Creative ads that catch our attention are a rarity. Most advertising is eminently forgettable and totally ignored by consumers. Only a fraction get noticed and an even smaller number are liked, remembered or even discussed. My weekly compilation of clutter-breaking ads is a small tribute to brand and ad agency teams everywhere.
The Ordinary: The Periodic Fable
In the digital world, many D2C brands have gained traction fairly quickly (as compared to the years of reputation building earlier). Many of these brands are in the beauty segment, where tall claims and promises of ‘quick fixes’ are common. In that context:
The Ordinary exists—to bring integrity to the industry. Our focus isn’t on fleeting trends or exaggerated claims. Instead, we remain committed to what genuinely works: formulations created in our lab, designed to give your skin precisely what it needs.
The Ordinary has launched “The Periodic Fable”, a scathing attack on the fakery of buzzwords and misleading marketing by beauty brands. It creates awareness about misleading claims and urges consumers to not buy into a “magic” fix but trust skincare backed by scientific evidence.
A scientific table with zero science, filled with problematic terms and the truth behind them. We hope it will help create a better, more transparent industry, where everyone can tell fact from fiction and science from story.
I loved the ‘pseudo scientific’ periodic table design element on its own and the way it was brought alive so well in outdoor.
The TVC is not merely the same visual element in an audio visual medium but a more hard hitting ‘demonstration’ of some of the surreal regimen and claims made in the industry. Extraordinary package for The Ordinary.
Agency: Uncommon Studio
Netflix: outdoor done right
A simple yet charming idea for an outdoor creative for a Netflix series on Victoria Beckham. Sure to bring a smile when you get the aha moment.
Coca-Cola: distinct asset FTW
Distinctive brand assets can be of great advantage to brands. Nike’s ‘Just Do It’, the ‘Intel Inside’ audio mnemonic (called sonic branding nowadays), the signature music of Titan Watches ads in India, Kodak yellow, Yahoo’s purple, the ‘Have a break, have a KitKat’ property and the McDonald’s arch. Creating such ownable assets takes time, effort, smarts and money.
Coca-Cola’s wave is among the most recognisable design elements in the brand world. To mark the availability of Coca-Cola at Foster’s Hollywood – a themed restaurant that offers a Hollywood-style dining experience in Spain, they created these billboard which had visual play of that arc among food items such as burgers and pastries.
Squarespace: website matters
It might be ages since the beginning of the internet and the ‘website’ as we know it. Brands build their reputation through all kinds of digital platforms and online presence today but there’s no denying that an official website still matters. It carries weight and credibility. New ads for the website building & hosting company, Squarespace bring it alive in a quirky fashion.
Nike: copywriting envy
Some lovely copywriting, again, for billboards along the route of a marathon in the US.
Agency: Wieden+Kennedy
Down Under Film Festival: holy crocodile
Very often, a simple one-line proposition can trigger a creative idea. In this case, ‘you don’t have to be Australian to get in to the Down Under Film Festival’ leads to some fun situations and LOL moments.
Agency: Worth Your While
ALDI Australia: small bag, huge good
‘More for less’ is a common platform in super-market advertising claims. ALDI’s new work in Australia presents the proposition in a humorous plot anchored on a small, yet relatable observation of human behaviour.
Kahlua x Dunkin: partnership
When you have Salma Hayek pointing to the bottle, screaming ‘that’s not a Kahlua!‘ you’d think the ad is to highlight fake products. Turns out that’s a tongue in cheek way of announcing a variant in partnership with Dunkin’ Donuts.
Agency: Wieden+Kennedy London
Which one was your favourite? Do comment in.