Every day we come across hundreds of commercial messages. Only a handful are memorable. Here are a few top creative ads which caught my eye, the week ending 4th May, 2018: a stirring ad for Hospital de Amor – a cancer hospital in Brazil TV spots for Oakley, Swiggy and more.
1. Hospital de Amor: The Fall
This is one of the reasons I love advertising. The best ads tell a compelling story or convey a message which results in change of perception or action, in just a matter of seconds. The Hospital de Cancer de Barretos, a children’s cancer treatment centre in Brazil, was renamed the “Hospital de Amor,” or “Hospital of Love” recently. To mark the re-launch this film raises awareness about cancer and conveys how love is an essential ingredient for treatment. The film is an emotional roller-coaster ride evoking fear, hope and joy. Loved it.
2.Oakley: It’s Ok
‘One Obsession’ is a communication theme launched by Oakley recently. In it’s latest avatar the brand says ‘It’s OK’ to be obsessed and pursue one’s passion – even if it means sneaking out of home early, ditch friends or zone out. I loved the speaking-singing voice over which keeps you hooked right through the film.
3. Swiggy India: IPL
The IPL is often dubbed as the Super Bowl of India (my views here, here and here).There are similarities – in it being the premier sporting & television event in India. But unlike the Super Bowl the hype about the ads does not begin weeks in advance and the ads themselves aren’t created especially for the event with lavish production values. The format of the game, cricket that is, also allows only for short duration ads. In this year’s season, ads from Swiggy are the stand outs with short, snappy versions which drive home the message and bring a smile.
Agency: MullenLowe Lintas
4. DELSEY Paris: what matters is inside
Luggage brands have largely focused on product features like durability and space in their advertising. DELSEY Paris has a range of ‘connected suitcases‘ which have app-activated weighing, locking, and tracking functions. A new web film focuses on these tracking functions in a story which is quite predictable but touching nevertheless.
5. Hotels.com: more than just hotels
When you have ‘hotels’ in your brand name but want to convey that you can book ‘more than hotels’ (vacation homes, tree houses), what do you do? You stage a stunt. Hotels.com made ‘a big change’ – they bought the world’s longest URL – at 2,083 characters which has all the categories listed there. Clever stuff.
6. Reporters Sans Frontières: fake news
The prevalence of ‘fake news’ has been a cause for concern the world over. To mark World Press Freedom Day, Reporters Sans Frontières created this ad which did not simply stop at saying ‘fight fake news’ but conveyed the cost of patronising it.
7. Sky Mobile: Hello Possible
This is a typical big budget and eye-popping production values kind of film but is effective in conveying the brand’s ‘Hello Possible’ (‘It’s a world where you can do things you couldn’t do before’) theme.
8. Aloe Dent: strong teeth
Strong teeth is a generic claim for toothpaste brands. Here is one from Egypt which conveys that in a visually striking manner.
Agency: Nabaroski Ad Store
Which one was your favourite? Comment in.