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: