[su_note note_color=”#bbf9ee”]There are hundreds of commercial messages vying for our attention everyday across traditional and new media. Only a handful are noticed. Here are a few creative ideas which caught my eye, the week ending 11th August, 2017: Nike’s TV spot for Mo Farah, whacky spots for Secret Escapes and more. [/su_note]
1. Nike: Mo Farah – Smile
Sir Mo Farah is a British athlete, completing his last run this month. On the eve of this retirement, Nike has created an ode to the man. The format – adrenaline pumping, fast faced montage of visuals cut to either a track or voice over is not new. But the combination of poetry as voice over and connecting his famous smile to the idea (‘that behind every smile, there is a story that is never as easy as it seems’) works perfectly.
Agency: W+K, London
2. Secret Vacations: ‘I shouldn’t be here right now’
If you are a premium travel brand selling luxury holidays, how do you create a referencer to ‘cheap’ price without sounding like a ‘cheap’ brand? These set of ads strike a balance by juxtaposing their users who got great discounts with this are ‘lucky to be alive’.
3. Paper Boat – Raksha Bandhan
The festival of Raksha Bandhan saw a lot of brands trying to find a reason to advertise. Most of them have a tenuous link to the brand or the brand’s communication theme. Here’s one from Paper Boat which blends in its core platform of nostalgia to great effect.
Agency: Mullen Lowe Lintas
4. Volkswagen – Tiguan
The tag line ‘The new king of the concrete jungle’ seems just the right summation at the end of this 60-second ad where an inflatable King Kong balloon follows the Volkswagen Tiguan all enamoured.
[su_note note_color=”#f9f4bb”]Update: here are a couple of commercials which I came across over the weekend and added to last week’s list. [/su_note]
5. Amazon Echo: Alexa moments
Last year, Amazon released ads which were supposedly based on ‘real’ things folks asked Amazon Echo. Here is a fresh set of commands to Alexa. What works? The juxtaposition of the query with an unexpected visual in short, snappy ads.
6. Canon: Shoot for greatness
This ad is likely to remind you of the famous Honda ‘Cog’ commercial. While the Honda ad was meant to convey everything simply works to great precision, this ad attempts to dramatise the proposition: ‘Being at the right place at the time means nothing without the right camera’. The denouement, when you see the still images, does bring a smile and completes the argument.
Which one was your favourite? Comment in.