Everyday I check a few portals which publish latest advertising work from across the globe. Needless to say, only a handful are noticed, remembered and appreciated. When the count of such ads is really low by the weekend I diligently look for interesting new work. This was one such week where one had to search for good work to share. Here are a few of my picks:
1.Hennessy X.O: The Seven Worlds
Super premium and luxury brands have their own code – be it to do with the product, pricing, store merchandise or communication. Creating brand preference and loyalty in that segment calls for evoking an irrational desire among consumers – since there is very little by way of genuine product differentiation between brands. A shopping bag, perfume or a watch in the mid-priced or value segment could be just as functional as a luxury brand in the same category but the latter kindles desire like the former cannot. The advertising for such brands is usually full of mystique and leaves a lot unsaid.
A new ad for Hennessy X.O, directed by Ridley Scott has these exact characteristics based on the product story: seven tasting notes, like seven unique worlds to explore. Even the description over at YouTube has an esoteric expression: Seven oneiric stories to convey the incredible richness and complexity of this cognac. What works is the visual treat which is engrossing transporting the viewer to another world.
Agency: DDB
2. Bournvita radio spot: I Am February
Most advertising is said to go un-noticed. In India, this is especially true of radio ads. Most brands follow a boring, conversation-between-two people template, often created at low cost (hence poor production values) with no creative idea as an anchor. In that context, it was refreshing to come across a radio spot for Bournvita which attempted to convey a product related message in a creative way. Listen on:
Agency: Ogilvy, Mumbai
3. Perth Airport: brand identity
Creativity is meant to be subjective – what may appeal to one may not appeal to others. A creative product also usually appeals instinctively – one likes it instantly or not. I liked the new visual identity of Perth Airport instantly as it was visually appealing, cued the category and drastically different from the earlier one.
Agency: Push Collective
I also liked the back story created on the approach to the new identity and all the collaterals put together – very high on the drool quotient.
Read more on the project here.
4. Refuge: Valentine’s Day
Most topical ads – be it for Valentne’s Day, Mother’s Day or any such event, are created to avoid FOMO and often have a forced connection with the advertised brand. In this context an unlikely brand’s work for Valentine’s Day stands out. Refuge, the UK’s largest domestic violence charity created a print ad with reversible poem – the story of a woman who suffers domestic violence. Loved the strategy and the fit with the topicality.
Agency: McCann, Bristol
5. iPhone: depth control
Apple’s ads have always focused on the product features and visually dramatise the benefit. In a new ad to highlight the depth control feature of images, the brand takes a self-deprecating route almost highlighting the negative side of the effect, to good humour.
6. Dune London: clothes are overrated
What’s a great outfit without the right shoes, asks a fashion retailer from UK. I liked the twisted way in which the product is attempted to the highlighted with a visual mnemonic.
Agency: Mother, London
Which one was your favourite? Comment in.
