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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. Here are a few creative ads which caught my this past week…

Creating great creative ads is not easy. In advertising it is believed that the important task of an ad is to first get noticed – otherwise, everything else is academic. Unfortunately a majority of the ads go un-noticed in all the media clutter and the priorities which occupy our minds. My weekly compilation of clutter-breaking creative ads is a tribute to such work. Here are some favourites from the past week or so: TCM: Happy…

The debate on the reason-why and effectiveness of parody ads can be seen in ad industry portals of late. Parody ads (or movies) aren’t new. Famous ad campaigns have been spoofed either as a one-off ad or a campaign in the past. Of late there have been a spate of campaigns adopting this route. Swiggy’s Instamart launched a series of ads which were spoofs of other popular ads from the not-so distant or very distant…

Creating clutter breaking advertising is difficult. Not surprisingly, a majority of the ads are not just mediocre but are totally ignored by consumers. During my stint in ad agencies, I too have had my share of such run-of-the-mill ads. As a token of appreciation for those crafting good ads, I attempt to share a compilation of creative ads every week. In this week’s list, Pernod Ricard’s responsible drinking campaign, ads for Tata Tea, ITV and…

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 7-min ad from Sinyi Realty in Taiwan (released late last year) among others. Siny Realty: in love we trust Isn’t it lovely when a strategic business problem is sought…

Ad agencies have it tough mostly when it comes to products they have to advertise. Most brands don’t have a real, significant competitive edge. Even if there is a genuine product differentiation, the window of opportunity to capitalise on it is limited as competing brands can offer the same or better fast enough. The task to create compelling, unique advertising is even more tough for ‘everyday’ categories where product parity is common – such as…

I struggled to put together a list of creative ads which were truly clutter-breaking this past week. It only reiterates how difficult it is to produce ads which are noticed, especially during festive seasons where there is a sea of sameness across categories. Apple: The magic of mini feat. xt The HomePod Mini was launched recently by Apple. As the name suggests its small size is a selling point. But even while the benefit can…

A majority of ads go unnoticed. Only a handful get our attention and an even smaller number are remembered & recalled. Here are a few creative ads I noticed and liked from last week. Mothercare: Body Proud Mums Advertising is often accused of air brushing reality. In most campaigns, especially those for fashion and women, show ‘beautiful people’ in their perfectly sculpted figures. Dove’s Evolution ad and the subsequent ‘Real Beauty’ campaign captured the essence…

Every day we are exposed to truck loads of commercial messages. A majority of them are simply ignored. Only a handful get noticed and stick in our minds. Here are a few which I noticed and liked this past week: Heineken’s #OpenYourWorld, MakeMyTrip’s ongoing series of films and more. 1. Heineken – Open Your World Of late, when I come across a ‘made for web’ brand film I first check out the duration. Frankly, anything…

Have you seen this film for Carre-de-Chocolat from Japan? It’s a riveting piece of creative and a good example of exaggerating a claim and great story telling. This won a bronze at the Cannes Lions festival in 2008. Agency: Dentsu What makes the ad enjoyable and have repeat value are the little touches: the deceased gentleman in the photograph, the little tease when the woman sneezes and so on. Hats off to the client for believing…