Advertising is an interruption to whatever people are doing. It’s first and most important job is to get noticed. A majority of ads are simply ignored. It’s only fair that we celebrate clutter-breaking creative ads that are not just noticed but are also talked about.
KFC Thailand: Baby Sanders Collection
The context: to celebrate Colonel Sanders’ birthday month, KFC Thailand launched Baby Sanders Collection – a limited-edition series that reimagines Colonel Sanders as six collectible figurines, made available in mystery boxes. A hilarious film brings out the passion of a ‘collector ‘ eager to complete the range.
Why I like it: it’s not just the TVC but even the promotion is very well thought out and executed. The figurines are available in mystery boxes and there’s that one figure which I guess would be made available scarcely. The obsession to get that missing figurine is manifested in everything the protagonist sees as the ‘missing piece’ and the disappointment in not completing the range is brought out so well.
Agency: VML, Thailand
Nike: why do it?
The context: there were some news headlines suggesting that Nike is replacing their iconic tagline ‘Just do it’ with ‘Why do it?‘. A lot of LinkedIn posts and outrage later turns out that Nike’s intent was to re-introduce the ‘Just do it’ slogan with some context.
Why I like it: the slogan ‘Just do it’ was introduced in 1988, as a call to action. For today’s generation which seems to question everything, it might seem like ‘an order’. Hence, the team planned to add some context.
Designed to connect with young athletes where they are, the campaign reframes greatness as a choice, not an outcome — handing “Just Do It” to today’s generation and emboldening them to write the next chapter.
Many young people face pressures of expectations and fear of failure in today’s ultra-competitive world. Hence it makes sense to reposition greatness as a personal choice earned through effort and perseverance.
Agency: Wieden + Kennedy
Flipkart: Big Billion Days feat. Dr. R . D. Sharma
My memories of school & college days are from the distant past and R.D Sharma’s books are not part of them. But for anyone who has given competitive exams in the recent years, his maths books would have been essential reading. That ‘connect’ works well for Flipkart’s Big Billion Days’ ad where there is a maths connection worked out regarding the deals on offer. An ad which got noticed and talked about.
Super Money: cash back
The ad agency mind in me figured out the idea after noticing Jonty Rhodes’ hands open posture after paying cash for an auto ride. It was clear that the idea being conveyed was that with Super Money payments there will be cash back as incentives.
As a film, it is interesting for the use of celebrity, the quirky plot line and situations. But as a product feature, will it incentivise (no pun intended) for users of other UPI payment services to switch? I doubt it. Also, cash back in some form or the other (however ridiculous or frivolous the offer) is a given in the category.
Honda: Bored Cam
Motorbike ride as an alternative to another mode of travel: flying. That’s the intent of a campaign in Europe from Honda. Merely getting from Point A to B after hours of waiting at an airport is pitched as boring travel, offering bike rides as an alternative.
Agency: DDB
Chery: Drive further, stop less.
‘Fill it, shut it, forget it’ was the proposition from Hero Motors ages ago to position a bike with long mileage. The ‘downside’ of long mileage is presented in a wryly humorous manner in an ad for Chery automobiles in Australia.
Which one was your favourite? Do comment in.