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:

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.

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: