much effort, little effort!
By Pat Law • Apr 14th, 2009 • Category: The Advertising SlutOffice
Tattoo
Anyone who knows me well enough knows I don’t care for brownnosing anyone, especially not to my own colleagues.
That said, I admit I couldn’t stop laughing my heart out when I saw these TVCs created by Ogilvy & Mather Singapore. Yes, my people. It’s been a while since I saw any local TVCs that lingered in my mind for so long. A feat really, when I can’t even recall what I ate last night for dinner.
On behalf of my fellow team mates, I’d like to ask you guys the following questions about the TVCs:
Question One
Do you like the TVCs (Office, Tattoo or both?)? If the TVCs aren’t up your alley, can you share with us your reasons why?
Question Two
Between both TVCs, which do you prefer? Why?
Question Three
What do you think the TVCs are trying to say?
I thank you in advance for helping us with the questions. Drinks on me if I see you the next time (I mean it!).
//
Credits
Client: SoyJoy
Agency: O&M Singapore
Production Company: Pyramid Film
Director(s): Kosai Sekine
Creatives:
Todd McCracken (Executive Creative Director)
Takuya Matsuo, Maurice Wee (Creative Director)
Troy Lim (Creative Group Head/ Copywriter)
Fajar Kurnia (Art Director)
Chayenne de Witte (Agency Producer)
Koichi Hara (Producer)
Country: Singapore
Other Credits: Post Production: Grandfunk Inc.
Audio: Rodriquez Room & Tucker
1) love them
2) office. It’s attention-grabbing, loud & hilarious.
3)it takes little effort to look good with Soyjoy
RT your tweet
Q1: Yes I like both of them.
Q2: Prefer – Office. It’s a lot more comical and tongue in cheek than Tattoo. I feel it’s also more engaging because of her groaning and the way the rest of her colleagues look at her is something I can see happening.
Q3: If you’re already someone who doesn’t exercise, why go through all that hassle just to loose weight?
i like da office spot! killer la.. woman with quivering thighs and her expression is to die for!
I think they’re both saying its easy and a breeze to eat one of these little soyjoy snacks!
I like both TVCs. Both version struck the funny chords in me at the ending part.
the office version made me guess what was happening to the woman (ghost possession?, exorcism?, orgasm *gasp*) and later left me smiling when she was doing the ‘???’
the tattoo version used optical illusion for the waist which was very smart.
kudos to the team!
Hey
Hmmm… not really up my alley.
They’re very strong, but quite grotesque.
Office makes me think of someone taking a dump. Anchoring the feeling of constipation to a shot of a food product does not (subconsciously) make me want to buy it.
The VO stays in my mind, but I don’t feel very warm towards the product.
I get the joke, but don’t enjoy it. I *am* quite old though – maybe the young people will like it more.
Didn’t answer the questions very systematically – sorry!
A
I second what you’ve said man. It’s been a long time since any TVC caught my attention like that. I was laughing maniacally when I first caught the Office TVC on TV. (rave on… bla bla bla.. moving on to your questions!)
Question One
Do you like the TVCs (Office, Tattoo or both?)? If the TVCs aren’t up your alley, can you share with us your reasons why?
- I love both.
Question Two
Between both TVCs, which do you prefer? Why?
- If I really have to choose, it would be Office. I dig that crazy look on the OL – especially her last expression. I find that alone has created more impact to the entire TVC and viewer’s experience. Concept-wise, I prefer the Tattoo.
Question Three
What do you think the TVCs are trying to say?
- SoyJoy’s product is a diet food for ladies. Eat that, and stay trim.
Question One
Do you like the TVCs (Office, Tattoo or both?)? If the TVCs aren’t up your alley, can you share with us your reasons why?
I love them! I twittered about it and wished I was in a Japanese ad agency! Didn’t know it was Singapore since it’s like the ones in Japan. I have “odd” silly ideas about product advertisements and these amused me verily.
Question Two
Between both TVCs, which do you prefer? Why?
The tattoo one since it was unexpected!
Question Three
What do you think the TVCs are trying to say?
Yes, there’s easier ways of trying to lose weight such as eating Soyjoy instead.
1. yes
2. the office one. more “realistic” than the lovehandle tattoo
3. takes little effort to stay slim by eating soyjoy
1. I like the ads. Japanese wit is very quirky, yet to the point. We get what the ad’s trying to say immediately (when we hear the much effort little effort bit). I am however, slightly put off by the sound in the ad. Personally feel that it would be as effective without the sound, but that’s just me.
2. Much prefer Office. It’s so much more relatable because as a woman, I’ve tried all sorts of exercises to lose weight. Tattoo is alright, funny but not as relatable.
3. Why go through hell when you can eat a Soyjoy bar and get the same results. Ok i admit it’s exaggerated, but at least I go away knowing that SoyJoy is low in GI (fact), and I only remembered that because the ad was so memorable.
So far only seen the 2nd one on TV until I saw the first one on your blog. Like both! Feel that its trying to create a more refreshing Japanese feel, quirky and fun look – almost Japanese but being a ad person, can kind of tell its not an ad ‘imported’ from Japan. My whole family loves it too and its been quite awhile since a TVC made an impression on me. Well done!
Oh by the way one of our Brunei client is impressed by it and asked us to buy a few boxes of Soyjoy when my colleagues fly over for a meeting there tomorrow. And its sold out at 7-11 I’ve heard. Now they are going around trying to look for it in Cold Storage.
I generally don’t like TVCs. But this was a huge exception. even for O&M’s standard, it’s great. hell, it’s more than great!
Plus i think this campaign is alot better than the first one too. Kudos to the team who came up with the whole idea.
1) Love both ads! (so do my friends who kept imitating the ‘much effort, little effort’ tagline, along with the Japanese accent.)
2) Office! Even though i thought the tattoo was very smart as well.
3) it takes little effort to lose weight with Soyjoy.
Question One
Do you like the TVCs (Office, Tattoo or both?)? If the TVCs aren’t up your alley, can you share with us your reasons why?
- 50-50. I like it (not both) because of the effort that it was made by Singapore agency but shot entirely in Japan (I see the fact Soy Joy is 100% Japanese), and the fact that i has been awhile that something this funny was seen on TV. Quirky Japanese wit, but it still has relevance here, good.
- The ‘Office’ spot ain’t really up my alley, I understand the point it is trying to make, the execution is good, just that it felt a little ‘normal’, I already guessed what the OL is up to when I saw the spot. Sidetrack a little, I don’t know why but I don’t see the prints working for me, kind of missing the boat in one way or another. Maybe I judging the campaign, that is why I say 50-50.
Question Two
Between both TVCs, which do you prefer? Why?
- My answer is pretty evident from the first. For some strange reasons I can’t explained, the ‘Tattoo’ spot felt a little ‘Thai’, but whatever, since it is more unexpected than the ‘Office’ spot, it works better for me. That said, I believe ‘Office’ will have more social currency than the ‘Tattoo’ spot, as it seems like people remember it.
Question Three
What do you think the TVCs are trying to say?
- Both the TVC spots didn’t say a lot, but say what they needed to. This is the most important thing. Kind of echoing the line ‘Little Effort’ (you don’t need ‘much effort’ to understand these spots).
Question One
Yes I do. Everytime I see Soyjoy products immediately I think about the TVCs.
Question Two
The tattoo. It was more extreme and the image of the model’s waistline is etched in my memory. As for the office, you can guess what was coming next so it didn’t have that much of impact compared to the tattoo commercial.
Question Three
You dont have to go through great lengths to become slimmer. The easier alternative is to enjoy a bar of Soyjoy!
1. Yes.
2. I prefer “The Office”. It reminded me of the time when a colleague wanted to loose 2 kilos that she went on a 500 calorie a day diet and ended up fainting in a meeting.
3. I think it was meant to convey the message that you can be slim by eating soyjoy and not have to partake in such extreme measures just to be slim.
Brilliant – I was reading a book when I first heard the opening strains (ha) of Office, and I was thinking what the fuckkk and looked up at the TV and went what the fuckkk for the entire duration of the ad and then started laughing non stop for 5 minutes. Don’t agree with one of the earlier comments that the spot didn’t need the sound effects though, as they were what got my attention in the first place and what had me laughing non-stop till the end – precisely because they were so over the top, sustained and unnecessary.
Tattoo was good as well, more kooky and insane when you think actually about it, but less slapstick and laugh out loud humourous which is what I thought gave me the most kick out of office. Not sure how I would have felt if I’d seen the tattoo spot before office.
Was at a friend’s place a couple of weeks ago talking about the ads. She hadn’t seen them, and my re-enactment of office was enough to make her crack up as well, which to me is proof of a great ad since I have the acting skills of a kidney bean.
It definitely made me remember soyjoy, though I don’t think it’ll tempt me enough to try one! Somehow the little nugget about low GI is stuck in my brain. *gasp* does that mean putting info in star bursts actually WORKS?!
Question One
Do you like the TVCs (Office, Tattoo or both?)? If the TVCs aren’t up your alley, can you share with us your reasons why?
Love it! Office more than Tattoo, the latter gets an emotional response from me. Much curiosity, then laughter. I remember it.
Question Two
Between both TVCs, which do you prefer? Why?
Office. Tattoo is out there but not enough. If you want to make something irreverant, don’t go with logic.
BTW it’s not important for me to know what Office spot means. Who cares?
Question Three
What do you think the TVCs are trying to say?
All attempts at slimming is extreme and silly/will end up drastic when compared to just eating/snacking well.
1. i like both
2. office. the tattoo one makes one laugh in a mildly more brain-teasing way [ which is why i like it ]. but the office one really leaves an impression because it’s so OTT. especially when you realise that it’s in the Japanese context, where the Japanese office environment is uber quiet [ and a little scary ]
3. actually, office tells me that soyjoy is an easier way to lose weight while tattoo conveys that soyjoy’s an easier [ and painfree ] way to trick people into thinking you’ve lost weight “P
> My colleagues, family & I prefer Tattoo because it is more humourous. Office gets the thumbs down from everyone because it looks like she’s having convulsions. It is digusting. The ads are saying that it is easier to be trim by eating healthy soyjoy rather than 1. Hide it with tattoos, 2. Doing exercises that do not have any effects in the first place.
Question One
Do you like the TVCs (Office, Tattoo or both?)? If the TVCs aren’t up your alley, can you share with us your reasons why?
I liked both. I think their both unique in a way and definitely hilarious.
Question Two
Between both TVCs, which do you prefer? Why?
I would prefer Tattoo although I believe Office would be more attention grabbing. Tattoo left a deeper impression in me but Office just makes people look at the TVC attentively with the moans made by that lady.
Question Three
What do you think the TVCs are trying to say?
Why use so much effort to slim down when Soyjoy can help you with little effort.