Tesco has launched a new campaign, Love Every Mouthful, highlighting its fresh food credentials. As the corporate blog explains: It’s our way of celebrating food in all its glory. We all lead busy lives and it’s easy to lose touch with what food is really about. It’s not just a fuel. It’s a daily pleasure, something to savour and to share.’ Agency: W+K,London Admittedly, ‘passionate for food’ is not path-breakingly new for a grocery store chain, as…
Fantasy Interactive, an award-winning digital design agency is not a startup struggling for business. It boasts of clients like Sony, Microsoft, USA Today and Google. Yet in a move that could normally be associated with hungry-for-business startups, they have created a proactive video presenting their vision of how an ideal airline website should like in today’s world. Agency: Fi Close your eyes and run through all the airline websites that you have come across. Include…
Competitive ads can be fun. Usually, the leading brand in a category (at least the perceived leader) becomes the target from a smaller competing brand. The creative execution can take many forms: sometimes the leading brand or the target brand is compared on features. Many years ago, Trikaya Grey created an ad for HCL Photocopiers which directly named Modi Xerox in their ads. The comparison was feature-to-feature and specifically mentioned why HCL was better. Recently,…
What possible use could Twitter have for a zoo? How can a zoo use a social media platform like Twitter to drive engagement? It could talk about the exotic animals housed in the zoo (if there are such animals), it could talk about the zoo’s many features and stuff like that. But are these guaranteed to drive engagement and ultimately an interest to visit the zoo? Unlikely. That’s exactly what Hellocomputer & Draftfcb Johannesburg thought…
In India, when we say ‘activation’ what comes to mind is a brand-related activity in a shopping mall. Nothing wrong with that. It usually helps in product sampling, creating awareness about a new launch, its product’s features etc. Executed well, it can evoke enthusiastic participation. Such activities may fall short on a few things: target audience relevance and action-orientation for example. I have noticed several premium, lifestyle brands mounting activation in a mall and left…
Regional advertising in India has two facets: advertising created by ‘national’ agencies and released in regional media; advertising created by local agencies and released largely in regional media. Both these aspects have their issues. In a diverse country like India, it is very difficult to cut across regional language barriers and other cultural nuances. Less said about the regional dubbing the better. Sometimes an advertising idea with a pan-Indian appeal will suffer because of atrocious…
R Sridhar, a much respected name in advertising & marketing circles, has recently launched an iOS app called TickleMeThink. The intriguing and creative name doesn’t come as a surprise given Mr. Sridhar’s background. He spent many years at Ogilvy & Mather and is credited with the success of its Direct Marketing division in India. He later turned entrepreneur as Innovation Coach and Partner at IDEAS-RS. I took it for a spin and here are my…
Loved this campaign for Wendy’s Pretzel Bacon Cheeseburger. Tweets and posts about Wendy’s new Pretzel Bacon Cheeseburger, are turned into love song lyrics and sung by Nick Lahey (former 98 Degrees singer). The result: a laugh-out-loud ad that keeps you riveted. Agency: VML,USA (@VML on Twitter) What an inventive way to use Twitter. We are so tired of brands adopting desperate measures to trend on Twitter – completely misreading the very nature of the platform.…
First released in 2005, this ad for Bigpond Broadband, is considered a classic case study. It not only won many awards during its time (voted Australia’s favorite television commercial in 2006) it also helped brand double its growth rate. BigPond – Rabbits / Education from evan c on Vimeo. Agency: Belgiovane Williams Mackay (BWM) I still laugh out loud at the dialogues and the dead pan acting by the ad. “Dad. Why did they build…
A new film for Honda celebrates the curiosity of Honda engineers, which has led to some of the most successful Honda innovations over the past 65 years. Agency: Wieden+Kennedy, London As Adweek notes: Honda products on display—heritage products like the 2RC143 bike; current products like the 2013 Honda TT Legends Fireblade, the HB25 leafblower, the CR-V and the Honwave T38 inflatable boat; innovative Honda technologieslike the 2015 NSX concept, the FCX Clarity car, which emits…