If we meet someone who speaks well we tend to form a positive opinion of them: we equate articulation with intelligence. It is pretty similar to how we react to likeable ads – subconsciously we transfer this affinity to the brand. Similarly, we admire those who write well. As David Ogilvy said, ‘People who think well, write well’. When it comes to good writing, what gets our attention and keeps us engrossed could be anything…
Most ads go unnoticed – a bigger problem for the industry than creating ads that are disliked. Only a handful of ads are noticed and a smaller number recalled or liked. In that context, clutter-breaking creative ads that make an impact need to be appreciated. My compilation this week includes IKEA’s ‘Let play unwind your mind’ and another celebrity-powered campaign for Switzerland Tourism. Honda: vertical bike I am usually sceptical about case study videos which…
‘Is celebrity advertising an effective strategy?’ is a topic of perennial debate in advertising & marketing circles. While opinions vary the use of celebrities for brand endorsements continues unabated. In my weekly roundup I will attempt to share my views on current trends from the world of marketing and a compilation of clutter-breaking creative ads. Celebrity advertising: advertisers keep the faith citing brand name awareness As I noted earlier, advertisers consider the presence of a…
Advertising competes for our attention. We tend to ignore it as we have more important issues occupying our minds. Add to it the general clutter of media and we have to appreciate creative ads which get noticed and stay memorable. My weekly compilation of clutter breaking creative ads is a small tribute to such efforts. Here are a few creative ideas which caught my eye this past week: Lumo: flight shame Many years ago I had taken…
Advertising competes for our attention. We tend to ignore it as we have more important issues occupying our minds. Add to it the general clutter of media and we have to appreciate creative ads which get noticed and stay memorable. My weekly compilation of clutter breaking creative ads is a small tribute to such efforts. Here are a few creative ideas which caught my eye this past week: Money Thunder: nobody wants to lend you money In…
The adage ‘ninety percent of everything is crap’ coined by Theodore Sturgeon an American science fiction author is relevant in the context of advertising where a majority of campaigns go unnoticed. Among the handful of great marketing campaigns which get noticed, recalled and loved there are even fewer number which stand the test of time. I wrote about one such campaign – ‘Live richly’ from Citi a while ago. Another brand which deserves accolades and…