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2014

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Many luxury brands – be it in jewellery or fashion & fashion accessories segments follow a template in static advertising – they all have models posing and staring into the camera. What sets apart such campaigns is the styling and execution. The props, celebrity models, quality of photography and even a quirky, memorable element helps in breaking clutter. In audio-visual advertising, luxury brands may not have a template but have a signature style – superb production values, luxe settings, an element of mystique are common. A new campaign for Motorola’s Moto 360 smartwatch lampoons luxury advertising for watches.

Airbnb released a beautifully crafted new advert recently, which dramatises the brand promise of ‘Belong Anywhere’. And just a weeks ago, during the 25th anniversary of the fall of the Berlin Wall, a true story about belonging made for compelling viewing. To me, both these films displayed a certain confidence the brand has about the central theme and it’s power to have an universal appeal. However, just a few months ago there truck loads of negative comments and derision about the new logo. Yet, the brand has virtually ignored the feedback and marched on. In contrast, we have the case of Gap changing their logo, facing severe criticism for it and going back to the old logo. Airbnb did not change their logo and in fact re-inforced the thinking behind it through powerful TV ads. What worked in Airbnb’s favour?

I like public service advertising which present a startling new fact or packages a known fact in a refreshingly new way. And if the public service ad asks for a simple, specific action, even better. That’s exactly what a new PSA on diabetes does. While we all know that many people suffer from diabetes, the new angle: people with type 2 diabetes could form the third-largest nation after China and India.