Every week, I attempt to share a curated list of clutter-breaking creatives. Just being noticed (and not ignored) is the first and most important task of an ad. Unfortunately, a majority of the ads don’t pass this test. Here are a few ads which caught my eye this week: WhatsApp, Toblerone and more.
WhatsApp: not even WhatsApp
The context: end-to-end encryption has been the promised and much-liked benefit of WhatsApp. I think consumers understand what it means for secure communication and delivers peace-of-mind as a subliminal, yet powerful appeal. A new theme campaign for WhatsApp drives home the point reassuring users of its secure encryption feature.
Why I like it: approaching the topic from WhatsApp’s POV as it were, visually demonstrates to the viewer that even WhatsApp cannot read or hear messages on the platform. The gibberish we see is a reassurance that our content is not decoded at the other end.
Also, aside from a global campaign, there’s a regional effort for India, which is the brand’s biggest market at over 500MN users.
Agency: BBDO
Seek: find the best job matches
The context: platforms such as LinkedIn, Indeed or Naukri might try to convey higher order benefits in their positioning but they are most commonly viewed as portals for job openings. A key requirement from users is to be able to find the right job – matching their experience & skills. A new ad from Seek, a job platform in Australia
Why I like it: instead of the conventional jobs, the campaign tries to match unlikely characters such as Tarzan to land the job best suited to their skills.
Hotel Tonight: Airbnb credit
The context: when it’s a promotion between two powerful brands, there’s a chance of losing focus. Hotel Tonight and Airbnb are in the same category and hence there could be a synergy when the task was to announce that with bookings on the former there is an offer on Airbnb.
Why I like it: the contrasting worlds of a regular hotel and an off-beat stay on Airbnb are brought alive through a split screen mechanism with match cuts and change of scenarios which bring a smile.
Toblerone: chocolate like nobody’s watching
The context: a distinct feature of Toblerone is its product shape. It’s unique shape is played up as its strength (and a memorable brand asset) in a new TV spot.
Why I like it: in a world where premium chocolate consumption is shown as some sort of indulgence, it is refreshing to see a brand embrace its roots & features with confidence and some quirkiness to boot.
Apple UK: There’s more to iPhone
The context: ads for iPhone have always focused on the benefits anchored on a key feature or a set of features. It’s never been ‘lifestyle’ advertising promising how cool the phone can be or how it is a companion for a certain kind of ‘refined’ audience. A new set of ads from Apple UK continue that tradition by focusing on a single feature in one ad.
Why I like it: the visual language of interesting typography paired with graphics and visual elements cue the benefit subtly but surely.
Fatboy: America’s Number 1 ice cream sandwich
The context: milestone advertising anchored on claims such as No.1 can be boring. We’ve seen that with India’s media channels & publications claiming top spot in viewership. A new campaign from Fatboy, ‘America’s #1 Ice Cream Sandwich’ announces its top spot or appeal with a tongue-in cheek approach.
Why I like it: ‘this but not that’ is a familiar creative tool. In this context, the brand says we are not America’s No.1 dermatologist and other such ‘crowns’ cleverly focusing it back on what the brand does best: being an ice cream sandwich.
Agency: TDA_Boulder
Renault: Roland Garros 2025
The context: Roland Garros has its own set of brand colours. It’s distinctive clay courts and the whites of players form the inspiration for a Renault 5 edition. A new theme film is a beautiful interplay of these colours and the collaboration between the two brands.
Why I like it: aside from the distinct elements of Roland Garros those of Renault too are brought alive visually.
Lacoste: French Open
The context: big sporting tournaments have many sponsors, each trying to drive mileage through the association. A new set of communication from Lacoste dramatises this connection.
Historical partner of Roland-Garros since 1971, Lacoste offers each year its co-branded Roland-Garros lifestyle collection. An exclusive collection for men, women and children that pays tribute to a meeting: that of sport and French elegance.
Why I like it: I love it when brands invest consistently in distinct brand assets. These could be colours, a tag line, unique shape or design elements. MasterCard, Nike, The Economist, Britannia and many more come to mind.
Centraal Beheer: just call Apeldoorn
The context: ‘Even Apeldoorn bellen! (just call Apeldoorn!) is a long-running slogan for Centraal Beheer, an insurance brand from Netherlands. It refers to Apeldoorn, the brand’s headquarters since 1972. Over the years, the campaign has delivered the promise of ‘when things go wrong, just call Centraal Beheer’. A hilarious new spot takes the idea forward.
Why I like it: insurance is typically needed when things go wrong. The film dramatises all the things which can go wrong when travelling in a foreing country – a situation we all can empathise with.
Gabit: What are you tracking
The context: smart rings such as as Ultrahuman & Gabit have become part of lifestyle gadgets now, tracking key parameters of health & wellness. The category needs to expand user base by showcasing the various metrics they can track. A new film uses actor Ranbir Kapoor to drive home this point.
Why I like it: better use of celebrity as a celebrity, while weaving in the features story.
Muthoot: gold loans
The context: loans made easy has been the promise of Muthoot for a while now, with actor Shahrukh Khan as the brand ambassador. A new ad casts the star as a star but in a clutter-breaking context.
Why I like it: a star as a star is done to death in celebrity endorsements. The new ad has self-deprecating humour where the star’s stature is not taken seriously.
Which one was your favourite? Do comment in.