Death by iteration: no end in sight for ad agencies

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A recent blog post by the immensely talented and insightful Tom Fishburne on the process of creative reviews touched a chord. The article went on to say: most talented designers in the world will create mediocre work if the creative review process is managed in a mediocre way; breakthrough creative only starts when we treat […]

LYNX Australia: from chick magnet to ‘seize the work day’

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Loved the new positioning and execution for LYNX in Australia. For years now, Lynx (called Axe in many markets) has hammered home the ‘chick magnet’ idea. The creative executions have been had some common underlying theme – winning over the girl, seduction, humour and lots of sensuality. My favourite executions: short duration films like ‘masseur’ […]

Three Mobile: laddering benefit with wit and charm #holidayspam

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How often have we seen offer ads in the cluttered telecom category? Dry as a bone, most such ads attempt to highlight freebies like extra data, price-offs or add-ons like roaming. In this context, comes this charming little campaign from Three Mobile, UK. The background: a plan called ‘Three Feel At Home’ allows UK users […]

Outdoor ads by @DLKWLowe for @Morrisons: pun-tastic

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Just what makes outdoor ads great: idea-driven, locally relevant, creative suited to a fleeting medium. Loved the new campaign for Morrisons, supporting the launch of the Morrisons.com home delivery service in London. The campaign highlights London neighbourhoods and puns on them using a food product. So we have ‘Mornington Cressent’, ‘West Mincester’, ‘Piccalilli Circus’, ‘White […]

The Apple store: a key element of the brand experience

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Apple’s success in retail, through its company-owned Apple Stores has been a subject of many articles & case studies. The fact that it is a success against all odds and its high sales- per-square-foot has been highlighted by many. My experience of a true-blue Apple Store is limited as I have frequented the reseller operated […]

The missing ingredient from most advertising: fill in the blanks

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Switch on FM radio in any Indian city (any city for that matter) and you are likely to be bombarded with almost the same kind of advertising. Ads which lack any kind of creativity, follow a template and virtually spell it all out for the consumer. What the advertiser wanted to say about the brand […]

Long format vs shorter duration ads: it’s about the impact

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I love short duration ads – the ones which are 20 seconds or under. The ad commercial is in any case a challenging audio visual medium – telling a compelling, engaging story that too with a business objective in 30-seconds is fascinating. And to do it in even shorter duration is no mean feat (Miller Lite […]