Can a single brand video change the fortunes of a brand? Classic advertising principles say that a likable ad subliminally creates likability for the brand. A viewer likes an ad and unknowingly transfers his likability of the ad to the brand. I wasn’t aware of the K-Swiss brand until I saw the videos starring Kenny Powers from 2011 onwards. His keynote video introducing the Blades range was brilliant. And if Nike appeals to the athlete…
Apple is among the handful of brands in the world whose product launches are globally discussed media events. The routine before any Apple product launch seems to be: rumor, expectations, even more expectations, speculation, hedging of bets [predict that the new launch will be a failure in the hope that it can be turned into an ‘I-told-you-so’ argument later], rants and derision [from Android and Windows fans]. All this is played out in tech blogs,…
An outdoor campaign for Cadbury 5 Star is all over Bangalore. The visuals are striking and highly noticeable especially in billboards. It is to drive traffic & participation for a new Facebook activity where consumers are asked: ‘where are you getting lost in a 5 Star?’. The attempt is to get wacky with the location; the outdoor visuals dramatize that [guy sitting on a basketball hoop] and use the space well [especially in bus shelters].…
As far as YouTube videos go, 2.5 million views in 5 days, is something every ‘let’s-make-a-viral-video’ spouting marketer would die for. As I said earlier, brands can help consumers enhance their online experience by taking any of these roles: help consumers express their opinions, provide them with relevant news, by being useful in some way, provide entertainment, sell products or ideas. The Dollar Shave Club essentially promises convenience: select one of our great razors, pay one low…
The official YouTube channel of Cartier describes their new TV commercial thus: Discover the new Cartier film, a journey between dream and reality. For the very first time, Cartier has decided to create a cinema epic focusing on its history, its values and inspiration, its artistic and universal scope. Directed by Bruno Aveillan, a distinguished ad film maker known for his work for several luxury brands including Louis Vitton, Paco Rabbane etc. the ad follows…
Among Asian countries, Thailand was perhaps the first to establish a unique style of advertising. A lot of award-winning or globally recognized ads from Thailand were rooted in local flavor. Noticeable aspects of Thai advertising have been quirky or bizarre humor usually borrowing heavily from the Thai way of life. See Sylvania Light Bulb, Smooth E series, Cheers Beer or Bangkok Insurance to know what I mean. And then they also have these heart-warming or…
Nowadays, radio spots seem to be on a DIY mode. A majority of the spots follow this template: Man: ‘hey, where are you going?’ Woman: ‘I am going out to buy [insert brand name]’. Man: Oh, [repeat brand name]? Why? Woman: Haven’t you heard? It’s got [insert feature list]. And what’s more it has [insert additional feature which the brand manager insisted upon]. Man: oh, wow! I must also buy [repeat brand name]. Wait! I…
Mentos Sour Marbles has been a regular at the award festivals over the last few years. Looks like this year too, they have their chances. Via: Ads of the World
For a majority of computer users in the world [near 100% in India for sure], the words ‘PC’ and ‘Internet’ are equated with Microsoft’s products – its operating systems and Internet Explorer respectively. The biggest strength of the PC is its universal acceptance. The fact is, Windows OS means a lot to the computing world. Also, Microsoft & Windows have done a lot to bring computing more accessible to the general public. Over the last…
It is said that one of the qualities of great advertising minds is to distill complex business problems and propositions into simple, compelling stories. The new advert for The Guardian does just that – explains the philosophy of Open Journalism – almost as a ‘demonstration’ as it were. It imagines how The Guardian might cover the story of the ‘3 little pigs’ in print and online. Agency: BBH What I loved about it was not just the…