John Lewis // keeping Christmas sweet.

As Christmas draws near, there's one brand we can always count on to continue with the same formula they've had for years, and that's John Lewis. For me though, they managed to get the execution spot on in 2011 and anything since then feels like it's trying to do the same thing but having to work a whole lot harder. And it's just simply not as good.

This year's Christmas advert 'The Journey' follows the story of a snowman in his journey across various landscapes to bring back a Christmas gift for his snow-woman friend. Ultimately it's a bit of symbolism drawn out to a lengthy 1 minute 30 seconds in order to try to create a sense of depth and gravity, but I'm afraid this one misses the mark for me.

Let's see what next year holds shall we?

This ad was created by:

You can view all the previous John Lewis Christmas ads here.

Kevin Bacon // annoying or just right?

The first time I saw this ad I thought 'thanks, but no thanks'. Who is this EE company that want to come out and proclaim that they're something worth listening to? And what an arrogant approach; go away Kevin Bacon.

The more I see this ad though, and the more stories and scenarios they weave into it, the more I like it. The more I realise that this brand in fact doesn't take itself too seriously and for that reason, I like them. 

When I saw the below ad is when I converted; some contextual film references we can all remember and a scenario which I believe we can even identify with. You don't have to be an actor in numerous films to have split thoughts or personalities that each have a different idea. In a weird and slightly funny way, I can relate. 

EE, I still don't have a clue what your service is like, though for now you've won me over (I think). 

John West // stories and sustainability a success.

After the success of the 2011 TV ads on John West brand perception and sales, 2012 saw the release of a third 'discover the story...' TV execution. In this third execution 'Blackout' we see the return of the same old weathered fisherman as he shares with us another funny story aboard a trawler, whilst also inviting us to go online to discover the story behind our can.

What makes these ads so brilliant is their easy-to-understand and accessible humour, as well as the depth of their messaging. They help John West establish a position of brand leader as they raise a hand for fish sustainability and overall responsibility in light of questioning and criticism.

The 2011 TV ads 'Lucky Pete' and 'Dimitri's Combover' achieved great success within the advertising circles as well, being nominated as finalists in the 2012 Cannes Awards.

As we move towards 2013 there's a big question to be asked of John West, will they continue their sustainability messaging and to build the brand, or will it be time for a fresh change? Whatever they decide to do let's hope it resonates with the same sense of responsibility and brilliantly humorous insight as these.

You can view all three executions on the John West YouTube channel.

Well done to:

Muscles for music // Old Spice gets interactive.

In the spirit of allowing consumers to be part of the brand story, here's an entertaining interactive ad from Old Spice featuring who else but the one and only Terry Crews.

Viewers can create their own music mash-up with Terry's body by using their keyboard to hit certain notes, and when you're done, you can even record and share.

Proving that an old formula can move seamlessly into the new world, this interactive ad has had some serious reach; the version above has alone had over 3 million views on YouTube. 

We're not even too sure what makes this ad so entertaining, aside from the fact that it's so silly yet impressive and let's be honest, just a little weird. 

Well done to:

   

X Factor idents // TalkTalk gets consumers involved.

As advertisers and marketers, we're always looking for new ways to stand out and to engage with our consumers. One way of achieving this is to allow our consumers to be front and centre, to indulge their need to be the centre of attention.

Self-curation has been a growing theme recently as both production and media planning processes become more streamlined. We're opening up new realms of possibilities; consumers now more than ever are quite literally at the centre of our comms. 

There is also an interconnectivity of media that is becoming more prevalent as the underpinning of large campaigns, where you can track the communication journey quite clearly from online to broadcast media and often, back into online.

TalkTalk is one brand that has taken this approach, creating a series of templates on which consumers can drop their own images/video and broadcasting these as idents around X Factor programming.

Here's just one example of an ident submitted by a viewer and broadcast during the programme:

According to Creative Review, TalkTalk has seen a 40% ROI increase year on year since they began their sponsorship of X Factor. Not a bad result.

Southern Comfort // Whatever's Comfortable.

Every now and then I'll see an ad which is such a simple demonstration of truth and taps into a human aspiration so cleanly that my reaction is found in just one word, "brilliant".

There's something about this ad that you just can't help but love. And what I love about it is the way that it helps marketers understand what us advertising agency folk are always trying to say. Create a brilliant, engaging and insightful idea and let consumers decipher and allocate this within their own lives.

The aspect of this character that we aspire to isn't his big beer belly or his tiny swimmers, it's the strut in his walk that says "yup, here I am". All of a sudden the feeling of confidence and self ease that we desire is within reach, just a grog shop away in fact.

Watch it and enjoy it. A great effort by 

New York

Pinterest // the power of sharing.

In social media it can often be difficult to prove ROI and this challenge continues to affect the uptake of social media campaigns by businesses. In this post, however, I'm more interested in looking at creative ideas around how to use Pinterest to gain attention and word-of-mouth.

  

The key behind creating a campaign that will get traction in any social media is understanding how and why your target market uses a particular social media platform; tapping into this in a way that they choose to include your brand in this experience.

  

Kotex have found a way to do this very well, creating a women's 'inspiration day', at the heart of which is uniqueness, expression and individuality, tied together with the concept of a gift. All capturing ideas that seem to have allowed this brand and campaign to effectively integrate and build widespread impressions.

  

  

Guess also had a similar idea in encouraging their consumers to share their favourite fashion pics and items, with the campaign being drawn on the theme of spring colours. The notion of a contest or competition is also a popular form of engagement in recent social media campaigns.

  

  

Finally, confused.com managed to bring attention to the issue of safety when driving, utilising Pinterest as the means to reach their target market of young women - a primary segment of Pinterest users. The prize itself did not require a big investment and yet the outcome makes this more than worthwhile. The great learning here is that you don't need to put in a great investment to see results - and in this respect your ROI is just about guaranteed!

  

  

Harvey & Rabbit // Love this!

I'm not sure if it's quite simply the concept, the fun, humour-filled and upbeat soundtrack or just the characters themselves, but there is something about this ad that I just simply love.

  

To be quite honest, at first I find myself so caught up in the storytelling of this narrative to really notice who the advertisement is for. But then again it has drawn me in so well that through my self-prompted repeated viewings, I now know who's behind it. After all, what thinkbox are selling is the power of TV advertising, and this it demonstrates very well.

  

Enjoy.

  

Volkswagen // experts at making tiny appealing.

Volkswagen have produced some great ads over the years. Since their iconic 1960s advertising, their strength has always been in their honest, no hard-sell approach to their product. By appealing to their customers in a refreshingly frank and self-effacing language, they were able to change the way customers thought about the automotive category, bringing the small car to the fore. Those attributes that were valued in a car (large, spacious, expensive, impressive) were replaced with new values of small, convenient, affordable and characterful.

  

In their latest advertising campaign introducing Volkswagen's Up! to the U.K. market, Volkswagen have combined with their polished small car, a glossy well-presented book to showcase Britain's thinnest roads - perfectly suited for the Up! While adding value through additional features, giveaways and incentives is not new (advertisers will often do just about anything to get customers over the line), the honest and humble way in which this is achieved for Volkswagen speaks very strongly to the history of this brand.

  

The beautifully illustrated glovebox sized gift presents a nice opportunity to influence the perception of the small car, allowing this to be seen as a positive (perhaps even exciting) attribute and encouraging Volkswagen owners to explore and discover some of the narrowest parts of their country. With such high competitiveness in the automotive industry, it's nice to see something a little different that speaks so strongly to the product, while also being special to the customer. It's the nature of these little things that reminds us why Volkswagen is a brand that we have always loved.  

  

Volkswagen's 1959 'think small' ad

    

Joyville // Cadbury keeps it simple and fun.

Cadbury's advertising has always been effectively simple yet powerful. You just have to look to their previous 'Gorilla' advertisement to see the pure and simple expression of anticipation of joy. In their latest Australian 'Joyville' campaign they've managed to create a whole world behind the brand as well. And it's filled with the simple fun and enjoyment we love so much about the shiny purple bar of happiness (spoken like a true chocolate lover).
    
  

A nod to Cadbury here as well on their social media strategy. The centre of this particular campaign lives at its heart on a microsite (this is where all the main content and brand/campaign messaging lives), but it is also beautifully extended into social media, including Facebook, and Twitter. Cadbury haven't overcomplicated here and have kept to a few mainstream channels.
  
What's nice about Cadbury's presence in these platforms is the way that they have made them fun and social. Since its release, Cadbury has made the most of Google+ 'hangouts' through special guests and live competitions, as well as running a range of other interactive activities across these channels. They've utilised their bought and owned media to encourage their consumers to participate and feedback directly to the brand - generating earned media through word-of-mouth. Cadbury has also used these platforms as an opportunity to co-create with their communities, both on content and new introductory products as well. By enabling their community to speak openly to the brand they've gained a much better understanding of their audience. A brave, intelligent and intuitive strategy.

  

You can visit the campaign website here: http://joyville.cadbury.com.au/
  

 Cadbury's 2007 'Gorilla' advertisement 
  

Dove // Facebook gets a facelift.

Unilever's Dove is known for creating uplifting campaigns that celebrate "real beauty", and in their latest campaign they've brought this notion into the Facebook world with a simple yet clever idea. 

  

  

In a campaign against negative body image, Unilever have purchased additional Facebook ads targeted at those who would normally receive targeted "lose the belly fat" or "slim down in 6 weeks" advertising - primarily young females. Users are encouraged to subscribe to the app to create their own message, which will be published as a Facebook ad. The replacement ads include positive and feel-good messages such as "The perfect bum is the one you're sitting on." and builds the Dove brand up as a positive advocacy brand for women's issues, further cementing its position in the market. A nice way to engage with their market and give them a tiny little voice as well. 

  

IKEA // world's smallest store.

A very clever idea from IKEA! 

  

     

 Known for making the most of space, IKEA have decided to take this theory into a 300 x 250 digital banner, using this small space to showcase their product range and featuring some 2,800 products. Move your mouse around the pixel-based banner to view the products as they magnify when you roll over them. You can even click on the products, which will deliver you to a purchasing page where you can buy. Admittedly perhaps not the most practical way of browsing items, the logic of this does not seem to matter with the charm and cleverly brand-unique big idea behind this little banner.

  

  

You can also view a demo of the banner here.

The clever Agency behind the ad:

Volkswagen // making the most of Facebook photos.

A simple yet clever idea from Volkswagen and intuitive response to how users interact with the Facebook platform. Introducing the Volkswagen Ticari Araç Facebook Flipbook.

  

By uploading 201 consecutive photos into a Facebook photo album on the Volkswagen Ticari Araç page, you need to simply hold down the right 'next' button in the viewer to watch the Ticari Araç as it drives through the desert terrain, over a jump, across a bridge and through a town in a continuous loop.

  

  

Such a simple idea that really takes me back to my childhood, proving that often simplicity is best. With 237 Facebook shares it appears the message has gotten fairly well around as well.

HTC 'Freefall' // an extreme execution.

First of all, it's a bit mainstream for me. The build-up towards the 'lights, camera, action' moment and slow pace of the frames as they fall. Not to mention the voice-over narration that comes in to explain the difficulty of the feat they are trying to achieve. Yes, yes, okay we get it.

I am used to being shown things that appear 'impossible', is that not part of the magic and purpose of the mediums of TV and film? What cannot be ignored, however, is the absolute perfection and extremity captured in this impressive execution. What we see is a big idea, one that takes us all the way into the sky and the extreme activity of skydiving. One that certainly would have involved significant investment too. The message itself is pretty impressive as well, that is if I can manage to put aside my general predisposition that TV adverts are constructed. If I can truly believe what I am being shown it would be quite amazing to think that a phone could capture such high quality.
 

 
Or can it? I haven't actually seen the results, just a quick frame in the well-designed clip. What would be interesting is if this campaign was carried through into social media and given a transparency that helped me overcome this barrier and believe that it truly is real.
  
I can't quite make up my mind about this one, a wonderful piece of work with great potential. I'm just not sure it fully reached it.

Coca-Cola // getting personal a great success.

I've spoken about this Australian campaign in a previous post and it's nice to see it getting some media coverage in its post-analysis evaluation too. The success of the campaign is impressive, effectively gaining attention and initiating trial of Coke through the personalisation of the Coke packaging. The intrigue of finding your own name or that of your friend's on a Coke bottle or can also carried well into social media. The idea behind the Coke campaign, the personalised bottles and interactive online app, were shared throughout social media as people were caught up in the buzz and excitement. Very well executed and it all started with a bright spark of an idea. A great example.

This is a campaign I really did enjoy and it's great to see the results. I re-trialled Coke for the first time in years, and it appears I wasn't the only one.



You can see all the results in this great case study.

IKEA // innovation in the kitchen.

It must be said that IKEA have truly led the furniture advertising world both in the simplicity and effectiveness of their traditional advertising and in their use of new media initiatives. IKEA are known for their quality affordable furniture and expansive range, but what is most impressive is their ability to understand and to relate to their consumer, to make the online and mobile experience with the brand both interactive and fun.

Recently, IKEA created a very clever and interactive idea using the most of technologies to create an engaging video game space for users. The video app is embedded with a narrative that can be experienced through a number of different characters' viewpoints (including the fish and dog) and putting the audience in charge of their own exploration. IKEA were able to highlight their IKEA solutions in an interactive way, allowing users to pull up information on pieces of furniture by clicking on them.

I also enjoyed this 2010 augmented reality campaign from IKEA that allowed users to visualise how new furniture may have fit into their home through the use of an app and their phone camera. The challenge was to overcome people's barrier of not being able to visualise how new furniture may fit into their home. The solution, visualise to your heart's content with the IKEA portable interior planner app.

Simple yet clever, brilliant.

 

  

'Museum of Me' // Intel finds a social connection.

A very clever idea from Intel to display their digital expertise through a social media and interactive video campaign.

The app takes all your Facebook data (name, friends, pictures and words on your wall) to create a personalised 'Museum of Me' designed to show "a journey of visualisation that explores who I am." A personalised visualisation of everything that makes up your online social identity on your Facebook profile. Intelligent, creative and engaging; even with minimal branding this app enabled the Intel name to be carried extensively virally in what has been recognised as an innovative and successful campaign.

 An example of a 'Museum of Me' - Steven Crader

WKD vodka // the truth behind looking good!

This ad is creating some serious chuckles!

Is this the real truth behind men looking good; is it just all show? Have to love the dynamics of the gym and ulterior motives of its members, which is brought out in this funny TV advert. The hilarious nature of this ad I'm sure lies in its truth. Keep trying boys! We know your secrets (we just act oblivious because we find it entertaining that you try so hard). Great ad, share it!

Some classics // Toyota Australia.

Now to share with you a glance back in time and into some wonderful Australian advertising. When this "bugger" Toyota advert was released in 2006 it was considered both controversial and a humorous representation of 'country' Australian culture. As Australians we consider ourselves to be down-to-Earth and hard-working, coming from a vast land with a farming heritage. Not much more needs to be said, if you want to understand typical Australian culture just watch this ad.

At the end of last year Toyota produced another welcomed surprise in the form of the Toyota Hilux TVC below. The notion of a man's relationship with his ute is taken to an exaggerated level when the ute devastatingly falls of a cliff. We identify with the emotions of connection and loss, while being entertained by the humour of the story and human qualities of this emotional connection. Perfectly told through the visuals and pace of the story as the man recalls their special times together. There's even room for a happy resolution to finish it off, who doesn't love that?

Breakfast fuel you'll need // a Weet(a)bix comparison.

The similar product to Weetabix in Australia (called Weet-Bix) is a common breakfast cereal and typically its advertising has targeted active kids, offering them the required fuel for daily achievement. The Weetabix product found here in the U.K. also offers early-morning fuel and links this as key to getting through the rest of your day. Essentially the same product, similar messages, but the target audience and creative execution varies. So which is more effective?

vs. 

Weet-Bix (Australia) took an aspirational approach to last year's campaign, utilising iconic members of Australian sports as the brand's spokespeople. The TVC featured below opens with one of our most recognisable cricketers, Brett Lee. The emphasis here in the first frame is on his career achievement of 190 One Day Internationals (just in case you didn't know the exact figure). A cricket commentary track sets the scene in a numbers-style creative which highlights Brett's main career stats. The important number to remember here though is seven, that's the number of Weet-Bix he's eating in the final frame. And yes, that does seem like a lot. The final spoken line "How many do you do?", while the ad closes out with the last few tones of the 'Weet-Bix kids' jingle. This ad is linked to Weet-Bix's long advertising history in Australia (tracing this jingle back to the '80s) and reminding us to reminisce that "Aussie kids are Weet-Bix kids."

Weetabix advertising here in the U.K. has in previous campaigns targeted the nuclear family, rather than zoning in on active children. Last Summer's campaign, 'Fuel For Big Days' put members of a family up against each other in the debate over who has the most stressful day. Predictable but wonderfully and simply captured all the same, baby wins in that argument. Humorous, charming and quirky; a fun and entertaining execution that is very human and relatable to its audience.

KIA // making the most of minimalism.

A clever and simple creative idea that speaks to a brand insight; this print ad is a stand-out that effectively highlights a key attribute of the product. What this ad does so well is to demonstrate the principle of having a single-minded message. The biggest challenge we often face as advertisers is at the first stage of distilling a client brief that is full of layered messaging.

In an advertisement we cannot say everything, in fact, just one clear message is always the most effective. Receiving a clear and succinct client brief can make achieving this so much easier and paves the way to great creative such as this one.

Entertainment the key to viral momentum // Global Ad Charts.

Unruly, a global platform for social video advertising, has plucked out the top video ads in their Global Ad Charts - based on the number of shares online. Video and social viral campaigns have been recognised as a cost-effective and powerful way to get your brand in front of a large audience, encouraging word-of-mouth through sharing. Depending on your content and campaign objectives, this can be a very strong and effective marketing strategy.

The ad below came in sixth on the Chart and is an amusing and humorous play by Guinness. It is fairly long and steady in pace, however, quite a clever execution and one that animal and beer lovers I'm sure would enjoy. The message of the ad; 'Round up your mates for a Guinness'. The execution provides a fresh take on the sheepdog trials in the lead up to St Patrick's Day and is weird and amusing enough to share.

Unruly Global Ad Charts  

1. Studi43:  Two-year old dancing the jive - 1.11 million

2. Obama: The Road Traveled - 271,131

3. Mercedes: Invisible Mercedes - 226,756

4. Cartier: L'Odyssee de Cartier - 169,333


5. DollarShaveClub: Our Blades Are F*ing Great - 151,215


6. Guinness: Round Up Your Mates - 145,323


7. Vytautas: Mineral Water! - 113,877


8. Converse: DoYaThing - 101,549


9. Rovio: Angry Bird Space NASA Announcement - 66,304


10. Marshall: Introducing The Marshall Fridge - 53,782


Australia Post // symbolism at its best.

These print adverts are certainly not new (they were live in 2007), however, show a charming and clever use of symbolism to create an emotional resonation with their audience. The headline for these ads, "If you really want to touch someone, send them a letter."

     

The challenge of promoting written letters in the current media landscape we would anticipate to be even greater. It would be generation-dependent and yet the principles of emotive messaging would be the same. There remains no written communication more personal than a hand-written letter. Although I'm sure Skype would have a few things to say about being close and personal with the ones you love.

The ambient ad below is a nice example of Australia Post's attempt to modernise into the contemporary advertising environment, while the message of personalisation remains at the core.

Chocolate bunnies // Easter tastes good at Aldi.

To celebrate the Easter spirit I'd like to share with you these great Easter adverts that have come out of the McCann Manchester office. A cute and simple approach, they fit nicely with Aldi's recent advertising campaign, while celebrating the sweetness and joyful spirit of Easter.

This little girl is too cute, the doggie talent by her side just as cute and the enjoyment of chocolate, inescapable. A wonderfully charming celebration, well done McCann Manchester.

The beauty of animation // Carlos Lascano.

Imaginatively capturing work I'd love to share with you.

I recently came across the work of Carlos Lascano, an Argentine writer and director, best-known for his work in animation and illustration. His work is beautiful and covers some advertising projects, but also most-impressive are his short story animations.

The clip below was created to advertise Coca-Cola's sponsorship of the Euro Cup 2012. A breakdown of the illustration and animation process is also included on Carlos' website and provides a great insight into the precision and creativity required for this work.

There are also a number of elegant and inspiring short stories Carlos has created, which can be viewed on his website here. My favourite teaser clip 'A Shadow of Blue' is featured below. The full clip is currently taking part in various Festivals and will likely win Carlos more storytelling, creative and animation excellence Awards.

It is also worthwhile to read the full inspiring story behind this short clip, which can be found here.

Just gorgeous, I love it.

'Feed a Friend' // Pizza Hut a brand that shares.

This one's not a new campaign, but a great social media idea that was launched out of the M&C Saatchi Sydney office last year.

This Pizza Hut campaign successfully linked the online world into the offline; capturing the spirit of sharing through a viral campaign centred on Facebook as the main media platform.

Great to see a campaign that understands so well its consumer insights and responds to broader social and media trends with a finger on the pulse of the online community. A great strategy and a brilliant result, well done.

Pizza Hut - Feed a Friend from Mark. on Vimeo.

Coca-Cola // keeping it fresh with 'Project Re-Brief'.

Love the thought behind this campaign; the transcendence of past into present. The original Coke ad, which aired in the US in 1971 is an iconic advertisement from this period. It features what were at the time new and growing trends of globalisation and connectivity. It tapped into the spirit of sharing and the act of coming together in a way that really resonated with its audience. The theme song itself describes how "I'd like to teach the world... to sing with me... in perfect harmony... I'd like to buy the world a coke."

The new mobile app Coke have released enables people to send a free coke to a number of locations across the world, thanks to specially designed dispenser machines. You can personalise your message and watch the reaction of the recipient as they receive your free Coke. A clever idea that certainly makes the most of modern digital technologies, while extending the spirit of the original ad.

You can view a demo of the mechanics of the campaign via the video below.

A clever idea, but will it take off?

Personally, I was surprised by how much I enjoyed the recent 'Share A Coke' campaign we had in Australia. Coke bottles and cans were labelled with people's names or those you would use to address your friends. "John", "Buddy", "Champ" and many more, featured across bottles and cans; the variations were immense. It was hard not to feel involved with the brand as we searched hopefully for our own names or those of our friends.

Ambient Creative // WWF & The Big Melt.

A very clever idea from iris Amsterdam, marrying new media technology with natural forces. 

This creative involved spray painting a QR code onto hardened ice, which was revealed to its audience as the ice melted. People could then scan the QR code now visible on the icy canal from the nearby road.

The code contained a link to the WWF website, specifically to a page on climate change and the melting icecaps.

A clever, simple and cost-effective placement. Well done, iris.

Source: Best Ads On TV

QR codes have become one of the most popular new media ways of engaging viewers. By holding your iPhone over the barcode, and with the free to download app, advertisers can quickly and easily transport their potential consumers to a website landing page, product-based app or more. All thanks to mobile technology.

There is a sense of intrigue in the code and the destination to which it may take us, and this presents a great opportunity to effectively engage media-savvy and interested potential consumers. 

What we find at the other end has added value if there is some sort of pay-off or reward, an interactive game app or something more for us to engage with. My only concern is if the destination is less than exciting and new, in which case viewers are likely to drop-off much the same as they might do when surfing a standard web page on their computer.

While the QR code is still relatively new, we expect the destination to be much the same.

A common theme // stand-up and take control.

I've noticed a common stylistic theme across both Australia and U.K. for some recent TV advertisements.

While the outtake for the audience is different, as they are each selling different services and have different targets, there does however appear to be a very strong commonality in the way that this is communicated.

The stylistic selection for production of the ads reflects a notion of taking control, whether it is of your money, or the preservation of family dinners.

eftpos // Australia, March 2012
For eftpos, the take-out is overtly to "take control of our money", and thus become "King", which is the creative idea behind this campaign. This ad has come out of the M&C Saatchi Sydney office and is one that I was working on, so it's great to see it complete.The humour and "Australian-ness" of the eftpos brand, being almost satirical in approach, has also been well carried-through in this campaign.

Commonwealth Bank // Australia, February 2012
The low camera-angles and averted eye-contact provide extra dramatisation, allowing this ad to try to be funny. It pokes fun at drama kings and queens if you will, in an attempt to appeal to down-to-earth but satirical Australian humour. I'm not sure it does a great deal for me, however, a strong sense of taking control and action is definitely captured. Again, the product is your own money. A reflection of the Australian economic climate and consumer sentiment to take control of our savings.

 Bisto Best // U.K., February 2012
The product here is quite different to the previous ads featured, in this case it is not money but retail-product gravy. The style used however is quite similar, featuring a range of people talking directly to the camera in snippets that give a sense of taking control, making a decision or commitment. In this case it is to ensure we have Bisto Best "Aah night" tonight; a family meal topped with Bisto Best gravy.

Overall I believe the eftpos ad captures this style best, although I could potentially be bias. The style matches well with the message to "take control", while the visuals are dramatised just enough to become satirical and interesting, without distracting too heavily from the serious-nature of the topic. Nice job, M&C Saatchi.

Keeping it sweet // John Lewis Christmas Ads.

Continuing the theme of Christmas advertising I wanted to share these John Lewis advertisements, which take a slightly more traditional, but effective, approach to Christmas than the Harvey Nichols advertisements featured on this Blog.

In this article on The Drum website, the effectiveness of emotive advertising is highlighted and identified as a continuing and growing trend in U.K. advertising.

Written by Patrick Danaher, Marketing Director of gyro, the article identifies recent successful campaigns that have "used emotional engagement and entered the public subconscious as a result."

It is important to remember here that the goals of advertising are not simply to be noticed, entertain or amuse, but also to influence and even alter behaviour and/or attitudes. Emotive advertising it appears is still the most popular means by which this is achieved.

This takes me now to the past John Lewis Christmas adverts, where a nice emotive theme has been strung throughout these over the years.

Harvey Nichols // a new perspective on Christmas advertising.

Just came across these thanks to a wonderful friend. 

Forget themes of joy and wonder, of discovery and people coming together in celebration. In its 2011 Christmas campaign, Harvey Nichols ensured it did not fall into this broad category of typical Christmas ads, at what can be such a retail and advertisement-cluttered time of year. 

Standing apart from the rest, Harvey Nichols took a slightly controversial approach. A new spin on the "walk of shame", suggesting it is avoided by looking classy (by wearing Harvey Nichols womenswear, of course) when returning home after a one-night stand. 

There was a slight backlash on this viral campaign, but it was definitely worth the attention. I'd prefer to look classy, wouldn't you? Oops I mean, how rude. How dare you Harvey Nichols, to suggest such a thing... 

I'm guessing this advert won the majority vote. A job well done.

Had to include this one as well, the 2010 Harvey Nichols Christmas ad. A little bit wrong, but way too much fun not to share.

Creative Agency:

TV advertising impresses // it's the timing that counts.

I must admit that I am loving the TV advertising here in the U.K. Quirky, thoughtful and clever would be my key descriptors for quite a few of the TVCs that I have come across so far. And at this stage, I must say that overall TV advertising does appear to be done better here than in Australia. 

There is a nice pace to the ads, illusion to narrative and the ads themselves don't appear to be intrusive or jumping off the screen yelling at you. They are well-integrated into the viewing experience and appealing to their audience, actually creating a laugh; a sense of enjoyment and viewing pleasure.

A bit of a nod to the media industry regulators here as well, for not allowing over-selling of the media space and the tiring out of our TV advertising, at what can sometimes seem like such short intervals.

What a beautiful and simple thing to enjoy.

Bakers Meaty Meals TVC exploits a human weakness.

I was fascinated to come across this TV advertisement for dog food which takes a slightly different style, appearing to target dogs, rather than their owners. Using a consumer insight, animal-driven that is, this TV advert actually whistles at such a high pitch only dogs can hear. This is designed to attract dogs to the TV screen, and ultimately the owners to their attentive dogs (who happen to be staring at the advertisement on TV). Their dog appears to be attracted to these treats, what dog-owner can refuse a clear request like that?

  

It would be interesting to see the overall success measurement of this campaign. I have a sneaky feeling that while the idea was novel and certainly may have had an effect on dogs, the amusement of their owners would not necessarily have turned into a sales conversion. After all, as attached, complying and even deluded, as we can sometimes be about our best friends, we know that they are ultimately driven by momentary distractions and don't really know what's best for them. 

That's why we're here.

Image source: 

Messing with a fairytale. Brilliant.

Although I don't necessarily think this idea is genius, there's something about the current The Guardian 'Three Little Pigs' ad that makes me smile.

Causing us to re-think a classic fairytale, we are challenged to consider a different series of events, one that sees the three little pigs as the villains and the 'big bad' wolf himself as the victim.

Framed within a 2012 context full of iPads, YouTube, online video streaming and debt issues, this fairytale is projected into a contemporary context, where everyone is an author and digital and social media are king.

A lesson in storytelling as well, the positioning of the audience and the art of editing, crafting and production. A bit of an insight into the news media as well I feel.

'The whole picture.' is the end line that closes out the ad, a debatable point of view one might argue as the news has always been known to be less than the whole picture, but rather an edited grab of the events. 

And so the debate around the portrayal of news media continues. An interesting piece of work and one which I have enjoyed viewing all the same.

  
Creative Agency:

Montblanc: The Beauty of a Second.

I do love visuals that challenge my mind to think in symbolisms and metaphors.

The latest Montblanc campaign is an interactive one; a short-film contest with an emphasis on time and storytelling. With only one-second to create an impression, trigger a reaction, memory or emotion, you'd better make that second count.

Animals, nature, companionship and bike tricks proved popular choices by the judges for the 80 one-second films short-listed for the final.

A few grabs of some of the entries below.

View the clips for yourself on the Montblanc - The Beauty of a Second website.

02 TVC makes a charming impression.

I am currently loving the new 02 TVC, which is live at the moment. For me this ad is a visual and aural splendour; beautifully captured, and what an amazing song to act as the theme music. A real touch of magic and wonder, I will happily watch this advert again and again. It's just a little inspiring too; the gentle but capturing pace of the story as it moves through different moments in time and generated possibilities. I don't know a great deal about you yet 02, but I like the way you think. Well done.

ALDI Tea Ad. Just watch it.

Love this. Simple, funny and human, in a slightly off-centre way. The dry U.K. humour resonates well with the nation, according to Nielsen, who has named the TVC as the most popular ad of 2011.

Nice work McCann Manchester.



About the most popular ads in 2011

According to Darren Moore, Vice President for Advertiser Solutions at Nielsen, children and animals are triggering more positive responses from viewers, while humour is also a big theme for popularity of ads in 2011.

See the full article by The Drum here.

Moccona moments, an indulgence.

I couldn't help but share this gorgeous Moccona advert, which was live in Australia recently. Love the beautiful simplicity of the story; the power of symbolism and illusion. Gorgeously understated and a refreshing change to the often loud or cliche ads that seem to take over in between our favourite TV programs. This ad I would happily watch again and again; for me it bridges the gap between product and storytelling in a succinct and capturing way.

I was fortunate enough to be able to see this one through from initial scamps and animatic to the final TVC. A gorgeous advert, well done the Moconna team at M&C Saatchi, Sydney.

A sad tale for Sydney Dogs & Cats Home.

Some inspiring work from M&C Saatchi, Sydney. A sad story about the animals that end up at Sydney Dogs & Cats Home. There's something about animals that always pulls on the heartstrings.

TED // Ads Worth Spreading Winners.

TED is a nonprofit all about bringing together knowledge and ideas, uncovering 'ideas worth spreading' and acting as a channel for these. So it's no surprise that when it came to showcasing some of the best ads in their 'Ads Worth Spreading' initiative, these would not only be thoughtful in design, but thought-provoking for their audiences as well.


The ten selected winners challenge us not only to watch, listen and learn, but also to share. Below is a short summary of each of the winners. More information on the initiative is also available from the TED website.

MAZDA; Defy Convention
MAZDA Executive Officer, Masahiro Moro, speaks directly to the viewer about the Hiroshima spirit and the MAZDA attitude of defying convention. Creating a historical context to the MAZDA attitude, to be an industry leader always taking the "less-trodden path", means that the ad has a resonance that goes beyond the product. The MAZDA story becomes much more believable and the product itself more valuable; creating a movement you want to be a part of. Visuals depict children on a path of discovery about MAZDA, as we take this journey with them, looking through fresh and youthful eyes.
  

NTT DOCOMO; Xylophone
I can't help but enjoy such a clever creative execution as this one. The sheer intelligence and creativity behind the idea demonstrates a thoughtfulness, accuracy and precision which, if reflected in the product, I would certainly have confidence in. The connection for me between creative and product is not as strong, although I believe it builds some great brand awareness and identity. Would I necessarily go out and buy the product? Not so sure, but I definitely did find pleasure in watching the Ad.



Sharpie; Start with Sharpie
A personal story by Boey the artist captures an intrinsic human spirit for creativity and exploration. An inspiring story from the artist about his unique passion for drawing on disposable cups, he encourages the viewer; "the difference between a dream and reality is just doing it." Sharpie successfully associates itself with new ideas and expression; a desirable tool for a new exploration of our own. Well done, Sharpie.



CANAL+; The Bear
Who doesn't love a clever ending? This CANAL+ ad is just a little bit unusual and offbeat as it captures the passion of film director, the bear (or technically, a bear skin rug). The reality of these witty quirks does not seem to matter though, only adding charm to the message and end line of the ad; "The more you watch CANAL+ the more you love cinema".




Engagement Citoyen; The Return of Ben Ali
A provocative and powerful clip capturing Tunisian citizen reactions to a large erected poster of ex-dictator Ben Ali. Fear and confusion is rallied into an act of defiance and empowerment when citizens come together to tear the poster down. The message revealed behind: "Beware dictatorship can return. On Oct 23, VOTE." A highly effective CTA and deeply resonating message I'm sure for its Tunisian audience.




Rethink; Your Man Reminder
The notion that sex sells certainly isn't one ever likely to get outdated, but in this case it's selling awareness for breast cancer. Consumer insight coupled with a fun and witty execution means that this ad truly speaks to its audience in a way that their ears (and eyes) are wide open. In this case of selling sex I like it, it's not cheap or a quick-grab, but rather an entertaining promotion of a positive health awareness issue for society. It's a double-score for me, gaining viewer-driven repetition as well.

  

L'Oreal Paris; Aimee Mullins
As a fellow-female you can't help but be pulled into and inspired by Aimee Mullins' story as she talks openly to the camera about her views on beauty and life. A particularly inspirational spokeswoman with two prosthetic legs, this ad truly shows the importance of choosing the right spokesperson for your brand and the resonance this carries beyond simply your brand/product. The tagline continues to resonate and ring true, "Because you're worth is", just saying the words makes you think "Why?" or just simply, "Yes".

  

Xbox; The Kinect Effect
A sweet celebration of the possibilities of technology, Microsoft embraces a collaborative spirit asking its users "what's next?" A nice step into the hearts and minds of consumers, particularly those with a passion for technology. Well-designed and captured, a very pleasant and thoughtful viewing experience. I'm not the ad's target audience, so does it do anything for me? Not really, but then again I've never played an Xbox. Perhaps I will (and perhaps it does).

  

Chipotle; Back to the Start
A beautiful animation and demonstration of visual-storytelling at its best. The soundtrack itself is deeply resonating, while the wonderfully animated sequence shows a farmer who realises that rather than commercialisation, honesty and sustainability are best. The end line "Cultivate a better World" is a big idea in itself. I get the sense that Chipotle stands for something more, and I like it.

   

Prudential; Day One: Linda
Insightful and personal are my first impressions to this piece of the documentary-style series by Prudential. A nice way to start a conversation around their services without falling into the lure of a direct sell. Nicely told and a story I'm sure many recent retirees could identify with.

  

About the initiative

How we choose the winners
We use a few different methods to help us find the most interesting work from around the globe. Six teams of two - made up of one renowned TED speaker and one rising star from the advertising industry - work together to nominate incredible work across specific categories. Twenty-five leading voices in the ad industry act as Advocates and also make nominations. An Ads Worth Spreading channel on YouTube provides an open entry system for agencies, producers and brands to nominate their work.

Source: TED. (2012). TED Initiatives >> Ads Worth Spreading. http://ted.com/aws