#RuleYourself, #StartUpIndia 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 11th March, 2016: Under Armour, Microsoft and more.

Under Armour: Michael Phelps

Many brands have sought to inspire by showcasing athletic performance – Nike being the prime example. Under Armour’s latest spot starring Michael Phelps takes that route too but strikes a chord because of the context (Michael’s participation in the upcoming Olympics) and the core insight captured in the line: ‘It’s what you do in the dark, that puts you in the light’.

Agency: Droga5


It is expected of brands to put out tactical, contextual content during occasions like Women’s Day. I have found most of such content to have little or no connection with the brand. Microsoft’s effort to raise awareness about women inventors is a welcome break in that context.

Agency: m:united

What I liked about the initiative is that doesn’t just stop with an ad – initiatives like YouthSpark teach code, provide guidance on applying patents and more.

Dos Equis: Mars Mission

After 10 years, the ‘Most Interesting Man in the World’ bids adieu. In a category dominated with ads catering to the lowest common denominator, it was refreshing to see an intelligent campaign. The idea did wonders for the brand.

Agency: Havas

It will be interesting to see how the campaign idea evolves – this is apparently not the end of ‘the most interesting man in the world’. When actors get strongly associated with an advertising characters – remember Harish Patel and Aristocrat luggage?

Heineken: The Dilemma

Stunts staged by brands have begun to follow a template: a set up, an unsuspecting protagonist and a surprise. What’s more most of them look obviously staged with a tenuous link to the brand. The latest stunt for Heineken ticks off all the boxes including the ‘staged’ bit. It is wicked fun, nevertheless.

Agency: Publicis

TBWA: take the lead

Having spent over two decades in advertising, this campaign from TBWA struck a chord. The idea is simple yet powerful: men reciting actual quotes from women employees.

Agency: TBWA

TBWA Take The Lead


This is part of the Take the Lead campaign – ‘a network-wide initiative to achieve a more balanced representation of women in leadership roles across offices, across departments and across the network’. The juxtaposition of quotes like ‘I am scared they will think I am bossy’ seemingly attributed to a respected, celebrated industry leader like Lee Clow drives home the point well.

StartUp India: outdoor

Came across posters created for the launch of the Startup India event recently. Some lovely copywriting here – with ‘We unobstacle’ being the pick.

Startup India



See the rest here.

Agency: thinkster

Other campaigns which caught my eye:

Bournvita exams: brilliant timing and sure to strike a chord with parents. I thought there was a link to the ingredient (badam) and memory as the principal asks if the parents remember their marks.[Agency: Ogilvy]

Google app – Answers Made Easy: fun way of communicating our cricket obsession – We talk cricket more than we play cricket. So much so, that it becomes a part of every unrelated conversation. [Agency: Lowe Lintas]

Which ones were your favourites? Comment in.

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