Once again, this is here because it is Japan. Then again, it might also be here because I wish that Toyota would use this ad outside of the Japanese market, or at least this level of creative. We don’t need anymore shot for shot generic car ads (or anything more along lines of current Jeep & Alfa Romeo ads running here). What we do need are ads that bring the driving experience and auto brand to life in ways that speak to people who don’t automatically think of speed as the driving force behind the buying decision.
Why? Because Japan. Why Japan? Because, from my own observations after a month there, there is a need for greater cut through in the Japanese market, due to the insurmountable level of competition for eyeballs.
This mini doco (sponsored by Jack Daniels) ties in perfectly with my two greatest aspirations as an ad man - to bring good brands & great brands together, and to use big brand logic to sell quality acts. Why? Because I am a music lover first and an ad man second (on top of being a socialist by nature & capitalist by trade). That fine line between commerce & art is hard one to walk, but when you find your balance, oh happy day.
For a while now, the standard Apple ad has been overly dependent the one their ubiquity and noteriety and little else. Sure, some of the spots have had taken a fun or even whimsical approach to conveying the fact that one cannot escape the behemoth that is Apple, they are still entirely ego-centric. Which is makes it a tad surprising to see a subtle, playful TVC from Apple these days.
Yes, there is still a degree of ego at play in this piece but the level of fun had with the variety of consumer customisation on display more than balances it out. It’s this approach that made us love Apple in the first place, and it’s what they should stick to - inescapable ubiquity is Microsoft’s lone angle, so leave it in their misguided hands. and no, I’m not a fanboy - I’m just not a fan of Microsoft.
This one nabs my attention due to its concept and intention. After all, the inference of that a little cultural can go a long way to improving one’s life is a notion that should not be overlooked.
A gorgeously executed print piece that, with the most direct of straplines, hammers home the power of a robust vocabulary.
A classic ad from the mind of my local industry idols. The premise is a playful example of concocting a problem for the product to solve, and what a premise, it is; kids are crazy, dangerous little buggers who will find a newer, wilder ways to play when boredom strikes.
There’s something somewhat meta about outdoor and transport ads for the marketing material of a brand as instantly recognisable as IKEA. Then again, their catalogue is a must have for a great many of us - it’s the thing that helps us justify meatball pilgrimages.
Throw in some on the mark copy centred on situation changes and differing tastes, and you get some highly effective ads. There’s nothing high concept, it’s just straight truth of life and the brand itself.
Given how many ideation sessions would potentially involve a large piece of butchers paper and a sharpie, the inference of these Ad School (Miami) concepts is very much on the mark. Add to this the inference that most of us would have overlooked the extent to which a simple piece of stationery could have help form game changing ideas, it’s some subtle ad gold.
FINCHandHARE’s Etsy shop specializes in these dual-meaning goods, which appear callous on the front but cheerful on the inside. They are cleverly designed as multi-folding cards that feature the outside greeting on the first and last panels with the true message contained in the middle. It’s a witty way to tell someone how you really feel and get a good laugh out of them, too. With the bold, colorful use of typography, they’re cards that you’ll want to use, too. [July 14 2014]
As both a copywriter and a lover of tangible creative concepts, I was over the moon when I had this gem sent my way. The power and potential of such a concept is unlimited if used for the right purpose with the right brand or cause; it would have an impact and perfectly convey the idea of contrary messages or differing ideas.
More importantly, as an engaging, tangible piece of collateral, any message delivered in this fashion could potentially stay with a person for days or weeks down the line, giving them a constant reminder of what it is you are trying to say. It is the longevity of better take home collateral that makes the tangible side of marketing communications a must alongside digital efforts.