Right Brain, Left Brain Blog

41 posts categorized "Storytelling"

10 November 2017

Christmas Countdown - Ad of the Week: John Lewis ‘#MozTheMonster’ (UK)

Moz

Maybe it still feels too early to be talking about Christmas already but we’ve got the folks at John Lewis to thank for kicking off the festivities and officially marking the countdown to Christmas with the unveiling of its 2017 Christmas ad – sending the internet into a frenzy this morning (Nov 11th).

The stars of this year’s offering are a young boy named Joe and a monster named Moz. The narrative begins when Joe befriends a noisy imaginary Monster under his bed but the two friends have so much fun together that he can’t get to sleep, leaving him tired by day. On Christmas Day, Joe receives a gift that will finally help him get a good night’s sleep…

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06 October 2017

Ad of the Week: Warburtons 'Pride and Breadjudice' (UK)

Warburtons

To give your Friday afternoon a sprinkling of British humour, our ad of the week goes to British baking firm Warburtons for its unique parody take on Jane Austen's 'Pride and Prejudice' to tell the story of how the Warburtons family business began in 1876.  

As part of its wider 'From Our Family to Yours' campaign, the brand has enlisted British comic Peter Kay who channels his inner Mr Darcy in what he describes as a "steamy period drama" that follows "an epic tale of passion, flour and a woman stood on a hill" - the love story of the company's founder Thomas and Ellen Warburton. 

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29 August 2017

Gender stereotyping puts products before people – and consumers don’t like it!

In the past month no less than three gender-related stories have hit the national headlines. Jodie Whittaker was announced as the first ever female Dr Who, the BBC revealed its huge gender pay gap and it was refreshing to see the Advertising Standards Association (ASA) announce that it is working on tougher standards for what it called harmful gender stereotypes in advertisements.

The ASA’s stance hasn’t come a moment too soon. The issue has been bubbling under the surface since Procter & Gamble’s #unstereotyping speech at last year’s Cannes Lions festival, where the brand pledged to end gender stereotyping across its brand advertising. While this was welcomed wholeheartedly, it’s a touch ironic since P&G has done so much to promote stereotypes in its Fairy Liquid commercials, which still featured a woman washing up as late as the Noughties! Only in the 2015 version did it first show a man doing the dishes. But let’s give credit where it’s due.

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21 August 2017

Art for ads’ sake!

There’s a great David Hockney quote that says “art has always been shaped by technology” and that’s increasingly the case in the digital advertising space, but it’s time for creativity to push back.

Being “shaped” is one thing, being dominated is completely another. And unfortunately it’s the latter that we’re currently facing in advertising with the rapid growth of ad tech and big data.

There’s an ever increasing focus on technology and data in terms of how to target ads to the nth degree and deliver them as quickly and efficiently as possible. It’s like cranking the handle on a sausage machine, spitting out masses of generic ads and hunting down consumers who simply aren’t treated like humans anymore.

To really engage with people online we need to look beyond the classic demographic labels. Rather than simply directing ads at ABC1 Females because they are supposedly the target audience, we should be thinking in more real terms, such as how can we help mums solve a key problem they are facing.

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15 August 2017

What responsibility do brands have towards mental health?

The statistics are quite staggering. Every year one in four people suffers from some form of mental health problem (Mind). Mental health is also the leading cause of sick leave in the UK, costing the average employer £1,035 per employee per year. Yet the stigma attached to mental health issues mean 95% of employees who call in sick with stress citing a different reason (Time to Change).

Fortunately, attitudes are changing and mental health is increasingly in the public eye. The NHS has pledged to transform mental health services by 2020, with an ambition of putting mental health on an equal footing to physical health. Coupled with celebrities and royals alike speaking out about personal experience, mental health is becoming less and less of a taboo subject.

This is particularly important for younger generations who aren’t growing up in the ‘stiff upper lip’ mind set of eras gone by. Celebrities and Royals, from Lady Gaga to Ryan Reynolds to Stephen Fry to Prince Harry, have all spoken out about their personal struggles (whether depression, anxiety, bipolar disorder or one of the many associated illnesses), making themselves role models and helping to normalise the subject. This, in conjunction with increased government spend and campaigning, means we are now, finally, living in the real world with respect to mental health, with its full impact starting to be recognised and taken seriously.

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19 July 2017

Video Ad of the Week: Air New Zealand ‘Fantastical Journey’ (Global)

Airnz

Air New Zealand has made a bit of a name for itself when it comes to safety videos and hasn’t been afraid to splash out big budgets to get the likes of Anna Faris, Rhys Darby and Elijah Wood involved in previous films that have gone viral – collectively generating more than 108 millions views online.

And the latest one is no different – perhaps the airline’s most ambitious yet! The Alice in Wonderland-inspired film features none other than Hollywood stars Cuba Gooding Jr and Katie Holmes playing a pair of gods who happen upon “the most beautiful place” on the planet…

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12 July 2017

Mobile ads need to be thumb-stoppers not show-stoppers

There’s a lot of noise being made about how clients and agencies need to take a ‘mobile first’ approach when they’re planning campaigns that target Millennials and Generation Z consumers – but the evidence suggests marketers haven’t really taken this argument on board yet.

For a start, advertisers still seem to think it is OK to just take their TV ads and give them to digital execution specialists to run on mobiles.

Our specialist Studio team built 700 rich media units last year, a healthy percentage of which involved mobile with video. Yet in the vast majority of cases, we were still getting video content supplied in the traditional 16:9 TV format.

What’s wrong with that? Simple. More than 90% of users watch mobile video with their phones held vertically, not horizontally. They are highly unlikely to rotate their screens, so why don’t clients and agencies shoot ads in vertical format?

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17 February 2017

Innovative Ad of the Week: Diesel 'Make Love Not Walls' (Global)

Diesel

Renowned denim brand Diesel is the latest in a string of fashion brands to take a political stand with its new campaign entitled 'Make Love Not Walls'. 

With vibrant, rainbow-laden photos and a pride-centric video at its heart, the campaign was directed by iconic American artist and photographer David LaChapelle and features a host of models from the LGBTQ community to show the brand's commitment to diversity and in breaking down barriers.  

Continue reading "Innovative Ad of the Week: Diesel 'Make Love Not Walls' (Global)" »

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  • 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.

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