Hands Down Cutest Kid I Have EVER Seen!
- Apparently this is a commercial for Petronas, one of the largest oil and gas companies on the planet. I have no clue what it has to do with the brand, but frankly can’t blame them for somehow trying to utilize this amazing footage. This kid makes my heart melt.
- This commercial won a gold at Cannes Lions International Advertising Festival 2008 in the category of “Comprising Film”. I have watched it at least 10 times and each viewing makes me love it even more. So pure, so innocent. Takes me back to a simpler time.
(Special thanks to my friends at Creative Criminals for the video link.)
Sneaky King - You Got To Have Cojones To Be King
- This advertisement demonstrates the importance of truly understanding your audience. Burger King’s typical customer is not looking for a gourmet dining experience when they are rushing out for a quick bite to eat in the morning. They are rather looking for a familiar and easy (i.e. low risk) option.
- McDonald’s has already done all the legwork and spent millions (if not billions) of dollars building out the brand equity of the McMuffin breakfast sandwich. Burger King very wisely sneaks in and piggybacks off the existing brand equity of the McMuffin and differentiates itself as the lowest price option.
- Now at face value this will cost Burger King a good chunk of revenue, but in the long run it will save them boat loads of money by branding themselves as just like the McMuffin, but cheaper in the minds of the consumers. I am sure eventually they will raise their prices, but not till they hit a critical mass of breakfast sandwich sold.
- Not sure how they managed to squeeze this past legal, but good for them for having the cojones to pull it off.
(Special thanks to Paul Crowe at AdJoke for finding this YouTube video.)
G is for Genius: Gatorade “That’s G” Campaign Explained
- Things are cool when they peak curiosity and create discussion. Also apparently very effective when they slightly frustrate the audience, but only if the frustration leads them to actively look for answers. Can’t have them watch it once and be done with it.
- Genius how Jimmy Smith, Group Creative Director at TBWA/Chait/Day utilizes athletes from all walks of life and across pretty much ever sport known to (hu)man kind and manages to craft a message that resonates with young and old.
- See the full commercial below.
Are You Doing It Hardcore With Your Dog Watching?
- Another example of the power of playing with people’s curiosity. Similar to my previous post on Gatorade’s “That’s G” campaign the bold thinkers at TBWA have come up with a creative and controversial campaign that you just can’t look away from. You got to love a commercial that doesn’t even show the product.
- Personally, I had to watch this video 3 times and then watched 3 or 4 more from the same YouTube channel. (see below)
- This type of controversial, slightly confusing and virtually none-branding campaign does not work for every company. The key again is knowing your audience.
How Much Would You Pay For a Box of Hope?
This campaign by the Red Cross reminds me that there are plenty of simple yet brilliant ideas out there that are just waiting for the right person or group to bring them to life. Truly remarkable ideas do not need to be overly complex. The key is to emotionally move your audience by doing something unexpected.
