It is said that a majority of advertising is mediocre and plain forgettable. While we all are exposed to hundreds of commercial messaging, only a handful are memorable. Here are a few which caught my eye over the week: GE’s #BalanceTheEquation, Sprite’s ‘#ClearHai and more.
1. GE: Balance the Equation
A few weeks ago GE announced it has implemented a target to employ 20,000 women in technical roles by 2020 and obtaining 50:50 representation for all technical entry-level programs. They believe that a ‘company that works to change the world, should reflect the world’. At a broader level this campaign aims to bridge gender gap in science. A new TV spot dramatises this objective by asking the question, ‘what if women scientists were treated like celebrities?’
GE has been one of the very best in marketing over the years. For me the hallmark has been the consistency with which they bring alive the core proposition of ‘Imagination at Work’ by portraying the brand and its people as inventors (even in the smallest possible ways). Though they have been present across all the new media platforms – it does not feel like a ‘check list’ approach because they’ve been great at making use of each platform’s strengths. Every piece of content is hardwired to ‘Imagination at Work’, entertaining with top notch execution. This time around too, the #BalanceTheEquation idea is put forth in relevant platforms like LinkedIn through an article from a senior employee of GE, which lends credibility to the campaign.
2. Sprite: #ClearHai
Sprite has been dramatising the ‘clear’ proposition in many ways. I thought this creative idea of pitching pretenders vs non-pretenders and therefore ‘clear thinking’, has potential to extend across platforms. Social media is rife with such opportunities and the hashtag fits well in that context.
3. letgo: Tornado
letgo, positioned as a tool to Buy & Sell Second Hand Stuff, is an app that lets you buy and sell virtually anything quickly, easily and locally. I liked the campaign because of the integration between the product idea, the insight, the name and the creative execution.
Agency: CP+B. See more here.
4. Tetley Super Green tea: Ganguly
It is a celebrity endorsement film where the celebrity is not a character but himself. The intent apparently is to convey that sports heroes are expected to perform the same superhuman feat that they once performed on the field, no matter what life stage they are in now. I thought it was entertaining driven purely by Saurav’s acting.
Agency: Mullen Lintas
Which one was your favourite? Comment in.