Just two weeks ago, we were covering the first wave of Nabi spots from Draftfcb, a pair of 30-second ads that favorably compared kid-friendly Nabi tablets to Kindle devices a la Microsoft vs. Apple. Our Erik Oster found them to be informational and appealing. However, these two new spots, “Fear Not Question” and “Swagger,” drop the comparison technique for an unconvincing plea for Nabi to be a lifestyle brand.
“Fear No Question” presents the Nabi brand as classroom-friendly, going right after a parent’s sense of idealistic learning, so in turn, that parent will go right for his/her wallet. It’s a boring and safe play that may have worked out if Draftfcb hadn’t already launched the Kindle attacks that are much more memorable.
“Swagger” goes straight after the kids. Promoting Nabi headphones – think Beats for kids – the spot shows a little kid walking down a school hallway in slow-motion as he gives headnods to his friends and long stares to the girl he probably has a crush on. This is more Fubu than Fuhu. This is also just a bad commercial, corny and overdone, even for a children’s market. The tagline of “Everyone Needs a Theme Song” actually has a nice ring to it, but the visual execution is too silly. The clip almost plays like a mocking comedy skit of itself.
At 30 seconds, both ads are easy to watch and easy to forget. ”Swagger” and credits after the jump.
Eric Springer – Chief Creative Officer
Rahul Roy – Managing Director
Michael Bryce – Executive Creative Director
Adam Nowak – Creative Director/Copywriter
Chris Rodriguez – Senior Art Director
Thomas Anderson – VP, Executive Producer
Leila Cesario – VP, Management Director
Jennifer Levin – Account Executive
Paula Rounds – VP, Senior Business Manager
Shera Rabinowitz – Senior Talent Manager
Robb Fujioka – President
Lisa Lee – Director of Marketing
Dan Miyahara – Creative Director
Linda Choi – Marketing Manager
Joe Estillore – Production Manager
TOOL OF NORTH AMERICA
Tom Routson – Director
Executive Producer – Oliver Fuselier
Executive Producer – Danielle Peretz
Producer – Nadine Brown
Erin Nordstrom- Editor
Therese Hunsberger – Executive Producer, Managing Director
Kaitlin Zaumseil – Assistant Editor
Claus Hansen – Creative Director & Sr Flame Artist
Robert Owens – Executive Producer
Paula S. Jiménez – Producer
Dave Hussey – Colorist
Denise Brown – Executive Producer
Jessica Locke – Executive Producer
Sam Casas – Engineer
Tom Paolantonio- Assistant Engineer
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