A diminutive biscuit (cookie…) that hasn’t changed much about it’s appearance in 100 years is re-inventing itself.
More than that, it is reformulating its advertising as well as it’s ingredients.
This ad does a nice job of making Oreo a bit more topical courtesy of the Mars Rover landing on the red planet.
The Curiosity Oreo is not available in stores which is a bit of a blip in the strategy. Even as a PR giveaway it would have been outstanding.
The red cookie follows in the footsteps of a previous space-themed, boot-printed cookie in honor of the July 20th anniversary of Neil Armstrong’s inaugural walk on the surface of the moon. And it is part of a much longer Daily Twist campaign.
A rainbow cream stacked Gay Pride-themed Oreo drew over 65,500 comments (both supportive and opposing) on the company’s Facebook page and was shared nearly 300,000 times.
Nicely understated and gaining popularity on-line!
This stirring (and long) cinema ad by Colenso BBDO New Zealand, invites cinema goers to make a choice in coloured 3D glasses. Accordingly they see a film based on whether they donate.
It’s a nice spot. Bit long in narrative and the idea is creatively intriguing holding your attention in the story.
But, the real point is Pedigree and their true commitment to the cause. The cynical might suggest it is a one off PR stunt. Not so. Pedigree really are pet people (dogs to be precise).
I’ve previously posted a brilliant spot featuring slow motion footage of dogs eating treats. It captures everything that the pet owner wants to see in a deliriously happy dog. And it is incredibly shot.
But back to the commitment to the annual Adoption Drive. last year Pedigree launched an eight part online documentary series for Facebook and YouTube to champion this year’s Pedigree Adoption Drive. The fourth year it has partnered with PetRescue.
Few campaigns can even claim a 4 year period of consistency. Yet fewer can claim such creative resourcing of the campaign which is based on the simple insight of pet lovers wanting to help dogs (not just nurture their own).
To place the icing on the cake, the entire effort is branded in the now trade mark yellow and black.
This is one of the best examples of a strong brand leader asserting it’s position in market through exemplary strategy and on-brief execution. The fact that they left the kitchen floor / bowl advertising and championed something new in the category is to their credit.
The Economist has distributed it’s new ad to the Great and the Good in the advertising community – itself a clever act as it is now one of the most talked about new ads on-line.
The Economist has had a truly brilliant run of Red outdoor ads originated by David Abbot.
They are clever, insightful, hugely relevant and ultimately motivating. Mainly copy lead, they all follow the white on red format and force consideration.
There are plenty of great examples, but many consider the best to be:
Wonderbra spoofed it:
So a new TV ad would have to be good. This one is brilliant. In the words of the Economist:
This ad uses the image of a wire-jumper (Florent Blondeau) walking through a city on a series of red wires and the strapline “Let your mind wander” as a metaphor for the inherent pleasure in connecting different ideas, and how this is reflected in the wide-range news and analysis available in a copy of The Economist.
Despite team changes on the client and agency side, the campaign idea has survived and prospered.