All in all, Super Bowl 50 was probably not the best year for creative, but one campaign stood out head and shoulders above the mass of mediocrity.
The annual sporting extravaganza yet again served up some of the highest budget campaigns of the year, with brands vying to compete for the attention of a worldwide audience. Overall, humour and celebrities were the core themes of the day, but despite brands forking out a record $5 million for a 30-second spot at the big game, the quality of creative left a lot to be desired.
While various companies had their own scoring systems – from social buzz to video virality and brand sentiment – there was one ad in particular that beat its rivals by capturing a key marketing quality that stands for something much bigger in the long-term – and it was the ad that most resonated with me.
Booking.com has launched a new campaign, entitled ‘Best 2016 Ever’, that aims to remove the doom and gloom of New Year’s resolutions and encourage people to turn their New Year’s resolutions into reservations.
The idea is that everyone should make reservations not resolutions, in order to actually live their dreams. At the heart of the new campaign is a tool that does just this; the Resolution Translator is a mobile-first interactive service that translates tedious resolutions into affirming travel-based goals. For example, why would you want to just lose weight, when you can lose weight and then commit to showing off your hot new bod in Costa Rica?
Created by Wieden+Kennedy Amsterdam, the campaign also includes a 30-second movie-style trailer TVC that depicts the epic travel possibilities 2016 holds, along with online and social executions. All of which drives to www.best2016ever.com and encourages people to take action with the Resolution Translator.
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.
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.