Dear all,
the end of year is close, a year full of great advertising content, I can’t believe how quickly it passed..
I gave you a x-mas flavour already in my last „10 Mins“ edition – but as x-mas is not over yet I just need to share additional ones, apologies!
The first is from Germany for the supermarket chain “Edeka” and it is very likely that you have already seen it. It is talk-of-town, somehow the story seems to hit a nerve, it got more than 42 mio clicks within two weeks! And easily overtook big x-mas players like John Lewis.. It got so much PR, nearly everyone wrote about it and this not only nationally but also internationally. A success which nobody had foreseen. The advertising was heavily discussed – from very positive quotes like i.e. “very courageous”, “fantastic” to more negative reactions, but overall the positive clearly dominated.
Personally, I have mixed feelings. The success clearly speaks for itself – but what is the role of the brand? How is the brand linked into the story? Is the brand memorable? Thanks to the massive (free) PR around it, it clearly is – but when you just focus on the TVC, I am not convinced. Also I doubt that the insight is really true. It might for a minority – but I would say that at least on Xmas family matters for the vast majority. Am I too critical?
What do you think of the story?
However, I love the reply of the German Interrail “Deutsche Bahn” on Facebook and Twitter.. The insight is spot on – and most likely much more than the chosen one from Edeka. It is a great reaction to surf on the hype of #heimkommen, so well done!
https://twitter.com/DB_Bahn/status/672097447854895104?ref_src=twsrc%5Etfw
I like the next example much better. Not only is the insight very true, it is also linked to the brand. Very smart. Can you believe that the core message somehow preaches Digital Detoxing – and that from a brand like Telekom!? This certainly does something for their image, proves that they take their responsibility serious in times of burnout & Co. I find that very brave, as it shows the contrary of what they want to sell. Am sure it pays off, as it comes across as very sympathic and thoughtful. And also credible – especially with Telekom as the sender.
The Xmas bug got me all over! That can be the only explanation for my Xmas mood… Although the next example is not really distinctive – it clearly is on brand and so consistent, it is just great content. And yes, I will always be a Coke girl in my heart. The film was released just Online, but great stories, nice message – and very emotional. True happiness.
On top, a nice little idea of Coke in the UK currently enthuses the consumers. Very charming. Especially when you know that people like to drink a Coke on Xmas and it makes the bottle look much nicer on the table…
The next example is just outstanding. It is for Johnnie Walker – and believe it or not – it was developed without a briefing, even without the knowledge of the client. Why? It is a work from two students of the film academy in Germany / Baden Württemberg. Beautiful shot, great story, very touching and so much on brand, you might even think that you have never seen such powerful advertising for Johnnie Walker before.
What can we learn from it? It should all remind us to not over-create and talk an idea to death – just trust your Creatives and let them do it – it might have such a beautiful result! And hey, as you can see it can also pay off when giving certain projects to students as a case study.. Why not?
Enough of those touching stories & emotions – now to something completely different: Remember the epic advertising of Volvo Trucks with Jean Claude Van Damme? This one is hard to top – but still they are coming up every year with new interpretations of how resilient their Volvo Trucks are. Still very entertaining and with a very clear communication of the benefit. Impressive!
I wish you all a wonderful Xmas and a very happy new year.
May all your wishes and hopes will become true.
Cheers!
All the very best,
Verena
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