Every week I attempt to curate a list of clutter breaking creative ads. Occasionally, I comment on topics relevant to the ad industry – moment marketing, working late in advertising, copywriting, life in the 90s ad agency and so on. This week’s list includes ads from Lacoste, Apple and more.
Lacoste: From a Crocodile to the GOAT
The context: Lacoste launched a new global campaign created to support and pay homage to the famous brand ambassador, Novak Djokovic.
Why I like it: Lacoste’s distinct brand asset, the alligator is confident to share space with another symbol, represented literally. The simple, striking visuals cover the hard court, indoor court, clay and grass surfaces and work with a single minded proposition: the brand paying a tribute to a great sportsman.
Agency: BETC
Kotak Solitaire: Solitaire Card
The context: a new TV campaign from Kotak Solitaire Card highlights the benefits that come with it such as airport lounge access and zero forex markup.
Why I like it: firstly, the ads tell a short, snappy story in just 15 seconds. I love this aspect of advertising. Of course, it’s the impact that counts and not about duration of ads. I liked the fact that known pain points of travellers are addressed with product features and a dramatic visual representation (family members being whisked away, missing arm & leg).
Agency: Creativeland Asia
Flipkart: everything for Bappa
The context: festive advertising and tactical ads for occasions such Women’s Day are mandatory for brands now. Of these, I find merit in brands participating in festive ads (and not so much for moment marketing) especially if the category is relevant. Flipkart has released as for Ganesh Chaturthi festival, which is massively important in India.
Why I like it: not all festive ads need to tug at the heartstrings and make the audience all tearful. Evoking a smile and a connect with the deep significance of the festival is good enough, without looking for realism or logic. I liked how the famous bhajan tune associated with Ganesh Chaturthi is used as a track.
Disney: all Princesses make magic
Any parent of a young daughter knows the magic of Disney and the affinity it evokes. Disney’s cultural impact is huge. In fact, if you ask any urban kid in India to draw a princess it is more likely to be that of a Disney character. A new feel good film is all ‘feeling’ and it brings alive the magic of the brand. My favourite, with the same intent is this old, classic ad though.
Agency: Fallon
Apple: No frame missed
When I saw this video (not a conventional ad) first reaction was: ‘wish I worked for this brand’. What drives that emotion is the deep respect for the products they create, the real impact they have on people and the manner in which they tell their story.
The simple act of filming can be challenging for people with Parkinson’s. Often they are unable to capture their own memories. For Brett, Bette, and Ellen, every moment matters. With Action mode on iPhone, they can capture smooth hand-held videos and reclaim the joy of filming their favorite moments — supported by accessibility features like Voice Control, which help them operate the camera and navigate their iPhone with ease.
What worked: among the protagonist is someone who was a professional cameraman. Imagine the tragedy of not being able to use the camera because of unstable hand movement. Sure, other phone models might have stability control as a feature but the story telling and the emotional connect here is special. I had tears watching some segments of this film.
Which one is your favourite? Do comment in.