Every day we come across hundreds of commercial messages. Most of them aren’t even noticed. Here are a few creative ads which stood out from the clutter for me the last week: a continuing campaign for Snickers, Nike’s reaction on social media regarding a decision taken by the French Open authorities and more.
1. Snickers: one for two
Kudos to the team at BBDO and Snickers for continuing to invest behind the powerful ‘You’re Not You When You’re Hungry’ idea. The campaign, based on a real, universal consumer insight about in-between meal hunger – such moments make us irritable, anxious and act ‘out of character’. The campaign has run for many years across media platforms. The best thing about the idea is not just that ‘it has legs’ (as they say in ad agencies) but it adapts the strengths of each platform – be it TV, Twitter or outdoor. In the latest, BBDO ran a web banner with a one-for-two offer. As it sounds suspiciously like the common ‘two for the price of one’ offer some may click it. When the banner is clicked it plays a video where a spokesperson shows ‘concern’ for the view and announces a price off promotion. Brilliant.
Agency: BBDO
2. Nike: French Open response
Nike is reported to have created a special body suit for Serena Williams to prevent blood clotting. The authorities at The French Open decided to ban the outfit as players need to ‘respect the game‘. Twitterati did not take Kindly to the news.
so Serena Williams, the greatest tennis player of all time, can’t wear a black bodysuit that was specially made to prevent blood clotting due to post-birth health complications during the French Open because she “needs to respect the game?”
Serena Williams IS the game.
— Brian Gay (@brian2596) August 24, 2018
But the best response came from Nike with a classy, stinging retort:
You can take the superhero out of her costume, but you can never take away her superpowers. #justdoit pic.twitter.com/dDB6D9nzaD
— Nike (@Nike) August 25, 2018
But apparently, Serena herself has downplayed the incident. Nevertheless, great use of social media by the team at Nike. They’ve shown it can be used by brands beyond trending hashtags.
3. BMW-Audi USA: Twitter response
Brand wars have been around for decades. Two leading brands in highly competitive categories have taken potshots at each other in print, TV and outdoor. BMW USA won the latest round of such on Twitter last week.
My takes on competitive advertising here, here and here.
4. Police Now – Take:90
The strength of TV – an audio visual medium is used brilliantly in this 90-second advert for Police Now – a charity that recruits and trains graduates in the UK to become police officers. The film delivers a simple message: ‘anger is caused by specific chemicals being released in the brain; it takes around 90 seconds for these chemicals to dissipate, and for feelings of anger and aggression to disappear’. It is a simple, yet brilliant initiative to prevent anger from turning into violent behaviour. The juxtaposition of the angry, ranting face with a calm, collected voice keeps you hooked for the full 90 seconds.
Agency: Grey, London
5. Florianópolis: adopt a pet
As animal shelters have limited capacities, it’s only when a pet is adopted that it frees them up to take in another pet. This media is driven home in this smart print campaign from Brazil.
Agency:D/Araújo Comunicação, Florianópolis, Brazil
Michelin Guide: 1911 print ad
Content marketing is fashionable now. But back in the early 1900s, the tyre brand Michelin was already practicing it. According to Wikipedia: ‘In 1900, there were fewer than 3,000 cars on the roads of France. To increase the demand for cars and, accordingly, car tyres, car tyre manufacturers and brothers Édouard and André Michelin published a guide for French motorists in 1900, the Michelin Guide.[2] Nearly 35,000 copies of this first, free edition of the guide were distributed; it provided useful information to motorists, such as maps, tyre repair and replacement instructions, car mechanics listings, hotels, and petrol stations throughout France.‘ While the ad may not be a classic in terms of craft, but it tells us how the fundamentals of marketing and brand communications haven’t changed much and likely never will.
Which one was your favourite? Comment in.
