It is said that a majority of advertising is mediocre and plain forgettable. While we all are exposed to hundreds of commercial messaging, only a handful are memorable. Here are a few which caught my eye over the week ending 30 December 2016: Audi’s ‘Doll that chose to drive’, Delta Airline’s two words and more.
1. Audi: Doll that chose to drive
Gender stereotyping is a theme you’d hardly expect an automobile brand tackle. Yet this story from Audi is well told, feels credible and drives home the point. The central reason is the setting – a toy store. A toy store is where gender stereotypes come alive early on – dolls (and in India, kitchen sets) and action figures, building blocks and cars for boys. The story feels natural and keeps you riveted. Beautifully done.
Agency: Proximity, Barcelona
2. Delta Airlines: two words
To me, insightful advertising is when it brings a smile of acknowledgement (‘yes this happens to me too’) in the viewer. This new ad fro Delta Airlines struck a chord because this is exactly how we do when reach our home city after being away for a while.Very different from the tear jerkers which are common in this category during this season.
3. McDonalds UK: stuck in elevator
‘Too good to share is a common advertising theme in the food & beverage category in advertising. Many chocolate, soft drinks, confectionaries have adopted this route. It essentially conveys superior taste and relies on the story and execution to make it endearing, memorable. This new ad for McDonalds UK worked for me because if its plausible setting and the chemistry between two seemingly ‘sweet’ people – until they have to share.
Agency: Leo Burnett
4. Emergency: borders
Visual analogies work wonders in advertising. Here, the frustrations of a refugee trying to find asylum in Europe is brought alive in a simple, yet memorable manner.
Agency: Ogilvy & Mather
5. Domino’s: wipeable onesie
Though I had to look up what a onesie was [‘a loose-fitting one-piece leisure garment covering the torso and legs’], I chuckled at the idea. Apparently, New Year’s Eve is Domino’s busiest day of the year in the UK. So this year, Domino’s created the world’s first ‘wipeable’ onesie,” a ridiculous piece of attire made of “stain proof fabric with soft velveteen for comfort and resilience.”
Such stunts are great for PR and deliver great mileage for the effort involved in executing the idea.
6. Ola Cabs: drunk tweeting
Last week, taxi aggregator brand, Ola Cabs sent out some tweets which appeared as if the account was hacked or suggested the sender was high on alcohol. Later it was revealed that it was part of a campaign to highlight dangers of drunk driving.
I thought it was a good way of using the platform’s inherent strengths and was different from the usual hashtag driven rubbish contests.
Which one was your favourite? Do comment in.