39 Comments

I can't get past seeing the Sony logo. Sorry Evening Standard but this campaign is a fail.
Kirby
2009-05-05 12:49:08

@ Kirby: what planet are you on?

Although the ads did have me scratching my head over the weekend too; I recognised the Eros logo straight away as from the Evening Standard, but knew nothing about it's relaunch. I presumed it was just a newspaper being a bit sorry for itself and perhaps looking for a bit of sympathy consumption.
++
2009-05-05 13:40:17

At a glance the S looks like its from the Sony logo?
mark j
2009-05-05 14:36:55

The thing is you can see the Sony logo, but to non-designers this would only be on a subconscious level. Nobody would think this is a Sony campaign. It might even help the evening standard as it gives it a familiar feeling.
Jonny
2009-05-05 14:45:09

I've seen this all over, and on the screen at Liverpool Street. I too was rather taken aback, I was begining to think there was going to be some irony or sarcasm attached to it. Will be quite interesting when it relaunches !
Some Of Us
2009-05-05 14:46:01

The font used for 'Sorry' is definitely that used for the Evening Standard. Once you've worked out that it is indeed an ad for that paper (the Eros logo helps a lot), there's no mistaking it. I'd never noticed that the fonts used in the Sony and ES logos were so similar, but I had never had reason to.

The fact that Sorry evokes Sony is a tad unfortunate I suppose though...
milk
2009-05-05 14:49:23

If the Daily Mail were to do something similar, how could it possibly apologise enough? At the very least, the editor would have to disembowel himself on live TV.
Chris Miller
2009-05-05 14:55:31

fair enough but the eros is the size of a gnat's chuff... not immediate.
Nick
2009-05-05 15:25:26

If I bought a newspaper off the Daily Mail i'd have no choice but apologise for what went before. 'We are no longer right wing, nazi sympathisers' would be my headline.
Luke
2009-05-05 15:31:05

Terrible Typography I'm afraid. No power. The Economist would have handled the campaign much more intelligently!

Michael Murdoch
http://www.studio-bodhi.com
Michael Murdoch
2009-05-05 15:46:05

In agreement with Michael... the campaign is flat and lacks the element of anticipation in the new product which they should have been focused on establishing.

Look forward to seeing if the Standard can turn it round in what's becoming a tough game...
Ashley Pollak
2009-05-05 16:09:34

Will they be apologizing for the exorbitant price hikes they keep making?
copperbum
2009-05-05 16:11:16

@ Nick: I'm guessing the main medium for this teaser trail was the in-station screens. It was big. And immediacy is in the statement, not the branding. It is a teaser after all.

@ Michael Murdoch: And I'd disagree that the Economist would of handled this better; it may have looked nicer or been witty, but this seemingly is about neither of those things.

I think it's fairly effective little spot, as long as it's followed up.
Some Of Us
2009-05-05 16:14:33

Saw this on the way into Victoria this morning and also thought it was a Sony Ad, though I couldn't figure out what for, then saw the article in the Guardian.

http://www.guardian.co.uk/media/greenslade/2009/may/04/london-evening-standard-alexander-lebedev

Sure the ES has a lot to be sorry about, but does anybody really think this is the best way to draw a line under the old ownership and editorial policies? I'd have thought some very public sackings/resignations a lá Radio 1 would have been more powerful, especially Andrew Gilligan who seems to embody everything the ES is apologising for.

Anybody remember a relaunch campaign that featured contrition so highly before?
Bentos
2009-05-05 17:14:10

Makes no distinction between a previous editorial policy and a relaunch - why would the new editor apologise for the old one?

By all means say "The Standard used to take you for granted"... but to make the apology sound linked to the relaunch makes a linear distinction that IMO causes this to fail.
Marc Jones
2009-05-05 18:02:20

I had seen a few of these around before reading this and at a glance thought Sony too.
I think non-designers would possibly not even see the Eros or, not know what it stood for.
Joel Priestland
2009-05-05 18:09:03

Apologies are empty without actions.

I appreciate it, but why not spend the time and money telling me what will be different. Inspire me with promises and a new found optimism!

It's either the nice start to something truly wonderful, or the naff start to something truly hollow.

But I guess only ES can answer that...
Gavin Martin
2009-05-05 18:09:27

I'm a New Zealander who's been living in London for the past two years. I've never bought or read the Evening Standard and am only vaguely familiar with it's reputation but as I've seen the eros logo on many the many stands around town I instantly recognised this as being for the paper when I saw it in the Oxford Circus station this morning. Didn't see the Sony logo at all till I read this, and as the Sony logo is all caps and set in a bolder typeface I doubt many non-designers will make the connection.

It does seem risky to run a campaign drawing attention to the fact you used to be rubbish though.
M. Henry
2009-05-05 18:38:09

What 'great' account man sold this in?
drb
2009-05-06 00:41:50

They are discussing the ad on radio 4 this morning. Whatever it looks like, it's done a good job getting talked about.
Luke
2009-05-06 08:35:05

It will be interesting to see if there is a second phase to the campaign, as I think it needs one.
Creative Agency
2009-05-06 08:52:06

It's a different and honest approach! And rather refreshing to see. Looking forward to the follow up - really hope there is one.
Caroline
2009-05-06 09:10:56

No one seems to have a positive comment to make on this campaign! Mr Priestland,(06/05/09), I am a designer and I did not make a conscious effort to digest the logo washed out by big bold type! The impact and confusion of content and type (yes, similar to Sony) left me wondering what, when and how? So in this way, I believe, job done.
nicole fannen
2009-05-06 10:12:36

I think only designers with their heads in logo books would confuse this for a Sony ad. The posters are huge - the Eros logo is as big as your head (yes even yours etc)

It's a great bold campaign and I welcome the Standard drawing a line in its recent shameful scare-mongering right-wing past
Dave
2009-05-06 11:37:52

Never did like the ES and stopped buying it because its of tabloid sensationalism and disgraceful bias. Like others have said its a start but lets see what actions they take. i'll keep a close eye on them.

I bet ken livingstone is a happy man after he waged a one man war against them too.
number8
2009-05-06 14:18:40

Thought it might be a Labour Party ad when I first saw it.
John Amy
2009-05-06 15:03:09

Quite refreshing and brave in it's own way. The standard had become quite an insidious vile little rag of late.
rodg
2009-05-06 17:38:43

i think it's a very brave, very bold campaign. quite unlike anything i've ever seen. looking forward to the follow-up ad activity, and hopefully, an improved evening standard.

and to all those with the sony confusion, i hope to god you don't work as professional designers.
andres
2009-05-06 18:32:05

I find this campaign a real turn-off. It presupposes that I (as the reader) have an emotional relationship with the paper, which I really don't have.
KathyK
2009-05-07 12:16:58

I quite like this. It makes me pay attention and invites me to be curious about what's around the corner.

Not bad for a bit of copy and a discrete logo.
hayden
2009-05-07 22:21:38

Ohh god. Cringe... I work for The Standard on a freelance basis and nearly died when I saw these ads. They are truly terrible. You just don't apologise for what's gone before. To put such negative statements out only serves to make Londoners think their own paper is pathetic. A new direction is coming and the ads should be trumpeting that, not putting in the boot for the previous incarnation. If nothing else it's hugely insulting to all who work at The Standard. It may have got London's attention but not in the right way. The Evening Standard is London's only standalone newspaper, it doesn't deserve to be treated as a naughty child.
mediaboy
2009-05-08 00:35:33

not a fan

unless they do one saying "sorry for getting a clown elected as mayor"
Elliot
2009-05-08 16:49:02

I think a ‘clown’ trumps a corrupt, disingenuous, unscrupulous Trotskyite who has consistently refused to say sorry.
Henry Capper
2009-05-09 20:19:04

I saw it on a visit to London this week, and immediately thought of Sony - I'm not a designer, know nothing of typefaces, the S just evoked Sony. On the other hand, I've followed a link to this page after googling to find out what the campaign was for, so it did work in the awareness-raising aspect. (Obviously as a non-resident I'm not exactly target market, but I would be more inclined to get the Standard having been reminded it's changed hands).
Visitor
2009-05-10 19:11:39

They should apologise for Andrew Gilligan. And Boris.
Guest
2009-05-11 00:37:23

Does this mean that the millions and millions of words, reports, and articles you published in the past were all bullshit? I'm sorry, but many of us knew this already. Anything new to report? Or will you continue with the same 'Low Standard'.
Ronan Gallagher
2009-05-11 13:55:00

I think the phrase you're all grasping at is this: what a chuffing big pile of wank.
Integral
2009-05-18 13:38:18

This campaign has achieved it's brief 100%

"Get people talking about a boring/directionless newspaper".

40 odd negative posts about serifs being one pixel out and none of you can see the genius. Well done Lebedev! This is why he's a billionaire and you lot aren't!
Michael Clarke
2009-11-30 19:31:04

I'm not sure its a newspaper's job to have an emotional disposition, whether its a positive or negative one.
tim
2009-11-30 23:59:52

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