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...
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...
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...
Of late, several brands have created campaigns in the context of the COVID-19 pandemic. A lot of articles and webinars are also focusing on guidelines for marketing & communications during COVID-19. But past branding investments have a role to play.
The current COVID-19 global crisis is unprecedented and incomparable in terms of crisis communication. There perhaps has been no single global pandemic or crisis affecting virtually all countries, citizens and enterprises. All previous crises were limited to a company (e.g. Maggi, Cadbury’s) or a category at best. In company-specific issues, they addressed product concerns on time...
Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.