An ad’s first task is to get noticed. The top creative ads in any era – be it in the pre-digital or digital world first stood out from the media clutter of the day. Of course, just being noticed is not enough (being ignored is a worse fate though) – a brand’s message has to be relevant (to the intended audience), engaging (either entertaining or holding attention through shock value or any other emotion) and linked to…
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: Liquid Death Mountain Water: water boy With a brand…
Contrary to popular perception, people don’t hate advertising. They only hate advertising that’s annoying. Worse still, they ignore most of the advertising and commercial messages that interrupt whatever they are trying to accomplish. My compilation of creative ads every week is a small acknowledgment of the effort put in by brand teams to produce advertising that breaks the clutter to entertain or engage the audience. In this week’s collection, a hilarious spot featuring Patrick Stewart for Yorkshire…
Earlier this week, my Twitter and LinkedIn timelines featured some outstanding outdoor from StreetEasy, a real estate search firm in New York. It demonstrated how select creative work ‘bubble up’ into our visibility purely on the merit of the idea and craft. My weekly compilation of clutter-breaking creative work includes that and more: StreetEasy: win the game of real estate Advertising is not pure art – it has a business role to play and hence…
In real life, if you met someone who chose to give unsolicited comments on everything that’s going on in the world, that too in every available forum, chances are you’d get annoyed. But brands which claim to have a personality and tone of voice, somehow think always on’ social media is good – they have to offer a comment on every occasion and major item of the news cycle. So whether it is a cargo…
Do people hate ads? While that seems to be the general perception, it can be argued that people only dislike or worse still, ignore bad ads. Creative ads – which break media clutter and convey a single minded message in a compelling manner through entertainment, humour or tapping into other emotions (such as fear as seen during the COVID-19 pandemic) create brand affinity. Unacademy: the greatest lesson and others caught my eye this week: Tourism…
An ad does not fight for attention from just other ads. It has to stand out from the clutter of news and various forms of entertainment and ‘distractions’ which demand our attention. So when an ad does get noticed it is commendable. But effective ads go beyond just being noticed and be relevant. In doing so they meet a business objective of the brand – be it creating awareness, building affinity, changing perceptions or affecting…
Every week, I attempt to share a compilation of clutter-breaking creative ads and occasionally some commentary on the business of advertising. As many have noted, a majority of the ads out there go un-noticed, so managing to break the clutter is actually a big deal. This week’s compilation includes a spot for Volkswagen with a visual hook and a tongue in cheek ad for Sipsmith gin which turns sponsorship announcers on their head. Volkswagen: Sheets After the first…
Getting noticed is the most important objective of any advertising or shall we be suitably contemporary and say, ‘content’. Sadly, most of what’s paid for and put out there simply goes unnoticed. Only a handful break through the huge clutter of media noise and commercial messaging and an even smaller number are recalled and associated with the correct brand. Every week, I compile such creative ads. Here are a few from the week ending November…
Cutting through clutter and being noticed is job No.1 for any ad. Unfortunately, the marketing & advertising collectively wastes millions of dollars in production and media monies on run-of-the-mill ads which are simply ignored – not even disliked. I attempt to share a compilation of creative ads every week (and some commentary on industry issues occasionally). Here are some compelling creative ads I noticed week ending Oct 9, 2020: Flipkart Big Billion Days: double roles…
