I have my fair share of appreciation for such videos which portray technology and its benefits. As much as I like how Fisher Price is embracing this full fledge, there is a chasm we need to bridge when we show ‘the future’ to ‘the present’. Before we embark on this fantasy ride, there are several factors we need to work out. The logic is simple: how then could technology helped us to improve our lives? heck, even to help us complete our parenting roles? This video illustrates engaging graphics coming to life and interacting with both parents and child. We also see how the alarm clock snoozing came into effect with just a simple hand gesture. While working out some concepts for my clients before, I remembered a particular case where I had to provide directions for a rather futuristic video. I cringed at the fact that people are dashing into this whole technology craze. But as I soon realised, there is an emerging need for brands to be seen as forward thinking. Innovative. Rather, LOOKING innovative. It well positions them as leaders in their field, giving them an added edge against their competitors. Branding and marketing has become significantly crucial as we progress into a tech-civilisation. I still appreciate what Fisher-Price had done here. Its just that sometimes its all about the goal rather than the objective isn’t it?
To die in style
Like they say, if you are going to die, you rather do it in a glorious fashion. This video speaks it all. Saatchi & Saatchi, New Zealand has created amazing work for the Toyota Hilux. They not only dramatises the idea, the content is both extremely hilarious and engaging. An alternative approach towards selling a commercial vehicle with lesser traction compared to Toyota’s flagship models. Nice.
Every Single Day
Under Armour produces some of the most durable yet comfortable sports apparels. Their campaigns and ads features famous sportsmen and celebrities all the time. I remembered back in my university days, we had to study Under Armour and how it strategically expand its business through innovation and branding. A company robust in not just its internal processes but determined in marketing with a vision. Their current campaign by Droga5, the “Rule Yourself Campaign”, features Tom Brady in his relentless spirit to be the best. Brady is probably one of the finest specimen who showed great talent from where he was to a four-time Super Bowl champion. I like how the advertisement showed Brady repeating “Every single day”, focusing on the importance of building your success bit by bit towards your eventual goal. Very cool ad.
Loud and clear
This advertisement for baby carrots just shook me off the chair. They actually made healthy food so annoyingly attractive through unhealthy food advertising. LOL. Clearly, simple healthy food lacks good marketing effort. I for once believe that the whole ‘re-skinning’ process is not just merely putting on hippy looking visuals but rather using stronger messaging. Perhaps this advertisement has taken a more outlandish approach, but one that mimics how a typical junk food commercial might actually behave. I wonder if successful advertising means mirroring the traits of another category. Regardless, this ad has gotten my attention nonetheless.
Garbage Man
Got to love how creativity blossoms in Thailand. They make almost every awesome ad seemed so easy, so pioneering. One of the best formula for success has always been to nail the brief with what it is suppose to sell. Not only does viral content helps to garner traction, such ads touches people’s hearts, getting them all warm and fuzzy. Evoking this sensation that make them want to share or even rethink of their fortunes. Interestingly, in this ad the little boy isnt the typical frail little brat but a rather chubby looking boy hero. When it comes to an insurance ad, nothing beats getting the right message across through the emotional route.
Are you watching the world cup?
Everyone’s has their eyes glued onto the world cup right now. Whats unfortunate is that the timings where it is aired is during the day and most people are actually slogging away at work. To make work entertaining, Heineken USA had a brilliant idea. They are proposing American bosses to select one of the games and actually permit their employees to enjoy those matches during work! Check out #BrazilianNoShow challenge. Nuno Teles, CMO of Heinken USA describes that taking part in the challenge might win you an ice cold chilling Heineken.
Some things never change
Some things never change. One example is great amazing brands like Coca-Cola. It continues to inspire us and stay as part of our lives, offering that goodness it did back in the 40s. And it still taste just as GOOD. A new commercial by Coca-Cola features life back then and how life is right now. While we see that apart from changes in the clothes we wore, the cars we drive, we also see that there isn’t much change to our lives. At the end, we are still taking that little walk with grandpa down the park while enjoying a bottle of Coca-Cola. Some thing has never change and will never change.
“Live like grandpa did. Move more, eat well, take it easy”
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.
Not your everyday family car
Advertising has evolved to meet our ambitious behaviors and consumption. One of the formulas commonly adopted in advertising is the dramatizing of the product proposition. While the proliferation of crappy ads done in bad taste has choked the media often, there are some who make dramas seem so smooth. SKODA has recently did this commercial which evidently displays their Octavia vRS as one family car with a difference. And a massive difference we are talking about here. We literally witness the idea of how “even a bad ass would envy” theme come to life here. While the car cruises down the road, a series of dramatic events unfold one after another. By capturing the facial expressions of each individual and their reaction upon seeing the car, it is undoubtedly one attention seeker.
“The new more powerful Octavia vRS. It’s not your everyday family car.”
Thats a standard product benefit pack with a twist. And we can clearly see it in the commercial. Nowadays automobile commercials are starting to get more interesting.
The burger options
Advertisements on TV can be disruptive and irritating to some viewers. So, if you do not have one that is funny and that it leads the viewer to ponder by getting their curiosity aroused, then chances are, the remote’s going to switch you off. These ads by Steak ‘n Shake is amusing and features the story of two phony casts displaying their love for the burgers. Featuring both the teacher and his disciple, the video talks about the perfect balance while the other shows the numerous options. I particularly love how they showed the story in a quirky and amusing way. Check them out.
Zack Chia 