Every week I attempt to share a curated list of creative ads. In this week’s list ads from Chase, DeBeers, Neutrogena and more.
Chase: The Next Thing
The format of a montage of visuals set to a jingle is quite common in advertising for decades. Yet, only a handful manage to strike a chord and become memorable. In my view, the magic happens mostly due to a right combination of visuals and the jingle. Such campaigns have the power to remain deeply embedded in our minds.
In India we have ‘Mile sur mera tumhara‘ and ‘Kal bhi, aaj bhi‘ from VIP, as examples. A new ad from Chase uses country singer, songwriter Jordan Davis’ song ‘Next Thing You Know‘ as a base to convey that life takes several unexpected turns and Chase supports them at every stage.
Agency: Droga5
DeBeers: love so natural
Print advertising in India is not what it used to be. Most ads are bland, without an idea and written poorly. Many feel like PowerPoint slides, done in the name of ‘being direct & straightforward’. So it was refreshing to see a print ad from De Beers with a proper strategy and creative idea. As Pratibha Singh explains on LinkedIn it’s a classic case of category expansion. Fathers dote on daughters anyway and indulging the teen daughter should be natural for them.
Traditionally, every girl’s first piercing is not her own choice. That’s what makes the second piercing a momentous occasion. It’s when she finally makes her own decision to get one, at an age where she’s starting to explore her individuality. It’s the moment when she gets to sparkle in her own way.
Agency: 82.5 Communications
Bonds: made for down under
An Australian innerwear brand, Bonds launched in the US recently with a tongue in cheek campaign that sits well with the imagery of Australia. Outdoor-loving Australians are known to be cool in the company of spiders, wild animals and such like. And that fact is captured well both in word play and the creative idea in a couple of spots.
Shot with real-life snakes and spiders, the fearless Australian spokespeople effortlessly model their favorite Bonds undies while posing in the midst of danger. Bonds has their backs – and bums – covered.
Agency: Special
SickKids 150: The Count
It’s the 150th anniversary of SickKids, a Canadian hospital. In a spot that brilliantly marries the concept of a birthday (of the organisation) with the creative idea: every patient is really fighting for their next birthday.
Agency: FCB
Neutrogena: sunscreen you can’t see
I wasn’t aware of the ‘You can’t see me’ signature act of John Cena. A new ad for Neutrogena smartly marries that meme to the product benefit of ‘sunscreen you can’t see’ owing to its light touch on application.
Agency: BBDO
Coors: cold activated announcers
Apparently, Coors Light uses “cold-activated” cans featuring thermochromic ink, where the mountains on the can turn blue when the beer is cold, indicating it’s at the optimal drinking temperature. To dramatise this feature Coors got professional voice actors to read radio scripts at really cold temperatures – getting them to take a dip in ice (and Coors) filled tubs.
Check out the behind-the-scenes video. Fun activation idea with a strong link to the product benefit.
Oscars Ad Stunt: advertising stunts
Stunt performers often don’t get their due recognition – be it in Hollywood or advertising. A month ago, five big brands paid tribute to Hollywood’s unsung heroes with six short commercials featuring over 75 stunt professionals. These ads ran during the Oscars ad breaks. I loved them because they showed how ads can tell powerful stories in such a short duration.
Creative: Disney Advertising, Kimmelot and Maximum Effort
Jaquar: a space for you
It might be an odd thing to say but not every ad has a creative ideas. A definition of creative idea is ‘the result of two or more notions coming together in the mind in order to create an all new notion‘. A new ad for Jaquar’s shower enclosures pegs it as a refuge, an oasis of sorts. The protagonist’s urge for unbridled singing is on display there and contrasted with an ‘if only the world appreciated it elsewhere’ scenario.
Ageny: Enormous
Van Heusen: Born of Art
Fashion advertising has its category codes – mostly models staring into camera. So its refreshing to see an idea – where a Van Heusen collection is literally shown as arising out of a painting in Italy. The ‘Born of Art’ idea then connects the dots.
Agency: Famous Innovations
Which one was your favourite? Do comment in.