Every week, I attempt to curate a list of best ads from around the world. In the recent past, ads from Dream11 released to coincide with the new season of IPL were much talked about. A new set of ads from Dream11 among others, are part of my list this week.
Dream11: who is in your team?
The context: IPL is a much sought-after media property in India. It can be compared to the Super Bowl in terms of demand and premium for advertiser investments. But there are differences. Cricket by it’s very nature allows for an ad every 5 minutes literally. In other games there are dedicated chunks of extended time for ad breaks during say, half-time. In the break between overs in cricket, channels & streaming rights owners cram as many ads as possible. Advertisers realise that ads have to be of short duration in such breaks. So, a 20-second or maybe a 30-second spot has become the standard length of ad during IPL. Most of these are cut-down edits of longer ads. And not written specially for that duration. In any case, ads during IPL are mostly boring, pretty straightforward & dull. Cliched use of celebrities is also common. Aside from on-air advertising, what brands do during the IPL season can go viral thanks to YouTube, Instagram and what media and influencers have to say about them. In that context, Dream11 has been refreshingly entertaining in general and during IPL in particular. All their campaigns during or after the IPL season have presented different facets of a team and the dynamics behind forming and playing in one.
Why I like them: Dream11 is a fantasy sports platform. Users will have to spend real money for a chance to win big. Like any other addictive habit, being a game of chance, this too has its downsides such as potential financial loss. But that craving to play and continuing to play (in the hope that one day there will be a big payout) cannot be taken for granted.
I am not a big fan of the category but at least there is no duplicity unlike surrogate advertising for alcohol brands. So the job of advertising to make the brand connect emotionally with the target group who have several options (with similar features, prize money and even celebrity endorsements). Hence the central theme and the story they weave around it can build affinity and craving for the brand. Of course, deep pockets to be able to afford celebrities and huge media investments help. But without an engaging story and great execution those aren’t real advantages.
The ads working roaringly well because of refreshing ways of expressing the ‘who is in your team?’ idea using characteristics of actual film stars and cricketers. The writing is top notch (often with self-deprecating humour) and so is the acting – especially from the cricketers.
Agency: Tilt and ZeroFifty Mediaworks
AirPods 4: Someday by Spike Jonz
The context: Active Noise Cancellation is a feature of an AirPod (or similar). The benefit can be presented in many ways: ‘shutting out the world’ is one. See the 2023 execution here. A new ad, directed by film maker Spike Jonz for AirPods 4 features actor Pedro Pascal who dances away his melancholy following heartbreak and forgets his worries.
Why I like it: even if the product is from Apple, it needs to be sold. The halo around Apple is no guarantee of continued success. The AirPods may have pioneered a category (as evident by the number of lookalikes and blatant copies) but it still needs to maintain its leadership status. Ads play a crucial role in creating that affinity. The AirPods 4 ad has a magical attraction to it thanks to the choreography and stark transformation in mood from one of melancholy to unbridled joy – enabled by cancelling the noise both metaphorically and literally.
Agency: TBWAMediaArts
Liquid Death: kegs for pregs
The context: Liquid Death makes water and other non-alcoholic beverages. How differentiated can the product be? Hence they have relied extensively on marketing & advertising to create a fan following:
Liquid Death will not kill you. But make no mistake, our infinitely recyclable cans of premium low-calorie beverages will absolutely murder your thirst. And it doesn’t stop there. After twerking on your thirst’s grave, these ruthless cans will actually donate a portion of the proceeds to help kill plastic pollution. Why? For centuries, all the funniest and coolest marketing and branding was only done for unhealthy products like beer, fast food, candy, and junk food. But those days are over. Soon, Liquid Death will use health and humor to conquer the world and make all beverages Liquid Death for eternity. At which point we’ll finally begin turning the human race into flesh batteries to power our giant marketing robots.
Why I like it: it stays true to the above manifesto of Liquid Death. It is also anchored on a universal human insight of shock or disapproval of pregnant women drinking. The product which resembles a beer can evokes disbelief and becomes a segue into ‘wish they made kegs’ of it. Brilliant.
Leroy Merlin: Merlundies
The context: low-rise jeans with the label of an inner-wear seen clearly is a common sight in fashion photography. In real life, pot-bellied and unshapely men wearing jeans at the brink of their waist only to manage to present an ugly sight of their anal cleft (okay, bum crack). Leroy Merlin, a brand of inner-wear has a product solution: Merlundies.
Why I like it: the power of anticipation – imagining what you are likely to see while trying to avoid that sight plays out brilliantly well.
Agency: VML
Flipkart: deals on ACs
The context: come summer, there will be a plethora of brands selling cooling solutions in India. Most focus on product features such as cooling power, energy savings and so on. Aside from AC brands, c-commerce brands too cash in on the consumer demand. Instead of any one feature of any one brand they have to sell the category.
Why I like it: a new ad dramatises the effect of non-AC living, where even good news or pleasant, everyday conversation is delivered in a manner to a huge verbal fight, triggered by oppressive heat.
Asian Paints: names
The context: David Ogilvy might have been too harsh on jingles. He is believed to have said, ‘when you have nothing to say, sing it’. But we all know the power of jingles & songs in advertising: they aid memory and make an impact deep in our minds for decades.
Why I like it: the brief is not unique: every other house in India uses Asian Paints. But the execution, anchored on names of houses (which have huge significance in India) and used creatively in the song, brings a smile and drives home the point.
Agency: Ogilvy
Dinshaw’s: new brand identity
The context: creating a brand identity is as creative a task as pure-play advertising. There are human insights and visual stories at play. Of course, it can be tricky when dealing with heritage or hugely-popular everyday brands. People are comfortable with what’s familiar and dislike change. A heritage brand like Dinshaw’s ice-cream has embarked on a brand identity refresh.
Why I like it: these are subjective views of course, but I thought the new logo retains some of the old world charm while presenting a cleaner, contemporary look. I saw a dollop of milk in the D – even before I came across the strategy behind the re-design.
Agency: NH1
TWIX: Two is more than one
The context: Twix has revealed its new global theme: ‘two is more than one‘. It’s more than just an advertising idea but is anchored on the product itself. A new ad presents the idea in an amusing fashion.
Why I like it: the goofy, silliness of it all presented in a typical 70’s style movie car chase, until all is revealed at the end.
Bankwest: saving banking time
The context: figuring out the right benefit of a feature is crucial. In banking, getting things done through a mobile app is a common feature. A new ad from Bankwest in Australia showcases the benefit of such a feature by exaggerating what one can do with the time saved.
Why I like it: I remember reading a funny take on those who use ‘K’ as opposed to ‘okay’ in messages, wondering what they plan to do with the time saved. But finding time for things you love – is a real benefit.
Agency: Bear Meets Eagle On Fire
Lynx with catnip: get approved by two parties
The context: Lynx (knows as Axe in some countries) has come a long way from its sexist ads back from a few years ago. While retaining ‘attraction’ as a benefit the plots are anchored on humour now. A new ad, apparently based on a product innovation, which in turn is based on human behaviour (‘your partner should be ‘approved’ by your pet cat‘) takes that direction forward.
Why I like it: the casting – both of the male protagonist and the cat is designed to bring a smile. The choice of song and the situation complete the product story.
Agency: adam&eveDDB
Dreamies: Ad Attack
The context: an outdoor installation in UK showed a pack of Dreamies cat food with scores of cats trying to get hold of it by climbing the billboard, nearby pipes and the rooftop.
Why I like it: this is yet another case of just one installation in one geography getting talked about across the globe. Read more about the installation here.
Agency: adam&eveDDB
O2: Essential for living
The context: mobile phones have become an integral part of our lives. A new theme film from O2 positions it as as an enabler of life’s greatest moments.
Why I like it: the clever use of the brand name as oxygen of life and the smart integration of the logo in the visuals of the film.
Agency: VCCP
Which one was your favourite? Do comment in.