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 19th February, 2016: Snickers, Scrabble and Stoli Vodka.
Snickers: Photoshop fail
I am a big fan of the ‘you are not you when you are hungry’ creative idea for Snickers. I think it is popular for many reasons: it is based on a real, powerful, universal human truth and the execution is endearing, timeless and adapted to so many different platforms. The latest print ad, which is creating a lot of buzz is this: on the back cover of the Sports Illustrated magazine, the brand has a badly Photoshopped ad.
– it is in line with ‘you are are not hungry when you are hungry’ theme but takes it forward by focusing on professions – the mistakes the various professions are likely to make. It offers immense potential in terms of campaign ideas
– the brand is so confident about its stature, popularity and appeal of the central creative idea that it does not show the brand name on the bar
– the ad is contextual and integrates very well with the environment it appears in
– it encourages a response and interactivity through social media
– lastly, it is share worthy and got truck loads of free publicity
The idea is not entirely new (see No. 24 in this list) but is a show stopper. Imagine this as an installation in a busy public square.
Agency: JVG, Madrid, Spain
The news of Playboy’s first nudity-free issue got a lot buzz. Cashing in on that news was this topical, contextual ad for Stoli Vodka.
Agency: The Martin Agency.
I cannot recall a TV ad or any digital campaign (should we call them that?) which was memorable. Anything I missed?