Every week, I attempt to curate a list of clutter-breaking ads. I still love the business of advertising (I left the ad agency business in 2012) and finding ads which add value to a brand through creativity is a pleasure. Here are some ads which caught my eye this past week.
Heinz: the wait
Can meaningful product differentiation be possible in a category like ketchup? Heinz enjoys a lot of popularity and loyalty. In 2023, it launched ‘It has to be Heinz’ platform with an anthem film – showing the lengths to which people go to enjoy the condiment. A new set of endearing films dramatise the finding that ‘nearly 20% of Heinz lovers will wait up to ten minutes for their condiments before beginning a meal‘. It shows a set of restaurant goers patiently waiting to catch the attention of the staff and ask about their Heinz. Some lovely casting and acting here. I guess the added advantage of a popular, heritage brand gives them the license to be credible with ‘my brand or nothing’ stance.
Agency: 1984
TVS Jupiter: Republic Day
I am not a big fan of ‘more’ as a proposition, though its popular among marketers across brands. The belief seems to be that all consumers will want ‘more’. TVS Jupiter has been running the ‘promise of more’ as a benefit for long. A new film, timed with Republic Day showcases what ‘more storage room’ in a scooter means – anchored on the plurality of India.
Air India: together we soar
A visually stunning film with ‘looking skywards’ as a visual theme suits an airline brand well. Air India’s new Republic Day film is a slickly produced film cueing positivity, growth and ‘rising’. But as with any service brand (especially in the aviation sector) the on-ground experience determines a brand’s goodwill. Such feel-good films can at best be the icing on the cake.
M&M’S: The Almost Championship Ring of Comfort
‘Deliberately silly’ or quirky is almost a mandate for Super Bowl ads. Here’s one from M&M’s for the upcoming event this year, selling a ‘Ring of Comfort’. The mock-serious deep voice and an obviously fake product get the laughs.
Orange France: iPhone 15
Even those who don’t know French will get the message in this intriguing ad for iPhone 15, anchored on its zoom feature in the camera. Outsized objects in the city form the visual hook to drive home the 5x magnification and the sharp images thereof.
NotCo: not so happy animals
Needless to say, what people eat is their business. However, when it comes to meat consumption, there has been research to show its negative impact on the environment. The ‘plant-based meat’ movement perhaps stems from a do-good perspective and takers for such alternative food options seem to be motivated by a similar goal. A new film from NotCo promotes plant-based meat from another interesting angle. It calls out the hypocrisy of restaurant outlets and brands showing ‘happy animals’ in their logos and advertising. The ad – seen from the perspective of an animal – laments the falsehood in portraying animals as happily sacrificing themselves to be somebody’s food. It’s a laudable effort and I hope it creates the desired change in mindset and behaviour.
Agency: Gut Mexico
Paramount Plus: nobody watches like U.S
A fun film from the streaming service Paramount+. To quote from the YouTube blurb: ‘it captures the essence of American UEFA Champions League fandom. The ad unfolds with scenes depicting U.S. fans facing the realities of watching UCL matches, navigating the challenges of midday games during the week. The UCL anthem, creatively adapted with a twist in the lyrics, serves as the backdrop to the fan’s commitment.’
MTN: Big Things
Sometimes, you have to stop looking for logic in an ad – especially when the plot is anchored on adorable babies accidentally setting off ‘big things’ when playing with phones. Telecom network MTN has released an ad saying ‘doing starts with playing’.
Amica Insurance: More Human
A new film for an insurance brand in the US, is all ‘mood’. It sets up contrasts between a world where everything is automated or lacks human touch and one where the empathy of human connections can be felt. In a category where IVRs and chatbots are common, leaving users yearning to speak to a human being, the message is driven home well.
Agency: Mother
Which one was your favourite? Do comment in.
