We all love lists. It helps us save the trouble of researching by presenting bite-sized information that we can quickly digest. Among lists, a count down of sorts increases engagement and debate. Between now and end of the year, there will be lists & ranking across categories – Top 10 movies, news events and so on. My picks for best ad campaigns of 2023 comes in two parts. This list covers ads which I featured in my weekly compilation during the first half of the year.
Liquid Death: non-alcoholic beverages made cool
In many ways, the entire strategic approach to Liquid Death as a business (with marketing playing a key role) is a case study. The brand started of as a canned water brand in 2019. Unlike bottled water, the brand shunned a staid image and borrowed elements from marketing commonly seen in alcohol brands.
A hallmark of it positioning is to define the enemy: plastic bottles. They then defied category cues by opting for edgy design elements, hard rock imagery in advertising which usually go viral. 2023 was no different. Here are two enjoyable ads from this year.
Paramount: a mountain of entertainment
I liked the Paramount campaign for several reasons: (a) the clever association with the name and the opening title imagery of its movies – it cannot be mistaken for any other brand (b) the all-encompassing nature of the tag line ‘a mountain of entertainment’ – which can showcase all of the stars and genres of content available on the streaming platform.
Downy: fresh for a long time
It’s the age for not just claiming but proving: acts, not ads as BBDO (?) says. Downy’s claim was that it keep clothes smelling fresh for 12 weeks. Instead of simply saying so, they got actor Danny McBride to do the ‘sniff test’ for the entire period, releasing spots 12 weeks ahead of the Super Bowl. Loved the idea and execution.
Currys: trade-in your old tech
Sometimes, a literal expression drives home the point. In order to convey that one can exchange old gadgets for new at Currys, the brand had various old-style gadgets making their way to a Currys outlet.
AirPods Pro: quiet the noise
‘Shut out the world’ is a common enough proposition for noise-cancelling headphones and ear pods. An ad for AirPods Pro dramatised it in a jaw dropping manner earlier this year. The visual hook stays with us long after we have seen the ad.
Omo: range – dirt is good
‘Dirt is good’ has been a long standing plank for the detergent brand Persil (called Omo or Surf in different markets). It’s a classic case of the ‘right amount of brand stretch’ respecting the intelligence of the audience to connect the dots. ‘Letting people be’ and allowing them to enjoy moments (because of the assurance of Persil) is the kind of advertising which does not spell things out but leaves something to the imagination. A new campaign links Persil/Omo to other brands from the Unilever stable strengthening the premise of ‘Dirt is good’.
P&O Cruises: outdoor
In another example of clearly defining the enemy, a cruise line brand in the UK took on other forms of transport:
We launched P&O Ferries new ad campaign, enticing people to travel via ferry over planes and trains, contextually positioning themselves in and around train stations and airports where travellers will be using these other forms of transport.
Source
Privacy on the iPhone: waiting room
By now the world is divided into Android and iPhone users – the former being the dominant brand. There is a constant battle for switchers between the two and in the process, Apple has used superior privacy as a carrot to entice the other side. This year saw a continuation of the theme, with an ad focusing on the unfortunate consequences of health data being made public.
IKEA: second best
It takes a confident brand to claim they are second best. A charming campaign from IKEA to highlight that they can’t beat the ‘comfort’ provided by parents in some situations.
Gatorade: breakup
‘Fuels you forward’ is a great summation for an energy drink. The creative mind can manifest it myriad ways. Here’s a story of a youngster picking himself up after a heartbreak and choosing to indulge himself in physical activities (with the aid of Gatorade of course) to emerge with a positive mindset.
BMW: the calm
BMW can be credited with being a pioneer of ‘branded content’ concept. In the early 2000s, they created a series of long-format films, titled ‘The Hire’. Directed by popular filmmakers from around the globe and starring Clive Owen, these were cinematic experiences than the conventional 30-second TV commercial. BMW is back with another long-format film – this time showcasing its electric variant – i7 M70 as part of the Cannes Film Festival. It’s absolute popcorn time as it is as riveting as a top-notch Hollywood action movie.
Air India: Now Hiring
Social media creatives, much like conventional advertising has duds mostly. Only a handful get noticed and talked about. Here is one such recruit ad from Air India which would appeal to industry insiders.
Siam Electric: nature will thank you
The laddering of a benefit is a common technique in advertising. An apparent benefit is stretched to present a POV which is at a ‘higher plane’ than the obvious one. ‘Nature will thank you’ says this ad for an e-scooter – in an endearing way.
KitKat: extra break
The power of a distinct property – that is uniquely associated with a brand cannot be over emphasised. But very few brands actually invest in such. Here’s Kitkat referencing the King’s Coronation and ‘thanking’ him for the extra bank holiday – linking it its signature tagline.
Look forward to sharing Part 2 of Best ad campaigns of 2023 soon. Which one was your favourite? Do comment in.
