Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

Nike’s ‘Don’t Do it’, @ixigo @PureNewZealand and more: 10 creative ads of the week


Every week, I attempt to share a few creative ads which I thought were clutter-breaking and compelling, aside from some views on topics relevant to the marketing & advertising industries.. As many have said, the most important task of an advert (or any social media creative for that matter) is to be noticed. If that does not happen, everything else – a great strategy document or big...

Creative approval: of processes, frameworks and subjectivity


Recently, there was much furore on social media over an Instagram post from Kent RO Systems for their atta & bread maker. The ad asked: “Are you allowing your maid to knead atta dough by hand? Her hands may be infected”. As is wont in such cases, it was a free for all in terms of criticism. The brand sent out an official apology and pulled the ad.  In my view, the intent behind the ad...

Aldi, Burger king and more: top creative ads of the week


In a 2017 event, ad legend Dave Trott said, ‘The problem with advertising is that every year in the UK, £20.3 billion is spent on all forms of advertising. Of that, 4% is remembered positively, 7% is remembered negatively and 89% of ads are not remembered at all’. A 2016 article said, ‘only 9% of digital ads are viewed for more than a second’. The industry is coping with...

Lloyds BanK, Coors and more: top creative ads of the week


With many brands suspending regular ad campaigns, I have not had rich pickings with creative ads this week, unlike in the past. Nevertheless, breaking through the clutter to be noticed is the first criteria of effectiveness for any ad. Lloyds Bank: Notes Television and now by extension, web film, is an audio-visual medium. Some say that if an ad can effectively get through the message with the...

Advertising as investment during COVID-19: what’s the right approach?


Many businesses are likely to face an existential threat thanks to extended periods of lockdown across the world. Small and medium enterprises or local businesses such as retail would have had little or no income during this period. Even after the lockdown is eased or lifted consumer attitude and behaviour towards many categories is not likely to be the same as it was just a few months ago. Even...

9 top creative ads of the week: @MintMobile, Hun wine and more


Every week, I attempt to compile a list of select creative ads with caught my attention. Getting noticed amidst clutter of media noise is a big deal – in fact the only metric that truly matters in advertising, as everything else is academic if the ad is just ignored. Here are a few which caught my eye the week ending May 9, 2020: Mint Mobile: New ManageMint Ryan Reynolds’ creative...

Ad agencies and their new ‘competition’


The advertising industry had it relatively easy for many decades when media clutter was nowhere near what it is today. The media choices were limited and commercial messaging did not try too hard to be clutter breaking. Ads which were pretty direct & straightforward (‘Surf washes whitest!’) were the norm, as they did not have to fight for the consumer’s attention. In an...

Cadbury re-branding, Thai Airways and more: creative ideas of the week


With the uncertainty surrounding the COVID-19 pandemic, many marketers have turned cautious in their advertising spends. Given the lockdowns, production of new advertising creatives – at least on the scale prior to this health crisis has come to a standstill. Brands have resorted to tactical ads which link back to their thematic claim, with messaging urging people to stay at home. In this...

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Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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