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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 even more media clutter, digital ad…

The first and most relevant task of advertising is to get noticed. If that is not achieved discussions on creativity and relevance are secondary. A majority of ads – be it in the online or offline world, are simply ignored. In today’s context the timeless truth of an advert having to break the clutter of the environment it is seen in, is even more important. There are truck loads of creative, engaging content in the…

Every week, I attempt to put together a compilation of creative ads which break through the clutter. I have not had rich pickings this week and among the handful of ads I noticed, here are a few: AirPods Pro: outdoor done right Outdoor is a fleeting medium. In the few moments we have to catch a glimpse as we go past a billboard it makes sense to keep the messaging brief and have visual impact.…

Most advertising goes unnoticed. Only a handful manage to break the clutter, get noticed and better still, remembered. Every week, I attempt to share a few compelling ads which caught my eye. This week, the collection of creative ads include TV spots from Marmite, Smirnoff and BMW among others. Marmite: Mind Control There have been several iconic campaigns for Marmite over the years – the common thread among them being the focus on its polarising…

I have been blogging for over 10 years now. Some of the posts have been about my views on trends in the the world of advertising & marketing. Over the last few years I have tried to post a compilation of clutter-breaking creative ads every week. Here’s a collection of ads which caught my eye the week ending September 20, 219: Mumbai Mirror: Power of Print Last week, the city newspaper Mumbai Mirror carried full…

Every week I attempt to share a few creative ads which caught my eye. While we are all exposed to hundreds of commercial messages every day, most of them go un-noticed. Only a handful are noticed and recalled. Here are a few ads which caught my eye this week. Tide: Laundry Night Research shows that for most Americans Sunday night is reserved for laundry. Armed with this piece of information, P&G has created a compelling,…

Every day hundreds of commercial messages are targeted at us. However, only a handful of them are noticed. An even smaller number is remembered and recalled correctly. Every week, I attempt to share a few compelling creative ads which caught my eye. Here are a few for the week ending August 9, 2019. Vegemite – Marmite spat The Ashes – a cricketing duel between Australia and England is underway currently. Marmite, the yeast extract brand…

Every week, I attempt to compile a list of ads which caught my eye in the recent past. Here’s a collection of interesting creative ads for week ending June 26, 2019. Nissan Rogue: Distraction Whether it is an exaggerated depiction of today’s reality or a glimpse into the future – the distracted world where everyone is peering into their phones seems very real. In this world, Nissan Rogue’s safety features such as an emergency braking…

I attempt to compile a list of compelling creative ads, which usually are just a handful among the hundreds of ads we see everyday. Last week, I took a break and shared some notes from a marketing & advertising conference. This week’s compilation includes TV commercials from Savlon, Cadbury’s and print work from McDonald’s among others. McDonald’s: vegetarian food Vegetarian diet is considered almost a punishment, by those who love non-vegetarian food, even if meant…

If an ad is not noticed, everything else is academic. Unfortunately, a majority of the ads go un-noticed. Among the few which catch our attention, only a smaller number remain memorable. Here are a few creative ads which caught my eye this week: Coke: a print ad you can hear The human brain is conditioned to imbibe the familiar in such a manner that it automatically evokes visual and other sensory cues associated with it.…