As hype builds in anticipation of the Super Bowl LI (which takes placed this Sunday 5th Feb), once again ad land has been busy as brands vie to create the most watched and memorable ads of the year. We've rounded up some of the best ads we've seen so far – and yep, you've guessed it, there are Hollywood stars, a large dose humour and cute animals galore. Check them out below.
Skittles | Romance
The term Preditor was first coined in broadcast TV production in the early 2000’s. The role was originally the amalgamation of a Producer/Director and an Editor, hence Pr/Editor.
The reason the role came to exist was largely due to budget pressures. Independent production companies were required to create TV programming for much tighter budgets than before and advances in affordable digital editing software such as Adobe Premiere, meant that freelancers could now edit from the comfort of their own home on a decent-spec computer.
Since then, technology has taken several leaps forward. Digital SLR cameras can now shoot in 2k and 4k and, in the right hands and with the right brief, can be used to capture amazing quality content with a crew of just one.
Complex offline and online editing can now be achieved with a Macbook Pro wherever you are in the world and a new breed of filmmaker is emerging with skills across all formats, creating self-made films of a quality which 10 years ago would have been unthinkable.
Enter the new breed of Preditor.
Next year, total digital ad spend will surpass TV for the first time. It’s expected to hit $77.37 billion in the US, taking 38.4% of the total ad spend, exceeding TV’s predicted $72.01 billion (35.8%), according to eMarketer. This is an advertising milestone and it would appear that good times are ahead. However, a barrier exists that means brands are not maximising the potential of this digital ad explosion.
The problem is one of creative content and format. In our recent Video Advertising Survey, just over half of respondents said that under a quarter of their online video campaigns featured made-for-digital creative. Meanwhile, recent research from Millward Brown found that 90% of online video is just repurposed TV material.
So what’s the issue here? Why develop new creative when you can use existing material that delivers the right key messages? This seems to make sense in theory, but the experience in practice is quite different. And it’s harming brand engagement and boosting ad blocking, particularly on mobile devices, on which video advertising grew by 94% in 2015, according to the IAB.
Continuing our Christmas countdown… Girl power is the theme for the M&S Christmas ad offering this year as Mrs Claus becomes the heroine and saves Christmas in none other than a helicopter!
‘Christmas with Love’ is the heart-warming tale of Mrs Claus who makes Christmas complete for 7 year old Jake by stepping into her husband’s shoes to fulfill a last minute request.
After sending Santa Claus off for his busiest night of the year – armed with a flask of tea, and some cheese and pickle sandwiches, it’s time for Mrs Claus gets to work. And so she sets about fulfilling a last minute request from the young boy for a pair of red trainers for his sister - travelling from Lapland to London.
Now that Thanksgiving has passed, we can officially start getting excited about Christmas – and more importantly, the festive ad treats that brands and retailers the world over have started serving up over the last few weeks.
To kick off our Christmas countdown, over the next few weeks we’re going to share some of our festive favourites of the holiday season. Tell us what you think in the comments below.
Without picking favourites, the first of the bunch has got to go to John Lewis for its 'Buster the Boxer' Christmas campaign. It's a story about a young girl named Bridget who love to bounce. But when her mum and dad buy her a trampoline for Christmas, they soon discover that she isn't the only one with a passion for jumping...
This week saw the roll-out of Unilever's latest film in its wider 'Bright Future' sustainability campaign, which highlights the 'social good' that its brands – including Dove, Persil and Domestos - are doing to help build a better future.
The TV, online and in-store campaign, by Ogilvy, is running in the UK, Brazil, South Africa and Indonesia, putting the spotlight on sustainability initiatives carried out by its individual brands, rather than just the corporate entity.
Coca-Cola, the longest-standing sponsor of the Olympics, was the most successful brand sponsor at Rio 2016, with the best performing TV ads among US viewers, according to a recent study by Google.
Based on an analysis of the top 12 most advertised brands based on NBC’s broadcasts of this year’s summer games, Coca-Cola’s “That’s Gold” campaign performed the best across the board with strong full-funnel performance placing based on analysis across three specific areas of performance.
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