Every week, I attempt to publish a curated list of clutter-breaking creative ads as a small tribute to brand & agency teams everywhere. Most of advertising is simply ignored (a fate worse than being disliked) and so it ads which get noticed and like ought to be appreciated. In this week’s list ads from Chups Chups, Britbox and more.
Chupa Chups: happy chemicals
Some advertising ideas just take a split second to drive home the point and bring a smile. I had that very feeling when I saw these on LinkedIn. Chupa Chups, the sugar candy has powerful visual associations already. That would be further strengthened with a product focused representation of fun: associating them with ‘happy chemicals’ such as serotonin, endorphin and dopamine. These images depicting the familiar chemical element structue are shared on print and outdoor installations.
Agency: BBH
Britbox: See it differently
When I joined advertising in the early 90s, one of the first things I noticed was the craft that went into creating an ad. Those days, even concepts used to be created by hand, starting with a pencil sketch and some visuals would be brought alive by drawings, colour spray painting and so on. And that was for just a client presentation. The final artwork for print ads would be even more painstakingly done – complete with hand pasting of bromides. Sometimes there was colour correction or some graphic work done on images. But there was a lot of manual effort, calling for skill.
In today’s world, machines, algorithms and Artificial Intelligence are part of creative work. In the movie & streaming industry especially, we all know of advanced use of computer graphics. In that context, Britbox’s new epic ad is creating waves because of its dramatisation of craft. What I liked is that they did not stop merely claiming that craft is important – they demonstrated it. In a market dominated by big mainstream brands like Netflix and Prime, it makes sense for a niche channel like Britbox to convey what makes them different.
I love British shows and the claim on craftsmanship is quite credible.
In the commercial, an actor journeys through 11 different sets and genres, including period, mystery, and crime, to demonstrate the breadth of the British silver screen. The ad was filmed in one continuous take, captured by a 50-person crew over 14 hours, 45 minutes, and 31 seconds.
Agency: Uncommon Creative Studio
BHIM: Bharat ka apna payments app
Needless to say, India has adopted digital payments in a big way. Scanning a QR code or making peer-to-peer payments on the phone is common now, even for low value transactions. Yet, our fundamental approach to money has remained the same. At small businesses and shops the first transaction of the day is respectfully accepted as ‘boni‘, often by touching the money to one’s eyes in reverence. A flower seller will touch his or her basket in worshop with that first transaction. In the digital era, a physical transaction of paper money may have gone but the sentiment towards money remains the same. A new, well-written ad brings the sentiments alive in a familiar slice of life style.
Agency: Tilt Brand Solutions
TWIX Harmoniser
On the back of the hilarious ‘two is more than one’ thematic campaign, TWIX has launched a ground activation of sorts where the idea is brought alive. The TWIX Harmoniser converts a WhatsApp voice recording into a ‘harmonised’ one of two voices. It is pitched with a twist: create harmony even when delivering bad news. Hilarious.
Agency: adam&eveDDB
Myntra: beauty sale
‘Global brands at an affordable price’ is Myntra’s pitch. It offers many creative possibilities on the lines of ‘don’t have to break the bank’ and is brought alive in this funny ad.
Agency: Tilt Brand Solutions
Starbucks: Roy
In 2004, Starbucks debuted its iconic “Eye of the Tiger” ad—following an office-goer named Glen on his morning commute, to promote its DoubleShot drink. That ad ends with the group spotting, Roy – another officer goer.
To launch Starbucks’ new Iced Energy drink, Roy is brought alive with an ’80s pop-rock band following him through his office grind. The lyrics set to the same tune bring a smile and drive home the point. A case of ‘likeability’ of the advertising being transferred to the brand subliminally.
Agency: Energy BBDO
Workday: undercover rockstars
In 2023, Workday launched its ad during Super Bowl, cleverly playing up on the common practice of calling someone a ‘rock star’ at work. Cut to real rock stars taking umbrage to it. The premise makes for an engrossing watch in a new ad to announce their AI Agents featuring Gwen Stefani, Paul Stanley (of KISS) and Billy Idol.
The commercials playfully contrast the worlds of rock ‘n’ roll and business with Stefani, Idol, and Stanley trading their leather studs for power suits and attending countless meetings, engaging in small talk with colleagues in the office, and grappling with corporate jargon.
Agency: Ogilvy
Ford Pro: doing beats talking
I rolled my eyes with ‘not another boring preachy voice over ad’ when I started watching this ad from Ford in the UK. But soon, the creative idea sinks in bringing a smile. British actor Tom Hollander delivers the voice over which keeps getting interrupted by folks getting things done. The idea is a smart answer to the brief of positioning Ford Pro as the hard-working brand for small business owners.
Agency: Wieden+Kennedy
Dreamies: cats will do anything
As part of the campaign to convey the irresistible nature of ‘Dreamies’ they conveyed that cats will go to any lengths to get it. Aside from the outdoor installation the campaign involves a short TVC to drive home the point – sure to make cat lovers go ‘so sweet!’.
Agency: adam&eveDDB
Malibu: Clock Off
Truth be told, I liked the concept of ‘Clock off’ more than the ad. Once the idea is revealed it needed another hook to hold on to viewer attention. The contrast from the office scenario to the beachfront and Brian Cox in skates are great visual hooks.
While Cox is all about clocking off on time, the campaign highlights a growing issue: the rise of “disguised overtime.” Survey results reveal that Americans aren’t unplugging from their jobs.
Agency: Wieden+Kennedy
KitKat: take a phone break
A simple visual image to convey the mobile screen obsession needs a break. And it fits in well with the long-standing brand idea.
Agency: VML Czechia
Which one was your favourite? Do comment in.