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 2nd September: Kenzo, Sonoa, IBM and more.
Kenzo World: The new fragrance
Luxury brands have their code when it comes to advertising, very different from everyday consumer goods like toothpaste and toilet cleaners. The entire game is about creating an aura…a mystique around the brand. The reason: luxury brands don’t really claim a rational product feature superiority and rely entire on attracting the ’emotional brain’. As Professor Baba Shiv of Stanford Business said, ‘the rational brain is only good at rationalising what the emotional brain has already decided’. It is this thinking which drives the advertising for lifestyle brands, especially in the luxury segment. While all advertising seeks to create likability for the brand, luxury brands aim to create an irrational desire. The advertising for high end perfumes, fashion brands or luxury watches, jewellery have been doing so for decades. While some perfume ads border on the pretentious (check out the ‘Commercialiser’ series here), they have a tough ask of keeping the viewer engaged without having much to say. In this context, comes this highly entertaining ad for Kenzo World – with shades of Fatboy Slim’s “Weapon of Choice” video. Great performance by Margaret Qualley.
Agency: Framework. Director: Spike Jonze
Sonos: speaker woes
These new set of ads for Sonos speakers are likely to evoke that ‘yes, that happens to me all the time’ response in us. That’s when you know the advertising has struck a chord.
See more ads in the campaign here.
Agency: 72andSunny
Instagram zoom
The latest update of Instagram allows zooming in of images. A few brands have already made use of this feature in their accounts. Here are a couple which caught my eye:
Gatorade:Serena Matchpoint
In time for the US Open, Gatorade has created an 8-bit graphics game which allows a player to take a journey through Serena Williams’ career by attempting to win the match-point of her 22 grand slam wins. On Snapchat, the game seems be popular, where about 35% of people who see the game share it with friends. The ad also has seen average time spent of more than three minutes per person and a more than 16% play rate.
Which one was your favourite? Comment in.
