Everyday, we come across hundreds of commercial messages – print ads, TV commercials, radio spots, billboards, web banner ads, social media posts and more. Only a handful are even noticed – with a vast majority not paid attention to at all. Even among the few noticed, only a smaller number are remembered. Here are a few which caught my eye this week:
Tanqueray: Unmistakably Tanqueray – Since 1830
When it comes to heritage brands, one of the key marketing challenges is to remain relevant to a newer audience and not be perceived by them as an uncool brand of my parents’ generation. In the gin market there are several new brands, like Aviation Gin which aim to appeal to a younger audience. In that context, a brand born in 1830 has its task cut out. A new ad from Tanqueray turns ‘unchanged recipe’ into an advantage by showcasing it through the decades in a stylish film. The visuals rely on the Droste effect which dramatises a ‘worlds within worlds’ look and makes for compelling, repeat viewing.
WSJ: Read Yourself Better
The ‘evolved’ audience which the Wall Street Journal is appealing to, is aware of the pitfalls of today’s news sources – many are not trustworthy, indulge in sensationalism and are often partisan. The brand wants potential subscribers to experience the difference and has temporarily dropped the paywall. A visually ‘clever’ ad urges the reader to read past the agendas, partisan pandering, misinformation, angry comments, gossip mags and troll armies. While the visuals are compelling, the copy and narration feel a bit like old-school audio-visual corporate films. Nevertheless, the central premise would have the core potential audience nodding their head in agreement.
IKEA: Silence the critics
Here’s a Christmas ad which shuns the usual cliches of bright lights, happy people and tugging at the heart strings emotions. As with almost every IKEA ad, the product is the central focus weaved cleverly into the central premise of ‘silence the critics’. Loved it.
Agency: Mother, London
Glenlivet: Original By Tradition
As with Tanqueray above, Glenlivet too seeks to attract newer, younger consumers. In this film, the brand’s history of breaking with tradition and conventions of the day (‘it’s a man’s drink’) are dramatised through a visual metaphor of glass or other objects shattering.
Agency: Crispin Porter Bogusky
Zalando: Free to be
The problem of parity products and ‘experience’ is well and alive with e-commerce brands. Very often the tone of voice driven by advertising determines brand affinity. Here’s a quirky ad for Zalando, where the ‘international model, actor and professional juggler Tom Gaskin takes his grandmother to a fabulous Christmas ball. The off-beat situation, casting of protagonists and overall ‘look’ of the film makes it stand out from the clutter.
Oreo: made of compliments
Activations if done well have the scope to deliver disproportionate amount of ROI simply because a video of a relatively inexpensive stunt somewhere in the world can go viral globally. Here’s a smart on-ground activation anchored on the product: a red Oreo.
Agency: FCB, Jakarta
Which one was your favourite? Comment in.