Tag: Australia

Wanna play doctor?

Augmented reality is here to stay; sadly most of the things we’ve seen so far are gimmicks. But there are some amazing examples of how to use it:

What’s more british than tea?

I’m not very keen on patriotism in advertising. But when you put it in the right way and wording, you can do some pretty nice ads.

Although the ad is patriotic, it stands up against something worse – conservatism and narrow mindedness. And that’s why this is a good ad. It stands up against the past, the unchangeable, the boring, dull and backwards looking British tea drinkers. Few things annoy me more than conservatism, not politically but the mindset. How can conservatism ever move us forward and into the future? No matter what we do we can’t go back in time (at least not until a time machine arrives)*.

I don’t know if anyone else can read all this from a 30 second, kind of cozy, ad for Bushell’s Australian Breakfast Tea. But I did…

*Technically if time machines were possible at all, there is a high chance people from the future would’ve visited us. Therefore it’s unlikely they’ll ever exist, but who knows ☺

Name on a bottle

To me one of the most interesting things about modern advertising is that companies don’t want to pay for media. They want Viral, something no one can guarantee. If they could they’d be billionaires by now. But there are some things you can do – like making it personal.

It’s a great campaign. A spot on take on today’s world. We want companies to talk to us, not as a group but individuals. It’s a campaign that wouldn’t have worked nearly as well just a few years ago. Social media and smartphones made this a success campaign.

It’s always cool to see new use of media. Usually it means buying ad space in the weirdest places, or changing your packaging a bit. But I don’t think anyone have done this. If they have I’d love to see it!

However the thing that’s hardest to take is: Coke let Ogilvy Sydney change their bottles. I would’ve loved to see that pitch.

Robbers running with beer.

The last two days or so this video have created some social media buzz. So if you’ve missed it, take a look.

It was made by one of my favorite agencies, Clemenger BBDO. Who continue their great streak of ads for Carlton Draught. The ad is not HAHA-funny, but it keeps me smiling. Some moments even make me giggle like a little girl, like when they climb the roadblock. But it’s the 90s feeling that really does it: the environments, the music and the style.

It always fascinates me when a brand can follow up on success. VW had trouble following “The Force”, their “The Bark Side” was good but not as good. But Carlton Draught has over a period of 7 years created three ads that are very different (The Big ad, The Slowmotion ad and this one). But I’d say that they’re all equally good, or at least very close. Impressive.

WARNING: this is disgusting!

I want to issue a warning; probably the most disgusting ad ever made.

With almost 600k views it’s definitely a hit. Humans always been fascinated with disgusting and frightening things. The most common example is probably the car crash. If you saw one, would you be able to look away?

But attention isn’t always good. People will look at your stuff, pass it on – and feel weird afterwards. If the viewer can’t directly link your product to fixing that weird feeling, then why give it to them? But maybe the thought step is just long enough to attract customers. I’d love to see the numbers on this campaign and how it affected sales.

It’s time for Droga5 to show you why I love them.

Mel the Milkbite

I’m starting out with a campaign that I love. It’s cute and funny. But it’s also a smart way of marketing the product.

This spot was bashed for racism. I understand why people found it racist, but I can’t really agree. You can read a lot into this commercial if you’d like to. How deep racism still runs in the world – some still won’t date people with another ethnicity.

But does that make the ad racist? Definitely not. It takes the issue of being a mix, or not knowing who you really are, and puts it in another perspective. That’s not racist, there’s nothing here that says that X is better than Y. It just says that she’s only into X, until she actually meets the X+Y combination.

You might say that it simplifies a big issue and mocks it. I say: what’s wrong with bringing these issues out into the light? Especially when a big corporation pays for it. I’m sure this ad actually started conversations about Internet dating and prejudice. A commercial did that. That’s a very good thing!

Decode Jay-Z

This is probably Droga5’s most famous campaign. It won too many awards to name them all but the list includes: a golden Cannes Lion in Direct, one Grand Prix in Outdoor and another in Integrated, a One Show Gold in Outdoor.

The campaign wasn’t the first to use this technology. But it’s the biggest integrated campaign ever. It’s spread out over the world, not in a single city or even a country, the world.

But what makes this campaign so freaking cool is the media buys: pool table mats, fast food soda cups, luxury jacket linings etc. This was an expensive campaign no doubt, but it’s also cool to see a global brand like Microsoft spend their money on it. No doubt was this a gamble, but they really went all in. Thank you for that. Now all we want are global brands doing the same thing.

The above campaigns were both from the New York office, so lets take a look down under. The following two campaigns were made by Droga5’s Sydney office.

Facebook intervention

Many Facebook campaigns are just about likes. Some campaigns have taken it further, like take this lollipop. But that can get a bit scary. So how do you use the same technology but for something fun? And how do you make people connect to each other with it instead of themselves.

Case study here (couldn’t be embeded).

This is what you do when your friends become total Facebook posers. You give them an intervention. I think it’ll be hard to see how many beers this campaign actually sold. But in the long run this is the kind of ad that’ll make people like your brand. Few things are as powerful for marketing as people actually liking your brand.

The strongest and most loved brands don’t have to fight their battles and try to get likes. People will do it for them, and if your product isn’t good or different enough this is one of the ways to earn that love. Fun, integrated campaigns that fit your target group perfectly. A beer brand spoofed young men on the Internet = perfect match.

Raise a glass

This is another campaign for the beer brand VB. But if you’re not a total cynical you’ll have to press the tears back rather than laugh.

I am a bit of a cynical and I don’t like brands to free ride on people’s deaths. But I don’t think this does. The campaign is focused on remembering lost soldiers. Honoring them with a raised glass, and gathered money for the ones left behind. It’s a lovable campaign and the greatest part is that it’ll be permanent.

Raise a glass shows that brands can do great things. They’re not all evil corporations. Even if VB makes money on this I don’t think that’s their main reason. If it were, it wouldn’t have worked as great as it did.

Sharks and the Scorching Sun.

The summer has finally arrived in Sweden – or at least in the parts where I hang out. So I thought I’d share this ad, from Bondi advertising. I found it a long time ago  but the damn weather haven’t been inspiring enough for me to post it, till now.

The top one might fit Sweden better, but the one below is my personal favorite.

These ads are simple and the sunblock-smear-typography is OK. But what makes these ads good is that they make me think. And the keep me thinking for a while, how the guy ended up knocked out on that beach. What a party it must’ve been…

The shark ad doesn’t keep me thinking as long. But the photography combined with the copy makes it a great ad. You’ll get what it’s not protecting against, and you’ll remember this ad – as I did.

How many versions can you do of this idea?

I’ve heard that you won’t know what a good ad is about until the last five seconds. This ad is a prime example.

I love this ad, there are other versions but this is definitely the best one. And it really uses the right type of storytelling for the tagline. Sure it works in print as well, but it’s just “meh”. It’s not something I care for at all.

It’s a problem I’ve run into myself in school lately. The thought of the BIG idea, an idea that spans all mediums and that can be built on endlessly. And I guess this spans a lot of mediums, but I’m unsure if it can be built on. It’s just this one concept. People staring at underwear up close, it’s fun and it’ll probably stick for a long time. But will we get tired?