While at Wellington’s Homegrown festival I noticed certain songs have been well and truly hijacked by the brands who have used them in their advertising. Examples included Op Shop’s One Day used by NZ Post, Tiki Taane’s Always On My Mind used by BNZ, and The Feelers Stand Up which was used in the 2012 National Election Campaign. It’s impossible to listen to these tunes without having the brands and ads pop into your head.
But why? Studies dissecting music’s effect on consumers suggest that songs — more often than not — positively influence responses to advertising. The right song choice can influence how long a person watches a commercial and sway them into buying what’s in the ad. Read more
Monthly Archives: February 2012
If it’s a holiday/event/occasion recognised by the masses then chances are us marketers will make it an advertising campaign. In fact, the more cynical would have you believe that Valentine’s Day itself was created by chocolate, flower and card selling companies to create additional revenue – along with those other suspect occasions Mother’s Day, Father’s Day and Boxing Day.
I’m not complaining though – by now you’ve probably picked up that I like ads – and therefore applaud any occasion that inspires more advertising creativity (and perhaps ends up getting me flowers!).
I’ve gathered a few samples of the most creative Valentine’s Day ads this year – take a look and tell me your favourite! Or if you think advertisers should leave love well alone!
You can create your own serenade on Heineken’s Facebook page.
There’s also a philanthropic component to the campaign – further sharing the love – every #VoiceOfLove tweet will trigger a donation of 100 boxes of Mac & Cheese to Feeding America, a homeless advocacy group. Kraft will give up to a 100,000 boxes this Valentine’s Day. You can follow Kraft and the campaign on Twitter. They also have a number of cute cartoons (like left) under Valenshares on their Facebook page.
Wilkinson Smooth Valentines
No explanation needed, just made me laugh.
Field Notes Love Notebook
Westfield Love Billboards
Westfield New Zealand ran a competition to have your love note emblazoned on 2m high billboard (and a chance to win a $5,999 diamond ring). 12 billboards around NZ were unveiled on Valentine’s Day – the full entries can be viewed at Stoppress.
|One of the winning billboards that was unveiled in Auckland|
Teleflora Super Bowl Ad
Even the most watched sports event in the world is not immune to Valentine’s Day – Teleflora uses the beautiful Adriana Lima to convince the male audience that Valentine’s Day is all a game of ‘give and take’. Sex sells right?
Starbucks Cup Magic
Starbucks is bringing back their ‘magic cups’ which appeared last Christmas. The app uses augmented reality to animate Valentine’s Day cups.
Along with lots of cars, beer, dogs and babies one of the interesting trends was the number of really good ads that came from crowd sourcing. Possibly not what the agencies were hoping for but the idea is only half the equation, execution is also key.
The other key trend was the number of campaigns that were pre-released. While only a handful of ads were available online last year, this year 20 out of 36 advertisers released them in advance. Advertisers looked to leverage ads across social platforms and gather pre-game hype – when you’re playing $3.5M for 30 seconds it makes sense to make the ad work harder.
I didn’t have high hopes for this spot after the Adriana Lima flag waving was slowed down into 5 hours of slow mo footage and released as the teaser. In fact, I’d pretty much decided I was going to hate it. Part of me thought – why bother watching?
However I was pleasantly surprised and happily wrong – Kia’s spot is everything you want from a Super Bowl ad – it’s wildly over the top and slightly insane. Adriana Lima isn’t the only draw card either – Kia managed to pack in rhino riding, a giant subway, kickboxing… oh and Motley Crue!
- Pepsi – Elton John and Melanie Amaro could have been great but it was way too cheesy – I did chuckle at the cameo by Flavor Flav
- Clint Eastwood – Chevrolet “It’s Halftime for America” – ok I’m not American so I don’t think I’m meant to get it
- Chevrolet – Green Hell – didn’t tell me anything that convinced me this car was actually better than the BMW they compare it with
- Go Daddy body paint and cloud spots – goes to show that the ‘sex sells’ rule can in fact be taken too far, lazy advertising at it’s worst
- Honda – “Matthew’s Day Off” – having never seen this movie, it’s obviously lost on me! It was the longest ad at 2.15mins – that makes it a rate card spot worth $19M!
Loving these new commercials by Y&R for Arnott’s Shapes Roadies – nice use a green screen, traditional Kiwi holiday road culture and man children for a fresh approach on the manvertising trend.
Which one is your favourite?