ArchiveSeptember 2018

iPhone XS ‘Growth Spurt’, Burger King’s AI-created ads and more: top creative ads of the week


Every day we come across hundreds of commercial messages. But we notice only a handful and remember an even smaller number. Here are a few creative ads I noticed and loved from last week. 1. iPhone XS: Growth Spurt I have written several blog posts about Apple and its advertising over the years. A common thread in the ads from Apple is that almost all of them focus on the benefit to the consumer...

Apple Watch, ‘world’s smallest press kit’ and more: 11 fantastic creative ads of the week


Every day we come across hundreds of commercial messages. Most of them go unnoticed. Ad industry portals too share truck loads of ads every day. Here are a handful which stood out for me over the last few days: Apple Watch TV spot, world’s smallest press kit and a few print ads from The John Lewis Partnership. 1. Apple Watch: better you Brands need both repeat users and new users to come...

Of brand love, brand affinity and brand preference


Is there such a thing as brand love? Some marketers and industry observers seem to think so while others dismiss it as bunkum. Herewith some unsolicited views on the subject: Be noticed The first test of any brand and its communication is that it must be noticed. Every category has multiple players and unless the potential consumer is aware of your brand, existence is rather pointless. Similarly...

Of Nike, higher order benefit and brand purpose


I didn’t know who Colin Kaepernick was until a few days ago. Blame it on my lack of interest beyond cricket. I saw the print version on social media with the line ‘Believe in something even if it means sacrificing everything’. I did not immediately connect with with Nike’s long running ‘Just Do It’ theme. Since I did not know the context, I simply saw it as a nicely...

When brands seek mileage from topical events and public ‘issues’


Recently, the Supreme Court of India passed a judgement decriminalizing sexual relations between consenting homosexual adults. The judgement garnered a lot of visibility in the media. Sure enough, several brands saw this as an opportunity to either create social media posts or tweak an element of their service offering. When it comes to tweets, the common characteristics include a reference to...

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Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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