Every week, I attempt to put together a compilation of creative ads which break through the clutter. I have not had rich pickings this week and among the handful of ads I noticed, here are a few:
AirPods Pro: outdoor done right
Outdoor is a fleeting medium. In the few moments we have to catch a glimpse as we go past a billboard it makes sense to keep the messaging brief and have visual impact. Early on in my career I remember hearing that the thumb rule is to limit the text to eight words and it pays to have a showstopper of a visual. However, a majority of billboards (at least in India) are packed with too much copy and not-made-for-billboard visuals. Here’s how Apple got it right to launch the AirPod Pro: a high impact visual as a teaser followed by the same model wearing the AirPods. The visual link to the model’s pose and the shape of the new AirPods is subliminal, yet memorable and strong.
Argos: The book of Dreams
It is the season of the Christmas ads again, led by big retail brands from the UK. Over the last few years, these ad campaigns have been hugely popular not just within the industry but among the general public too. The communication challenge for such projects is huge as every Christmas ad aims to be heartwarming and high on feel-good quotient. The production values of such campaigns match the best of Hollywood movies and creative idea is adapted across media and platforms (omni-channel as they say). While some have taken the route of telling an elaborate, magical story and tug at the heartstrings, a sweet new ad from Argos does the same through another route.
What I liked about it is making the good old catalogue the centrepiece of the ad and showcasing the consumer practice of circling a merchandise they’d like to short list.
Agency: the&Partnership
Walkers Crisps: Too Good To Share
As I have said in this space before, ‘going to great lengths to acquire it’ is a common theme for food brands. It dramatises the ‘irresistible taste’ aspect of the brand. A new Christmas themed ad for Walkers Crisps has that and more with celebrity endorsement and humour.
Agency: AMV BBDO
Dominos: JOMO
FOMO or Fear of Missing Out is said to be the trigger behind many of our social activities including that of brands feeling the need to put out advertising during festive occasions and major news events. A new ad from Dominos takes a light hearted view of this trend by stating that staying at home, ordering in is JOMO – the joy of missing out.
Agency: VCCP
Billy’s Lemonade: takeover
Over the past few years, independent Canadian agency, Zulu Alpha Kilo has taken up several issues plaguing the advertising industry such as speculative pitches. A new video highlights the pitfalls of independent agencies being sold to holding companies.
Which one was your favourite? Comment in.
