Every week, I attempt to share a compilation of clutter-breaking creative ads. 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. In this week’s compilation: a funny ad for a fitness app promoted by actor Chris Hemsworth, a dreamy ad for Apple Watch and more.
Chris Hemsworth’s Centr app:
In March 2020, actor Chris Hemsworth launched a fitness app, called Centr. Known for his physical fitness he said his app was ‘designed to give people access to his health and fitness team, which he said had a “profoundly positive impact” on his life’. A new ad promoting the app is based on a likely honest human behaviour: many are likely to sign up for the app subscription because it comes from Chris Hemsworth. The ad makes the best of the audio-visual medium with Chris’ head superimposed on bodies which are obviously not his, making for a visual show stopper. The proposition is summed up in the end line, ‘You don’t have to be Chris to get results. You just need his team‘.
Agency: Moon Tide Media
Hyundai Santa Fe: Little Angels
Any parent with small or teen kids would be familiar with sibling rivalry and the chaos it can cause especially in the closed space of an SUV. An ad, released in Jan 2021, for Hyundai Santa Fe in Australia positions the vehicle as a catalyst for transformation of the bickering kinds into little angels. Orinocco Flow by Enya forms the perfect backdrop where we see regular folks turn into men in horseback and choir singers. Loved it.
Yolt: unthink money
In commonly advertised categories, a few category codes are developed which almost all the players adhere. Sometimes, it becomes difficult to tell one brand from another in a categories such as fashion & beauty, food or colas. Of late, several fintech players have launched personal finance apps which help users track their expenses or save money. Yolt is one such service from the UK and their latest campaign is anything but ‘finance-like’. I loved the premise:
Yolt is the financial app using neuroscience to outsmart your brain biology. The integrated campaign, created by Uncommon Creative Studio, focuses on the lizard brain, an evolutionary throwback responsible for your most impulsive and financially dubious decisions.
I guess for the audience who is being addressed, the premise that there is behavioural science involved which offers a scientific explanation as to why humans spend in the way they do, is likely to find appeal. That one can can take back control of their money seems plausible.
How many brands can afford to do this? Even a part of the key brand asset – the McDonald’s arch is good enough to remind people of the brand. Bold work for a bold client.
Agency: Leo Burnett
Apple Watch: Sleep App
As an Apple Watch owner who uses the sleep app, I can totally relate to the dramatisation of the product features in this dream-like ad. It evokes a sense of desire among non-owners which leads to the ‘must-have’ feelings towards the brand.
Blue Heaven: O Beauty Beauty
Fashion brands in the makeup category have typically treated their communication as an extension of a Vogue or Cosmopolitan magazine cover. In this context, comes a refreshing different look & feel for Blue Heaven cosmetics. I particularly liked the everyday situations and the catchy jingle. Also pleasantly surprised to see woman portrayed wearing a bindi.
Agency: Lowe Lintas
Which one was your favourite? Do comment in.