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 another Adobe ad with a rock-song sound track, a clever ad for Sainsbury’s with some amazing camera work and more.
Adobe Premiere Pro: Fantastic Voyage
In the creative community, Adobe is a much used (and loved) brand. Many designers use its range of products in graphic design, enhancing photography, illustrations, animation, multimedia content, print ads and more. All of these have strong connotations of imagination and that’s the button a new ad for Adobe Premiere Pro, heavy on VFX, is pressing. In my view it meets the twin objectives of making current users feel good about their choice while also cueing what’s possible to potential users. Loved the choice of track and the execution.
Barilla: Funky Rigatoni
Sometimes, I wonder what agencies would do if the option of using pop & rock soundtracks as jingles (in India, the use of Hindi film songs, especially those of RD Burman) did not exist. Nevertheless, a social film for Barilla’s pasts makes great use of ‘Funky Town’ tune set to lyrics like ‘Won’t yo eat with me a pasta bowl’.
Agency: We Are Social
Bloody Good Period: No shame here
In advertising, periods have been a taboo subject for long, even in the west. In India, the word ‘period’ was not even used directly until a few years and was referred to as ‘those days of the month’. A new ad from ‘Bloody Good Period’ sets out with this as their objective:
People who menstruate suffer because of the culture of embarrassment and shame that exists around this natural, biological process. We don’t believe that anyone should be at a disadvantage just because they menstruate.
Loved the choice of animation and the straight talking lyrics.
Agency: Mother London
Sainsbury’s: Helping Everyone Eat Better
The first few seconds of this ad from Sainsbury’s give you vibes of a documentary on Mother Earth with gorgeous visuals of landscapes. Turns out they were close ups of vegetables aimed at getting more people to eat more vegetables & fruits: ‘Because one plate made up of more fruit and veg isn’t just better for you, it’s better for the planet too.’ With VO delivered by Stephen Fry and some compelling visuals it is a riveting watch with a great message: Helping Everyone Eat Better.
Agency: Wieden+Kennedy, London
France TV: Tokyo Olympic Games
‘Japan is ready for the Olympics and so is France TV’ is the message in this ad, conveyed cleverly through well-recognised symbols of Japanese culture – the sumo wrestler and the The Great Wave off Kanagawa style of painting. The ‘story’ of a sumo wrester who takes part in some events of the Olympics game while traversing the country brings a smile.
Agency: MullenLowe France
Ladbrokes: this time we play together
The emotions of a do-or-die situation, the moment a match could swing either way is all too familiar for fans of sport. The build up to such a moment is dramatised through synchronised playing of drums in this compelling spot for betting brand, Ladbrokes.
Pepsi: Better with Pepsi
This is probably too subtle for most consumers but its a clever use of the Pepsi logo in an unexpected, endearing manner. #BetterWithPepsi is a campaign which aims to convey that the drink goes best with food such as burgers (remember ‘Food, friends & ThumpsUp’ from ages ago?). Packaging from brands such as KFC, McDonald’s and Wendy’s are shown with the area where a Pepsi logo coincidentally appears is highlighted. Brings a chuckle when the penny drops.
Koppaberg: to firsts that last
I did not know that Koppaberg is a famous brewery and cider company. I also did not know that the ‘high five’ owes its beginning to a baseball game in 1977. Apparently the brand’s fruit cider is a common sight in pop culture and a new ad, albeit tenuously ties it up with ‘to firsts that last’.
More than the TV spot, I thought the outdoor executions brought the idea alive.
Prior to the launch of the iPhone, it was common to see Mac-PC wars on the internet. Later flame wars between Android & iOS fans have been taken to ridiculous levels. In 2012, I wrote that Samsung is fuelling such wars with its direct anti-iPhone stand. Getting switchers is very much an objective for hardware brands with Android operating system even though they dominate the market. Why? Because getting an iPhone loyalist to switch to Android makes for great PR. A new effort from Samsung in New Zealand seems to have done that. They created a web app which allows for iPhone users to ‘test drive’ how a Samsung phone experience would look like on their device. Not my cup of tea but apparently 5.5 million Apple users from 234 countries have downloaded it. Via.
Which one was your favourite? Comment in.