time is flying, spring showed only a glimpse of sun until now, so before that changes use the time to deep dive into
fresh advertising… Feels like a sun beam and very refreshing, too!
My first example is strongly linked to our bikini and swim shorts body shapes.. And really, who cares? Dove proves again that shapes and sizes are diverse and no matter what size, also normal. Their strategy very consistent, now also transferred to their packaging of Dove bodywash. Made me smile. I like, I like. Especially when you consider that it requires a far more complex production process as well as more complex logistics for wrapping and shipping.
For the next example I like the idea a lot. Very simple, very cool and also cheeky and very entertaining. The spots are for Rewe, a German supermarket chain and want to highlight the private label “Ja!” which is well-known for good quality to a cheap price. From my point-of-view great content, nails it and is definitely memorable. Ja! More of that, please.
I am still giggling about the next example. So funny! It refers to the fact that there are special times in Germany where the police increase the amount of mobile speeding cameras in cities for a limited time only, called “Flashing marathon”. The “Deutsche Bahn” used this insight to their advantage, very congenial and engaging content for their social media channels. Well done.
Less funny is the next example - but not less impactful. One might think that the topic of “road safety” is somewhat used up already – and still there are examples who interpreted it in a complete different and unique way. So does this example – and my guess would be that the “victims” do not jaywalk too soon again. Mission completed..
Am still a bit indifferent about the next example. The going industry wisdom now is that younger demographics tend to
put a lot of trust in messaging coming directly from social influencers, perhaps more so than they do with traditional advertisements. Unilever send a “new” product to influencers to test it and
receive their reactions to later reveal the truth about the product. Generally, I would say it was a clever insight to put it to reverse, however it left quite a bad aftertaste with me. Being
tricked can be super funny – but it can also be quite embarrassing – and that was my feeling while watching it. Which does not mean that it can’t be convincing to the broader mass. New potential users might give it a try – and
it certainly is a nice confirmation for the actual buyers. What do you think?
Not sure if you have seen the latest ad from Pepsi with Kendall Jenner? If not, you did not miss anything as it is not really worth watching, sorry! – but the discussion around it certainly is. Very much so to the advantage of Heineken beer who launched a new campaign nearly to the same time as Pepsi did. Heineken way smarter and far more credible than Pepsi – and because of this, Heineken benefits from Pepsi’s failure. Heineken worked closely with The Human Library™, a non-profit organisation which is designed to build a positive framework for conversations that can challenge stereotypes and prejudices through dialogue. #openyourworld is a great example for tolerance in a free world. Every opinion counts, there is no right and wrong – listening leads to understanding. Or maybe not, but at least it helps to overcome monotype thinking. A great discussion with great timing, very well done!
That was it. Hope you enjoyed it!
Wish you all the best. In case you need an external view and grip, I am here! I would be more than happy to support you - just give it a try...