Media Use - 001

Due to the surprise of Diesel's commercial films found on Youtube and some other new research I just did today, I am thinking that I should not only keep researching the achievement of those competitors who have well-performed in advertising field but also slightly mention their chosen media to use, and their evaluation to pick up or turn away from those media.
To be honest, I personally have excluded TV/cinema commercial films from my used media at the very initial stage. It is all because I do not believe this most expensive method of advertising could work effectively, though it reaches the highest number of people. Whereas television advertising may somehow be a useful medium to create "brand image", especially to advertise on specific channels or programmes which are likely to be watched by the target market. Considering about the above reason, I decide to re-evalute the effectiveness of commercial film for AllSaints.


Here are couples of interesting examples that I found on Marshall Street Editors.

DEBENHAMS 'Perspective'
Director: New Renaissance
Production Co: Pink Films
Creative: Dave Lang & Dave Fowle
Agency: WCRS
Editor: Kate Owen

HOUSE OF FRASER
Production Co: Outsider
Creative: Dave Westland & Dom Paver
Agency: Hooper Galton
Editor: Kate Owen

JOHN LEWIS 'SPRING & AUTUMN'
Director: Joe Roman
Production Co: Rose Hackney Barber
Editor: Tim Thornton-Allan

The thing is even though these advertising campaigns do deliver some sort of "brand image", I still could not help but wonder if it is worthy and necessary for AllSaints to do. Moreover, according to my observation, most of the fashion and retailing brands doing TV/cinema commercial films are either department stores or international brands, and sports brands in particular. I do not mean no other brands do this, so neither do we; what I simply want to make sure is if the rate of return on investment is good to go into operation or not. In fact, based on my research so far, I found out that Diesel seems stop doing TV/cinema commercial for a few years; nevertheless, it is interesting that Diesel now is merely running their promotional film on Diesel's official website for their latest campaign, Global Warming, Spring Summer 2007. Despite Diesel's actual reason to quit, I believe this more or less reveals that commercial film is just not a good media to go.