Every week, I attempt to share a compilation of creative ads. Breaking through the clutter and getting noticed by the intended consumer is the first and most important task of any ad. Parameters and metrics kick in later. Herewith a few ads which caught my attention this past week or so.
Urban Company: Chhoti Soch
The gig economy has given rise to some interesting business models – folks who stand in a queue for you, taxi drivers or carpenters on call. In India, Urban Company is one such service which has gained acceptance and popularity for home services. Recently they launched a campaign highlighting dignity of labour. As a sequel comes this well-written and well-acted ad, anchored on a universal truth. Our society labels people easily, especially women. This film highlights the stigma around message therapists and handles a sensitive topic very well.
Agency: Talented
Harpic: Loocator
Unfortunately safe, clean public toilets are a rarity in India. It becomes a major concern for women especially when on travel or doing their professional duties in remote places or small towns. Lack of appropriate toilet facilities in schools is also a reason for girls to drop out of the education system.
Many girls drop out of school, women leave jobs & avoid any form of travel – simply due to the unavailability of clean, safe, and hygienic toilets. Harpic, India’s no.1 toilet cleaning brand, believes that access to safe sanitation is a fundamental human right and have always strived for toilet hygiene and sanitation for all.
Source
Harpic, the sanitation brand from Reckitt, has launched the Loocator app: ‘a crowd-sourced app that helps women find, rate & add toilets near them. With this app, women from all walks of life can find accessible toilet near them in just a click‘.
I sincerely wish this project succeeds. On the face of it this sounds like a genuine, creative solution to a real need. I hope this is not one of those gimmicks made for creative awards (there was a bindi developed to cure iodine deficiency).
Agency: TGTHR
Volkswagen: short drive
An ad that’s guaranteed to bring a smile. Here’s an ad that mostly devoid of typical cues of an automobile ad: shots of the car across winding roads, pans of the car exteriors, slow motion of the driving through some outdoor terrain and such like. The beautifully captures the child-like joy of someone who only gets to drive short distances in the place he lives & works.
Agency: DDB Sydney
Interflora: say more
Eight words or less. That’s all it took for Interflora to convey the sentiments and the effect of a beautiful bouquet. The description over at the YouTube post says it well:
Finding the right words is hard. Life is complicated and confusing, so we hit ‘like’ or send ‘❤️’ instead. Sometimes words don’t seem enough. That’s where we come in, because when words fail, our florists don’t. Only a bouquet handmade by a florist can tell someone’s story, or capture a moment – and do it justice.
Source
Agency: Calling
B&Q: you can do it
DIY is not big in countries like India, where one simply calls for help – be it for plumbing, electricity or ironing clothes. It is interesting to see a campaign with an intent to overcome the mental barriers to adopting DIY.
Agency: Uncommon
Dove: The face of 10
Well-crafted print ads are a rarity nowadays – especially in India. It’s a relief to see such ads in UK, thankfully. Ads which have an idea and respect the intelligence of the reader. When I shared this ad on LinkedIn, few commented that this is double standards from Unilever which also promotes ‘Fair & Glow’ in their product range. There’s some merit in that arguement – especially when you consider that lofty ideals of respecting women and ‘real beauty’ were being created when another brand group in the same company was creating blatantly sexist ads fro Lynx (known as Axe in some countries).
IKEA: extra space
The print medium – be it in newspaper or magazine offers immense scope to use ‘space’ effectively. An ad need not be a straightforward rectangle shape. Ads across pages, or blending well with the editorial or even being clever with the masthead have worked. Here is one such ad from IKEA to demonstrate effective use of space.
Nationwide: the only bank in Windsor
‘We’re the last branch standing in Windsor. Because we think face to face banking matters’ says Nationwide in the UK. Their recent ads have poked fun at competition which decided to close their branches. In fact, there was speculation that some of them approached the Advertising Standards Authority. A recent localised effort from Nationwide rubbing it in, was just brilliant.
ICC Cricket T20 World Cup: out of this world
Advertising a sporting event is all about projecting a mammoth ‘platform’ for sports and promising a lot of excitement. The teasers or announcers of such tournaments need to create anticipation and a sense of ‘great expectations’. A new spot for the ICC Cricket T20 World Cup – scheduled to be held in the US and West Indies does that in style.
Agency: MATTA
LinkedIn Premium: the interview
The success of an ad often is getting the viewer to feel ‘yes, that’s me out there in the ad‘ and be relatable. This ad, part of a 3-ad campaign for LinkedIn Premium conveys how it can help job seekers. I think a lot of people will see themselves in this ad.
McDonald’s: happy opening
Distinct brands assets aid memorability for brands. McDonald’s has plenty: the arch, colours, the iconic food elements such as the burger, fries and the mascot – Ronald McDonald. A new campaign in Canada to announce new outlets combines such elements with graphics associated with celebration or an opening – the confetti. Brilliant.
Agency: Cossette
Which one was your favourite? Do comment in.
