Nickie de Jager VW make-up whilst driving YouTube ad

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It is all too rare to see an arresting ad that has this sort of impact with a precisely targeted group.

If you didn’t know what was coming (as most viewers don’t on Nickie’s site), the impact is phenomenal.

The genius in this ad is to get the creative idea beautifully executed and placed in the most relevant, well targeted place possible – Nickie de Jagger’s YouTube site.

This is VW creating a relevant and motivating connection with drivers.

VW are one of the most impressive companies at this sort of big idea based advertising. A few classic examples:

VW deepest bin and VW Stairs from their fun theory creative site.

The video can originally be found in Nickie’s channel Nickie Tutorials 

Thanks to Gruen for getting this one on-air.

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Bonds Shop Your Shape The Comfy Tops versus The Tails

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More good work from the Bonds pants people.

The same campaign, with a touch more attitude.

Bonds Shop Your Shape Hipsters vs No Show TV ad

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I’ve posted a succession of great Bonds work.

It is one of the best examples of campaign consistency. Sexy, fun ads for the target that are really great product demonstrations. Relevant, interesting and motivating from an emotional and rational point of view.

The Bonds Industries logo

All with well crafted soundtracks (particularly the Baby “Zip It” work). And great product names / descriptors. Simple, but effective.

I hope with the changes at the company they stick to the plan – all too often the need for change in a campaign can be client rather than consumer.

Bonds remain a cool and clever brand.

Some other examples: blokes, babies, hipsters, rollers, others

Tourism Australia Great Southern land TV ad

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Tourism Australia and Qantas have rejigged Icehouse singer Iva Davies Great Southern Land track.

The aim is to sell Australia to tourists.

The first thing that surprises me is that this is more music video than tourist ad?

The second thing is that It will run online only, including Twitter and TA’s Facebook page.

And this is on the back of DDB’s most recent incarnation of the There’s Nothing Like Australia campaign, which cost $4m to produce.

I’m not convinced that a song which means more to Australians than any other nation, sung by artists mainly recognizable only by Australians will attract a flood of foreigners?

And no surfing on golden beaches?

This will have to work very hard via social media if it is to attract the traveler in the face of a strengthening Aussie dollar and I can’t help thinking it is another montage of nice shots and song rather than a strategic advertising effort.

Toyota Auris Japanese Transgender car ad

 

This ad is getting a lot of discussion going outside of its exclusive airing in Japan.

The ad features 19-year-old Stav Strashko, who identifies as transgender. The tagline for the campaign is, “not in trend, not casual, not for everyone, not authority, but Auris”

One lesson in advertising (particularly car ads) is make the product / car the star.

This ad is both awkward for its use of a niche personality to sell a mass market product and also fails on presenting anything about the product – I don’t buy the ‘hybrid’ body / car analogy.

It gets attention, but for all the wrong reasons and does little to sell the product. Not relevant, interesting or motivating for the category or target and gratuitous in its use of talent.

 

IKEA Baby Whisperer screaming TV ad

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English: Logo of Ikea.

This is a funny ad, particularly for all the parents out there.

But it also continues in the IKEA tradition of delivering the simple proposition of low prices and decent quality (value).

It is a rare example of an arresting bit of creative that gets your attention and ensures that you remember the advertising message.

Nice work by The Monkeys.

U by Kotex leakage freakage

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Kimberley Clark are going out of their way to push the problem.

It might be “leakage” or it could be the risk of attracting dogs by virtue of an unclean bum (ref Kleenex Cottonelle).

This latest effort is confronting women with what we are told is a common problem. The solution is U by Kotex.

In both cases the company tackles the problem with clear product solutions.

Both approaches and that of Carefree raise an interesting question. Do consumers respond better to direct, descriptive advertising and what level of directness is more effective? The word “vagina” has recently been a subject of many complaints regarding the advertising campaign for Carefree Actifresh.

It’s interesting to ask if this approach researches well with all women / consumers? The industry likes to trumpet from on high and say we MUST change the consumer – “better out than in!” and remove ourselves from these suppressed notions of discrete advertising…? A vocal minority applaud the use of language that can make mums and dads cringe into their sofa. “It’s a vaginal discharge so lets herald it from on high!”. I’m not so sure.

There is a subtle balance between being direct and being overtly confronting to women and families in their own living rooms. U, which is firmly youth targeted, gets it right. We aren’t shocked into awareness of the problem and efficacy of the solution, we don’t hear language that is too confronting and we are indirectly very aware of the problem without being told that it is a “vaginal discharge”…territory other brands would prefer to own.

At the end of the day it is about understanding the audience not just the user and when it is the mass medium of TV the family audience matters. This is why it is an interesting topic for discussion when used in mass market media (rather than more directly targeted communication).

Without being overly conservative I sincerely hope that brands don’t continue to reach for stand-out notoriety by the use of the lowest creative common denominators in overtly describing what many real people consider to be discrete categories.

The true creative challenge is to communicate the problem and benefit / solution without the reliance on the literal descriptions and language.