[su_note note_color=”#daf3f4″]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.[/su_note]
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’.
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.
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.
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.
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.
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.
See the rest here.
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.