When we first heard Buell had ended their 14-year relationship with Chicago-based advertising agency Laughlin Constable and switched to CP+B we thought baby Jesus had performed a little miracle just for us. We immediately had Impossible Dreams, (w+k London we know, but still), excited that Buell could have picked a firm that built its reputation on the successful Mini launch as well as inspired campaigns like “Truth” for the American Legacy Foundation and that Kung Fu Spicy Chicken for Burger King.>
After digging through the CP+B archives, we found out Buell’s switch wasn’t as cavalier as we’d originally thought. CP+B has already completed small campaigns for Bell helmets, the AMA and the bicycle component maker Shimano. Sadly, none of these come anywhere near the kind of creativity on display in CP+B’s “Safe Happens” or Brooke Shields campaigns for VW. Instead the AMA, Bell and Shimano get the same shtick we’ve been seeing since the early ’90s.
Oversaturated neon colors and God? Check. Faux science with obligatory nods to cyborgs and/or aliens? Sure. Tribal tattoos and Freud? Naturally. Overuse of drop shadows? Well, duh.
CP+B: we know you can do better. We also know Buell deserves more than the lackluster job Laughlin Constable performed. That Buell identity they did with the fake metal finish and embossed edges should have gotten them fired. Bike culture, believe it or not, is as, if not more sophisticated than the car world; let’s hope your work reflects that.
via Business Journal