Channel 4’s outstanding ad for Paralympics, Telstra outdoor and more: top creative ads of the week
Every week I attempt to curate a list of clutter-breaking creative ads. It’s a small tribute to advertising agencies & brand teams because even creating which are simply noticed – not ignored, is so difficult. In that context, where a majority of ads are simply not seen it’s a huge achievement to create ads which are noticed and liked.
Channel 4: Paris 2024 Paralympics – Considering What?
The team at the in-house creative department of Channel 4 have created a series of much-loved and talked about ads for Paralympics. Their portrayal of the athletes as Superhumans were super hits. The team has taken a more realistic view of society’s perceptions towards specially abled people. It is not uncommon to ‘qualify’ their achievements with ‘despite their condition’.
The creative idea brilliantly personifies natural forces such as gravity, time and fricton as those which treat everyone alike and do not discriminate. To me it is one of those, ‘wish I had thought of that’ moments. The copywriting is top notch and the high-adrenaline production makes the ad riveting. Another highlight of the campaign is the excellent use of a static & fleeting medium like outdoor. Instead of trying to take the personification on billboards, the ‘scratching off’ of the qualifying phrase is superbly art directed.
Agency: 4creative
Nike: what if you can?
This spot for Nike in Saudi Arabia was widely shared on X last week, though the film was released about a month ago. The campaign breaks our traditional perceptions of a conservative nation.
To fill Saudi girls with confidence and excitement to begin their sport journey, Nike will help them realize their hidden potential. With our campaign, we want every girl to confidently ask herself…but what if I can?
Visually, the transitions from everyday situation to the sporting arena make for a compelling watch.
Agency: Widend+Kennedy, Amsterdam
Shaadi.com: commitment
It is interesting to see matrimonial match-making brand (and a heritage brand in the category) try to address competition – not from another similar service, but dating apps. The ad attempts to re-position dating apps as those who are fearful of commitment – which is an important factor in the marriage market both for the couple and their families. The ‘drama’ around the protagonist trying to escape the situation is quite funny and brings alive the idea.
Agency: Moonshot
Telstra: signal strength
It’s amazing what the creative mind sees. And knows how exactly to make the reader ‘see’ the same too. The by now familiar ‘signal strength bars’ in a mobile handset are presented as 4-letter words (to cue a full strength network) pertaining to common activities on a mobile for Telstra, in Australia. True show stoppers on any street.
Agency: Bear Meets Eagle on Fire
Apple: Suerte!
‘Shot on iPhone’ started off as a billboard campaign to show the still photography capabilities of the iPhone camera. It was classic show & tell rather than trying to impress a potential buyer with technical specifications. Soon, other phone brands copied the execution. Apple took the idea several notches by producing jaw-droopingly good films, shot on the iPhone. Others followed suit too. But the films in the ‘Shot on iPhone’ series have had intriguing plot lines and special effects which often make you wonder: how did they do that?’ A new film manages to evoke the same feelings. Though the plot line can be guessed the scripting and special effects keep you riveted.
Watch the behind the scenes video here.
Nissan: Department of Futures
During my ad agency days, the ‘corporate AV’ was a common task. We had to script and produce longish films on mostly mundane topics or events such as launch conferences. A new film from Nissan attempts to convey what the brand is up to in the electric vehicle space. The idea of bringing in kids as part of Department of Futures is cute and their mock serious questioning juxtaposed with brand claims makes a ‘serious’ message interesting.
Agency: Dark Horses
Honda: Paris Fashion Week
‘Fast fashion since 1948’ brough a smile on my face and made me an immediate fan of this campaign, to introduce Honda branded jackets timed with the Paris Fashion Week.
McDonald’s UK: 50 years
Brand milestones such as completing a certain tenure can be inward looking messages. Consumers don’t care. Unless such news is presented in a context which is relevant and meaningful to the audience. A new ad from McDonald’s in the UK goes on a nostalgic trip aimed at an audience who have most likely attended a McDonald’s party when they were kids. The production values are top notch including the re-creation of a restaurant to give it a retro look.
Agency: Leo Burnett
Topical ads: Euro Cup & Formula 1
In the UK, fan following for football is huge – pretty much like cricket in India. So when England’s performance in the Euro Cup has ensured them a final spot (at the time of writing), brands will attempt to take a positive rub-off. An ad from Rolex links its association with F1 racing in a manner that is in keeping with the super-premium category. Loved the attention to detail and the copywriting.
Which one was your favourite? Do comment in.