Every week, I attempt to share a curated list of clutter-breaking creative ads. And the occasional comment on issues related to the business of advertising. A few ads from the past week or so which caught my eye:
Flipkart: SASA LELE
The context: the ‘sale ad’ is a tough brief. In most cases, just the percentage off and ‘amazing deals’ get highlighted. In multi-brand, multi-category aggregator platforms, it’s even tougher as everything ‘should’ be prioritised – be it smartphones or fashion. A new ad for Flipkart’s sale has been doing the rounds of social media among marketing & advertising folks on LinkedIn.
Why I like it: the ad engineers an idea, even though the idea of a jingle set to a montage is not a new one. Viewing the ‘Sale! Sale’ blurb as ‘SaSa LeLe’ and matching it quirky visuals makes it a fun view. The unusual setting and the odd pairings (lungi & TV) keep the interest going.
Agency: FCB Kinnect
Dinshaw’s: dildaar don
The context: heritage ice-cream brand, Dinshaw’s embarked on an identity change recently. As part of the visual hook, the ‘D’ of the name is now residual imagery of the brand. A new TVC dramatises the deliciousness and its after effects.
Why I like it: avoiding the back story of ingredients and the quality checks is a good move. The category codes in food advertising (as we saw in Lurpak) is to evoke mouth watering feeling. The film takes the exaggerated humour route and links the after effect of deliciousness to being overly generous – the ‘D’ word again in Hindi: dildaar. The casting of the don is spot on and the twist brings the laughs.
Agency: Womb
Battlegrounds Mobile India: everybody loves a good fight
The context: category codes, again and breaking them, again. Mobile video games, that too which involve shootouts and violence have a certain look & feel. A new ad from Battlegrounds Mobile India
Why I like it: it’s universal appeal. I mean, who hasn’t got into a chalk fight in school? The audience for the platform – even if from posh schools would have relatively recent memories of schools and all the mischief that goes with it. And I love the summation: ‘everybody loves a good fight‘.
Before we knew what a battleground was, we were already in one. It was never just play. It was instinct. More than a game, it’s a feeling we’ve known all our lives. A moment that takes us back… and pulls us right in. The thrill. The chaos. The love for the battle. It’s always been with us. Because deep down, Everybody Loves A Good Fight.
Agency: Enormous
Halo Glow: not a one-trick pony
The context: we’ve all seen the talking head, addressing the viewer and holding a pack as endorsement. e.l.f. Cosmetics, a brand from e.l.f. Beauty promotes Halo Glow Liquid Filter using singer, songwriter and DJ, Rebecca Black. She begins to extoll the multiple ways in which it can be used, referencing what it is not: a one-trick pony, only to be countered by a, you guessed it: a pony.
Why I like it: self-deprecating humour is good fun. It’s a nod to the viewer’s intelligence as the brand is not taking itself too seriously. The small touches in the film – such as the tricks the pony adopts to prove its not a one-trick pony and the way the protagonist modifies her product pitch, make it memorable.
Agency: Mischief @ No Fixed Address
Starbucks: it’s never just coffee
The context: Starbucks seems to be remember on a revival mode in the US as evident by appointment of a new CEO and harking back to making the in-store experience great. A new outdoor campaign, brings back into focus the consumers at Starbucks outlets and the beauty of face-to-face contact.
Why I like it: remember ‘A lot can happen over coffee’ from Cafe Coffee Day? This reminded me a little bit of that as it cleverly showcases the deeper reasons to meet for coffee rather than just making it about drinking a beverage.
Agency: Leo
British Airways: Europe sculptures
The context: destination advertising is a common need among airlines. When they announce adding a new sector, the hallmark of the city or region is normally used cleverly in the ads. New ads for British Airways have a barrelled objective: highlight the service features in their flights in Europe.
Why I like it: lot of us associate classical statues with Europe. Michelangelo’s statue of David and the gargoyles come to mind. The print ads cleverly combine the features with visual motifs that cue Europe.
Agency: Uncommon
Eurostar: illustrations
The context: illustrator Noma Bar’s work has been featured in many campaigns over the years. A new set of outdoor ads for Eurostar pitch the generic benefits of train travel, taking on air travel as the ‘enemy’.
Why I like it: the known irritants of air travel – cramped seats, bad food are juxtaposed cleverly. I wonder if the placement – inside trains (?) is right though. Also the magic of Noma Bar’s illustrations are is not brought to life in all the posters.
Agency: VCCP
IKEA: Oxford Street tube station
The context: a new store opening announcement for IKEA in London.
Why I like it: clever use of media by the creative team, reminiscent of days when both these teams used to sit under the same roof and ideate together on a brief.
Four Seasons: when life feels perfect
The context: holiday getaways in general and luxury properties in particular promise experiences that make you forget the worries of urban living. A new set of ads for Four Seasons bring that idea alive.
Why I like it: because AI can’t write copy like humans.
Agency: The Fantastical, Boston
Aviva Car Insurance: Night Job
The context: convey that Aviva will still get customers to their destination, even if their car is smashed up after an accident.
Why I like it: the film takes the viewer on a familiar path of a dark & secretive mission (as seen in movies & web shows) only to offer a light-hearted twist that connects to the product offering.
Agency: adam&eveDDB
Neutrogena: Rapid Wrinkle Repair Serum
The context: advertising is all about reaching to the relevant target audience. The Neutrogena Rapid Wrinkle Repair Serum is likely more relevant to an audience who are aged 30 or over. A new set of ads follow the format of ‘if you are old enough to remember *this* you need this product‘.
Why I like it: nostalgia is a great bond for communities. If you recall the days when MTV used to play music videos then there’s a ‘bond’. If you are old enough to remember dial-up modems to connect to the internet, that’s an age marker.
Agency: BBDO
Which one was your favourite? Do comment in.