May 20, 2014
I love the World Cup. The best players in the world, the roar of the Three Lions, the heartache of England losing on penalties. The ads which can cross over into popular culture.
Nike shows a journey from footy in the park to the pinnacle of the world. One of the best things about world cup ads is that the boot manufacturers get to show off all their best sponsored athletes and we get to see them doing amazing skills.
Whereas adidas focuses on just one player, but what a player he is:
An inspiring, tear-jerking, emotionally charged piece of film brought to you by Powerade:
Samsung pays homage to one of the great series of Nike ads, “The Mission“:
ESPN makes Brazil look pretty tempting about now:
Whereas back in the UK, ITV plays on the emotions we footy fans face (well, all sports fans):
April 28, 2014
We were talking about this ad at the office today – an oldie and a goodie from the UK. Its amazing to see the power of a great execution of a powerful brand idea, with evocative music.
I remember seeing the “behind the scenes” on a science show when I was younger and it was fascinating. The team trained the squirrel to move along the course over a series of weeks by placing the nuts at sequentially further spots throughout the course.
April 24, 2014
Young female singers covering songs by older white men…and advertising agencies using them to make a strong emotional connection with “mom”.
Lilly Allen covers Keane’s “somewhere only we know” for John Lewis
Ellie Goulding covering Elton John’s “your song” (one of my favourite songs ever) for both John Lewis and Kraft Peanut Butter
Trend or observation?
November 13, 2013
Every year John Lewis outdoes itself with its Christmas advertising. Past tear jerkers are below, but this one is particularly great, thanks to a Lily Allen cover of an old Keane song and Disney animation…literally, animated by Disney. Lovely from my friends at Adam&Eve/DDB
Perhaps I’m drawn to it because I read the “Bear wants more” series to my little man!
And my favourite John Lewis work from 2010:
October 22, 2013
I read this on the BBH blog and then checked out the “making of video”. It is a truly spectacular undertaking – and having lived through one of these real-life technology driven installations before, I know just how tough it can be. Having the ambition to create a nearly fully authentic football experience for consumers has to be applauded.
June 26, 2013
I read Amir Kassaei’s tweet:
(he’s our global chief creative officer at DDB) and then saw this cartoon from Tom Fishbourne:
Authenticity and transparency are two of the biggest marketing buzzwords right now (and have been gaining steam for a while). Nearly every case study and talk coming out of Cannes last week seemed to reference authenticity as a theme.
Transparency and authenticity are likely a theme because as an industry we’re starting to realise three things:
- To be good conversationalists, you have to be a good listener – for brands, this means listening to people and giving them what they want
- Consumers may not want a “conversation” but they probably want, on some level, reassurance that what a brand is doing and saying comes from a good place (it usually does)
- Our clients are some of the most passionate people about their brands out there. Sometimes our job is to give them a platform, some training and direction before getting out of the way.
As I’ve said before, although in the context of media units, what’s new is usually effective vs its predecessors until everyone else catches up. Perhaps the same could be said of trends – the effectiveness starts the trend and once its a full-blown trend, it becomes the norm. Which, in this case, is a very good thing. Transparency. Authenticity. Good people doing good things for good reasons.
June 12, 2013
There’s no quantitative research that I’ve done for this but I can’t shake the feeling that almost every interesting campaign I’ve seen, especially out of Scandewegia, has been positioned as a social experiment. The quality of the work and the insights into human behaviour aren’t discounted by any stretch (see below for a wonderful example) but wondering if calling something an “experiment” does something magical in the eyes of the client? Is a product push a campaign but a pure brand-building initiative is an experiment? Is there any more or less accountability to the work? I’m not sure.
This experiment and resulting TV spot, courtesy of Edward Boches, by Forsman and Bodenfors for Maingate.
A TV spot from the experiment:
As a side note, I love the “experiment’s” framework of collecting data, tips and suggestions from “the crowd” and then finding fun and interesting ways to show that back to the population at large. It is a great example of how to use social media in a participatory, useful and entertaining way – a lot like we did with the Christmas Spirit Tree and McDonald’s Our Food. Your Questions.