Every week, I attempt to share a compilation of creative ads which get noticed and convey a relevant message in an interesting fashion. Here are some ads which caught my eye this past week or so.
Native: Unbelievably Good
Founded in 2015, Native is a personal care company that makes personal care products from naturally-derived ingredients. In just two years it was acquired for $100 mn by Procter & Gamble. A new set of ads not just dramatise but hilariously exaggerate the ’72-hour protection’ promise of the ‘great smelling’ deodorant. The focus shift from the user to those around them leads to funny creative possibilities.
Agency: VCCP
The Coco-Cola company: new guy
Can a range commercial with no apparent story line or a plot twist be interesting? Apparently it can as we see this spot from The Coca-Cola company. The premise: a woman comes home with her nervous boyfriend in tow as he meets a chaotic family on game-day. Apparently it is loosely based on an episode of The Bear, a popular TV show. The natural acting and the reality-TV show like treatment makes it endearing. And a great way to showcase a range of Coca-Cola products.
Nerdwallet: Future You
What if you met your ‘future you’? That’s an interesting starting point for a financial services brand to create dissonance about your current financial decisions. The ‘future you’ appears in a musical style spot in a regretful mood wishing for better decisions that would have change the course of life. I thought it sat well with our mindset of not wanting to regret a decision taken today. Loved the bit about wondering about having to report to someone who has barely reached puberty:)
Slack: the big meeting
Frankly, I was in two minds about including this ad – it could be seen as a simple song & dance routine which highlights the features of Slack, the popular productivity tool. But the fact that it avoided the ‘serious’ B2B communication like tone of voice and opted for a fun approach, should be applauded.
Agency: Brand New School
Progressive Insurance: letting go
One of the ‘tests’ of a good insight or portrayal of universal behaviour is to evoke a reaction like ‘yes, I can empathise with that situation’ or ‘it has happened to me too’. Hoarding unnecessary things is a common trait and many feel that their parents are incorrigible at that. Many carry that habit forward.
In “Letting Go,” a new :30 spot created by AOR Arnold, Dr. Rick continues his journey to help young people through their ‘Parentamorphosis’ affliction, aka turning into their parents after they’ve bought their first home.
Source
The proposition ties back to the product (insurance) by concluding “Progressive can’t save you from becoming your parents, but we can save you money when you bundle home & auto with us.”
Agency: Arnold Worldwide
CarGurus: your way
‘Once you get used to the benefits of our product, it will spoil you by increasing your expectations everywhere’ is a common idea in advertising (‘if only everything in life was as _____ as…’) – as we saw with Volkswagen Taos last year. In this spot for Car Gurus a similar sentiment is sought to be conveyed – your might be led to believe you will have your way in everything.
Agency: DDB
Kayak: don’t do it yourself
Travel aggregator apps claim to minimise or remove the pain of DIY when it comes to making travel plans. An amusing new spot (starring Indian actor Om Vaidya) dramatises the ridiculousness of ‘doing it yourself’ instead of using a relevant tool.
Cadbury: Yours for 200 years
The idea of ‘a glass & a half in everyone’ has been a consistent theme for Cadbury for years now. It seamlessly links the universal truth of ‘there’s goodness in everyone’ to their unique brand asset. To mark 200 years of the brand, they have re-created a 2018 ad visually blending England of two centuries ago with that of today. Loved it.
Agency: VCCP
Which one was your favourite? Do comment in.
