Every week I attempt to publish a compilation of creative ads. Getting noticed is the No.1 job of any ad – be it on TV, print or digital media. Here are a few top creative ads, including some Super Bowl ads released this past week or so.
Nationwide: in your best interest
A couple of months, Nationwide introduced the ‘uncaring boss’ (and his bewildered assistant) of a fictional A.N.Y Bank. It was a smart way to setup the premise that Nationwide is unlike ‘any other bank’ and they actually care about customers and are stable. The boss and his assistant are back in another well-written spot. ‘Insurance analysts?’ asks the assistant. ‘Worse. Marketing’ says the boss about a presentation he is not interested in. And the bit about a consumer spelling ‘banker’ wrong was hilarious.
Squarespace: Martin Scorsese & daughter
The brilliance of Martin Scorsese’s acting and the justice he does (along with his daughter) to a brilliant script shines through in this ad for Squarespace. The central idea of Squarespace being easy to use – to set up a website, even for those who know nothing about the basics of the internet comes through in a charming way.
Squarespace: Hello Down There
The sequel to the above ad and the theme ad for the Super Bowl this year from Squarespace is a big production to drive home the point that ‘a website makes it real’.
Kia: ice skating
Feel-good movies and commercials have a ready audience. We all love stories that tug at the heart strings and stir emotions. In advertising, the brand has to play a central role in such stories – which it does in a new ad for Kia electric.
Uber Eats: don’t forget
The teaser based on a popular interview of Victoria & David Beckham announced that Jennifer Aniston will star in the Super Bowl commercial. While it has no connection to the teaser, the story is about getting people to remember that Uber Eats delivers more than just food. I thought the acting and delivery of lines was a bit ‘staged’ and could have been better. Nevertheless, a fun way to get people to order stuff other than food from Uber Eats.
Cadbury 5-Star: erase Valentine’s Day
The situation is a bit like Axe and Dove of yore. When Axe (known as Lynx in some markets) was creating risqué advertising, some of which was blatantly sexist, another brand from the group was pushing lofty messages about women empowerment and ‘real beauty’. One understands that the target audience and brand positioning are different in group brands – which seems to be the case with Cadbury 5-Star and Cadbury Silk. While the latter’s communication is anchored on ‘young love’ (with the popular ‘Kiss Me’ jingle) the former has presented variations of the ‘Do Nothing’ theme. The ‘Do Nothing’ idea is a stretch of the ‘get lost in the taste of…’ proposition which is common in food brands. Cadbury 5-Star has done some quirky ads on the theme – not been a fan of all. Here’s one which stretches the idea of providing a safe haven for those tired of Valentine’s Day mush, helping them ‘do nothing’. Good production values too. Getting ex-ISRO space scientist to feature in the ad was fun.
Billie: 10 things I hate about body care
‘New body wash, body lotion, and aluminum-free deodorant that give your skin what it’s asking for’ is the premise for Billie. A new ad features British actress Jameela Jamil who delivers a well-written monologue on ’10 things I hate about body care’.
BBC Trailers: not just telly
In India, we primarily perceive as a news provider. In the UK, they have many other properties beyond news television and website. ’More than just telly‘ was a theme introduced by BBC in late 2023, to convey that they have several media properties. The campaign brilliantly used actual footage from their TV shows to drive home the point. A new follows the same style using actual clips from the drama series Casualty to announce reactions to breaking news from the world of football – thanks to another BBC property.
Microsoft CoPilot: your everyday AI companion
A common factor of upbeat, anthem commercials is to get your adrenaline pumping through the use of music and a message that is inspiring and motivating. We see that often in sports themed commercials. A new spot for Microsoft’s Copilot has all these qualities and is likely to resonate with a large swathe of the intended target audience.
Volkswagen: an American Leo story
Set to Neal Diamond’s 1971 hit “I Am… I Said,” Volkswagen America has released an anthem film to mark 75 years in the US. Heritage brands have the advantage of history and witnessing landmark events.
Doritos Dinamita: the chase
‘Made for Super Bowl’ means teasers, celebrities, quirky plots, big production values and some zany humour. A Doritos spot for the Dinamita variant (cleverly using it to name characters in the ad) dramatises the ‘will go to any extent for the taste of…’ theme which is common in food advertising.
Ramraj Cotton: culture of India
‘The threads of our traditions and heritage weave a harmonious tapestry of diversity, uniting us all across this diverse nation’ is the key message in this ad for Ramraj Cotton. The ad seems to have struck a chord on social media thanks to the popularity of actor Rishabh Shetty after ‘Kantara’ and the truth about India: ‘cultures of India transform every 200 kilometers – be it food or language’, yet there is a common bond across the country when it comes to traditions.
Agency: Vermmillion. Production House: Tellywise, Chennai
State Farm: like a good neighbaaa
Another fun spot for Super Bowl which ticks many boxes. Arnold Shwarzenegger stars as himself in a comical role with a tenuous link to the insurance category and the brand. And this 90-second film is a teaser!
Coors Light: Chill Train
Beer ads are a must during Super Bowl. Over the years many beer brands have created several memorable ads for this event. A new spot for Coors Light relies on great computer graphics to urge sports fans to ‘chill’ and not take affiliations too seriously.
McDonald’s: the chase
Here’s another ad from a food brand which dramatises ‘too good to share’ or ‘go to any lengths to relish it’ approach. It’s in French but you don’t have to understand the language to get it.
PotNoodle: slurp
It’s interesting to see the negative comments to this ad. I am not a big believer in ‘any publicity is good publicity’ but the extreme reactions coney that the ad was noticed and garnered polarised reactions (many of them a bit extreme). If only the comments know how tea is relished in India!
Which one was your favourite? Do comment in.
