Ok I don't love this campaign, but it's interesting and has made me think so I'll share. It's more 'Ads I love to think about' really. I'm not actually sure if I like it. I think it's clever... or is it just really annoying and arrogant?
You've probably seen the adverts, they're all over the place; in the tube, in the paper...
So the concept is 'The New Busy....' and then some slogan boasting about how they can do loads of stuff while still being ridiculously busy. And not stressing at all, and seeming to have an amazing cool life, while working 12 hours a day, and so on. Which clearly doesn't exist. Is it aspirational? I'm sure most of us wish we had a full diary while not having any kind of stress/pressure on us at all.
I'm not entirely sure why Hotmail are advertising, and why this applies to them. I've had a hotmail account since I was 13, and still do, and most people probably do too, but generally have a 'real address' as well. I don't give my hotmail out in a professional basis. Hotmail is not professional. It screams 13 year old girl. And probably always will. They can add all these 'useful' functions like calendars that synchronise with your cat and so forth; but I'm pretty sure 'The New Busy' has an iphone or a blackberry and does all their organising on there. Not on a free, web based, advertising plagued, email service. They just don't.
Plus, wasn't hotmail, MSN Hotmail, and then Windows Live Hotmail? What is it now? Just Hotmail again? It's like when they changed MSN messenger to Live Messenger. We kids still called it msn. You know, back in the day, before myspace or facebook. 'You going on msn after school?' 'Yeah! LOL!!!! :p (Y)' etc etc. Stop messing with the brand names. We don't care.
Some of the slogans are quite good. Some are just weird. Some are just a bit scary:
What I don't like about it, is it echoes this pressure in our modern lives to be awesome 2.0. It's crazy. And I'm not immune to it; I do play 'Fill the diary':
So I hate The New Busy, with all their smugness and superhuman time keeping skills. I'm pretty sure they don't have hotmail to thank for it though. Actually, do they even exist?
This campaign just makes me feel bad. And guilty for not being The New Busy. And wishing that I was. And knowing that if I was, I would probably be awesome 2.0. But I'm not. I'm just tired.
You can play around with this silly interactive thing if you want. It's not that silly I suppose, it's kind of interesting.
The most interesting part of this campaign for me though is they managed to get an experiential element in there. OF COURSE. The New Busy is allll about the experiential. They practically demand it, from their skinny lattes to their brainstorming sessions:
New Busy would probably tell me to shut up and get him a skinny latte.
'Frivolity Fields' - 'The New busy likes nothing more than extreme knitting, circus tricks, sideways guitar....' Ugh. It sounds sickeningly awesome and pointless. If I was New Busy I wouldn't have a 9-5.30 job. Nope. I'd be freelance and could saunter over and do some extreme knitting. See, New Busy just makes me feel bad.
Props to Madmedia though, they came up with it, and it did look good: http://themindtonic.blogspot.com/2010/05/madmedia-are-new-busy.html
If I was New Busy, I would've been one of the marketeers coming up with these crazy ideas. Extreme knitting sounds exactly the kind of thing my busy mouth would have said. But alas, new graduates really aren't New Busy. We're just trying to have some kind of career.