Every week, I attempt to share a compilation of clutter-breaking creative ads and occasionally some commentary on the business of advertising. As many have noted, a majority of the ads out there go un-noticed, so managing to break the clutter is actually a big deal. This week’s compilation includes a smart campaign from Mastercard which cleverly uses a card’s expiry date to deliver a relevant message, several clutter-breaking TV commercials and a clever social media campaign from Oreo.
Mastercard: Wildlife Impact Card: expiry date
Unexpected connections is what a creative mind comes up. In advertising, the challenge is to use that skill to address a business problem or opportunity. A new campaign from Mastercard aims to raise awareness about protecting endangered species by equating a card’s expiry date with the message: buy a Mastercard Wildlife Impact gift card and donate to the cause.
The campaign also has a film which brings alive the simple call to action:
You may also want to see this wonderful print campaign for Mastercard which highlights the need for distinctive brand assets.
Google UK: It Starts with Summer
UK is set to re-open several economic activities later this month (though there are new concerns) after the COVID-19 lockdown. The situation is likely to give rise to a whole lot of emotions – a mix of happiness and anxiety perhaps. A new film for Google uses its famous distinctive asset of the search bar to showcase all that could be going on in people’s minds and the role of Google Search in our lives. Loved it.
William Hill: Let the good times roll
What is it with the good old template of a montage of visuals set to great music that makes it a tried & tested route for agencies and marketers? Whether it is a bespoke jingle or a well-known relevant track this format has survived all these years. Admittedly not all are memorable – execution and relevance are critical. The situations, acting, editing, the cinematography, memorability of the jingle or the relevance of the track – all play a role. I thought all of these came together well in this spot for a betting brand in the UK.
Abbott Laboratories: Now you Know
Pharmaceutical brands are not knows for ‘creative’ advertising. Here’s an ad which breaks that mould. Freestyle Libre, from Abbott Laboratories is a glucose monitoring system for diabetic patients. They are familiar with being told ‘no’ to certain kinds of foods and lifestyle. A quirky new spot turns that ‘no’ on its head and gives them the reassurance of ‘knowing’ as a tool to control their lifestyle.
UNO Pizzeria: it’s full-on
Parts of USA are said to be returning to pre-COVID ways. A series of spots from a pizzeria brand dramatise the excitement of eating out again with their protagonists going a little over board with all their reactions.
CDC: Colorectal Cancer screenings
Centers for Disease Control and Prevention (CDC) is the national public health agency of the United States. A new TV spot aims to create awareness about the need for Colorectal Cancer screenings among adults. The situation is a twist to the often seen ‘father-son’ talk about the ‘birds and the bees’. Simple, engaging and eye opening.
Apple Watch: choose active
Even if you don’t understand Japanese, this commercial from Japan for Apple Watch drives home the message. Watch it for yourself and you’ll know. The simple visual device of ‘being pulled’ into a situation or activity is genius simplicity.
Oreo cookies: aliens
Apparently, there is much talk in the US media about aliens and UFOs. A social media campaign from Oreo makes the most of this topical event. At the centre of it is a three-acre-wide crop-circle in Kansas with Oreo branding on it. This ‘stunt’ and the crop sign are familiar themes in popular culture and Hollywood movies. So when its all done with tongue firmly in cheek it brings a smile. Check out Oreo’s Twitter page for more fun.
Which one was your favourite? Comment in.