Every week I attempt to curate a list of clutter-breaking ads (or the occasional commentary on the business of advertising). This week, select Christmas ads from Kroger, Boots, TK Maxx and more. Speaking of Christmas ads, a much talked about ad is from M&S (‘Thismas, not Thatmas’) which seems to be an attempt to breakaway from the feel-good ads commonly seen this season. The central message seems to be that there is no one way to celebrate Christmas and…
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 including Posten’s Father Christmas & Mother Earth, Chevrolet and more is a small tribute to such efforts. Posten: Father Christmas & Mother Earth As I said in the past, personification…
Getting an ad noticed by consumers is not an easy task. Most of advertising is just ignored – a fate worse than being noticed and disliked. Ads which are seen, recalled and spoken about positively are rare. My weekly compilation of clutter-breaking ads is a small tribute to such efforts – I know how difficult it is to create such, given the fuzzy nature of briefs and the chaotic, whimsical approval process. Here are a…
It’s Christmas ads season in the world of marketing & advertising. It’s natural that brands try to capitalise on the opportunity that festive season presents – shopping is a big part of the celebrations. Beyond retail brands, several other categories create campaigns aimed to make the most of the season. Oct-Dec is Apple’s Q1 and new iPhone launches are timed with this period. Similarly, several other brands invest heavily to get into the consideration set.…
In the marketing mix, investment behind media buying is perhaps the most expensive, especially when it comes to high value media properties such as the Super Bowl in the US or the IPL in India. So it is understandable if brand teams are anxious to ensure the correct brand attribution. When the viewer associates an ad with that of a competitor, referred to as brand misattribution, it is as if all the effort was to…
It’s that time of the year when ‘big retail’ in UK unleash their Christmas campaigns. Over the last few years brands like John Lewis, Harvey Nichols, M&S and others have created some memorable ads for the season. This year too saw a few gems. These and other ads are part of my creative picks of the week. 1. John Lewis & Partners: Christmas advert 2018 Over the last few years, the Christmas advert from John…