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.
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!
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….