Creative inspiration: advertising round up - Week 1, October'24

Every week, I attempt share a compilation of clutter-breaking creative ads. This week, ads from Nationwide, Uber Taxi, Tasmania Tourism and more.

Nationwide: Mist Me

Strategically the ad series in UK, featuring the CEO of a fictional ‘A.N.Y Bank’ is sound. It highlights the features and benefits of Nationwide without getting into a direct comparison by naming any competitor (some brands take that approach too). The ‘uncaring’ boss (portrayed so well by Dominic West) and his assistant (comedian Sunil Patel) have created some memorable work, each ad focusing on one aspect that makes Nationwide different. The latest ad introduces his daughter who also rejects his bank’s product to choose Nationwide, due to its profit sharing. As with other ads, the little touches (‘mist me!’) make for delightful viewing.

As an aside, if fictional characters are created using real people, there comes a time when the actors need to be changed. Ages ago, Indian luggage brand Aristocrat used a ‘coolie’ as a character in advertising with actor Harish Patel portraying the role. But what happens if the actor wants to move on from such roles or is simply not available? Parle’s Krack Jack created two characters – well, Krack & Jack in the ads played by actor Boman Irani and a model. Again, it will not go on forever. On the other hand if a mascot is created – such as Fido Dido for 7Up or Bibendum for Michelin tyres then the campaign is not dependent on the actor. I am not suggesting that Nationwide should have chosen an animated character as mascot. The choice of real people and their traits suits the narrative very well. But this campaign will have to transition into another execution or an idea at some point in time.

Agency: New Commercial Arts

Vodafone: network

The best of advertising respects the audience’s intelligence. The ad does not spell out everything and scream ‘hey, I am an ad, watch me!’ which is guaranteed to turn people off. Also, the right amount of subtlety leaving the viewer to connect the dots or ‘fill in the blanks’ always works. A new ad for Vodafone in Ireland portrays a woman getting back to cross-country cycling after what appears to be a long break due to motherhood. It conveys the message of a reliable, strong network ever so gently but powerfully.

Agency: Grey

Tasmania: come down for air

‘Come down for air‘ must surely rank among the best of taglines from recent times. The unspoilt, unhurried nature of Tasmania has led to some cheeky barbs at AI in the past. A new set of ads continue the tradition of pithy, sharp lines that drive home the point and bring a smile.

Agency: BMF

Surreal: cereal love

I wonder how I missed this brilliant campaign when it was talked about on LinkedIn a few months ago. I discovered the campaign via an article where the co-founder and marketing lead of a cereal brand in UK, explains why it chose to catch the eye of advertising professionals. A regular LinkedIn post and the creatives generated a lot of interest & debate: 10K reactions, 500+ comments and almost 400 reposts.

The outdoor creatives are sure to strike a chord among advertising & marketing professionals with their insightful humour about life in the business. The ’email screenshot as creative’ or placing a long URL on a billboard are all laugh-out-loud stuff for industry insiders and no wonder they shared it a lot on LinkedIn. Loved it.

Heinz: smiles

A new campaign for Heinz released around Halloween theme, has the internet divided. Some on LinkedIn are pointing out that this does not have an insight. In my view, there is no need to over-analyse every piece of creative. It passes the first test: it got noticed. It playfully ties the category to a practice common during Halloween where it is celebrated: dressing up as the Joker from Batman. End of story.

Agency: GUT

Piraeus Visa: shopping cart race

In Qatar, every Piraeus Visa purchase could take you to watch the Visa Cash App RB Formula 1 Team race. A ‘race’ to the till ensues among two contenders only to be beaten by an unexpected opponent. Fun spot for a promo.

Agency: The Newtons Laboratory, Greece

Aside from these, I have added my commentary in a longer curated list here. Do share your views.