As curated by the folks behind the CLIO Awards, here are some of my favourite newly discovered ads:
Browsing Tag
advertising
At the Cannes Lion Festival of Creativity 2012, Ogilvy and Mather won gold prize for Sprite Shower, which was executed by their Brasil team. To see it in action, click here.
After offering 1,500 showers to consumers donning speedos and bikinis, the refreshing branded experience for beachgoers was followed up elsewhere. Next, Sprite held a similar concept in Tel Aviv with human-sized showers resembling dispensing machines.
Refusing to take the tagline “Refresh Your Ideas” for granted, Sprite strikes again this week with engaging street art created with teenage models in Prague. Emphasizing the brand’s message of authenticity, the new “Camouflauge” campaign illustrates how Sprite tries to stop the cycle of blending in, as the teens break out of character after their first sip.
As everyone’s eager to identify themselves as unique and hip, Sprite’s latest campaigns propose that all it takes to stand out is a sip of their soft drink, which will help you beat the summer heat in the process.
Here’s a behind the scenes look at creating the Camouflage commercial:
Below are a few of my favourite picks screened at the TIFF Bell Lightbox tonight for the Packaged Goods series, where aspiring filmmakers, tastemakers and moviegoers celebrated women’s talent in film.
HTC “One, Freefall”
Director: Sara Dunlop
Take your phone, get outdoors and go on an adventure. Bottom line: have fun.
Dove “Growing Up”
Director: Kathi Prosser
As a loyal advocate for Dove’s Self Esteem Fund, it’s great to see a female director furthering the brand’s vision to help girls with body image and bring an important issue to light. Girls are indeed “growing up” in a turbulent time with too much pressure on appearances and this spot thankfully continues the conversation.
“Skyscrapers” – OK Go
Director: Trish Sie
This music video could easily double as an ad for Joe Fresh or Benjamin Moore. Great colours. Great music. Great choreography.
“The Name Generator”
Goal: Encourage consumers to use Cottonelle Ultra Comfort Care* Bathroom Tissue and Cottonelle Fresh Care* Flushable Wipes, as part of a personal hygiene routine, which supposedly needs a cheeky name.
How It Works:
To enter contest, entrants submit name suggestions for the routine. The names are then voted on and the highest voted names are added to “The Book of Names.” How unncessary clever.
Otherwise uninspired entrants can develop an idea using 1 of 3 tools in the Cottonelle Facebook app:
The Randomizer: Simply click to get a name instantly
The Personalizer: Answer a few questions for a personalized name
The Customizer: Create a name to add to our Book of Names and enter for a chance to win a year’s supply of Cottonelle products.
How It Fails To Impress:
– Supplies and information provided to mommy bloggers to create sponsored posts led to bland content.
– The white text on the aqua blue background is unclear, while the rest of the site is nothing special.
– The commercial (where I first learned about it) is super cheesy. How many families discuss toilet paper while standing in the kitchen? Yuck. It really irks me when people don’t think of social context.
Personally, I’m still amazed that Secret has acquired over a million Facebook fans. As an example of Cottonelle trying to compete with other personal hygiene brands for online engagement, let’s hope they spend more time at the drawing board for their next campaign.
Cottonelle’s Name Generator app is one of the cheesiest advertising ideas I’ve seen in a long time. Personal purchases aside, I prefer toilet paper commercials featuring cuddly bears and cozy robes.
Consider this for a mini competitive analysis:
Charmin promoted another routine by featuring the Old Spice guy, and their video received close to 2 million views.
Alas, Facebook has finally revised its Timeline design to reflect users’ interests in a way that appears more personalized than simply a list of pages where they clicked Like.
In a digital age characterized by content curation, this is quite meaningful because it suggests users seriously consider which pages to share with friends on Timelines. Since brands began setting aside budget for media buys to attract new brand page followers, tempting users through contests, giveaways and the promise of exclusive content, users’ Timelines became less a reflection of their favourite things and more so a mosaic of where their brand loyalty lies.
Next Facebook Timeline Design
Current Facebook Timeline Design
With Facebook’s new changes (in the testing phase), users can gain a better idea of what their friends like, especially if users feel compelled to “Like” TV shows, stores and the like that represent their favourite things. For example, let’s say your favourite band is coming to town, but you can’t remember which of your friends are fellow fans. You can search for the band’s page, where Facebook will then share which of your friends liked the band’s page, then sift through the list of acquaintances to find a friend who’d likely be interested in buying tickets too. If they “Like” the band on Facebook because they’re among their favourite musicians, they’ll be more likely to pay money to see them live. This enhances Facebook’s truly social benefits by making it easier for Facebook friends to plan offline outings.