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
Microsoft:#MAKEWHATSNEXT
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
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.
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.
