Saturday, March 20, 2010

Creative Advertisements of Cars - For those who are first, and those who aren't!

You can always learn creativity from Car Ads - they have something new to offer everytime one of the big companies (or their agencies) come up with their adverts. Sometime back, an Ad from Honda won them the Grand Prix at Cannes. Since then, Honda Ads are always popular among Creative enthusiasts. Last year, even Fiat "eco Drive" won them a grand prix at that Cannes Lions.

So here are 2 more I could manage to fish out, for their sheer creative brilliance - one in print, and the other a video clip.

The first one is a creative from Lexus Hybrid Cars - leveraging their superiority in Hybrid cars, claiming to be the first ones to conceptualize the "hybrid" technology in a brilliantly executed manner.
Click here for the video - worth a watch!

The second one, is completely on the other side, from BMW - claiming that even if the cars are not the first one, the experience is simply out of the world for the user (or that is what one can interpret!)

Worth a watch...even if you are not the first! ;-)

Monday, March 15, 2010

P&G – Proud Sponsor of Moms (Olympics)

Holly would always come up with something that inspires you – that triggers that naughty bug that is sitting inside you wanting to jump out and explore that whole new world – this time, it is the world of moms – full of only moms and to-be-moms – young moms, new moms, happy moms and tired moms!

This time she gives a direction to work upon, to make commercials women love – an old, light piece, but an insightful read - be where the moms are, talk to them, ask them questions, listen to them when they are talking and pay attention to what they are saying. “You’ll have fabulous, relevant, memorable commercial ideas coming out your ying yang” says Holly.

If it sparked a thought in your head, shoot out and explore the world of moms – for that is exactly what I would attempt to do, in one of my next few entries (after of course, Tiger Woods and Japanese Consumers have been talked about!).

As a thought starter, have a look at this wonderful ad shown during the Olympics Opening Night - Rated almost A+ on emotive appeal, this ad from P&G makes you fall nothing short of appreciative of the sweetness of the creative, and how wonderfully it engages you during the entire piece. You can have a look and agree / disagree with me:


The ad speaks for itself. Fabulous job of tapping into exactly how moms feel. Excellent Corporate branding by P&G, with the tagline “Proud Sponsor of Moms”!

Coke and the Toyota Ad are there as well, worth a look – but of course, nothing beats this commendable emotional piece of work!
[Via Marketing to Women Online – Why I love Moms and How to Create Commercials Women Love]

Monday, March 08, 2010

Smoking Creativity on a Burning Issue – the old and the new! (New York & France)

If you are into creatives, you would know (more) - Chicks, Children, Canines and Cigarettes – you don’t need to sell them, for they sell on their own. But for the sake of sheer creativity, though, they are, what one can say, ‘essential ingredients’ of any viral campaign.

No wonder this space has mentioned Cigarettes in a lot of previous entries (as it has Chicks, Children and Canines as well)

Imagine cigarettes being a cure-all for physical and emotional ailments, or one your kids are proud of, for their daddies or best case, smoking curing asthma for you!

A brief report by Adage raises a question which I keep asking myself, while appreciating the creative geniuses behind some of these campaigns – whether one should criticize the horrific results that these campaigns entail, or appreciate the stunning creativity behind them! Even though the video is inconclusive, unfortunately, one can’t help but go for the latter sometimes (at least I did)!

Click here to see the report about the exhibition that was displayed almost a year back at the Science, Industry and Business branch of the New York Public Library, and covered ad agency output from the 1920s to the 1950s.

Though this exhibition was displayed more than a year ago, it reflects the various facets of cigarette advertising in the first half of the 20th century, with the subtlety in their advertising, where cigarettes are recommended by one and all – from children for their “daddies” or dentists to their patients, women for their sex appeal, or, doctors to cure various ailments, and even Santa Claus in some cases! Some great work around Cigarettes – worth a look!


A key insight about the industry is what pains you though – according to the report, most companies target the entry segment, which is children in the age group of 12-22 years, spending billions of dollars in enticing children to smoke! Adults, once regular smokers, are loyal to their brand, and do not change brands easily. Hence, this segment is their focus! Also, 40% of these young consumers belong to 2 countries - China and India! Quite sad and unfortunate!

But there are people / workgroups that are concerned about this fact, and work on exactly the opposite – enticing children to come out of smoking, or better, not get into it at all! One such creative, in France, done by BDDP & Fils, has come out with a brilliant campaign on anti-smoking, where Smoking is termed akin to slavery, and might also make you so addicted to tobacco that you might just be ready to do just about anything to get it!

But, if you were to read (rather ‘over-read’) it as Smoking alluding to Sexual abuse, it might not go down everyone’s throat so well! As expected, this campaign has received criticism for its allusions!

The tagline reads, “Smoking is being a slave to tobacco” – I personally liked the subtlety in the print. However, not everyone appreciates such black humor. According to a report at Youtube, Sexually-charged Anti-smoking Ads Rile France, the ad is misinterpreted as smoking leading to sexual abuse.

The ad, according to critics, gives the impression more about sexuality than anti-smoking and alludes to oral sex, which has irked a lot of parents! Though the supporters of the campaign argue that the harsh message is deliberate and the sexual connotations are inserted to make young people aware of dangers of smoking

As mentioned above, the worst hit are the teens - Teen smoking is a health issue in France, where a third of 17-year olds smoke, despite ban on smoking in restaurants and bars. And other campaigns don’t work with them! So it was required to send out strong signals that dissuade them from smoking. Hmm – would sexual allusions / innuendoes actually push them away from smoking or attract them further?

And do bans on smoking or its advertising really help? I don’t think so, as revenue streams continue to flow almost at the same pace for the cigarette companies, whether advertised or not!

So, as I said, one of the 4 “Cs” – does it really need advertising to sell? Or let me put it the other way around, does anti-smoking advertising really help in de-selling? Maybe, just practicing creativity for such virals is good enough! And all this talk of ban on advertising and anti-smoking campaigns, is probably, just “Smoke in the Air”, literally!

[Advertising Agency: BDDP & Fils, France ; Via Ads of the world, Adage, girl smoking, Girls Smoking]

Puppy Marketing at Pedigree – ‘Catch’ the Cuteness (Toronto)

Can cuteness sell?

Well, in case of puppy lovers, it can –for a new commercial of Pedigree definitely has created ripples in the online world, with more than a million views, which, in all probability, would entail positive publicity for the brand, which, in turn, might or might not translate into more packs being sold for Mars. Spend 2 minutes to appreciate the simplicity behind the creative:



Simple. Creative. Masterpiece – excellently shot!

According to Creativity Online (via Mashable) , the video was shot with a Phantom camera at 1,000 frames per second, which explains the underwater-like quality of this viral commercial. Director Bob Purman (Agency: TBWA, Toronto) explains the spot thusly:

“The ‘Catch’ spot was to be a series of shots of dogs looking with anticipation as a piece of dog food is flying through the air towards them. We shot close-ups of the dogs at 1000 fps. The result was really wonderfully anthropomorphic. The super slow motion really captured this intense sense of desire in the dogs’ eyes. To me it was equal parts awe inspiring and hilarious to see so rich a palate of personality in a dog’s facial expressions…(the ad) really exploits the dynamics of the dogs’ athleticism and their emotive personality in slowed time.”

According to Lori Luechtefeld at iMedia Blogs, this ad is rated high, as it not only has Adorable pets, but also no digital effects to make it more appealing, and so is worth every penny that is invested on it.

Natural Videos of cute Pets are bound to get attention, which is why this ad has a high emotive appeal as well, considering the “viral” quotient of this ad.

But, does this mean any ad with pets will sell? Not always, says Lori. Another ad of Friskies has a cat and a lot of digital effects. However, it lacks the punch and the connect completely. Reason? The audience is pet lovers and not ‘Avatar’ lovers, and so the flavor does not go down well with the right target group. A leaf to be picked from Marketing 101, I presume!

Also, some argue that is a copy of the another ad from Vitalic and the creative team did receive some flak for copying the essence of an existing ad. However, looking at the cuteness quotient, TBWA seems to have done a far better job of getting that emotional flavor out of a lot of us! Kudos to the team for this one!

[via Mashable, Creativity Online]

Sunday, March 07, 2010

Leveraging Social Media - Crop or Crunches (Costa Rica)

Just realized that I still haven’t posted the post on Tiger Woods, that I had been working on for almost 2 weekends. Actually, I was too busy with my social media world and trying to exercise.

That’s why, when I glanced through a campaign which is a mix of social media and Gymming, it had to be posted here. Have a look at this campaign, and if you are a regular at Facebook, twitter or messenger, you would realize that it does reflect the situation around most of us.


The tagline reads as “What you leave out of Twitter, put it into Gold’s Gym” or “What you leave out of Facebook, put it into Gold’s Gym

Very well connected with the Couch Potato Gen Y! That’s what Social Media does to us. So you have an option - for those who are too lazy or busy for crunches, learn how to crop your pics! :) Others can choose Gold’s Gym!

Few more examples on what you can do with your pics (Messenger editing and Cropping) (for those looking for some tips)

[Advertising Agency: jotabequ Grey, San José, Costa Rica, Print Ads-Twitter, Messenger, Facebook]