Advertiser: Young Director Awards
Uploaded: March 5, 2010
Viral Elements: Twist, Humour
An online ad for the Young Director Awards, this creative perfectly turns an everyday situation into a hilarious campaign tied message with a beautifully simple twist.
Advertiser: Powerade
Uploaded: April 23, 2015
Viral Elements: Zeitgeist, Humour
You must have been living on Mars to have missed the #MayPac fight this weekend, and Footlocker knew this.
Taking advantage of the whirlwind media interest, Footlocker released this feelgood ad which plays on the story of the fight.
A clever ad, helped by the fact that everyone loves Manny!
We all like to think that we are rational beings. We weigh up the pro’s and con’s of everyday decisions and take comfort in the fact that we make choices based on logic. Thats the mature thing to do, isnt it?
But thankfully for marketers, that is simply not the case. Emotion plays an enormous role in our everyday decision making.
Neuroscience to the rescue.
Antonio Damasio’s book “Decartes’ Error” explores how every rational decision requires an emotional input. He demonstrates this by telling a story of a man with an inability to make simple rational decisions, following damage to his prefrontal cortex. He recounted stories of how he could flawlessly drive the iciest of roads, with no emotion clouding his ability. But given the simplest of choices, where there was no logical reason to chose one over the other – he simply couldn’t make a decision.
But enough of the science. What am I on about?
Q) In a commoditized market, how can one company stand out above another? How can illogical businesses continue to trade?
A) Brand, and the emotional connection that can be the difference in people’s decision making.
The single best example of this, is Lotto. If you do the maths, you are more likely to become pope than win the lotto. If I was a purely logical being, I wouldnt play Lotto.
However what Lotto have done is avoid positioning themselves as some kind of investment. What Lotto are selling, are hopes and dreams. For yes, I am probably throwing that €3 down the drain, but for a couple of days… I can dream about what I would do with 6 million euro? What would I buy? Where would I bring my friends? Imagine the look on my Dad’s face when I throw him the keys to his new Jag?
The Irish Lotto’s new campaign of “Whats the first thing you’d do?” matches this insight to the tee.
Advertiser: Powerade
Uploaded: APril 1, 2014
Viral Elements: Emotion, Zeitgeist
Regular readers of Video Ad Candy will know that I feel strongly that successful marketers identify where they have the opportunity and permission to connect emotionally with their audience and build their comms strategy from there. To convert attention into long-term brand value, your creative must provide an experience that provides an emotional impact.
Powerade released “Nico’s Story” before this year’s world cup and demonstrated this theory to perfection.
“There’s Power In Every Story”
Advertiser: Thousand Dollar shave Society
Uploaded: September 18, 2014
Viral Elements: Building on a Viral, Humour
A clear piss-take on Million Dollar Shave Club, this ‘society’ is aimed at thee kind of gentleman that doesnt bother with “clubs from a warehouse”. They prefer the finer things in life (like shaving brushes made out of animals) and hold an exceptional air of conviction (like making babies on purpose).
Advertiser: IKEA
Uploaded: September 3, 2014
Viral Elements: Humour, pop culture
IKEA knew early that they were onto a winner with this wonderfully tongue in cheek piss take on a classic Apple advert.
“Experience the power of a bookbook.” – Brilliant.
Advertiser: Honey Maid
Uploaded: March 10 & April 3
Viral Elements: Zeitgeit
When Honey Maid launched their “This is wholesome” campaign in March with a video that celebrated family, no matter what shape they come in, the trolls came out in force. Challenging homophobia and racism with a brave 30s spot, they certainly struck a chord with their audience and ignited considerable online discussion on the millennial generation’s defining topic.
Showing a true understanding of their audience and the power of social media, they decided to take advantage of the trolls’ negativity and release this very clever follow on:
Advertiser: Dove
Uploaded: October 28
Viral Elements: Celebrity, Humour
DOVE for men have activated their rugby sponsorship with this funny role reversal clip, where they take two players from each of the home nations, and show them preparing their national stadium in the run up to this November’s Guinness series.
A clever positioning which hasnt gone as far as they could have, but none the less further breaks down the ‘skin cream is for women’ sentiment that they are so desperate to do.
Advertiser: Guinness
Uploaded: September 4
Viral Elements: Emotion
Guinness USA launch the evolution of their ‘Made Of More’ campaign with this group of friends, with a poignant, yet uplifting touch to this deeply emotional ad.
True friends go the extra mile for each other; “Dedication, loyalty, friendship. The choices we make reveal the true nature of our character”.
Advertiser: Qatar Airways
Uploaded: August 27
Viral Elements: Celebrity
In theory, “Qatar airways make the most of their FC Barcelona sponsorship by featuring Neymar, Messi, Puyol etc”. In reality, “Qatar airways need a new creative agency”.
The underlying play on ‘The Land of FC Barcelona’ is somewhat clever. Seeing superstars having fun is always good, and OK – it did make me smile. But this is no Cannes Lion winning creative. No doubt that it is a nice sponsorship activation, but I can’t stop feeling that it is simply a cross between:
NIKE’s Brazil airport ad:
and Turkish Airways’ Man Utd ad:
>>> This is the second Video Ad Candy ad in a row that suspects copycat. Where have all the creatives gone??
