Every week I attempt to share a compilation of clutter-breaking creative ads from around the world. As pundits have pointed out before, getting noticed is the first test of an effective ad. It is even more difficult in today’s highly cluttered media. My compilation this week includes a print ad for LandRover with clever wordplay, a TVC to highlight the heritage of Renault Clio and more.
The extended lockdown periods over the past few months in many parts of the world, has seen a spike in consumption of video and audio streaming. This aspect has also been talked about in media and hence got a lot of mind space. A new print ad from LandRover cleverly marries the brand’s long standing communication theme of taking on the outdoors and this phenomenon in a simple, charming word play.
KFC: It’s Finger Lickin’ Good slogan
It takes a lot of hard work to create distinctive brand assets. And guts to stop using them to adapt to the market context. KFC has released official communication announcing that they will stop using the famous slogan Finger Lickin’ Good as it seems inappropriate given the COVID-19 induced situation across the globe. I liked the self-deprecating tone of the announcement and the marketing communication that’s been put out.
Agency: Mother, London
In 2018, the brand played around with their brand name itself to apologise for the supply issues in UK.
Renault: The New Chapter of a Great Story
It’s been 30 years since the launch of Renault Clio. The variant has evolved over the time and is launching a hybrid car now. To mark the occasion, a new ad highlights the role of the car in the life of a generation and how it has evolved over the years to be passed on to the next generation.
Agency: Publicis Conseil
Adobe Photoshop: voyage
In 2015, to celebrate 25 years of the brand, Adobe Photoshop used ‘Dream on’ by Aerosmith as the soundtrack. In a new ad the same theme of imagination is brought to life with ‘She’s A Rainbow’ by Rolling Stones. The sheer visual richness of an everyday commute being transformed is riveting.
Olay: women in STEM
Brand purpose is a territory which every big brand seems to be serious about. Over the years brands have realised that if they go down this path, words have to be matched with actions. OLAY has taken up the cause of gender gap in STEM. To start with , they have pledged $1mn for educating women. The link to the brand? ‘ There is a lot of science in this little red jar’ (of Olay) is the link.
The communication takes forward the theme by offering puzzles to solve and decode the message.
Home Equity Bank: catch the scam
This is content marketing at its best. Here are a set of ads from Canada’s Home Equity Bank which don’t look like ads. They feature Frank W. Abagnale, a former conman whose life inspired the Hollywood film ‘Catch me if you can’. He is now a security expert and his ‘voice of authority’ is used cleverly to educate consumers about common bank frauds and the things to watch out for. Loved the format and the execution.
Agency: Zulu Alpha Kilo
Axis Bank: Safer India through safer payments
This video is about a couple of weeks old released around India’s Independence Day. I liked they way ‘tap’ as a gesture (to make payments) is linked to musical instruments which involve a tap or touch to play. The rendition of Vande Mataram is apt for the occasion and the message to go digital for payments comes through.
Heycar: good feeling
Sometimes, the right song or a well-composed jingle can imbue an ad with not just noticeability but repeat value. A new ad from Heycar has that feature with a great choice of song – Good Feeling by Flo Rida. The casting and acting add to the repeat value.
Agency: Atomic London
Which one was your favourite? Do comment in.