Every week I attempt to share a curated list of best creative ads from around the world. This week: ads from Huggies, Citroen, KitKat and more.
Huggies: $500K vs 19 Babies 💩
Product demonstration is an effective way of showcasing specific features, their benefits and aiming to establish superiority over competition and command a premium over competition. In diapers, the most effective proof of efficacy is how it retains the ‘blowouts’. Absorbing leaks, keeping the baby dry and comfortable, allowing for undisturbed sleep have all been common planks in the diaper category.
What if the leak or ‘blowout’ ruins expensive items like sofa, car seats and upholstery? That’s been a point of anxiety for parents.In a new campaign to demonstrate effectiveness, Huggies put 19 babies in a room with $500,000 worth of luxury items.
During a livestream hosted on March 12, 18 just-fed babies wearing the nappies crawled, wiggled and pooped while sitting on nearly half a million dollars’ worth of luxury goods.
Agency: McCann
M&S: Love That
Loved the use of celebrity and consumer insight in this ad for M&S. Actress Gillian Anderson is the newly appointed ‘Chief Compliments Officer’ commenting on random people’s outfits with a pithy ‘Love that!’. Getting a compliment from strangers or acquaintances is a high, even more so when it comes from a celebrity. Nice way to showcase the new Spring Collection.
Agency: Mother
Citroën: Love at first drive
The cheesy 80s & 90s love song accompanied by the unmistakable sounds of pop music from that era is a clear age marker. The first time one test drives a Citroën is dramatised as a romantic moment, bringing smiles and driving the point of just irrationally falling in love with the car brand.
Agency: BETC, Paris
IKEA: Coming Home
‘There is no place like home’. It might sound like an obvious statement and not really a path-breaking consumer insight in advertising. But it’s a feeply felt universal truth. People long to get back home after a challenging day or even after a relaxing holiday. The feeling to returning to one’s own, familiar furniture, WiFi and ‘nook’ is priceless. IKEA has created magic with this simple truth.
Agency: McCann
Cancer Institute NSW: mutations
I have long believed that irrational habits such as smoking and alcoholism need hard-hitting educative communication as deterrence. People know smoking is harmful. Yet sokers are unable to give up the habit even if they want to. Gentle mollycoddling will not result in behavioural change. A new campaign in Australia aims to dramatise the damage caused by smoking through graphic, repulsive depictions of cancer caused by internal mutations.
Agency: Bastion
KitKat: turning the ‘dash’ into a break
One would imagine creating campaigns for KitKat ought to be easy as consumer already associate the brand with ‘taking a break’. But it is quite a challenge to keep creating refreshingly new expressions and unexpected ways of reinforcing the brand idea. Kudos to the agency to equate the every day ‘dash’ between words and cities to see a KitKat over there.
Agency: Courage, Canada
Which one was your favourite? Comment in.