Posts tagged ‘ad’
Since most of the big retailers have now shown their hand in the 2013 Great Festive TV Ad Standoff, now feels like a good time to pull them all together in one place.
Let’s start with John Lewis, a brand for whom the festive ad stakes were set very high following 2011 and 2012′s triumphs
It’s charming – and Lily Allen’s cover of Somewhere Only We Know is currently sitting at No2 in the itunes chart. You can also buy the cuddly toy, christmas card, slippers, onesie, children’s book etc. Talk about a media multiplier.
Next up we have Tesco
This is the Christmas ad that I’m sure John Lewis would have done if they hadn’t already used the idea for She’s Always a Woman in 2010. And their aging makeup was tons better than Tesco’s.
Asda have gone in the opposite direction to Tesco and led with Value
But I suspect that a more lifestyle-y offering from them might surface in December as there’s only so many OTSs a value-snowman analogy will stand up to. Nice use of Mel-or-Sue from the Great British Bake Off for the v/o though.
Talking of double acts, Morrisons have gone for Ant-and-Dec again to front their Christmas campaign
I’m not convinced that Ant-and-Dec are a great fit for Morrisons, especially as they also front I’m a Celebrity, which will be on air asap sponsored by…Iceland. I’m guessing that the brand recall research numbers are going to look disappointing here.
Sainsbury’s meanwhile have got the bloke who directed Last King of Scotland to make a 45minute documentary about Christmas home videos, which they are showing highlights from in their ad break slots
Which is…different, certainly. I actually think running clips as ads makes what is apparently all genuine footage look contrived at times, but it does stand out among the manufactured fuzziness that other retailers have churned out.
Aldi have basically pastiched themselves
- and that’s no bad thing
M&S seem to have mashed up the plot of Alice in Wonderland with Standard M&S Christmas Script and…well, I think ITIABTWC covers it better than I could
Also, two and a half minutes???
Boots have taken their ‘Lets…’ and ‘Feel good’ lines and put a new spin on them
I like it – and I strongly suspect the brief might have included the line ‘make Boots customers think of an extra person to buy a 3for2 gift for’
Debenhams is a bit of a yawn-fest
There’s so much product in there, it’s at the expense of standout and engagement.
I recon the winner so far is, unsurprisingly, John Lewis – but let’s see what Sainsbury’s and Iceland (who are working with a decent agency for once) can come up with.
I got sent a link to the new Carling ad ‘Trick Shot‘ this morning.
It’s good – memorable, on brand, a bit of a homage to the Honda Cog and OK Go school of communications and it’s a nice touch to have the original “I bet he drinks Carling Black Label” blokes looking on at 00.25.
But I can’t understand who thought Bloke 2 (see 30sec in) was the right man for the job, or maybe it was the director’s misdirection? What do you think?
CSL sofas have just launched a new campaign by TBWA:
It’s beautifully shot, stands out in the category and will certainly do something for CSL’s awareness, but…
I’ve done quite a lot of work in the furniture retail sector over the last few years and I know how hard brands have to work to get their store onto a sofa shopper’s ‘to visit in person’ list. So I’m not sure that this campaign (at least in the initial execution) says enough about why you should visit CSL in preference to any of the other three lettered sofa retailers that fill up retail parks.
Lovely ad, I’m just not sure how effective it’ll be.
(title nicked from a tweet on the subject from @sweenagekicks )
Nice outdoor ad, right? The problem is that when I’d driven past it a few times and sat down to blog about it, I realised that I wasn’t sure which car brand it was actually for…it felt like it should be Jaguar, but nothing popped up on google or creativeclub so I had to ask twitter. Who also didn’t know. In the end it was bugging me so much I was about to drive ten minutes out of my way to check it out and get a photo when @johnallenuk found it on the Audi website.
I’m actually target market for this ad – my Dad is car hunting at the moment to replace his BMW and as my family’s designated Queen of the Internet I’m in charge of desk research. But to be honest I’m a bit fuzzy (due to disinterest) about anything technical that’s engine related and am more interested in what this means in terms of how it compares to a 3ltr Beemer for speed, power and mpg. I think in this case Audi mean fast (but thirsty) when you need it and slower (but more economical) when you don’t, but I haven’t watched enough Top Gear to be sure.
And anyway, if it wasn’t for John, I’d be sending my Dad off to the Jaguar dealership to find out.
The one above is the second ad from the campaign – the first one below (despite probably costing millions to make) has more than a whiff of mood-film-shot-in-an-agency-meeting-room-for-tuppence about it:
All this negative feedback has got a point – he’s (as ITIABTWC puts it) texting in his performance and the script makes no sense whatsoever.
On the other hand, a friend pointed out on facebook that at least Chanel’s use of Mr Pitt acknowledges that more women are buying perfume for themselves (although in 2010 Mintel was clear that women were still more likely to receive fragrance as a gift than to buy it for themselves). Perhaps it’s simply that women are nowadays more likely to specify exactly which perfume they’d like to receive as a gift, rather than settle for whatever their husband/boyfriend/lover happened to like the packaging of at the duty free shop.
If Brad had a script that talked about what makes women strong, beautiful and intriguing (and actually put some effort into delivering it) then I think Channel could have had an ad that placed No5 on women’s not-very-subtle-hint Christmas lists. As it is, it’s no better than wrapping paper.
PS it turns out a bloke who writes for GQ came up with the script. Whether this could be viewed as a genius or idiot move depends entirely on who you think buys the blumin stuff in the end.
I’ve been wanting to post this for ages, but the only version I’d seen before today’s Sunday Times Magazine ad was a 48 sheet on a dual carriageway roundabout which would have made photo taking a bit hairy.
It nicely shifts the Evoque away from the rather chavtastic TOWIE niche it currently seems to be occupying (I actually saw an Evoque in Barbie pink the other day…), towards something a bit more refined, focusing on design and engineering.
And I’m sure it’s no accident that there’s also an implication that the Evoque will be every bit as durable as the old Defender – round my way (half my friends are vets and/or horse owners) new Land Rovers and Range Rovers have a terrible reputation for reliability…
I rather like the new M&S Summer ad. It’s an excellent way of a) subtly muscling in on the Olympic action without being a sponsor, b) hedging their bets as to which big event of this Summer (the Jubilee, Olympics or Euro 2012) will provide the most retail uplift and c) allowing RKCR/Y&R to edit the full 90 second ad down to provide event specific executions.
It’s also a kind of Greatest Hits, featuring most of the big names who have fronted ads for them in the last few years, including Twiggy, Dannii Minogue, Myleen Klass, Lisa Snowdon, Gary Barlow, Jamie Redknapp and Noemie Lenoir (the one who looks depressingly good in her underwear).
Breaking an ad that has Gary Barlow singing ‘sun, sun, sun, here it comes’ is however a tad unfortunate timing-wise, given that it seems to have snowed across half of the UK overnight …
So, I said I’d deal with the M&S X Factor Finalists Christmas Commercial in a separate post.
Now obviously, this is part of a much wider M&S / X Factor tie up that includes sponsored airtime competitions, behind the scenes films and so on.
I assume the brief was about repositioning M&S for a wider, younger audience, but with a touch of festive fuzziness thrown in.
God knows how much they’re spending on re-edits as finalists drop in and out of the competition like yo yos and heaven help the poor agency account managers if Clearcast have insisted on re-approving each version.
The behind-the-scenes film looks they filmed all the original finalists – including the four who were dropped prior to the public voting. Which ended up being rather handy when Amelia Lilly came back in following the Frankie Cocozza drugs malarkey. In fact, a cynical type might suggest that having an extra four ‘maybes’ known to the public but not in the final was designed to deal with just this kind of commercial problem.
exhibit A: the origional ad (I think):
exhibit B: the latest version (we’re due another one about now):
I did a side-by-side comparison and all the edit changes currently happen between 30 and 45 secs. It’s a cunning plan – put the good acts likely to stick around at the beginning and end and the ones likey to get voted off in the middle to simplify editing.
Anyway, is the ad actually any good? IMHO, not particularly. It doesn’t have enough warn and fuzzy family stuff to jerk the heartstrings a la John Lewis and the X Factor lot aren’t big enough yet (singly or together) to endorse as huge a brand as M&S. So it ends up as more of an ad for the TV show than the retailer.
I wonder if this December’s trading (and viewing) figures will bear me out?
There are some great Christmas ads already airing…and some not so great ones too.
Boots has continued the Here Come the Girls theme with a crack team of women getting Christmas sorted while everyone else is asleep. It’s engaging, funny, on brand and totally relatable. It also stands up to repeated viewing, which is a good job since it has been on air for several weeks already:
John Lewis has done it again with their ‘thoughtful kid’ ad, that judging by twitter seems to have reduced most Mums to tears on first viewing. I’m not sure how this one will stand up to weeks of airing though:
Waitrose’s School of Christmas Magic is great too – another double hander from Delia and Heston but interestingly focusing on semi-scratch solutions to Christmas catering:
There are, however, a few less impressive festive ads out there as well.
Argos use blue aliens to demonstrate why you should avoid stressmas shopping and ‘check and reserve online’ all your gifts and then pop down to Argos to pick them up. I’m not sure that slagging off high street shopping then suggesting you would be better off doing all your shopping by reserving online then shelpping down to the Argos store to pick it all up is actually a winning strategy:
I found the Argos ‘making of’ ad on youtube (why do so many brands feel the need to add a Making Of ad as if they’ve just made a major movie, complete with director, cast and client interviews?) and the client talks of how the campaign is brave, bold, arresting and “really bringing to life the dichotomy of the high street at Christmas”. I think you might be overthinking it a bit love – and that’s coming from a Planner…
I posted about the Littlewoods Christmas ad the other week (it seems to be to be rather heavily inspired by a scene in Love Actually), but even after having viewed the ad several times and written about it, talking to an agency bod this week I merrily misattributed the ad to Argos, which doesn’t say much for its memorability. I’m also not sure in Austerity Britain that ‘make your family happy by buying them lots of stuff’ is the way to go:
So some Christmas Crackers and a few Festive Flops. Let’s see what the next four weeks brings.
PS I know I haven’t mentioned the M&S X Factor ad, but I think it deserves a whole post to itself…
I was wondering round Leeds the other week when I saw the new baby Range Rover Evoque on display in the middle of an upmarket shopping arcade.
Of course I had a nosey – I’m always on the lookout for my motoring holy grail, an automatic that’s good on the motorway, is small enough to park easily and can get down a 1in3 snow covered track in one piece.
Unfortunately, it also has to come in under budget, which I quickly realised ruled out the Evoque. It’s still on my list should my premium bonds come up next month, but it nearly lost it’s place when I saw this:
So it would seem Range Rover are not going after a target market like me. More like footballers wives, Essex girls and drug dealers. It suddenly feels like owning one of these cars would be like owning a particularly garish designer handbag.
Oh well, in my more affluent fantasy life I suppose I could always get it debadged…