From a digital perspective, we have witness quite a hand full of such ads. These ideas somehow never fail to make me smile. I actually like the effort of bringing something to live especially when it is done using simple easy approaches. A creative execution from BBR Saatchi, Israel. We see how Ford Explorer can easily communicate its innovation in 3 very interactive print to digital execution. Always good to have more of these ads around isnt it?
Change bit by bit
This ad by Saatchi & Saatchi, Bucharest, Romania for United Way might seem like a very simple ad but I do feel the message is well conveyed and extremely impactful. Cutting down the layers of flashy details, going straight to the core of the message, the ad communicates the importance of changing lives. We see a sad old lady, a dirty little boy and a gritty looking man transforming in the videos. Their differences in appearance was well illustrated from the beginning to the end of the video. Clearly, what we see in our daily lives can be changed through the little actions we do. Donate generously.
Dell vs iPad
This bashing commercial came out a few days ago and I saw it over on youtube. We see a comparison video of the Dell tablet vs iPad and it is evident that the iPad is losing it’s thunder. As technology advances, it is not possible to solely rely on emotional advertising anymore. I have to admit that I am an Apple follower but those days are slowly fading away. Steve Jobs used to market Apple in the direction of emotional marketing where he identifies that people made a purchase because they truly love the brand as a WHOLE. The service it provides, the engagement it gives, the technology it promises and that cool factor it extrudes. All in all, it was cool to own an Apple product. As Saatchi & Saatchi’s CEO Kevin Roberts had preached, the Lovemarks concept is a marketing approach aimed to replace Brands. It focus on the the “want” rather than the “need”. Unfortunately, these days consumers tend to compare not just their wants anymore, they need to have their basic requirements fulfilled And consumers are starting to be more and more pragmatic in their purchasing decisions. This video identifies the shortcomings of the iPad as compare to the Dell tablet. There were quite a few down sides in the comparison which includes the feature of dual app running concurrently, magnifying of menu layout, SD card ..etc. Apple, it is time to buck up and start to gain back that market equity you once command with more desirable “game-changer” features for your future products.
Are you an Apple fan? Have you been experiencing disappointment with the brand lately? Feel free to drop your comments.
Zack Chia 