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.

Ambient Creative // WWF & The Big Melt.

A very clever idea from iris Amsterdam, marrying new media technology with natural forces. 

This creative involved spray painting a QR code onto hardened ice, which was revealed to its audience as the ice melted. People could then scan the QR code now visible on the icy canal from the nearby road.

The code contained a link to the WWF website, specifically to a page on climate change and the melting icecaps.

A clever, simple and cost-effective placement. Well done, iris.

Source: Best Ads On TV

QR codes have become one of the most popular new media ways of engaging viewers. By holding your iPhone over the barcode, and with the free to download app, advertisers can quickly and easily transport their potential consumers to a website landing page, product-based app or more. All thanks to mobile technology.

There is a sense of intrigue in the code and the destination to which it may take us, and this presents a great opportunity to effectively engage media-savvy and interested potential consumers. 

What we find at the other end has added value if there is some sort of pay-off or reward, an interactive game app or something more for us to engage with. My only concern is if the destination is less than exciting and new, in which case viewers are likely to drop-off much the same as they might do when surfing a standard web page on their computer.

While the QR code is still relatively new, we expect the destination to be much the same.

A common theme // stand-up and take control.

I've noticed a common stylistic theme across both Australia and U.K. for some recent TV advertisements.

While the outtake for the audience is different, as they are each selling different services and have different targets, there does however appear to be a very strong commonality in the way that this is communicated.

The stylistic selection for production of the ads reflects a notion of taking control, whether it is of your money, or the preservation of family dinners.

eftpos // Australia, March 2012
For eftpos, the take-out is overtly to "take control of our money", and thus become "King", which is the creative idea behind this campaign. This ad has come out of the M&C Saatchi Sydney office and is one that I was working on, so it's great to see it complete.The humour and "Australian-ness" of the eftpos brand, being almost satirical in approach, has also been well carried-through in this campaign.

Commonwealth Bank // Australia, February 2012
The low camera-angles and averted eye-contact provide extra dramatisation, allowing this ad to try to be funny. It pokes fun at drama kings and queens if you will, in an attempt to appeal to down-to-earth but satirical Australian humour. I'm not sure it does a great deal for me, however, a strong sense of taking control and action is definitely captured. Again, the product is your own money. A reflection of the Australian economic climate and consumer sentiment to take control of our savings.

 Bisto Best // U.K., February 2012
The product here is quite different to the previous ads featured, in this case it is not money but retail-product gravy. The style used however is quite similar, featuring a range of people talking directly to the camera in snippets that give a sense of taking control, making a decision or commitment. In this case it is to ensure we have Bisto Best "Aah night" tonight; a family meal topped with Bisto Best gravy.

Overall I believe the eftpos ad captures this style best, although I could potentially be bias. The style matches well with the message to "take control", while the visuals are dramatised just enough to become satirical and interesting, without distracting too heavily from the serious-nature of the topic. Nice job, M&C Saatchi.

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:

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.

Bakers Meaty Meals TVC exploits a human weakness.

I was fascinated to come across this TV advertisement for dog food which takes a slightly different style, appearing to target dogs, rather than their owners. Using a consumer insight, animal-driven that is, this TV advert actually whistles at such a high pitch only dogs can hear. This is designed to attract dogs to the TV screen, and ultimately the owners to their attentive dogs (who happen to be staring at the advertisement on TV). Their dog appears to be attracted to these treats, what dog-owner can refuse a clear request like that?

  

It would be interesting to see the overall success measurement of this campaign. I have a sneaky feeling that while the idea was novel and certainly may have had an effect on dogs, the amusement of their owners would not necessarily have turned into a sales conversion. After all, as attached, complying and even deluded, as we can sometimes be about our best friends, we know that they are ultimately driven by momentary distractions and don't really know what's best for them. 

That's why we're here.

Image source: 

Messing with a fairytale. Brilliant.

Although I don't necessarily think this idea is genius, there's something about the current The Guardian 'Three Little Pigs' ad that makes me smile.

Causing us to re-think a classic fairytale, we are challenged to consider a different series of events, one that sees the three little pigs as the villains and the 'big bad' wolf himself as the victim.

Framed within a 2012 context full of iPads, YouTube, online video streaming and debt issues, this fairytale is projected into a contemporary context, where everyone is an author and digital and social media are king.

A lesson in storytelling as well, the positioning of the audience and the art of editing, crafting and production. A bit of an insight into the news media as well I feel.

'The whole picture.' is the end line that closes out the ad, a debatable point of view one might argue as the news has always been known to be less than the whole picture, but rather an edited grab of the events. 

And so the debate around the portrayal of news media continues. An interesting piece of work and one which I have enjoyed viewing all the same.

  
Creative Agency:

Montblanc: The Beauty of a Second.

I do love visuals that challenge my mind to think in symbolisms and metaphors.

The latest Montblanc campaign is an interactive one; a short-film contest with an emphasis on time and storytelling. With only one-second to create an impression, trigger a reaction, memory or emotion, you'd better make that second count.

Animals, nature, companionship and bike tricks proved popular choices by the judges for the 80 one-second films short-listed for the final.

A few grabs of some of the entries below.

View the clips for yourself on the Montblanc - The Beauty of a Second website.

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.