Paralympic #StareAtGreatness, BBC trailer and more: creative ads of the week

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 stirring ad for Paralympics from Citi, a fun trailer for the Tokyo Olympics from BBC and more.

Citi: #StareAtGreatness

The Paralympics event meant to be hosted in Tokyo last year is now being held from August this year. A new campaign from Citi who is a partner at the games is anchored on a great observation: at a public place, it is common for people to ‘stare’ at someone who is differently able. That habit is taken note of and ‘encouraged’ by urging consumers to stare at their talent and achievements. The TV spot is high adrenaline and reminded me of the stirring campaign for Paralympics from Channel 4 of UK in 2016.

Agency: Publicis

The campaign also includes set of print ads highlighting individual sports stars including one featuring Manas Joshi from India.

BBC: Let’s go there – Tokyo Olympics trailer

The in-house teams British TV channels – be it BBC or Channel 4 have been churning out good creative work consistently. I am not alone in saying this:

The latest from the team is a trailer for the upcoming Tokyo Olympics. The spot is a visual treat as it takes the viewer into an immersive trip of the city. A single take does a walk through of sort of aspects closely associated with Japan and Tokyo. What makes the film even more interesting is the likely repeat value – as you look for elements that you enjoyed or missed the last time around.

Agency: in-house

McDelivery: My house my rules

We all have or own rituals at home – be it the way we arrange things in the kitchen or the routines we follow. This insight is taken forward in a quirky film which highlights how we have our own ‘rules’ in enjoying an order from McDelivery. ‘I think we are alone now’ is a wonderful choice of track.

Agency: Leo Burnett

Boston Pizza: patio re-training

As many parts of the word resume normal activity post the extended lockdown periods, here’s a funny take from Boston Pizza which claims that we need re-training to the adjust to the ‘new normal’ now.

Agency: John St. Advertising

The campaign includes an actual manual:

Dedicated to all those who, against all odds, will leave their homes with 9-month-old haircuts, order from uniformed strangers and sit in a chair that’s not theirs.



Volkswagen Tiguan: horror stories

Parallel parking, navigating through a complex roundabout are common challenges faced even by driving enthusiasts and experienced drivers. A new campaign in Australia conveys that the Volkswagen Tiguan is a great companion in such situations. What makes it interesting is the execution – like a horror film which heightens the tension of handling such situations while driving.

Agency: DDB Sydney

The campaign also included posters executed like a typical horror movie poster.

Three UK: Life Needs a Big Network

Here’s a typical big brand. montage film offering slice of life situations to announce the coverage of a telecom network. What makes it enjoyable is the visual treatment of a single take walk through cueing coverage in all nooks & corners.

Agency: Wonderhood Studios

Vicks: Care Lives On#TouchOfCare

When the first #TouchOfCare film was released in 2017, I was a bit skeptical about two things: tenuous link to the brand in such films and the over-reliance on metrics such as views and likes. But I do understand that brands, iconic or otherwise, see the need to associate themselves with a higher purpose. It could work if the cause is linked to the brand somehow in term of category relevance or a brand promise or property. In this case, Vicks has a traditional association of a ‘healing touch’ as product usage involves applying it on the skin. The emotions of a someone taking care of a loved one by applying Vicks is a strong one. The film tells the story of a doctor whose mission was selfless care and even succumbed to the COVID-19 pandemic while doing so – a story which we’ve all come across in media. In that context, it strikes a chord strengthened by the act of Vicks contributing towards building a hospital to keep the doctor’s ‘touch of care’ alive.

Agency: Publicis, Singapore

Accord: biggest name you’ve never heard of

Healthcare advertising has traditionally been boring. Ads meant specifically to promote a particular drug play it safe and direct. That the sector has many guidelines to follow may also play a role. There have been exceptions as we have seen in the case of Abbott recently. In that context, comes a corporate ad for Accord which is UK’s No.1 generics supplier. It has been presented self-deprecatingly as the ‘biggest company you’ve never heard of’. This won Bronze Clio under the Print & Out of Home Craft (Copywriting).

Agency: FCB Health, Europe

Specsavers: Euro Cup

I am not a football fan, but at the time of writing, it appears England will play Denmark in the semifinal match the coming week. A simple outdoor from Specsavers has caught the attention of many in social media (the eye testing board may be often used but relevant nevertheless).

Budweiser: Go Fourth, America

America had a goal to vaccinate at least 70& of its population by the 4th of July this year. In a spot, encouraging folks to get vaccinated, Budweiser gets Bill Pullman (‘America’s famous former President) to give a stirring speech. The tongue in cheek approach (freedom “from being cooped up while baking bread and ignoring basic hygiene.”) may actually get people to act (as does this one from France).

Which one was your favourite? Do comment in.

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