands of England. It wasn’t until I read about the campaign launch in trade media that I took a second look and watched until the very end to find out that the ad was for a bank. The music is memorable and the visuals are well done but, to me, the spot suggested social programs, health care or labour unions. It’s all set to a terrific military-style cadence. This message is conveyed via a sequence of scenes of people hard at work in occupations such as health care, daycare and factory work. ![]() Does your bank?” together with its “Forward Banking” tagline. The online bank has nailed its strategy, “You work hard for your money. Unfortunately, that is what Tangerine has done with its new campaign. What that translates to for advertisers is that waiting until the end of a commercial to reveal the brand, let alone the product or service category, is definitely not a good move. According to the research study released last year by Microsoft, goldfish at 9 seconds have a longer attention span than we do. Thanks to the proliferation of mobile digital devices and social media in our multi-screen world, research has discovered that the average attention span has now dropped to 8 seconds. In 2000, the average attention span was 12 seconds. Today, we don’t even have that long to grab them. One of the first things drilled into my head decades ago was that advertisers had less than 15 seconds to let consumers know what were selling. The new TV campaign from Tangerine, formerly ING Direct, has all the right pieces but ignores one important element -humans have very short attention spans. ![]()
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