Creative ads creating a buzz: advertising roundup of the week

While I was busy compiling my list of best ads of 2024 (Part 1 and Part 2 for now) there were some clutter-breaking creative ads which got talked about in social media. Here’s a quick roundup of ads from the past week or so which caught my eye:

Apple Holiday: Heartstrings

My all-time favourite holiday ad from Apple is ‘Misunderstood‘ from 2013. Usually I can guess the likely twist in the tale but that one got everyone by surprise. The plot line for this year’s holiday film could become apparent to Apple fans who closely follow all the product announcements and are aware of the product features of the latest models. But regular consumers are not geeks. Both my wife and daughter reacted with ‘oh, so nice!’ both to the highlighted product feature and the ending in this sweet spot for AirPods Pro 2.

Agency: TBWA

Zepto: 360° Protection. Delivered in 10 minutes

I was among the skeptics when the 10-minute grocery delivery services began operations in India. I thought it was a solution trying to find a problem. Turns out that us naysayers were wrong. The quick commerce segment has caught the fancy of Indian consumers and we are using it to have everything from iPhones to food delivered in double quick time. But how do category players convey the same message – quick delivery – in interesting ways? We saw Uber Eats and Swiggy Instamart take the ‘almost anything delivered‘ and ‘not that but this‘ approach (e.g. not Chawla but ‘chawal‘) to good effect.

Zepto, a pioneer in this space has avoided humour by taking an unusual situation and an endearing approach. The use of Bharata Natyam mudras to convey what’s needed drives home the point and builds affinity with the viewer.

Agency: in-house

Spotify: Team Bhidu or Team Bandruh?

The year-end wrap, pioneered by Spotify has not only become a thing that creates anticipation but has ‘inspired’ Apple Music to follow suit. Even brands in other categories are putting out their version – either in jest or all seriousness. I belong to the category of people who know what they’ve heard all through the year but I can understand why it’s so hugely popular.

Aside from marketing which helps create the anticipation and hype, Spotify wrapped appeals to us for several reasons. One, it makes us feel good about our individuality – it holds a mirror to who we are. Second, we are inclined to compare ourselves with others and also get a peek into other people’s lives & tastes. Third, it gives bragging rights of sorts by sharing one’s musical taste with the world. A new spot for Spotify in India pitches it as a ‘clash between two worlds’ – not all of India will get it but drives home the point well.

Agency: Kulfi Collective

Globally, I don’t think this year’s campaign created as much buzz as the efforts from previous years, especially the 2019 one.

Via.

Chevrolet: The Sanctuary

Some condescendingly call it a tearjerker, but similar to the 2023 effort, Chevrolet has released another long form commercial for the holidays. This one too is poignant but when compared to the earlier effort is a lot more grim and sad. The 2023 film had many moments which brought a smile while the penny drop and tearful moment is towards the very end. In both the ads, however the Chevrolet plays a central role. And thanks to its heritage status makes for great stories from the past which brightens the brand halo.

Agency: Anomaly

McDonald’s: cycle-thru

I didn’t ‘get’ the ad for a split second. And then it dawned on me – the comparison to the familiar ‘Drive-Thru’ at a McDonald’s and the portrayal of a cyclist taking her order after its delivered.

World of Tanks: holidays with Jason Statham

Here’s relief from all the sappy, sugary sweet Christmas commercials. Similar to Porsche’s ‘ad within an ad’ format, we see a film set where the actor meant to play Santa Claus is injured. His body double is now the stuntman – played to the hilt by Jason Statham. All the action – normally not associated with a Christmas film, sits well with World of Tanks, an armoured warfare-themed multiplayer online game. Loved it.

Agency: Matter & Energy

Vodafone: 40 years of Christmas

The world over, festivals are about connecting with loved ones. The sentiment holds true for Christmas, Eid or Diwali. A telecom brand like Vodafone is a natural fit to dramatise this and that’s exactly what they do with their Christmas ad in UK with ’40 years of connecting people across the UK’ as a theme. It’s sure to have the attention of those who’ve witnessed all of the change or large parts of it – klunky phones, button phones, flip phones and smartphones. A feel-good film that’s sure to

Agency: Leo Burnett

Which one was your favourite? Do comment in.