here we go again, with a fresh edition of my „10 Minutes of Creativity“..
Right after the Superbowl 2016, a great source for creativity – but I need to disappoint you, am going to share only one example out of the flood of ads..
I wasn’t too impressed by the ads this year and my feeling is – this year more than ever before – that it gets to a point were it is simply out-dated to spend so much money on one ad only.. The big spenders are realizing this too – and this year is the first year where they were playing a lot on Online, too. With teasers, to generate excitement upfront etc.etc.. Right so! Just imagine if the money would go in Online (including Social media, of course!) only, whoohoo, crazy..
The one ad I really liked and which stood out for me was the one from Audi.
Did you see it? Great homage to David Bowie, too. Very emotional, the insight to the story (although just relevant for this one person) really brilliant to bring the benefit across so that everybody can understand what he or she will get with this car.. I like!
Still from last year’s Xmas but the following is an outdoor experience which I think is worth to share and which surely speaks for itself… Fun idea!
In wintertime all the ads and activations around medicine against a cold have their peaks – problem is that the majority does not really distinguish from each other. A different approach was taken from Theraflu in Poland who installed an Outdoor thermoscanner which was able to tell you if you were feverish or not. A fun way to engage with the consumer – and to link it to Online by a thermoscanner selfie which could be shared via social media etc. Not breakthrough, however this a wonderful mash-up of technology, health, real-life application and consumer engagement - distinctive from the competition and therefore worth sharing:
The next example is one of my favourites. Am stunned that it is still possible to generate such emotions – haven’t there been so many out there of the same? So many brands were jumping on that train of generating content, which taps into an emotional insight – but still, if it feels right for the brand and fits their values, it certainly works!
Dove proved with their examples that they were able to re-load their brand every year by just telling the story in a very consequent but always new way.
The more surprising is that Nivea was not shying away from that strong competition and found its own, really surprising, way. Impressive, very credible and also very touching – in its true sense of words!
Touching in a complete different way is the next example. It is a campaign not for a specific brand but for a real cause, initiated by the owner; Madonna Badger, of an advertising agency in the US. It started that she googled “objectification of women” and was gutted to see the results. The agency developed a campaign, which has called on the advertising industry to stop objectifying women to sell products. Badger wanted to prevent the ad industry from sending damaging messages to young women and girls that could potentially harm their self-esteem and confidence. As a consequence the agency announced it will no longer create ads that objectify women and will also avoid overly digitally enhancing women featured in its ads. Good move!!! #womennotobjects
Think the following example perfectly fits the message of the previous one. As you might remember I shared one ad of Barbie last time with the message “You can be anything”. The following just manifests what this ad communicated and shows the consequent way that the brand Mattel with Barbie finally (!) goes and that it is really an evolution – if not to say revolution. It was about time and I am sharing it as I think that this consequent Marketing will pay off, am 100% sure.
The next activation is already a year old – but for me the perfect closing by wishing you all
a happy Valentine’s Day. So tender… J
They are using a nice and true insight, it is entertaining and also engaging content and fits the brand – what more can you wish for?
Happy Valentine’s Day!