‘The most interesting man in the world’ for Dos Equis would surely rank among the handful of refreshingly different campaigns in the beer category. It succeeded in creating a mystique around the central protagonist ‘the most interesting man in the world’ played by Jonathan Goldsmith. It also had some great copywriting going for it. Sample these: The campaign was created in 2006 by Euro RSCG Worldwide and became hugely popular and even considered meme-worthy. “I…
Ad agencies have it tough mostly when it comes to products they have to advertise. Most brands don’t have a real, significant competitive edge. Even if there is a genuine product differentiation, the window of opportunity to capitalise on it is limited as competing brands can offer the same or better fast enough. The task to create compelling, unique advertising is even more tough for ‘everyday’ categories where product parity is common – such as…
Our brain loves lists and there are 8 reasons for it, according to New Yorker. Towards the end of every year, we see ‘best of’ lists across categories. Advertising is highly subjective – what may be liked by one could be hated by another. But I guess most of the ads in my picks of best ad campaigns of 2020 would be universally liked. Here are some more ads (in no particular order) which were…
It’s that time of the year when ‘best of’ lists are made. I have set out to share my picks of top creative ads of 2020. The first part of the list includes ads from Burger King, WhatsApp and more. Here’s the 2nd instalment of the list: Nike: you can’t stop us In popular culture, substance is always preferred over style. A well-designed magazine may help in breaking the clutter in news stands (it was…
2020 has been a terrible year in many ways for us all. Amidst the chaos and turmoil caused by the COVID-19 pandemic and the bad news all around, some ads managed to break through the clutter. As with all effective ads, they made us ‘feel’ something – brought a smile on our faces, got us all teared up or simply made us feel good. Here is a compilation of compelling creative ads of 2020 (in…
In the marketing mix, investment behind media buying is perhaps the most expensive, especially when it comes to high value media properties such as the Super Bowl in the US or the IPL in India. So it is understandable if brand teams are anxious to ensure the correct brand attribution. When the viewer associates an ad with that of a competitor, referred to as brand misattribution, it is as if all the effort was to…