Last week, both the advertising & tech portals discussed the controversy over the ‘Crush’ ad for iPad Pro. There were few other notable ads (I attempt a weekly compilation as seen in the archives) including Huggies, Volkswagen and Vadilal.
O Boticario: Tempest
Many brands see Mother’s Day as an opportunity to advertise. In a way, they make it about themselves and not about mothers. A majority of such efforts force fit the brand in the communication – often a social media post or a web film. There have been exceptions by way of crafting films that capture the emotions of motherhood or the mother-child relationship. A new film from a beauty brand in Brazil is perhaps the best we have seen in this category.
The equation between teens and mothers is brought alive brilliantly through the metaphor of a storm. The link back to the category is effortless and natural. Amazing production values. Outstanding film.
Agency: AlmapBBDO
Savlon: your hands are not yours
A good test of an audio-visual ad’s idea being crystal clear is to watch it on mute. If the idea is not dependent on dialogue alone and can convey the message through a visual hook, then it’s a great use of the medium. In a multi-lingual market like India if the idea is language independent, that’s even better. A new spot for Savlon disinfectant ticks all those boxes driving home a simple message: ‘your hands are not yours till you wash them with Savlon’.
Agency: Ogilvy
Huggies: rash-free rhyme
‘If you‘re happy and you know it, clap your hands…’ is a rhyme every parent will recall and connect with. The rash-free diaper promise is set to that song’s tune in a cute ad for Huggies.
Agency: Droga5
iPad Pro: The crushing controversy
I was watching the Keynote to announce the new range of iPads. A few seconds into the ad I could guess how the plot would end: all those instruments & objects get assimilated into the new iPad Pro. That was the first red flag – being able to guess how the story will end and not keeping the viewer hooked till the end for a twist. Sometimes, even if one can guess the flow or direction of the film, the plot and execution can keep the viewer interested. In this case, there was no fun or ‘reward’ for the viewer by way of entertainment or engagement. Perhaps the creators thought the rolling eyes emoji being crushed would get the laughs or at least a smile. But the ad got panned for a larger, but relevant reason: it was insulting creativity by showing creative instruments being destroyed.
The response on social media was brutal.
Some have defended the ad with these arguments: (a) at least it is noticed and being talked about (b) it’s a bit dishonest of ad industry folks objecting to this ad when their industry itself is obsessed with Generative AI and other tools to ‘substitute’ human creativity.
In my view, the idea of a single device replacing many is not new. The iPhone is also seen as one – replacing the DSLR for many, among others. To that extent it is not a refreshingly new idea. Even if the idea is not new, a refreshing new take can lift an ad. But that wasn’t the case here either. Also, as I said before it barely evoked an emotion – at least bring a smile, something that most ads from Apple manage to do, when the ‘penny drops’. As far as being noticed is concerned – yes, that’s a rarity in advertising. But for all brands, especially of the stature of Apple it is important to be noticed and talked about in the right context. The fact that Apple apologised shows that they acknowledged the problem and felt the need to take corrective action.
However, there is merit in the view that says, for something to be created, something has to be destroyed. But that’s a philosophical view that will not resonate when we something visceral such as creative tools being physically destroyed. It gives credence to Big Tech being the villain in today’s digital obsessed world. It also dims the aura around Apple as people will start comparing Steve Jobs’ marketing skills and sensitivity towards the creative fraternity who are so important for Apple’s many products & services.
Lastly, I would see it as a missed opportunity to create a powerful visual metaphor for the new iPad Pro. Steve Jobs managed to do it so well – both during the launch of iPhone (comparing it to three devices) and Macbook Air. The latter was launched with some drama – pulling it out of an A4 size envelope.
Volkswagen: YourWagen
‘The people’s car’. That’s the meaning of the word Volkswagen. In UK, the brand has launched a new campaign paying a tribute to the users of the car with the premise ‘Without the Volks, there is no Wagen’.
We’re celebrating car love. From life-long friendships and happy memories to the people who’ve made the leap to living electric. We hope these stories inspire future owners and offer a warm embrace to those who are already part of the Volkswagen family. After all, without the Volks, there is no Wagen.
The format is the classic, time-tested montage of people from diverse backgrounds using the range – from classic Beetles to modern-day SUVs and the all-electric ID Range. It’s a proven format for heritage brands that cater to a huge base of customers – a bit like ‘Hamara Bajaj’ from India.
Agency: adam&eveDDB
Vadilal: good news
Chocolate brands such as Cadbury’s have tried to get into the consideration set when it comes to celebrations – big or small. Some have tried to pitch the brand as part of festivals (attempting to replace traditional sweets) or even every-day joys. It’s quite common to ask for a treat when hearing good news. A new set of ads bring that premise alive in funny takes on ‘without’ and ‘with Vadilal’ situations.
Agency: Moonshot
Coca-Cola: food combinations
Many fizzy drinks have positioned themselves as food companions. ‘Food, friends & Thums Up’ was a campaign from some three decades ago. A new set of billboard cleverly link Coca-Cola with popular food choices. Again, just like the Recycle ads, these rely on strong brand assets to cue the brand without revealing the logo or a can.
Agency: VML, Canada
Jaquar: fingertips
The brief: promote hybrid touch shower range of a bathroom accessories brand. The creative team takes it forward as ‘for those who move the world around their fingertips’. Nice. We all have seen how attention shifts to someone influential or powerful when they gesture at the staff for attention at restaurants and cafes.
Agency: Enormous
Ottawa Tourism: Oh! to Ah!
A memorable creative hook expressing wonder and joy in an ad for Ottawa Tourism to evoke the reactions to its natural splendour, landmarks and options for tourists.
Agency: Rethink
Myntra: trend IRL
‘Show the range available on the platform’ is a no-brainer for a fashion e-commerce portal. A new set of ads for Myntra do that interestingly by showcasing the contrast between boring everyday clothes and also highlighting the range by cueing different outfits on different days of the week.
Agency: Tilt
easyJet: Eurovision
The Eurovision is a popular (but much parodied) event in Europe. In keeping with the event’s output, easyJet has created a song-based ad as the official airline for the event.
Coca-Cola: spills
As I have said before, the only arsenal for carbonated drinks is marketing which builds affinity. A new campaign for Coca-Cola creates a feel-good factor associated with reunion of sorts – placing the brand in that context as ‘worth spilling’.
Agency: David, Miami
M&S: This Summer keep your cool
It’s not always the core creative idea which makes the ad watchable – especially for repeat viewing. The execution makes a huge difference as we see in this ad fro M&S. The foot-tapping music and the link to summer through inflatable balloons (something which the target audience in Europe can relate to) makes is noticeable and memorable.
Agency: Mother
The Ordinary: science over celebrity
The category convention in skin care advertising is to use celebrities and models for visual impact. The Ordinary achieves the same effect by being going against that norm, using powerful words to dramatise the science behind their products.
Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in biochemistry.”
Agency: Uncommon
Which one was your favourite? Do comment in.
