02 // be more dog.

When I first saw this ad I thought 'okay, how random'. And then I went to work and people were talking about it. I came home and my boyfriend was talking about it too. It seemed like everyone was talking about that 'random dog ad'.

So job done then, right?

Not really. Talk-ability doesn't necessarily translate in to commercial gain. The questions that seem to get lost are 'what is the desired consumer take-out' and 'what do we want them to do as a result of seeing this ad'? Instead, it seems like the end goal is simply to get people talking (brand awareness and topicality) with the hope that it translates into gains for the brand. Perhaps not, but judging by my personal reaction of 'huh', there's no clear take-out or call to action from what I've experienced.

This new direction that advertising seems to be taking shifts the focus away from simple product, brand or consumer truths and puts it directly on entertainment and viral engagement.

For Goodness Shakes // awkward shake.

Right, I apologise in advance for this one.

There's not much to say really. Other than that this ad is highly entertaining and built around a product truth. It takes a negative in the market and blows it up for all to see, before offering a handy solution.

Quite clever really.

Created by:

The 'viral seeding and marketing legends'.

Expedia // travel yourself interesting.

I'm always happy to share good advertising work that's built on simple insights.

It seems like a no-brainer that one honest insight driving an advertising campaign is an effective way to deliver a message that will resonate. And yet, it doesn't happen enough.

Universal truths are the most powerful we possess. Take the Cadbury 'Gorilla' ad for example. One quietly powerful ad built around the simple universally shared human emotion of anticipation of joy. Or look at the recent Southern Comfort 'Whatever's Comfortable' campaign. A simple execution that taps into an intrinsic human truth; the desire to have licence to be yourself.

I wouldn't put this Expedia campaign in the same circle of excellence, however it is a good example of a recent campaign built on this principle.

And it should stir a small chuckle at least.

Well done:

Metro Trains // dumb ways to die.

Wow.

This ad is brave, creative, entertaining and just plain clever.

Created by McCann for Melbourne Metro Trains, it's no surprise this campaign has won five Grand Prix Awards at Cannes Lions Festival this year.

When I first started watching the ad I wasn't quite sure what to make of it. I did know however that I wanted to keep watching. It was entertaining (almost silly) and the echo of appreciation and amusement from others was all around me. And I certainly wasn't disappointed.

It highlights the strength of simple entertainment, the power of insightful thinking around 'how' we approach a topic and the strength of song and word of mouth.

Everything came together beautifully and the rewards were plenty.

Great work.

Well done

John West // the clue is in the name.

Another great ad from John West. The national campaign features John West's
well-known brand spokesman 'Old Sam' as well as introducing a few new crew members, including the unforgettable Eduardo Wobblechops!

Enjoy!

kmart // daring to be brave.

We all wish we could be brave.

But being brave is a pretty daunting task. Being brave requires a belief in your own abilities and point of view, the confidence to believe that your decision is the correct one. It's the outcome of a particular situation and making the decision that the reward is greater than the risk.

Bravery is exactly what kmart have demonstrated in the ad below. It's a bold approach to an otherwise fairly dull category and it's pretty damn clever as well.

Listen closely and enjoy.

Sony Xperia // be moved.

I never get tired of seeing this ad, it's a splendour for the eye.

The pace and storytelling is gorgeous; a range of old devices and usage occasions all woven into what feels like one continuous narrative. It demonstrates that in order to be good, an ad doesn't need to be particularly clever, just logical and really well executed.

Will it win any awards? Probably not. However, it has created a favourable brand impression for me; Sony you've 'moved me' to believe (or rather, reminded me) that you are reputable, resilient and culturally and historically experienced.

A reminder that an inspiring and relevant sound track alongside the visual is extremely powerful in setting the tone of the ad.

Well done, I'm a believer.

Target // dollhouse for show.

Every now and then we see something in real life that takes our breath away. It's not impressive in the way that special effects nowadays can create a whole new world or capture edge of your seat action. 

It takes our breath away because the idea itself is so beautiful and the execution is real, yet magical. That's exactly what Target has achieved with this life-size two-story dollhouse in Grand Central Terminal's Vanderbilt Hall, New York. 

Visitors can wander around the new furnishings collection, scan QR codes and purchase the items online. A clever idea that certainly can't be ignored. 

I love simple, bigger than life ideas like this one.

Well done.

Volkswagen // the 'ultimate business car'.

Brands love to 'own' terms that help build favourable perceptions, cement their industry position or just simply encourage people to fall in love with them. It's a constant challenge and with the rise of the search engine as a key information source, the 'Google game' has made this challenge all the more interesting.

The SEA-Team have found a way to own the phrase 'ultimate business car' for Volkswagen in the Google image search, and it's quite a clever case study I must say.

Watch and enjoy!

McDonald's // what is it with kids and boxes?

McDonald's always amaze me with their ability to pull out the occasional brilliant ad amongst the mass of everyday promotional advertising.

The connection drawn in this ad is so simple, yet so wonderful. Kids love boxes; they invoke memories of being fun, stimulating and full of imagination. As well as being popular with kids, every mum remembers what fun the simple things were when they were a kid too. 

It's a winner; as an idea, it resonates.

Well done McDonald's for this lovely execution.

Canon // creating beautiful colours.

I have to say, I do love an artistically beautiful execution. 

The general art-lover in me is drawn to ads that feel gorgeously produced and simplistically pure. Less is often more.

These ads just about hit the mark for me, though I'd probably remove the image of the printer, which I find distracting. In all honesty it's probably the bright colours that draw my eye. 

It's a simple idea so this simple execution feels right.

Beautiful.

QR codes // where do they fit?

There's a trend that's been around for the last couple of years and it's one that doesn't yet seem to be slowing down. At the same time though I'm not sure its role in our media has become any clearer.

There are few great executions that use QR codes from what I've seen. Far too many brands simply place a QR code in their advertising because it seems like the 'in' thing to do. Often they don't add anything of value, simply pushing to a web page. Well, we don't need a QR code to get there.

Their common use is aided by the fact that they're so versatile. I've seen QR codes spray-painted on walls, created on ice, out of grass and even the one below, which is made out of flowers.

I love a clever QR code, sadly though I've not seen very many and their overuse is causing their potential strength to be undermined. It's a shame.

Come on now, let's get clever with our QR codes.

Dance pony dance // oh yeah.

Over 12 million channel views, who can argue with that?

At first it seemed a bit random, just an attention-grabbing exercise really. But without seeing any results, I have to say I think it probably worked. The response evoked was one of happiness and laughter, whilst triggering brand recall and talk-ability. Three's 'dance pony dance' has hit all the right notes.

A campaign strengthened even further through an integrated approach. TV ads that pushed to the 'Pony Mixer' hosted in YouTube, Facebook posts and ads to do the same, then completing the circle by playing people's pony ads on TV. 

Three found a way to enter and drive the conversations, gaining earned media and spreading its message far and wide. 

A great case study campaign.

You can create your own dance pony here.

Mercedes-Benz // symbolism is lovely.

Horsepower, perfectly distributed. 

This ad is beautifully executed and is visually refreshing. Is it the most motivating message and execution for its intended audience? Of that I'm not sure. However for me personally, I like it. 

But then again I love horses and art and I couldn't even imagine owning a Mercedes-Benz with where I'm at in life. In my opinion this ad highlights the importance of not only knowing what motivates your audience but also what they like, for ad like-ability can help build towards brand like-ability.

It's a winner for me, though I hope it resonates with those that can actually afford to buy a Mercedes-Benz as well.

McDonald's US // food-sourcing a key theme.

Responsible food-sourcing is becoming an increasingly common theme amongst the big brands. Fast-food chain McDonald's US is one of those getting on board this year, and they've found a beautiful way to do it.

With increased pressures and a growing awareness around environmental issues that 'affect us all' brands are being called into a new light. One where the quality of their product cannot be separated from its roots; increasingly consumers want a product that is not only good quality, but also fits in the basket of being guilt-free to consume because it considers the health of our environment.

Brands are building stories around themselves, becoming more transparent and creating more depth to the brand experience of the consumer. It's an exciting trend and one that I believe will continue. 

Morrisons has also put responsible food-sourcing at the centre of its recent advertising. Though for me, I understand the message but the honesty and authenticity isn't there to the same degree. What I love about the McDonald's videos is the way they tell the story of the little people, giving them a moment in the light.

Don't tell me, show me.

McDonald's // the power of insights and storytelling.

Insight-driven advertising is in my opinion the strongest form that we possess. We can draw on large insights or we can draw on small insights, those specific to a certain type of person, or those that are universal. Whatever the insight, if you can really understand it and communicate it in a way that resonates with your audience, you're in with a winner.

Insight-driven advertising builds brand equity, encourages loyalty and consumer dialogue. It helps make people like you, which hopefully in turn encourages people to buy you. Of course this is no guarantee, however when we sort advertisements into their various baskets (direct response, emotive and insight-driven, interactive) I think insight-driven is my favourite.

This McDonald's ad does just that for me, a beautiful story with honesty at its heart.

IKEA // charming with 'Make room for your life'.

This ad is one of those that I really enjoy because of the way it's produced and the gentle charm of its story. It's actually quite a clever way to showcase the product range and storage solutions whilst delivering an emotive message, 'make room for your life'.

A beautiful piece of storytelling. Enjoy.