During our last Account Management meeting, we were tasked to present our top three TV adverts of all time to the rest of the team, giving valid, strategic reasons on why they were our favourite.
As the meeting progressed, it was apparent that everyone had really thought about the brief behind the TV advertising campaign and why it was executed in a certain way. We had a great range of ads from the 80’s through to the present day.
We hope you enjoy watching!
IKEA – The Joy of storage
Most people think that storage is dull but at IKEA they know the joy that good storage can bring you. This advertising campaign was focused on building an engaged, emotive connection with their audience, as well as promoting holding on to your memories.
Lurpak Cook’s Range – Adventure Awaits
A TV advertising campaign to inspire the audience to be more excited about food and become more adventurous in the kitchen. The opportunities are endless when cooking with Lurpak. “The greatest meals are yet to be had”
‘Dance’, created by Saatchi & Saatchi London, was produced using hidden TV cameras within the station, which captured the spontaneous reactions of commuters as they watched the dance troupe perform at Liverpool Street Station. This was to support T-Mobile’s “Life’s for Sharing campaign” – subliminal advertising to promote T-Mobile’s products.
From our Email Marketing specialist, Elaine
John Lewis – Monty the penguin
This advert lived up to the all the hype and expectation built up from the success of previous John Lewis adverts. In such a busy environment, the advert touched the hearts of everyone, making it memorable and #montythepenguin trended globally. It positioned John Lewis as the go-to Christmas shopping destination, through simplicity, emotive and integrated strategies.
Marks and Spencer – Taste of the British Isles
Marks and Spencer’s focus for 2015 is ‘to put British Isles back on the food map’ with regionally sourced food. The advert focuses on the creativity, sensual and innovation of summer food. The brand position moves away from the price focused supermarkets and focuses on making their food halls a place to discern your taste buds.
Aldi – Easter
This campaign focuses on “the home of everyone’s favorite things” and showcases the range but also the quality of products on offer at everyday low prices. The premium range ‘specially select’ have seen sales rise year on year as the middle-class target market continues to change their shopping habits. The advert was a move away from the highly successful ‘I like this one” campaigns that focused primarily on the likability and price comparison message.
From our Client Services Director, Adam
Reinforce the brand of car by demonstrating the sort of person who doesn’t like it, whilst having a covert dig at the competition. Genius – casting a wonderful eye for detail. Check out the tie the anti-hero is wearing.
You know when you’ve got a brilliant campaign idea, when you can make ad after ad, all different in look, feel and approach and still reinforce the simple brand promise. These sorts of long running campaigns are sadly a rarity these days.
Again, brilliant directorial choices, from the Stella Artois’esque Sheep Dog, to the contrast of the glamour of the space shuttle alongside the chav of Luton. Innit luv.
From our Executive Producer, Jason
Sony Bravia – Balls
This is one of those commercials that the first time you see it you simply go ‘Wow’ then you have conversations with others about ‘…that Sony ad’. The idea whilst complex to execute is pure simplicity – Convey the colour quality of Sony Bravia televisions by filling the screen with colour.
The strategy behind the campaign was too move away from tech stats which audiences didn’t really get anyway and focus on what research had shown was most important to people when purchasing a TV – colour quality. The solution was to fill the streets of San Francisco with 250,000 coloured bouncing balls (apparently they wanted to import a million from China but no company could fulfill the order, so they bought all the balls available in the state!) and filmed it over cranked (slow motion) on multiple cameras – the result was a break filling 2.5 minutes of visual poetry. Stunning.
From our Account Manager, Lisa
Mercedes – Chapman’s Peak
The Mercedes advert needs to be watched first as it was the first one to air on South African TV. It was meant to show the Mercedes as very safe as even if you did have an accident, the driver could walk away unscathed. Although it can be interpreted in different ways and this kind of advertising would never be allowed in the UK!
BMW – Beat the Benz
BMW then aired their advert. I really thought it was clever, as comparison advertising is not allowed in SA and they got around it. The adverts were almost identical but the BMW does not go over the edge of Chapman’s Peak (a very windy ocean road in Cape Town). The strapline ‘Beats the bends’ was inspired and caused a huge stir. Needless to say Mercedes were not happy but the additional publicity the advert got as a result further embedded it in peoples minds.
Author: Chris Shadrick
Chris leads on Digital Strategy and works with our clients to enhance their online communications and uses insight to better understand business challenges. His enthusiasm for new technology and digital means he can lead and develop a clear Digital Marketing Strategy for all our clients and has experience working across multiple sectors. Chris is Google Certified, which means he knows his Panda from his Penguin and runs digital campaigns that achieve results. He also runs a fast-growing digital networking group in Exeter and will also be lecturing at the University of Exeter on Digital Marketing in 2017. Chris enjoys escaping for long walks on Dartmoor and is often found getting creative in the kitchen.