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

Schwepper... wah?

Schweppes finds a touch of magic.

Anticipation of joy proved a strong theme in Australian Advertising last year, with Cadbury's Gorilla and Chocolate Scientist ads and this beautifully captured water balloon ad by Schweppes.

This ad explores a pure and simple moment and shared experience of joy and happiness; wouldn't you love to be a part of that? I love the soft colours of the bar scene and the contrasts to the sharp light of the outdoor scenes; for me this ad is a visual splendour.

Speaking honestly it took a few exposures for me to realise which brand was behind the ad. Perhaps I would make a more direct correlation if it was promoting a digital camera or printer, based on the quality of the visuals.

The sweet, slow love-story emotions are a little lost on me, my relationship with fizzy drinks just doesn't run that deep. 

However, a beautifully shot ad, enjoy!

Welcome. This is my Wonderland.

"As the warm fur of the rug tickles my cheek, I feel the comfort of the burning log fire against my back. I inhale deep into my stomach and feel my body fill up with this warm memory."

I love the story-telling nature of some of the ads being produced. Such an internal and external exploration can be triggered from storytelling in the most subtle of ways; the ability to transport and transform what we know into a new destination.

A delicate art I believe. Ultimately we want to associate the brand with a bigger idea, cause or movement to build a brand awareness, an identity. If association is lost for the sake of storytelling or the connection is not strong, we are no longer selling the brand effectively. The very basis of the industry.

I may be a romantic, but I prefer to work with the attitude that brands can act as a positive catalyst for change; to have a positive value in society. With the tech- and media-savvy audiences of today, we need to go further, to encourage interaction and to be experiential; to add real value to the consumer.

Ultimately, audiences will decide whether a brand is of value and is relevant to their lives. Knowing your audience means you can decide where you need to be and when, what messages will resonate with your audience and become something more than just another advertisement.