Dua Lipa for Porsche, British Airways safety video and more: creative ads of the week
‘What’s better than an ad with Dua Lipa? An ad BY Dua Lipa‘ says the social media post from Porsche. Aside from this, there were ads from Uber & Fila which caught my eye this week – as party of my weekly compilation of clutter-breaking creative ads.
Dua Lipa for Porsche: all electric
During my ad agency ads, I remember seeing print ads from ad agency Fallon McElligott for the brand – many of them considered classic. The tone of voice and the audience they appeal to seems very different from fans of Dua Lipa. I could be wrong, as I don’t know much about her music. Apparently she has been associated with Porsche since 2023.
She has now written and directed a TV film, to promote the all-electric Porsche Macan. The film takes gentle potshots at typical car ads while showcasing the power of an electric car. By treating it like ‘an ad for ad’ several possible settings and romancing of the car are made possible, while taking a self-deprecating route. The writing, narration, editing and the stunning visuals are a treat.
Agency: Grabarz & Partner
Urban Company: blue collar trust factor
‘Dignity of labour’ is a powerful theme for a gig-worker based service brand like Urban Company. Conveying that every profession needs to be treated with respected forces people to re-think about their attitude towards supposedly menial jobs.
A new TVC adds a new dimension towards how most of deal with such professionals when we sign them on – ‘monitor’ their activity with suspicion or maybe even distrust. The storyline cleverly pits a white collar boss’ behaviour and the reaction towards it against how we treat the so-called blue-collar workers. Kudos to the agency for discovering the brand platform and the creative expression.
Agency: Talented
Nanhi Kali: lessons from football
Project Nanhi Kali is a sponsorship program, wherein individuals and corporates could participate by sponsoring girls’ education. As part of the holistic approach, they empower underprivileged girls with and sports leadership training.
A beautifully written script uses analogies from every day life and sports to drive home the impact of a simple football. Values such as teamwork, independence, and resilience are brought forth and would certainly appeal to prospective donors of their contribution beyond just textbook education.
Uber: on our way
Yup, this ticks all the boxes: montage of visuals, set to a popular song and overall feel-good effect. But still doesn’t come across a clichéd yawn fest. I think the reason is the central premise of assuring someone or feeling assured with the ‘I am on my way’ message has universal appeal. It removes anxiety and creates a trust factor. In a service brand like Uber that is so important. It is another matter that the brand evokes no such positive feelings (at least in my book) in India over the last few years. I would include all taxi-aggregator brands as those which started off with great promise but have become major disappointments in a very short period of time because of deteriorated services.
My Cadbury Era: Generative AI
We live in an era where ‘AI-powered anything’ and buzzwords like Generative AI are sure to make marketers perk up when it comes to creative ideas. It is rare to see a relevant use though. Using AI feels right for this campaign for Cadbury in the UK to celebrate 200 years. Users can see how they would look in campaigns of the brand from way back in the Time Machine by following steps at the microsite.
Agency: VCCP
Fila: Bellissimo Country
I don’t associate Fila with luxury. They’ve made a move into that category with Fila Casa – a new fall collection. The TVC transports you into a typical, ultra luxury club country club and lets the viewer soak in the experience and be a part of how the rich & famous spend their leisure time. It subtly cues that it is not snobbish by getting a pizza delivery guy be a part of the ‘good times’.
Agency: Sid Lee
JioCinema: Olympics
In India one is used to watching promotions of sporting events from TV channels and streaming platforms. Most of them are tiresome tropes of ‘us vs them’ pitting India as the team which is ready for the ultimate battle or the one which will crush the opponent. In that context, it is refreshing to see a promo for the Paris Olympics by is streaming partner in India. The ad juxtaposes everyday activity with specific sport from the event in a light hearted manner and piques interest. Job done.
British Airways: may we haveth one’s attention
Just when you thought all possible creative ways the airline safety video have been exhausted, comes this ‘rather lovely’ one from British Airways. Featuring real airline staff amidst period dramas, made familiar by hugely popular streaming shows set in Britain. Jolly good fun.
Agency: Uncommon Creative Studio
UScellular: ironic
Over the years, many brands in the telecom, media & related space have attempted to educate consumers to cut down on their screen time. Some could be just ad campaign ideas and nothing more on ground. A new effort from UScellular strikes a chord in many ways. The ad stars Alanis Morissette (famous for her 1996 song, ‘Ironic’) to highlight the ironies of modern digital life. The brand claims to have an US mode which ‘help block distractions so you can focus on human connections‘. The brand has couple of other initiatives which I thought were interesting:
A consumer call to action to participate and take a break from technology on Global Day of Unplugging this year with a $50,000 donation to Unplug Collaborative. The “Phones Down for 5 Challenge,” an invitation for people to take a phone break in a way that works for them.
Agency: The Martin Agency
Snickers: Driving School
There must have been good reasons why Snickers gave up on ‘You’re not you when you’re hungry’. The current platform seems to focus on everyday situations gone wrong thanks to the protagonist not satiating small hunger and distraction thereof, with Snickers. This would work if the situations are quirky – which it certainly is in this new film starring film director Rohit Shetty as a driving instructor. If you don’t know the context – he is associated with movie scenes which involve crazy car stunts including ones which fly and tumble several times over.
Agency: DDB Mudra
Roojai Online Insurance: kangaroo
Ah, another quirky ad from Thailand. The context for the campaign seems a bit convoluted: Roojai Online Insurance has been responding to a frequently asked question from the public: Why has the brand chosen a kangaroo as its corporate identity? A new ad ‘Minimize your frustration’ brings alive the logo in a mascot form and solves the frustration arising out accidents – which call for insurance to play a role. Nevertheless, a fun watch.
Agency: BBDO Bangkok
Which one was your favourite?