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.
The billboards and signages shared on spontaneously on social reflect how well the insight and execution struck a chord among runners.
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
LiveOnNY: organ donation
LiveOnNY is a is a nonprofit organization committed to helping New York live on through organ and tissue donation. A poster urging organ donors to come forward caught the attention of many by presenting the famous ‘I ❤️ NY’ tag line.
EE: Clocking Off
There was a time when office was where the good wifi was. Now in the hybrid work mode, our homes are equipped with high-speed broadband. EE, a UK-network promotes its Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro as something to look forward to after the drudgery of work. As many have said the best of communication presents an identifiable ‘enemy’ (which should resonate with the intended audience too) and positions the service as a the saviour. Works brilliantly well in this case.
Agency: Saatchi & Saatchi
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
Parle G: Diwali ad
Finally, a Diwali themed ad that stays away from parties, fake smiles, cards, glitz and such like in the name of ‘contemporary Diwali’. It is disheartening to that puja, traditional home made sweets & savouries have become alien to us during our festivals (the power of changing times and all that). The ad could have slightly higher on the natural and emotional quotient but the intent was different and. effort. And yes, as with this series, the role of biscuit is tenuous.
Agency: Thought Blurb
Groww: print ad
As they say, the first task of any ad is to bbe noticed. Everything else is secondary. A print ad from a fintech brand Groww followed the by-now rare phenomenon of print ad led by art direction. Even if one does not read the entire copy and skim through it (which is a normal habit) the highlighted phrases drive home the point.
Pol Roger: champagne
Remember Stella Artois and ‘reassuringly expensive’? This print ad from Pol Roger champagne has a similar ring to it.
Founded in 1849, Pol Roger is regarded as one of the finest of all the Champagne houses. It is known for the great style and finesse of its wines, particularly for the Vintage Brut and the Cuvée Winston Churchill.
Source
As with select luxury brands deliberately cueing ‘scarcity’ is an effectively strategy to up the exclusive quotient.
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.
Google Shopping: Diwali ad
Feel-food festive ads are common in the US and UK. In India, we have a mix of such and preachy ads telling us how to celebrate our festivals. A new ad from Google integrates its search and other features which enable ease of shopping during Diwali. It features actress Farida Jalal who fits the role of the endearing grandmother so well as she is ‘walked through’ the features by her grand daughter. Instead of a dry product demo the film has elements of nostalgia and human connect which makes it sit well with the mood of the festival.
Agency: Lowe Lintas
Which one was your favourite? Do comment in.