Christmas ads have become a bit of an event in themselves. No longer do consumers wait for the Coca Cola Christmas truck to grace their screens to mark the official start of Christmas, but a host of other brands have earnt themselves a bit of a name in bringing in the festive season. And this year has served up quite a few Christmas crackers.
Check out our pick of the top 7 festive ad offerings of 2015 so far…
‘Man on the Moon’
Brand: John Lewis Agency: Adam&Eve/DDB No of video views: 13,391,765*
One of the most eagerly anticipated Christmas ads of the year, British retailer John Lewis tells the story of a young girl determined to bring Christmas to a lonely old man living on the moon.
With Halloween now behind us, British retailer John Lewis sure knows how to get us in the Christmas spirit and what better way to mark the start of the festive season than unveiling its 2015 Christmas ad this morning (November 6).
In fact, it has become quite the tradition now as consumers around the world eagerly await this day every year (in fact, I even heard one say that they get more excited about the John Lewis Christmas ad than Christmas itself!)
And this year’s offering certainly doesn’t disappoint. Taking the key elements that have proven so successful in its past campaigns – tapping into customer emotions, centring on the connection between two characters and linking perfectly with the message to ‘Show someone they’re loved this Christmas’.
Can you imagine a world before YouTube? Well it’s hard to believe that 10 years ago the video platform didn’t even exist! As 2015 marks YouTube’s 10th birthday, earlier this year the people of ad land and beyond were invited to vote for their favourite ads from the past decade and I’m pleased to say the results are in…
Big shout out to Turkish Airlines for taking the top spot and being crowned ‘YouTube Ad of the Decade’ for its hilarious ‘Kobe vs. Messi: The Selfie Shootout’ campaign. Actually, 2013 proved a popular year in the world of ads, with Volvo Trucks and Dove also making the top five, in addition to Always’ #LikeAGirl and of course not forgetting Volkswagen’s ‘The Force’ – which until recently held the title of most shared video ad ever!
The good news is that combined, these five videos alone have been watched for over 7.7 million hours - that's over 875 years spent watching ads! Engagement like that is hard to beat...
Take a step back in time and reminisce over the great work featured in the videos below (you can also click through to check out the full case studies on Cream). Enjoy!
In local news, here’s a pretty cool campaign from UK telecoms brand O2 as it builds up to tomorrow’s Six Nations clash between England and Italy (February 14). The naughty scamps have been touring the UK this week and projecting England Rugby shirts onto famous statues. But the really cool part – each has been bodymapped using cutting-edge holographic technology. Now, that’s what we like to see here at Cream!
As an England Rugby sponsor, the activation is part of O2’s #WearTheRose Six Nations campaign. This particular activation has been led by brand experience and innovation agency CURB Media (the same guys behind Paddy Power’s Sky Tweets campaign – it figures, right?).
In the late hours of Wednesday evening, statues in nine cities around the UK ‘wore’ the England Rugby shirt, which were projected thanks to bodymapping holographic technology.
1. Because Amazon is convenient (customers know they will find everything they need, at a good price that they don’t have to spend hours comparing).
2. Because Amazon is reliable (fast delivery and easy returns process).
In short, Amazon is easy and you know you won’t be disappointed. It does exactly what it says on the tin.
Differentiation is great, but it’s only necessary in a few relevant aspects. Being the first to do ‘XYZ’ may be cool, but online shopping has grown up and today people don’t buy from you because it’s cool - they buy from you because it’s easy and they won’t be disappointed.
“Liberty's too precious a thing to be buried in books...” – Mr. Smith Goes to Washington
October is THE huge month in terms of political advertising, with most of it going to TV – especially at the statewide and local level. Problem is, voters’ media consumption habits are changing. Digital is where it’s at for a growing number of voters. Online streaming, mobile, and multi-screen are growing leaps and bounds. Of course, with that comes the opportunity for personalization and segmentation around preferences. Campaign marketers, who are under pressure to produce results, are working furiously to insure the candidate’s online buys are not going to wasted impressions.
To help with that, political advertisers and consultants have jumped on programmatic ad-tech big time. Armed with razor-sharp targeting options, ad-tech campaigns can quickly and easily target ads directly to specific voters. Everyone’s doing something along these lines because no campaign wants to be caught behind the digital 8-ball in this year’s midterms. According to a new STRATA political survey, 85 percent of political agencies plan to use programmatic ads for their political media-buying efforts this year. The company says the agencies polled represent roughly 75 percent of total political advertising billings.
That’s interesting, but it may not be enough. Watch for these three trends to make a difference:
Let’s be honest, we all got a little bit excited when the Duke and Duchess of Cambridge (more affectionately known as Wills and Kate) announced the arrival of Royal Baby number one [including all these guys]. So when it was announced earlier this week that baby two was on the way, we couldn’t help but smile with glee. And it seems we weren’t the only ones…
Nissan responded like lightning fire to the news, creating an ad just seven minutes after the announcement was made – pretty impressive, eh?
Whatever you think of the hardware, it's a smart move.
"It’s our job to keep inventing and to be patient. One thing leads to the next."– Jeff Bezos
It's a mark of how technology journalism has evolved that the unveiling of Amazon's Fire Phone wasn't just greeted by coverage of its technical specifications. Yes, it has a 4.7-inch screen, 13-megapixel camera, and a quad-core processor, but most reports recognized that these were just details – and increasingly par-for-the-course ones in the smartphone market.
Even the four front-facing cameras that track the Fire Phone owner's head gestures to help show images in "dynamic perspective" were – while respected for their innovation – seen as something of a novelty feature for now.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.