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.

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.

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.

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.

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.