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: Mercedes-AMG, intel 360 and more.
1. Mercedes-AMG: ‘Easy Driver’
Super Bowl advertising has acquired its own set of codes of late. Traditionally, it offered a platform for traditional, one-off TV spots for big brands. Later, startups and relatively unknown companies used it as a platform to become famous through some whacky advertising. Recently, it has become more of a social media game for advertising with the primary objective being visibility and buzz pre- and post the game day. At an airing cost of $5.5 million for a 30-second past, marketers are looking to extract maximum bang for the buck in terms of story, production values, ‘talking points’ and social media buzz. In this context, a new spot from Mercedes-AMG ticks off all the must haves: a big name directorial team (the Coen Brothers), Peter Fonda in an Easy Rider themed ad and a fun story line.
Agency: antoni, Germany
I thought the cultural references were spot on for the target audience.
2. intel: Brady Everyday
How do you create a TV commercial which has the product at its core, a creative idea (with Intel 360° Technology, you can make anything look epic. Literally anything), a celebrity playing a central role and an execution which is endearing? This is how:
3. move24: Donald
This ad was released in Nov 2016 but caught my recently, as an example of smart topical advertising – when news of the day is linked cleverly to a brand delivering far greater impact than a regular one-off ad.
4. IKEA – Win at Sleeping
Here’s an ad which made me envious of the strategy, idea and execution. Simply brilliant stuff. As part of the #WonderfulEveryday campaign, this ad says ‘you can improve your sleeping performance’
Agency: Mother, London
Which one was your favourite? Comment in.
