Over two decades ago, sending out the New Year greeting card was a big event in ad agencies. At Trikaya, where I worked then, it was a painstakingly created product – a lot of effort used to go behind its creation. I was proud of that attitude because the agency put in a similar effort […]
Archives for 2014
Of late there’s been some debate about long format ad films made primarily for digital media. It’s not a new phenomenon – while ad films meant for TV are routinely :30 or :45, it’s common to see 3-4 minute ads on YouTube. Some brands have taken to long format ads on traditional media too.
A recent advert for Honda, ‘The other side’ caught the creative industry’s fancy for its clever use of technology in telling a brand story. The effort was commendable primarily because the ’tech’ was central to the strategy and creative. The strategy was to showcase Civic Type R, the ‘wild child alter-ego of the Civic hatchback’ […]
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.
How does adam&eveDDB do it? They seem to churn out absolutely wonderful ads for both John Lewis and Harvey Nichols every year for Christmas. With Harvey Nichols it is more than just a wonderful piece of creative – it is great out of the box thinking from a business perspective too. Last year they had […]