My weekly compilation of clutter-breaking creative ads is a small tribute to ad agency teams everywhere. A majority of ads are simply ignored. Ads which pass the first test of being noticed and then liked deserve some praise.
Kellogg’s: the OG
Most brands under-invest on distinct brand assets. A slogan, design element, brand colours – they can all become powerful tools to aid recall and serve as a cost-effective brand reminder. The most famous of such would perhaps be the Nike ‘swoosh’ and the ‘Just Do It’ tag line. Even after decades, we associate the ‘priceless’ property with MasterCard. But brand teams tend to get bored with consistency and seek ‘newness’ every now and then, without giving a chance for any brand asset to be established. Recently, Kellogg’s launched an initiative to reinforce Cornelius the cockerel, the brand’s mascot since 1958. As part of the campaign is a poster which playfully highlights the original or OG nature of Kellogg’s. Brilliant use of typography and reminded me of the outdoor work from Coca-Cola, which too has strong brand assets.
Agency: Mother
Cheetos: Other Hand Font
It’s Super Bowl time in the US. It’s a highly competitive media event too as brands vie for consumer attention amidst all the clutter. Also, the hallmarks of Super Bowl related marketing initiatives are: massive scale of advertising productions, bizarre or quirky plots and over-the-top humour. The pre-even activity in the form of teasers, media coverage starts about a month prior to the event. In that context, brands need to create campaigns that break through clutter and create affinity. Food brands commonly dramatise their addictive nature. Eating Cheetos creates a sticky mess of our hands. They used the fun fact to claim another fun fact: ‘99% of people eat Cheetos with their dominant hand’. And then went on to ‘demonstrate’ the funny downside of using our other hand – as illustrators or drivers.
They have taken the idea one step further by releasing a font, apparently made with the ‘other hand’. All done tongue firmly in cheek. I think such activities bring a smile and build recall value and affinity especially when supported by the surround sound of media coverage.
Agency: Goodby Silverstein & Partners
ITV: Saturday Night
Loved the tagline ‘Britian’s Home for Saturday Night’ which cleverly cues that ITV is the home of Saturday night entertainment as well as saying that everyone’s home on Saturday night to watch ITV.
Panda Express: The Invitation
The Lunar New Year is an occasion where several brands undertake new initiatives aimed at Chinese market or at the Chinese-origin audience in the US. Panda Express an American fast food chain offering Chinese cuisine has released an ad telling the story of a nervous young man meeting his girlfriend’s family for the first time during their Lunar New Year celebration. I quite liked how they have captured the nervous excitement of the protagonist in such a situation and the way the ice is broken.
Agency: Opinionated
Hyundai: The Road
Personifying objects and things is common in advertising. In a new spot for Hyundai, the road is brought alive as a ‘concept’ that is out to get you. Blondie’s song ‘One way or another’ sits very well as a soundtrack that fits the plot.
Agency: Innocean
Which one was your favourite? Do comment in.