About ejncommunications

Account Executive Bournemouth

Channel 4 unveils a bold Stand Up to Cancer Campaign

Last night on the rare occasion that I watched live TV from the sofa I found myself fixated to the screen watching this.

At first I thought it was an ad for Domestos but the animated character storyline was compelling. With an almost Pixar feel to it, this story of what seemed to be Germs exploding throughout the streets in a Sharks Tale meets Cloverfield disaster movie style finally concluded as a Stand Up To Cancer advert.

It’s not often an advert can capture a viewer’s attention and hold it for the duration. Put together by 4Creative this animated advert shows the world of cancer facing a calamity of disaster movie style as human scientists become ever closer to a cure.

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Predatory Thinking

So after after having some free time and browsing through Amazon I came across this – Predatory Thinking: A masterclass in out-thinking the competition by Dave Trott. After attending a seminar at university which was lead by Dave Trott I was quite entertained and in awe at his stories throughout his Advertising journey so I thought I’d give this a read.

Although this is in no way a manual or an academic read – it is a light-hearted  insight into some of the goings-on in the world of advertising.

Definitely worth a read and split into separate stories, this book is perfect as a great pick up for short periods of time.

Importance of knowing and understanding your customers behaviour

It is always important to fully understand where you brand sits within the mind of your consumers. How do they see you in relation to your competitors? Dixon’s have very cleverly targeted these ads to people who already shop with Dixons – to reaffirm that this behaviour is acceptable – but also to encourage others to adapt the same ‘savvy shopper’ status.

With everyone in the market under pressure to achieve this sought after ‘savvy shopper’ status amongst their peers, consumers are adapting different post-recession behaviours which Dixons have picked upon.

Placing these adverts around tube stations when consumers are on route to engage in this savvy behaviour only makes these great pieces of copy writing even more powerful. Not pretending to be in the same league as John Lewis or department stores but accepting where you sit within the a consumers schema and using this to your advantage is definitely the way forward.

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The Failed Metaphor

When I first saw this advert I was captivated. Telling the story of Dick Fosbury with the great metaphor of ‘someone must dare to change the rules’ I thought was genius. However once the product was shown I was left feeling dissatisfied. The advert is in fact for wuaki.tv, another netflix. And that is exactly all that wuaku tv is, a carbon copy of netflix. “We dare to change the rules and give you the power to choose quality TV in an easy and affordable way. Join the change to smart entertainment”. They fail to offer any distinct differences to the competitors and thus the whole metaphor is defective.

Lloyd’s – Moving Out

So one of my favourite adverts from 2013 has to be the new Lloyds advert. After its recent split from TSB, Lloyds have rebranded their image to return to the high street. This ad completely understands who the target audience are and talks to them directly. Striving for your own independence whilst still being governed by your parents ‘what time will you be home?’ fridge note, perfectly captures the mindset of a 31 old male who still lives at home and is brilliantly executed. RkcR / Y&R are producing some outstanding work this year along with the VistiBritain, Virgin atlantic and Holland & Barrett. Definitely an agency to keep a close eye on!

Ohh what is that advert for again?

The fundamental aim of advertising is to resonate with the audience so why are adverts still being created that you can never remember what they are advertising!

The recent Mcdonalds advert falls in this category. It is truly one of those adverts that will make you loose the ‘Guess the Advert’ game. I find myself shouting B&Q…. Homebase…. Dulux! Oh…. McDonalds?

Why are advertising agencies still creating a 30 second advert that a viewer never remembers?

TK Maxx Spring/Summer 2012 Advert

This advert is the best example of copywriting I think I have ever heard in a advert. It completely sums up the TK Maxx brand and appeals to its ‘treasure hunter’ target audience. They completely understand where they sit in the market and truly make it obvious through the copywriting. The use of visual imagery makes the brand seem more M&S upperclass with the copywriting integrated just makes this, dare I say it, the best advert I have seen in 2012. See what you think….

 

KFC She’s a Lady

Ok so not the usual ‘look how amazing this advert is’ but I do actually really like this advert. I think the execution is perfect and the song choice really ties the whole advert together so points to BBH. However the first time I saw this advert I was slightly disappointed when the product was reviled. I think this concept of the woman doing everything could have been better used for another product I mean surely the man cooking the chicken is only doing his job and not actually ‘treating you right’.

 

Lurpak Recent Advert

Being a Lurpak Loyalist myself I have to say I was quite proud when I first saw this advert. It is completely different to the typical ‘This butter is good for you, enjoy your life’ adverts that we see cluttering our TV. What a great decision to hand Wieden & Kennedy back the Lurpak account after it was stolen by Saatchi & Saatchi. This advert truly secures Lurpak at the top exclusive, could I even say slightly magical, end of the market with its artistic flare. We all know that Lurpak is still an unhealthy option but this advert makes us completely convince ourselves that this is a healthy option as well as the ‘cool’ option. Be proud to open your fridge and show a silver wrapped butter.