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.
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.