Brands and their advertising agencies are pressed to create content that resonates and will be the next hit. Here are a few of top ads (video/broadcast) that were loved shared around the world. While there were arguably many great ads in 2013, these are a few of my favorites. Why? Because they connected with their core target audience and underscored their brand promise. Kudos to the creatives!
1) Dove “Real Beauty Sketches”- Inspiring social experiment shows how insecure and highly critical women are of themselves, and how other people don’t see what they see. It reinforces Dove’s message about the real meaning of beauty and commitment to helping women build positive self-esteem.
2) Volvo Trucks “The Epic Split feat. Van Damme (Live Test 6)” - B2B long-haul trucking campaign spot shows Jean-Claude Van Damme carry out his famous split between two reversing trucks which showcases the precision and directional stability of Volvo’s dynamic steering. Filmed in one take, it got 60M views in less than a month.
3) WestJet "Christmas Miracle": In the true spirit of the holidays, Canadian airline WestJet surprised and delighted 250 passengers by asking them what they wanted for Christmas and then giving them those presents when they landed. The magical, heartwarming event was gift-wrapped in a very creative video, which topped 13 million views in just a few days and has been seen in more than 200 countries. With no money spent on advertising, it was a marketer’s dream come true.
4) Google “Reunion” - A granddaughter uses Google’s technology to reunite her grandfather in India with a childhood friend in Pakistan he hadn’t seen since the Partition. Inspired by stories of reunions around the world facilitated by Google. It’s beautiful storytelling and effectively shows the power of Google products.
5) Pantene “Shine Strong” - Powerful spot shows how the same behavior in women and men is interpreted as a double standard in the workplace (i.e., “Boss vs Bossy, Persuasive vs Pushy, etc.”) It ties Pantene’s brand and the message of women empowerment with the brilliant tagline “Shine Strong”.
6) Guinness “Wheelchair Basketball" - Guinness delivers a powerful and emotional spot with a twist ending delivers. The voiceover is perfect: "Dedication. Loyalty. Friendship. The choices we make reveal the true nature of our character." The spot brilliantly pays off the brand’s character and tagline, "Made of more”.
7) Poo Pourri "Girls Don't Poop" - Entertaining spot for a toilet spray that eliminates odors. A beautiful sophisticated woman sits on a potty and discusses the consequences of pooping and powers of Poo Pourri. They made a subject no one wants to talk about the center of attention.
8) Apple “Misunderstood” - In an emotional and heart-warming spot, a teenage boy surprises his family with a the best present of all: a video compilation of happy family memories, effectively illustrating the power of what you can create with Apple.
9) Joe Boxer / Kmart “Show your Joe” - Riske spot of men in their underwear, swinging their torsos to the chimes of Jingle Bells (or more aptly named “Jingle Balls”) The criticism, controversy and buzz may help or hurt Kmart. But it’s male target will likely be entertained. It brands “Joe” well. (Maybe a little too well!)
10) AT&T “It's not complicated" - “More” - The “It’s not complicated” campaign is brilliant and highly entertaining. It highlights their product network benefits, while making the point that it’s very simple. Even a kindergarteners know more is better.
It's very challenging to make creative ads that are entertaining and still deliver on the brand message. Congratulations to the brands and agencies involved. Hopefully the work had a measurable impact on their business objectives. Looking forward to seeing great creative next year!
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