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Berlin: only rock
Any real music enthusiast would be ripping into this. Now I know there are different tpes of rock music ie alternate, folk, psychedelic, punk, progressive etc, each involving different playing styles and formulas. While i cannot give a tutorial on each, I am confident that somewhere in the past 50 odd years rock gods have used a violin and/or tambourine.
It is difficult for me to understand that this creative team is not yet familiar with music of The Beatles, Eagles, Pink Floyd, Aerosmith and Led Zepplin. I mean come’on even Bob Dylan has a mean violin in Hurricane. How can you have the headline “only rock” and fail to research rock? Importantly how could the client sing its praise?
This is in fact so disturbing that I was determined to be proved wrong. The answer would surely be found in further investigation of Berlin Discos. Wrong. The print fails to offer a call to action ie a website. Not only have these four people failed to recognise music’s progression, but also technology’s.
In the event of no URL, Google will find the goods. Try Goggleing ‘Berlin Discos‘. You will be entertained with Berlin’s hot nightclubs. I could certainly be overlooking something (and if that is the case please inform me. I’m and open song book). However I know that I have not missed a note on violins and tambourines in rock. You can Google that.
Poor music knowledge and failed communication aside, the photography is quite effective. Simple and interesting. Perhaps an anti-street-busking group may find use for them.
Advertising Agency: Fields, Brazil
Creative Directors: André Sartorelli, Fernando Lopes Art Director: Lucas Zaiden
Copywriter: Paulo Lima
Photographer: 2pixels
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I’ll wager that your interpretation of the images is not correct. I don’t think the campaign is saying that violins and tambourines don’t exist in rock. Instead, I think it is saying that, outside of rock, you won’t find purposely smashed instruments. That is, how many concert violinists or folk musicians go out of their way to destroy their equipment?
Basically, does the phrase “only rock” mean “only rock instruments and not these,” or does it mean “only rock will make musicians do this”? I vote for the latter.
Comment by Jack — 11 March, 2009 @ 1:29 pm
Maybe only “music will make musicians do this”? or like “people do not smash instruments, …”.
Comment by Serge — 11 March, 2009 @ 8:28 pm