Ads which break through clutter of information overload and other messages vying for one’s attention need to be applauded. Because getting noticed is the first and most important task of any ad. If ignored, it’s a fate worse than being seen and disliked. My weekly compilation of creative ads (aside from my occasional views on the business of advertising) is a small tribute to brand teams & agencies everywhere. Here are my picks form the past week or so:
Audible: laugh through it
Several categories – notably food & beverages dramatise the effect they have on user. A common theme is to portray a protagonist ‘as lost in the taste of…’ or ‘lost in the world of…’ cueing the addictive nature of the product. A new ad promoting comedy content on Audible takes that idea on and it works wonderfully well in both TV and outdoor. “Whatever life throws at you, laugh through it with comedy on Audible” works well in a TVC that shows a protagonist seemingly making light of all the misfortunes she has to suffer, laughing through them all only to reveal that she was ‘immersed’ in comedic content from Audible all the time.
There was a time when just sticking an image from the thematic TVC on to a print ad or billboard would be seen as implementing a multi-media campaign. Nice to see the campaign idea executed differently on billboards with some great art direction.
easyjet: get out there
‘What if paintings and sculptures of famous characters from museums around the world, got tired of being in the same place and took off to see the world?’ That’s a delightful idea for a travel brand – easyjet’s new spot brings a smile as it urges to ‘get out there’.
BBC: square eyes
Mobile phone addiction and ‘too much screen time’ are concerns plaguing parents. Even prior to the mobile & digital era children used to be warned about watching too much television or even sitting too close to the TV for fear of spoiling one’s eyesight. In the west, apparently ‘spending too much time in front of a screen will give you square eyes’ is a common ‘warning’ given to children. A new spot from BBC – with some lovely stop-motion, argues that when used responsibly, digital screens can be tools for learning. It’s natural that a brand such as BBC would put forth the argument that “it’s not always pointless watching”, and screen time can be “brain-building… getting them off the sofa and seeing the bigger picture”.
Lyft: riding is the new driving
Back when Uber & Ola were launched in India’s metros, the response was largely positive as such options offered reliable alternatives for public transport. There was talk of such services impacting car ownership too. But the reality has been different over the years. Taxi aggregator services have been plagued by service, safety & reliability issues that consumers expect arbitrary cancellations and checks on destination details prior to a booking. But the overall sentiment around the benefit of ‘riding’ vs ‘driving’ – especially as an alternative to stress of traffic jams still holds. A new campaign from Lyft (smart use of the outdoor medium) in the US strikes a chord in that aspect, though one might wonder what the big deal is if traffic jams and chaos are a reality – be it driving a car or seated as a passenger.
Agency: Made. Via.
Hiltl: anniversary campaign
For the 125th anniversary of Hiltl, Zurich – the oldest vegetarian restaurant in the world, a smart print campaign simply highlights the local with a visual twist of the well-recognised Google Maps pin. Simple, effective way of dramatising a landmark with a core association of vegetarian food. Loved it.
Agency: Ruf Lanz
KFC Canada: funeral for fries
It takes guts to admit that a product line – especially in food, did not meet customer expectations. In Canada, KFC is organising a live funeral for its old fries – as a ‘stunt’ to announce the re-launch. Bit over the top perhaps, but bold.
Alzheimer’s Society: print ad
‘There’s nothing such as a boring category’ – used to be the mantra of some creative folks I have worked with. When tasked with campaigns for industrial products or ‘regular’ announcements, they would try and make the communication interesting. Here’s a recent example from the UK to announce that the Alzheimer’s Society is gaining ground against dementia.
Ford Branco: traffic jam
Juxtaposing sights & issues faced by urban dwellers in a ‘rural’ or outdoor setup is a common idea or concept for holiday resorts who pitch their getaways as antidote to city life. A print ad from Ford Branco does that well and brings a smile.
Agency: BBR Saatchi & Saatchi, Israel
Which one was your favourite? Do comment in.