“Ninety percent of everything is crap” goes the adage known as Sturgeon’s Law. Same is true for advertising too. Breaking through the information & media clutter with creative ads is not easy. Every week, I attempt to share a few such ads which caught my eye. Here are a few ads from the past week or so.
BBC: Paris Olympics 2024
Close on the heels of the Paris Olympics theme film from Omega, comes this lovely ad form BBC. The difference in perspectives and the imagination is what makes advertising so enjoyable (when done right). Paris, as we know has strong associations with romance. The film takes on hues of a love story only to have the penny drop – when it’s revealed that the link is to the athlete’s love for their sport of choice.
Agency: BBC Creative
AdVocab: ad agency lingo
Every profession has its industry jargon. So does advertising. But the difference (to ad business’ disadvantage) is that in other professions the ‘insider lingo’ is standard. When two doctors or lawyers meet the technical terms they use are standard, understood by both with no room for misinterpretation. But in advertising & marketing many terms are used loosely and left to the imagination of people. For example, ‘branding’ may mean many things to many people, even within the industry. But there still are terms which are used commonly in the ad agency business and only those in advertising (with some experience) can understand.
In a fun project, D&AD has created a portal of Ad Vocabulary with some explainers to ad industry jargon. Some great art and copywriting here.
Agency: FCB London
True North: Life’s Different After
Prepared to be transported to another world as you watch this ad. Travel ads which promise a dreamy escape from the mundane can be mesmerising. But this one felt doubly special thanks to the magic in the central idea of ‘Life’s Different After‘. Many of us have lingering positive memories of some holidays. They can be life changing. And that unsaid, ‘left-to-the-imagination’ aspect comes alive in the tagline and the compelling visuals.
Agency: Today the Brave
Battersea: topical ads
There is no escaping moment marketing. As with regular advertising, only a handful stand out. A couple of ads from Battersea pet care brand cleverly associate themselves with Wimbledon and the Euro Cup which are much in the news nowadays.
Agency: New Commercial Arts
Volkswagen: 50 years of Golf
A heritage brand is a great candidate for advertising based on nostalgia. It’s a format that’s been done before (usually held together by a montage of visuals set to famous song) but works usually. Here’s one from Volkswagen Golf to mark 50 years of their journey – it’s not a tear jerker (which some can be) but a happy film showcasing the history from the beginning to the world of AI.
Agency: DDB Paris
BBC Studios: Shipping Forecast
The Sleeping Forecast is a soothing blend of classical and ambient music from BBC. A charming new stop motion TVC is anchored on the lines of the Shipping Forecast. Drives home the point and brings a smile.
Blast from the past: SC Johnson’s topical ad
Speaking of topical ads, here’s one from 2010 around the time of UK election results.
More topical ads here.
Which one was your favourite? Do comment in.