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  • Top AI-Generated Advertising Campaigns from Famous Brands

    Top AI-Generated Advertising Campaigns from Famous Brands

    Artificial Intelligence (AI) has revolutionized the way brands approach advertising, enabling the creation of highly personalized, efficient, and effective campaigns. From predictive analytics to automated content creation, AI has opened new avenues for creativity and engagement. Here’s a look at some of the top AI-generated advertising campaigns from famous brands that have set new benchmarks in the industry.

    1. Coca-Cola’s “Share a Coke” Campaign
    Overview
    Coca-Cola’s “Share a Coke” campaign utilized AI to personalize millions of bottles with individual names. This campaign was initially launched in Australia and then expanded globally due to its immense success. AI played a crucial role in analyzing customer data to select the most popular names for each region, ensuring that the campaign resonated with a wide audience.

    Key Elements
    Personalization: AI was used to customize the labels on Coke bottles with common names in different markets.
    Data-Driven Strategy: Leveraged consumer data to identify popular names and create a personalized experience.
    Widespread Appeal: The campaign encouraged consumers to find and share bottles with their names, creating a viral effect.
    Results
    The campaign significantly boosted sales and brand engagement, proving the power of personalized marketing through AI. It created a sense of personal connection and made the brand more relatable to consumers.

    2. Nike’s “Nike By You” AI Campaign
    Overview
    Nike’s “Nike By You” campaign used AI to allow customers to design their own shoes. The campaign utilized AI algorithms to provide suggestions and visualize custom designs in real-time, enhancing the user experience and making it easier for customers to create unique products.

    Key Elements
    Customizability: AI enabled customers to personalize their shoes by suggesting design options based on their preferences.
    Real-Time Visualization: AI-powered tools provided instant previews of custom designs.
    Enhanced User Experience: The interactive platform made it easy and enjoyable for users to create personalized products.
    Results
    The campaign increased customer engagement and satisfaction, as it allowed consumers to express their individuality through customized products. It also boosted sales by offering a unique and personalized shopping experience.

    3. Netflix’s AI-Driven Content Recommendations
    Overview
    Netflix uses AI to deliver personalized content recommendations to its users. This approach has been a core part of its marketing strategy, helping to keep users engaged and subscribed. AI analyzes user behavior and viewing history to suggest content that matches their preferences.

    Key Elements
    Personalized Recommendations: AI algorithms analyze user data to provide tailored content suggestions.
    User Retention: Personalized recommendations help keep users engaged, reducing churn rates.
    Data-Driven Insights: Continuous learning from user interactions helps refine and improve recommendations over time.
    Results
    Netflix’s AI-driven recommendations have been instrumental in its success, keeping users engaged with the platform and increasing viewership. The personalized approach has become a benchmark for other streaming services.

    4. L’Oréal’s AI-Powered Beauty Campaign
    Overview
    L’Oréal launched an AI-powered campaign to promote its beauty products by offering virtual try-ons. Using augmented reality and AI, the campaign allowed users to see how different products would look on them in real-time, directly through their smartphones.

    Key Elements
    Virtual Try-Ons: AI enabled users to virtually apply makeup products to their faces using their smartphone cameras.
    Real-Time Feedback: Provided instant visual feedback, helping users make informed purchasing decisions.
    Interactive Experience: Engaged users by allowing them to experiment with different looks and styles.
    Results
    The campaign increased user engagement and conversion rates, as customers were more likely to purchase products after virtually trying them on. It also enhanced the shopping experience by making it more interactive and fun.

    5. BMW’s AI-Personalized Video Ads
    Overview
    BMW used AI to create personalized video ads for potential customers. The campaign analyzed user data to tailor video content to individual preferences, showcasing vehicles that matched each user’s interests and driving habits.

    Key Elements
    Data-Driven Personalization: AI analyzed user data to create customized video content.
    Targeted Advertising: Delivered personalized video ads that were highly relevant to each viewer.
    Enhanced User Engagement: Increased the likelihood of engagement and conversion by offering tailored content.
    Results
    The campaign achieved higher engagement and conversion rates compared to traditional advertising methods. The personalized approach helped BMW connect more effectively with potential customers.

    6. Starbucks’ AI-Enhanced Mobile Ordering
    Overview
    Starbucks implemented AI in its mobile app to enhance the ordering experience for its customers. The AI-powered system provided personalized drink recommendations and allowed users to customize their orders based on their preferences and previous purchases.

    Key Elements
    Personalized Recommendations: AI suggested drinks and customizations based on user preferences and order history.
    Streamlined Ordering Process: Made it easier for customers to place and customize orders through the app.
    Increased Convenience: Improved the user experience by offering a seamless and personalized ordering process.
    Results
    The AI-powered mobile app increased customer satisfaction and sales, as users enjoyed a more personalized and convenient ordering experience. It also helped Starbucks gather valuable data on customer preferences and behavior.

    7. Sephora’s AI-Powered Virtual Artist
    Overview
    Sephora’s AI-powered Virtual Artist campaign allowed users to try on makeup virtually. The AI system analyzed facial features and skin tones to recommend products and provide a realistic preview of how they would look on the user.

    Key Elements
    Virtual Makeup Try-Ons: AI enabled users to see how makeup products would look on their faces.
    Personalized Recommendations: Suggested products based on individual features and preferences.
    Enhanced User Experience: Provided a fun and interactive way for users to explore makeup options.
    Results
    The campaign increased engagement and sales by offering a personalized and immersive shopping experience. Users were more likely to purchase products after trying them virtually and seeing how they looked.

    8. Cadbury’s AI-Driven Personalized Video Campaign
    Overview
    Cadbury used AI to create personalized video ads that featured images and names of potential customers. The AI system generated videos that were tailored to individual preferences, creating a unique and engaging experience for each viewer.

    Key Elements
    Personalized Video Content: AI created videos that included the viewer’s name and preferences.
    Interactive Engagement: Provided a highly personalized and interactive advertising experience.
    Data-Driven Insights: Used data to tailor content and improve targeting.
    Results
    The campaign significantly increased engagement and brand loyalty, as viewers appreciated the personalized touch. It also demonstrated the effectiveness of AI in creating customized and memorable advertising experiences.

    Conclusion
    These top AI-generated advertising campaigns highlight the transformative impact of AI on the advertising industry. By leveraging AI technology, brands can create highly personalized, engaging, and effective campaigns that resonate with their audience. Use these examples as inspiration to explore how AI can enhance your own advertising efforts and drive success.

  • Best Digital Marketing Agency Ad Campaigns For Your Inspiration

    Best Digital Marketing Agency Ad Campaigns For Your Inspiration

    In the ever-evolving world of digital marketing, agencies are constantly seeking innovative ways to capture the attention of their audience and deliver impactful results. Successful ad campaigns not only drive engagement but also set new benchmarks for creativity and effectiveness. Here are some of the best digital marketing agency ad campaigns that can serve as a source of inspiration for your next project.

    **1. The Burger King “Whopper Detour” Campaign
    Overview
    The Burger King “Whopper Detour” campaign is a brilliant example of creative thinking and effective use of mobile technology. This campaign allowed customers to unlock a one-cent Whopper coupon when they were within 600 feet of a McDonald’s restaurant, driving them to a nearby Burger King instead.

    Key Elements
    Geo-targeting: Utilized GPS technology to target customers near McDonald’s locations.
    Mobile Engagement: Encouraged the use of the Burger King app to redeem the offer.
    Competitive Edge: Capitalized on the rivalry with McDonald’s to attract attention and drive traffic.
    Results
    The campaign was a massive success, with over 1.5 million app downloads and significant media coverage. It effectively leveraged competition and humor to create a memorable and engaging experience.

    **2. Nike “Dream Crazy” Campaign Featuring Colin Kaepernick
    Overview
    Nike’s “Dream Crazy” campaign, featuring Colin Kaepernick, is a powerful example of how brands can align themselves with social causes to create meaningful connections with their audience. The campaign focused on standing up for beliefs and dreaming big, regardless of the obstacles.

    Key Elements
    Social Advocacy: Aligned the brand with a strong social message.
    Emotional Appeal: Created a narrative that resonated emotionally with the audience.
    Bold Positioning: Took a stand on a controversial issue, which generated extensive discussion and media attention.
    Results
    The campaign was polarizing but highly effective, resulting in increased brand loyalty and a boost in sales. It showcased the power of integrating brand values with societal issues to drive engagement.

    **3. Dove “Real Beauty Sketches” Campaign
    Overview
    Dove’s “Real Beauty Sketches” campaign is a profound example of how to challenge societal norms and promote self-acceptance. The campaign involved a forensic artist drawing women based on their own descriptions and then based on descriptions from strangers, revealing the difference in how they perceived themselves versus how others saw them.

    Key Elements
    Social Impact: Addressed issues of self-esteem and beauty standards.
    Emotional Connection: Created an emotional narrative that resonated with a broad audience.
    Authentic Storytelling: Used real people and genuine reactions to tell the story.
    Results
    The campaign went viral, generating millions of views and sparking conversations about beauty and self-perception. It significantly strengthened Dove’s brand image as a champion of real beauty.

    **4. Old Spice “The Man Your Man Could Smell Like” Campaign
    Overview
    Old Spice’s “The Man Your Man Could Smell Like” campaign is a perfect example of using humor and creativity to revitalize a brand. The campaign featured a charismatic character who delivered witty and absurd monologues, positioning Old Spice as the go-to brand for men’s grooming.

    Key Elements
    Humorous Appeal: Used humor to capture attention and engage the audience.
    Memorable Character: Created a strong, memorable character that became iconic.
    Innovative Approach: Leveraged unique and quirky storytelling to differentiate the brand.
    Results
    The campaign revitalized the Old Spice brand, leading to a significant increase in sales and a new, younger customer base. It demonstrated the power of humor and distinctive branding in capturing audience interest.

    **5. Airbnb “Live There” Campaign
    Overview
    Airbnb’s “Live There” campaign encouraged travelers to experience destinations like locals, rather than tourists. The campaign emphasized the unique, personalized experiences that Airbnb offers compared to traditional hotels.

    Key Elements
    Personalization: Highlighted personalized travel experiences that cater to individual preferences.
    Local Connection: Promoted deeper connections with local culture and communities.
    Engaging Content: Used engaging visuals and narratives to showcase the authentic experiences available through Airbnb.
    Results
    The campaign successfully repositioned Airbnb as more than just a lodging service, but as a provider of unique travel experiences. It helped increase brand recognition and user engagement, driving more bookings and expanding its user base.

    **6. Always “#LikeAGirl” Campaign
    Overview
    Always’ “#LikeAGirl” campaign aimed to challenge stereotypes and empower young girls. The campaign featured a video that redefined the phrase “like a girl” from an insult to a statement of strength and capability.

    Key Elements
    Empowerment: Focused on empowering young girls and promoting gender equality.
    Viral Potential: Created a campaign with the potential to go viral due to its strong emotional and social message.
    Social Media Integration: Leveraged social media to amplify the campaign’s reach and impact.
    Results
    The campaign went viral, generating millions of views and widespread support. It significantly enhanced Always’ brand reputation as a champion of gender equality and empowerment.

    **7. IKEA “Retail Therapy” Campaign
    Overview
    IKEA’s “Retail Therapy” campaign was a clever use of SEO and product naming to solve everyday problems. The campaign involved renaming products to match common Google search queries related to relationship issues, driving traffic to IKEA’s site.

    Key Elements
    SEO Optimization: Used SEO creatively to attract visitors to their website.
    Problem-Solving Approach: Positioned products as solutions to common relationship problems.
    Humorous Twist: Added humor to the shopping experience, making it more engaging.
    Results
    The campaign increased traffic to IKEA’s website and highlighted the brand’s creativity in addressing consumer needs. It showcased the power of innovative thinking in digital marketing.

    **8. Heineken “Worlds Apart” Campaign
    Overview
    Heineken’s “Worlds Apart” campaign brought people with opposing views together to discuss their differences over a beer. The campaign promoted the idea of openness and dialogue in a divided world.

    Key Elements
    Social Impact: Addressed social issues and promoted open dialogue.
    Emotional Engagement: Used emotional storytelling to connect with the audience.
    Brand Values: Aligned with Heineken’s brand values of inclusivity and openness.
    Results
    The campaign resonated with a global audience and highlighted Heineken’s commitment to fostering positive social change. It demonstrated the effectiveness of aligning brand messages with broader societal issues.

    Conclusion
    These examples of successful digital marketing agency ad campaigns illustrate the power of creativity, emotional connection, and innovative thinking. Whether it’s through humor, social advocacy, or personalization, these campaigns have set new standards for what can be achieved in digital marketing. Use these campaigns as inspiration to craft your own impactful and engaging ad strategies that resonate with your audience.

  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

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    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



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  • 12 Myths and Misconceptions of Affiliate Marketing – AffiliateMarketing

    12 Myths and Misconceptions of Affiliate Marketing – AffiliateMarketing

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    Affiliate marketing is a popular method for earning passive income online, but it is often surrounded by myths and misconceptions. These misunderstandings can deter potential affiliates or mislead them into unrealistic expectations. Let’s debunk 12 common myths and misconceptions of affiliate marketing to provide a clearer understanding of this industry.

    1. Affiliate Marketing Is a Get-Rich-Quick Scheme

    One of the biggest misconceptions is that affiliate marketing is a fast track to wealth. In reality, it requires time, effort, and strategy to build a successful affiliate business. Like any other venture, it demands hard work and patience.

    2. You Need a Large Audience to Succeed

    While a large audience can be beneficial, success in affiliate marketing is more about having a targeted and engaged audience. Niche markets with fewer followers can be more profitable than trying to appeal to the masses.

    3. Only Bloggers Can Be Successful Affiliates

    Affiliate marketing isn’t limited to bloggers. You can use various platforms like social media, YouTube, or even paid ads to promote affiliate products. The key is finding the right medium for your audience.

    4. You Need to Be a Marketing Expert

    Many believe that affiliate marketing requires extensive knowledge of marketing tactics. While understanding basic marketing principles helps, anyone can learn and succeed in affiliate marketing with the right resources and dedication.

    5. It’s All About Promoting Products

    Affiliate marketing is more than just promoting products. It involves building trust with your audience, providing valuable content, and understanding their needs. Simply pushing products without adding value won’t yield long-term success.

    6. You Can Promote Any Product and Make Money

    Not all products are suitable for promotion. Successful affiliates choose products that resonate with their audience and align with their niche. Promoting irrelevant products can harm your credibility and trustworthiness.

    7. It’s a Passive Income Stream from Day One

    While affiliate marketing can generate passive income, it’s not immediate. It takes time to set up, create content, build an audience, and optimize your campaigns. Only then can you start to see a return on your investment.

    8. Higher Commission Rates Always Mean More Profit

    High commission rates are attractive, but they don’t guarantee more profit. Factors like product relevance, conversion rates, and audience engagement play significant roles in determining your earnings.

    9. Affiliate Marketing Is Free

    Although you can start with minimal costs, scaling an affiliate marketing business often requires investment in tools, advertising, and other resources. Treating it as a real business will lead to better results.

    10. You Don’t Need a Website

    While it’s possible to promote affiliate products without a website, having one can significantly enhance your credibility and provide a centralized platform for your content. A well-optimized website can improve your SEO and audience reach.

    11. Once Set Up, It Requires No Maintenance

    Affiliate marketing requires ongoing effort. You need to regularly update your content, keep up with trends, and continuously test and optimize your campaigns to maintain and grow your income.

    12. Affiliate Marketing Is Dead

    Despite claims that affiliate marketing is no longer effective, it continues to grow. The industry evolves, and successful affiliates adapt to changes in technology, consumer behavior, and market trends to remain profitable.

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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

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    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

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  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



    [ad_2]

    Source link

  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

    [ad_1]

    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

    [ad_2]

    Source link

  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



    [ad_2]

    Source link

  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

    [ad_1]

    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

    [ad_2]

    Source link

  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



    [ad_2]

    Source link