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'.

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.

Chocolate bunnies // Easter tastes good at Aldi.

To celebrate the Easter spirit I'd like to share with you these great Easter adverts that have come out of the McCann Manchester office. A cute and simple approach, they fit nicely with Aldi's recent advertising campaign, while celebrating the sweetness and joyful spirit of Easter.

This little girl is too cute, the doggie talent by her side just as cute and the enjoyment of chocolate, inescapable. A wonderfully charming celebration, well done McCann Manchester.

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.