Nike for Chicago Marathon, Zepto ‘Soan Papdi’ and more: creative ads of the week

The recently concluded Chicago Marathon saw many brands being associated with it as sponsors. Nike’s efforts bubbled up on the social media platforms. I attempt to curate a list of such clutter-breaking work every week.

Nike: Stairs

A few months ago, Nike kicked up a storm on social media with their powerful ‘Winning isn’t for everyone‘ campaign. In my view, it depicted the mindset of the top 1% of professional athletes worldwide realistically without demeaning the spirit of sportsmanship as some claimed. They followed it up with ‘Winning isn’t comfortable‘ which dramatised the everyday struggles, drudgery and pain of simply training and wanting to win. A new campaign can be seen a a continuation of the second idea cleverly utilising the recently concluded Bank of America Chicago Marathon,

It is said that everything that our habits, hobbies and everything we achieve in life is dependent on ‘how badly do you want it?’. If we really are serious about something we will find ways to make it happen. Else, we will find excuses. In that context, going to the gym, cycling, setting out on a run (or walk) as a habit to improve health & fitness can become an obsession. And those who pursue it have to overcome so many mental & physical barriers. Being able to carry on fighting laziness, physical pain, the urge to simply give up…they come easy. Such powerful emotions are also a test of endurance & mental toughness. During the recently concluded Chicago Marathon, many runners shared billboard they spotted on the way and shared them on LinkedIn – showing well it resonated with them. As part of the campaign, Nike has released a film which simply focuses on the after effects of the run – the toll it takes on your body. The choice of soundtrack is spot on and brings a smile.

Agency: Wieden+Kennedy

Zepto: Soan Papdi

For the uninitiated, Soan Papdi is an Indian dessert. It seems to evoke polarising reactions, almost like Marmite. Come Diwali, it is a common gift pack and leads to hilarious memes on social media – as a gift no one wants or as something which one chooses to gift as a lazy choice. Zepto, a quick commerce brand has personified Soan Papdi as a depressed, dejected person who finds someone who loves him back by making it a free gift offer with every delivery. Superbly done. Endearing spot which conveys a tactical ‘free every delivery!’ message creatively.

Agency: in-house (?)

Wellfleet Oyster Alliance: farming love

It’s hard to explain to those who have lived the ad agency life in the 90s. It was an era which produced some great copywriting in print. It wasn’t just writing that showed off the skill by limiting it to some clever wordplay. It met a business objective, solved a marketing problem evoked emotion and delivered the brand promise in an endearing fashion thus creating affinity. A new set of ads for Wellfleet Oyster Alliance has all of these qualities in abundance.

Creative: Rich Wallace

Shield Insurance: not just middlemen

There are insurance companies and there are ‘agents’ who represent them. In Thailand, it is common for advertisers to poke fun at advertising itself which can help in disarming the audience into accepting a sales message. In this ad for an insurance broker we see even a serious car accident treated with exaggerated humour and a peek into human behaviour when it comes to buying insurance – opting for the cheapest.

Agency: VML

George Tannenbaum: LinkedIn posts

Advertising copywriter George Tannenbaum has a legion of followers on LinkedIn. A supremely talented writer (and a great communication strategist to boot, which comes naturally to great copywriters), he fights ageism in advertising and his pet themes include taking on the vagaries of big holding companies in advertising, medioce advertising and ad agency business’ obsession with latest fads. He also positions his consulting business as an antidote to baggages that come with working with big network agencies. I love his writing style – pithy truth bombs that create preference for his manifesto. Another hallmark of his posts is the consistency of visual identity and tone of voice.

These and more including ads from Groww, Google Shopping and Pol Roger champagne in my blog. Do read and share your views.