Awaken your soul

These days more and more automobile commercials are trying to break the norm of showing just a car right smack in the face with some really cliche catchy copy. At the same time there are also commercials which are way too over the top. They do not deliver the product message clearly and communicates the products facts that are not entirely true. KIA has done a commercial that is actually quite beautiful. Publicidad Tere Suarez, Puerto Rico, the advertising agency which did this commercial for the KIA Soul had one message in mind – Awaken Your Soul. We see the vehicle brisk through the jungle effortlessly and quietly. Slowly awakening the living souls hiding within the forest. A tad mystical yet coupled with true elements of nature. This commercial is both pleasing to the eye and showcases the product features.

I will do this… for Aids.

In Singapore, the Aids awareness is not as pervasive as western countries. People couldn’t care much less about Aids. In fact, I haven’t really seen any brilliant campaigns that could engage people here to make their first move to participate in events and activities for Aids. On the other hand, here in this commercial we understand that majority of people globally does care about Aids and will do almost anything to make a statement. I guess the efforts to push for Aids awareness is just not enough in Singapore. Well, as you can see from this commercial for Scotiabank, they are making things really easy and simple. Cutting down the layers of nonsense they see out there, a simple action is all it needs to prove your statement against Aids. In the video, we see people shaving, keeping a ponytail, wearing stuffs or even bizarre ideas like flying, just in an effort to create their statement on Aids. Scotiabank really just believe that you can improve the lives of those plagued by HIV/AIDS simply through walking and effectively making a donation. This amusing commercial is a great example that through humor we can create simple and effective messaging.

Off that endorsing machine

Most people would instantly switch their mind off the moment commercials start hitting their screens. Commercials to them is an instant interruption. What we really want to do these days is to get them out of this paradigm. Of course, celebrity endorsements are by now, ranked the most utterly trashed way of product marketing. They get paid lots of money to say awesome things that really doesn’t appear so. Footlocker wants to make sure that their spokesperson, NBS player Blake Griffin, make it a point to say the truth. And that is how truly kick-ass Footlocker is. In addition to that, Blake also talks about how the brand actually make him shine at his best. Check out the amusing approach BBDO New York adopted for this commercial. Great job.

Distance makes the heart grow fonder

They say distance makes your heart grow fonder. Now, with technology and simple photography we can keep the distance nearer. A campaign by Pereira & O’Dell for Skype addressed this by working together with Singaporean photographer and visual artist John Clang. They produced 3 short films with John’s ‘projected’ portraits based on the message – “Stay Together”. It enables families to be photographed together, fulfilling the dreams of most of them. These video spots were shot and directed by Station collective Peking. Check out these touching videos.




I had a good laugh when I saw the ads by BBH London for the British soft drink brand, Tango. They are known as the ‘AAARGH’ ads. What you do see in all the 3 executions is the reaction of the person after gulping down the soft drink. Some times a simple yet exaggerating execution could result in a rather memorable ad. However, the results could be dicey if the creative work is not well managed. This tv spot is short and sweet with a highly impactful effect simply illustrated by those exaggerated expressions. This is great work produced without being encumbered by any stale traditional advertising formula. I like it.

Talk to that remote

Screen shot 2013-04-06 at PM 03.04.11


With the trend moving towards voice recognition these days, Google is making great progress embedding this technology in most of its products. Voice recognition is very much used in a lot of products these days including auto car in built systems and not to mention that Google’s Chrome browser also has voice support ability. This provide convenience as well as ease of use.