Of late, I have not spotted very many ad campaigns which I found to be compelling enough to share in this space. Here are a few which brought a smile and stood out from the clutter. 1. Toon Blast: Ryan Reynolds When the brand promise is generic (‘great taste’ as a promise for a chocolate brand) it all depends on the creative execution to make the commercial memorable. It is a risky strategy alright but…
It wasn’t a week of rich pickings when it came to creative ads last week. There were only a handful I liked instantly and the list includes a TV spot from Apple and a few print ads from UK. iPhone X : Memory The basic tenets of advertising include ‘make it noticeable’ (all else is academic otherwise), focus on the benefits (not features) and convey it in a compelling manner. Apple’s communication has largely ticked…
Hundreds of commercial messages compete for our attention every day. But very few can be called creative ads – they are usually the ones which get noticed (the first pass of any communication). Here are a few which caught my last week: 1. Stabilo: highlight the remarkable Over the years, the category of highlighters have seen many creative expressions to dramatise the generic benefit of the category. Admittedly there is hardly anything to differentiate between…
The advertising & marketing industry trade portals were busy showcasing creative ads from Cannes Lions 2018, over the last two weeks. Despite the prevalence of made-for-award campaigns usually for ‘social good’ the award show is an opportunity to learn about new crafts & techniques and simply be inspired by the power of creative minds. I only wish the show saw more of creative prowess used to solve real business challenges of real brands. Aside from…