The British election outcome and Mother’s Day have provided fodder for some interesting topical ads in the UK and Australia.
Telstra, tied in their long running campaign, ‘Call your mum’ with this simple reminder.
Here’s my favourite: Pledge, a furniture polish from SC Johnson released this ad in The Daily Mail & Daily Mirror, UK on the 7th of May.
As always, clever use of topical issues even with a one-off ad provides mileage long after the event. Remember the Veet ad?
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The Veet campaign has continue since their "Goodbye Bush" press ad. In Australia, they occasionally run topical newspaper ads alongside events, like Movember (a charity event encouraging men to grow a beard throughout November for cancer research).
Having said that, the latter ads lack the punch of the Goobye Bush campaign. That's because the orginal ad ran insitu with a big photo of Obama, and more importantly, it tapped into the world's anti-Bush sentiment. This was a topical "alignment of the stars" that helped the ad catapult to a celebrity-like status. Opportunities like these come very rarely, and it's up to the astute marketer to see grab them as they arise. (The Veet ad was a couple of years in the making).
Thanks Mitch. The Newspaper Works initiative is a great source of inspiration. Wish there were such initiatives in markets like India to encourage print advertising.