Call me a advertising square, but I find the most interesting brands are the ones built upon a truth, proud of their histories, and who continually find fresh ways to make their respective truths meaningful to their customers. But this new campaign from Jaguar does none of that. In fact, the tagline should be, “Copy Nothing. Forget Everything.” Because the brand has thrown away everything we knew and appreciated about the brand in exchange for a vacuous claim that they “Copy Nothing.”
Read MoreSo I was death-scrolling Reddit the other day and I did something I never, ever do. I watched an ad. I was about ten seconds into it, caught myself in the act, and I stopped, looked up, and thought, “What the hell am I doing?” What was the campaign? The new “Target Lady” campaign from Target. Before I do an analysis, here’s the spot.
Read MoreGreat branding is what happens when a company tells the truth compellingly. PNC has done exactly that with its new “Brilliantly Boring” campaign. In a category where banks are pretending to be cafes (Capital One), PNC kisses this “boring” category truth right on the lips and, in the process, reframes how we regard that truth. Here’s the launch spot.
Read MoreLotta Beatles going on his holiday season. Amazon has a very sweet spot with grandmothers sledding that uses a gorgeous piano version of “In My Life.” And Apple is using a song from George Harrison called “Isn’t It A Pity.” Both are reflective, melancholy songs, but Harrison’s “Isn’t It A Pity,” while beautiful, is downright depressing. And that is just one of the reasons this Apple spot is so great.
Read MoreYesterday, I wrote about the wonderful holiday spot from Macy’s called “Hey, Santa” (click here to check that out). Broke down exactly why I love it creatively and strategically. And going to do the same thing below for another holiday gem. This time from Chevrolet. Let’s just say this one is quite memorable.
Read MoreI’ve chosen three to analyze creatively and strategically for you over the coming week. One from Apple, one from Chevrolet, and one from Macy’s. All three wisely position their products or services as enablers of something much bigger than we’d expect. Bigger and warmer and fuzzier and magical, of course. Today, I bring you a gem from Macy’s.
Read MoreOur mission with this blog is to spot great advertising ideas and analyze them. But sometimes it helps to point out the weakest ads in order to appreciate the great ones. Today I give you Pepsi, one of the more frustrating advertisers of all time, imho. They so rarely say anything interesting. The recent spot below is no different. Just more “empty can” advertising. Have a look and I’ll break down why it’s so broken.
Read MoreNorwich City Football Club recently ran a TV spot in support of World Mental Health Day. It’s a simple spot. Just once scene, two actors, minimal dialogue. But the “claim” it makes is not just flatly claimed. Instead by watching the spot and following its plot we demonstrate the spot’s point ourselves. I realize that sounds sorta nuts, so watch the spot first and then I’ll break it down.
Read MoreWhen I think of Ocean Spray I think of that old “two guys in a bog” campaign that ran for years. I don’t think about people jiggling uncontrollably around a Thanksgiving table. At least I didn’t. This new hilarious spot from Ocean Spray works on multiple levels, from the its sheer creative audacity to its powerful embedded strategic message. Let’s break it down.
Read MoreI don’t often cry during a TV spot. But I did during Chevy’s new “Holiday Ride” TV spot and longer-form short film. The story is wonderful and timely for the holidays, but the spot “does holiday” exceptionally well by showing and not telling, and by making the Chevy product the hero. First, check out the short film, it’s only 4:00 long.
Read MoreHave you seen the new video from Inspired by Iceland, the official marketing arm of Iceland? It’s one of those creative ideas that is made instantly relevant by poking at an easily pokable, well-known celebrity businessman (in this case, Mark Zuckerberg), but not just random poking, strategic poking that will make even people allergic to ice want to go to Iceland. Let me explain.
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