I AM THE SLOGAN:

http://www.youtube.com/watch?v=Pc6zpe7YRP0

(oldest trick in the ad book?)

This is a very good thread.

It's clear to me that there are some posters (like myself) who are critiquing the spot academically - (professionally, in some cases), while others are responding to it emotionally. And that's cool!

I would suggest those who are cross at people like me who appear negative, just stop and think that perhaps we're viewing it from a different POV. I certainly don't want to upset anyone in this thread - it's way too cool for that. I'm viewing it as part of (what I hope will be) an integrated marketing communication plan. That's all.

Maybe I should start the 'marketing professional's view of the "I Am Carlton" creative' thread.

Yours (perhaps a bit pretentiously),
a 'marketing professional' (and 'Carlton fan').

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"In better news for Blues fans, Jarrad Waite was not named on the club's injury list."

ABSOLUTELY LOVED IT! apart from EDDIE BETTS! everybody sounded tough, but little eddie sounded SCARED!

tad familiar?

http://www.youtube.com/watch?v=pIVxxyaVvyg

Unfortunately for your argument LL, they won the prize.

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I hope Essendon* folds.

Apart from the I AM, not much else is the same.

I posted before LL, what would you have done better in that TVC?

Happy Fathers Day...
Just got myself a T shirt!!

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Stay tuned We're in for a BUMPY ride

watch both again, try really hard to use that thing called a brain, look up a dictionary (or in your case google) what 'concept' or 'idea' means, and get back to me.
and as for what I would have done, I would have answered the brief, and been original in answering it.

besides who cares what I what would've done.

I'm not a multi-national ad agency which bills over a billion a year, has won every award for near on 50 years, and charges $50,000 a month retainer to its clients.

but ogilvy is

its like me criticizing our kicking for goal, and you saying 'so why dont you and go out there and kick it for them then'

comprende?

I would've shot a cinematic ultra-slow-mo 60 second ad, directed by Tony Scott or Jonathon Glazer, or Spike Jonze, of Chris Judd skateboarding around deserted L.A streets and canals with Tony Hawk.

and cut to a CFC logo with a single word underneath. "FRESH"

or I wouldve used awesome footage from the recent london riots, and used major CGI to impose judd/murph/yazz bursting through the police blockades, or jeffy threading through a gang of thugs, armfield bursting through a smashed window of an electronics shop holding a flat-screen. and then cut to that shot of malthouse waving his angry finger at buckley last week. wit the tagline.

IT'S TIME TO TAKE ON THE LOUTS AT THEIR OWN GAME.

So I guess you just summed up the effectiveness of social media for me.

I like it!!

Not sure about Mil thumping his chest but the rest works for me.

Hope they have some of those T-shirts for sale tomorrow night.

[youtube]http://www.youtube.com/watch?v=aZPZZvLgr14[/youtube]
http://www.youtube.com/watch?v=aZPZZvLgr14
Reminded me of the RAAF Airman Code.

It's certainly not a new idea - very few things are - and the "I AM [insert sport here]" campaigns have been working with other sports in the USA for years:

http://www.youtube.com/watch?v=es1tGHY7R00

I just hope our fab new ad agency didn't charge too much for it and claim it as their own...

But it works fine and we are first in the Australian market to pinch, er...do it!!

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"...that's the thing about opinion - you don't have to know anything to have one..." Andre Agassi commenting on Pat Cash 2004
"...the less you know - the more you believe..." - Bono 2006

The in your own lunchbox part of your username is subliminal.

Keep digging your hole deeper.

They're not all members, but they are obviously mostly all fans which is why the relationship between them and the club needs to be built up.

It's the best of the past 5 years.

- they know were coming was a bit pre-mature
- can you smell what the blues are cooking was just a bit gay
- no passengers was just ok

I Am Carlton is direct and personal. I like it!!!

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"We are what we repeatedly do. Excellence, then, is not an act, but a habit"
- Aristotle

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THEY LIKE TO SEND UP!!!!!!!!

Until each team plays each other the same number of times, the AFL, as a fair dinkum competition, cannot be taken seriously.

He (Mr Swann) said the honour and pride associated with the club's traditional navy blue jumper was priceless.

I like it. It's trying to connect on a more deeply emotional level than the previous efforts. From the comments by Sticks and Swann it seems they are using the excitement of finals as the springboard for a campaign running into next year (at least).

If that is the case then I think it would be safe to say this isn't the only vehicle and it will become a little more integrated/holistic.

Good work Blues.