An overdose of anything is not good. Does that apply to the amount of what passes of as ‘content’ put out by brands too? The word content can refer to any piece of paid or unpaid creative across platforms: TV commercials, print ads, YouTube videos, Reels & Shorts, social media posts, blogs, WhatsApp campaigns, webinars, videos culled from such events…and so on. ‘A content piece a day’ seems to be the norm. There was a…
Creating clutter-breaking advertising is tough. A majority of the ads are simply ignored – a fate worse than being noticed and disliked. Given the fuzzy briefs, opaque approval process and other ills of advertising, this is not surprising. My weekly compilation of clutter-breaking creative ads is a small tribute to such marketing & advertising teams who manage to get their ads noticed, recalled and liked. Difflam Spray: Usual Sorespects Some creative ideas don’t need any copy at all to…
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…
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 bt brand teams to produce advertising that breaks the clutter to entertain or engage the audience. In this week’s collection, a mini-movie to highlight the fast…
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: Lumo: flight shame Many years ago I had taken…
Last week, a 3D outdoor creative put up in Tokyo’s Shinjuku area for Nike was not only shared widely on social media but also made it as a WhatsApp forward – usually an indication of how popular something is. Clutter-breaking adverts need to be celebrated as they pass the first test of getting noticed – especially in today’s world of extreme clutter where there’s content vying for one’s attention everywhere. Here are a few which…
Just Do It. Intel Inside. Because I’m Worth It. Fill it. Shut it. Forget it. There are some things money can’t buy. For everything else there’s Mastercard. Are they merely words strung together or clever word play? No, they are powerful, distinct brand properties which have contributed in creating brand preference (many in categories where genuine product differentiation is hard to come by) and hence driving purchase and loyalty. Is the Air India Maharaja or the…
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 Extra Gum which has gone viral and a few more from UK and India. Extra Gum: for when it’s time Aside from the view count on YouTube…
When it comes to advertising, getting noticed is the most important task. The next challenge is that of engagement or evoking interest, which is something most advertisers and ad agencies don’t seem to be too bothered about – going by the run-of-the-mill ads which are most common. Hence we need to appreciate the handful of creative ads which break the media clutter, are memorable and relevant. Here are a few which caught my eye recently:…
Our brain loves lists and there are 8 reasons for it, according to New Yorker. Towards the end of every year, we see ‘best of’ lists across categories. Advertising is highly subjective – what may be liked by one could be hated by another. But I guess most of the ads in my picks of best ad campaigns of 2020 would be universally liked. Here are some more ads (in no particular order) which were…