Every week, I attempt to share a compilation of creative ads. Occasionally some commentary on the business of advertising. This week, aside from a handful of creative ads, some views on advertising for luxury brands.
Prada: The Galleria
Planning and executing advertising for luxury brands is very different from that of ‘regular’ brands (including the premium brands). In select categories such as fashion & fashion accessories (watches, for example), perfumes, real estate, automobiles and resorts there is a category way above premium & super-premium. While price tag is an element of the luxury brand, creating an aura of exclusivity and desire are important.
In the pre-digital world, such brands were made available only in stores located in posh neighbourhoods or upscale retail outlets. Ads for these brands were seen in select magazines. In a way, reaching the target audience was easier. Such brands were also featured in movies – which added to the halo around them. In the digital world, such brands can end having to share space with other category brands on YouTube or Instagram. So it is a big challenge to maintain an air exclusivity. Of course, as with any category here too it begins with the product itself. The craftsmanship of the product, the service delivery and distinct brand assets are all important.
When it comes to advertising for luxury brands – back in the days when static media was heavily used, a model or celebrity staring into camera and just the logo would have been enough. Of course, it was all about execution. Remember the 2008 campaign for Louis Vuitton shot by Annie Leibowitz, featuring Sean Connery, Mikhail Gorbachev, Francis Ford Coppola among others? Creating iconic imagery is part of a luxury brand’s aura.
Another aspect of advertising for luxury brands is an element of intrigue. Don’t go looking around for logic, a story line with a twist in the plot or dramatising a product benefit (because there is none). Every piece of communication must add to the ‘desirability quotient’. The owner of the brand must feel good about being seen in the company of that brand and help make a statement. Minimal branding but unmistakably so – starting with highlighting the product is another hallmark. Interestingly, many of the luxury brands today have a heritage. Wonder if there has been a successful luxury brand launch in the recent past, say 10 years or so. Also, merely launching a high-priced product (say, a property brand or a fashion accessory) does not elevate it to the luxury category with all its aura of exclusivity & desire.
I was reminded of these when I saw the new ad from Prada starring Scarlett Johansson. As someone pointed out on LinkedIn, being deliberately esoteric adds to the halo around the brand.
Volkswagen ID.4: Overnight charging and Toys
Electric vehicles are still in the mode of getting switchers. Couple of new ads from Volkswagen USA highlight the benefits of overnight charging and the ‘new sound of power’ charmingly well – devoid of the usual automobile ad cliches.
Agency: The Community, New York
Burger King: born to be flame lovers
I am guessing Burger King is nowhere near McDonald’s in terms of revenues. But they are trying their best to own a distinct asset – the ‘flame grill’ being one such. A humorous take on how we are instinctively attracted to flames is told through actual footage.
Agency: Buzzman
Weetabix: Discovery
‘Have you had your Weetabix?’ has been a popular brand property in the UK. It positions the brand as an essential breakfast item and a fuel to keep you going through the day. A funny new ad brings ‘facts’ into the picture attributing the downward trends in many metrics in Britain to people not having Weetabix regularly.
Agency: BBH
Carlsberg: curiosity
‘Probably’ is a great qualifier for a brand to make fantastic claims without getting into legal trouble. In continuation of that idea, a new set of days attribute the birth of many ideas to Carlsberg all the while trying to create a distinct visual identity.
Agency: Fold7
Papa Johns: better get you some
What’s a good advert without showing mouth-watering food? But a new ad for Papa Johns pizza provides a twist in the treatment complete with animation and eye popping graphics all set to some catchy music.
Agency: The Martin Agency
MakeMyTrip: hidden celebrities
Paying for three celebrities and not showing their face (at least not full frontal) for the duration of the film? That’s interesting and bold. Very often we remember the celebrity but not the brand. In a twisted sort of reference to that, MakeMyTrip gets celebrities to say that the brand is the hero while playing on some distinct attributes of the celebrity – such as dance moves, dialogue delivery or a popular song.
EMotorad: Bole jo koyal
I wasn’t aware of the meme created in 2019 based on which this new ad for EMotorad has been created. Smart use of the context and celebrity. No wonder it got talked about on social platforms such as X.
CRED: UPI featuring Ila Arun
Probably not as fun as the Leander Paes one but gets the chuckle alright.
Renault Captur: Push it to the limit
‘Reasons to buy a car have changed’ is the simple proposition from Renault Caputr E-Tech. The story is told interestingly by juxtaposing how cars were depicted in the movies of the past decades. The 80s & 90s style pop-rock jingle adds to the charm.
Agency: Publicis Conseil
Which one was your favourite? Do comment in.