Mog’s Christmas Calamity, #MadeOfGreat and more: creative ideas of the week

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Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 13th November 2015.

Sainsbury’s: Mog’s Christmas Calamity

When it comes to Christmas adverts, it is getting difficult to decide which of the major UK retailers’ work is better – there’s great work all around. It is not just the TV commercial which is great but the integrated approach. This year, Sainsbury’s has revived ‘Mog the Cat’ through a TVC and a printed book. According to The Telegraph:

Mog the cat has been a firm favourite on children’s bookshelves since 1970, when author and illustrator Judith Kerr published Mog the Forgetful Cat, the first of 16 books based on Kerr’s family and their egg-loving cat.

The book series came to an end in 2002 with ‘Goodbye Mog’. Sainsbury’s have now partnered with the author, Judith Kerr to create ‘Mog’s Christmas Calamity’ as a printed book and a TVC.

Agency: AMV BBDO

The profits from the sale of the book (and a soft toy) will go to Save The Children. I am sure the story and the central theme of ‘sharing’, will strike a chord among UK parents for whom the Judith Kerr stories will be familiar.

Samsung Radiant 360

The proposition ‘Live in sweet spot’ linking it to the 360-degree sound maybe a tad stretched (as is the film length) but a compelling spot, nevertheless.

Agency: R/GA

Tata Motors: #MadeOfGreat

While writing about Twitter campaigns and hashtags, I had said that an element of ‘open ended-ness’ works: the open ended nature of the #ProgressIs hashtag (for Audi) was inviting, inclusive – it evoked an imaginative response or at least urged you to fill in the blanks. While Tata Motors’ #MadeForGreat may not have that ‘fill in the blanks’ ring to it, I liked it because it succinctly conveys the campaign idea, is relatable to the brand ambassador Lionel Messi and quite flexible – Twitter users can use it in other contexts too (and am sure they will).


However, I do feel that the product lineup is yet to get a ‘wow’ addition which will make the #madeofgreat claim even more credible, but I guess it is a matter of time.

Lost Boys Paris: Guess the ad, get the job

This is like an inside joke. Digital agency, Lost Boys has created this set of recruitment ads. The idea – guess the ad through emoji stories and apply for a job.



TNT ‘Push for drama’ and ‘Skittles’ above. See the full set here. Can you guess them all?

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