Selling a product requires not just that convincing part of your pitch, but also a determination to exaggerate or dramatize it. Advertising works in such unique way that it takes both the receiver and the advertiser to ignite that chemistry for an end result. Take this case for example, Aldi, a retail store created amusing commercials with the intention to communicate an invisible hype that everybody in town is blabbering off the staggering deals they are giving off. We see in these two commercials how they bring that point across by foolishly trying to blend that message in any circumstance ever possible. It does seem like the script is pretty phony and the execution appears rather naffed. I think one way to make the series stronger would be to execute a few more scenarios to pull the entire campaign’s concept together. This in my opinion is lacking in creative content and poor illustration of hard-selling advertising.
Sometimes we come out with great strategies that overpowers the creative aspect of our work. When such a situation happens, a creative piece of work turns out to be less humorous nor unique but somehow it manages to grasp the marketing objective so tightly that it comes across as a hard selling effort with some “by-the-way” fun in it. We see the new Hyundai Equus commercial with a great insight – “What kind of car is that?” As the vehicle glides through town, we see curious faces probing that iconic question repeatedly. We even had babies pointing at it. While this remains a very tactical insight to promote the new car, it is somewhat lacking in it’s creative execution. Something funnier or even something less direct might make the ad a bit more compelling. What do you think?
There were the times when you saw something but you actually did not, and thought your imagination or eyes are playing tricks on you. Now, what if that is true and this liberal act of fooling people’s eyes is all in the name of fun and surprise? Orange mobile, has launch a series of interesting outdoors, bringing that surprise element to the public. All these surprises with the effort to convey the message that Orange delivers bespoke services for your mobile bills when you travel. Check out my favorite among the four, the art gallery one. Below, are the rest of the campaign. Nice effort by advertising agency, Publicis for Orange Mobile.
Legends never die. I really have to take my hat off some of the legends that once rock the world. Personally, I am a big fan of Bruce Lee and pretty much without a doubt, there’s a good chance that you would find his fan base to be very alarming as well. Johnny Walker produces good scotch and by making it incline towards the asian culture, it might just help in breaking away their stigma of being an unhealthy liquor from Scotland, they have come up with a video running on a philosophical script, smooth camera work and featuring none other than our idol, the dragon – Bruce Lee.
London’s video effects company, The Mill, assisted in the production with director Joseph Kahn himself to replicate this truly amazing and realistic CGI video of the legend. Bruce Lee is the one and only man to be both philosophical and one to have impress his audience through his movements and gestures. We see him moving around a nice suite, talking about his philosophies and ‘playing’ with water. On a side note, while the video is impressive, we must bear in mind that Lee is not a strong advocate of drinking and that might just anger fans out there who feels this could be an insult to their late idol. Regardless, this is a really smooth and realistic portrayal of Lee and I do hope they would do a CGI movie out of this, and dont you think it would be cool?
I simply love suspense when it comes to tv commercials. That moment of imagination would allow your viewers’ minds to go free and crazy. For Goodness Shake has done up a commercial which is entertaining and hilarious. They emphasize that urge for a really good protein shake and the awkward moment for the silly gesture that follows. Nice way to emphasize how the product would resolve this embarrassing moment. With for goodness shake, its all ‘shaked’ up!
If you have seen enough of beer ads, you would have realize the abomination of these ads are the creation of bad scripts, dull storyline and the portrayal of lame male masculinity. While all these still holds true, there are exceptions. Amstel Lager created this TV spot that features quite an inspiring story of a chef on his stride to becoming a great chef. We see the huddles he overcame, the nights he had to burn and the long painful learning process which he endure through. The enervating transformation from a dishwasher to a chef illustrates the perpetual attitude of the male lead. Throughout the video, we see scenes where Amstel Lager is well celebrated. At the end of the commercial, the copy runs across: “Take your time. Slow brewed. Extra matured.” The commercial brings forth the message the importance of quality preceding quantity.
They say injecting a bit of fun and quirkiness into your work, will garner you more traction for that bit of effort. Now, when you acknowledge that people are mostly interested in interesting work, funny contents and things that benefits them, crafting a great idea to success becomes a lot more easier. I particularly like how Wendy’s created this commercial where they convert tweets into love songs! People would tweet about the new Wendy’s Pretzel Bacon Cheeseburger and it would be sung and played. Very entertaining and amusing at the same time. All you need to do is to tweet or Facebook it with hashtag #PretzelLoveSongs. A new engaging way to communicate mutually using a passive media like TV.
When it comes to furnitures, space has always been a constrain for most people. IKEA recently launched some really interesting work that creatively illustrate how you could bring more space to your home through the use of IKEA home furnitures. “One Room Paradise”, is a short TV commercial that would bring forth this point. They adopted a rather cute and interesting approach to convey this messaging with the use of dolls. The story revolves around a little girl playing with her toy house. The camera pans into the toy house and we see the dolls come to life. It effectively portrays the life of a doll and her son making out the best of their space in that small confined toy house set. Unusual yet appealing.
We have seen commercials with little children immersing themselves in their stash of toys and the usual sales driven voiceover scripts. Here, we have an ad for dogs, featuring a food product with ‘play’ as it’s unique selling position. With no voiceovers, and just adorable dogs playing around while coordinating their act together, we see how dogs can have their fun. I particularly like the last part where the dominos falls, revealing the copy. “Play, it’s good for you.”
A great way to show the unique selling point of a product is to enhance and emphasize it in a dramatic fashion. You can achieve more fun by injecting a little quirkiness to all that serious product content. We see how this is done in a rather amusing approach by Potato Thins, a cracker chip that claims to be all that crispy, crunchy with flavorful satisfaction. Leaving your hands so busy, only your feet is available for work. I love how they dramatically play with the idea of having your hands busy and making use of your feet to do wonders. Its funny and catches the audience’s attention. Check out the video. ‘Eat It Up’.