Travel ads usually fall into two categories: ones which showcase the destination and the other which dramatise the flying experience. A new ad for Siberian brand, S7 takes on a refreshingly new approach. The ad showcases the destinations they travel too but not in a conventional way – the well known landmarks of the cities and countries are not highlighted. Yet the possibility of experiencing great sights in these destinations is brought out in an imaginative, engaging way.
Lots of good things about this campaign to promote Volvo’s XC90. Firstly, the idea emanates from the product. XC90 apparently has the cleanest engine performance in its class. It also has an air filtration system, CleanZone, that regulates the car’s interior air quality. The films are very unlike an automobile ad – in fact, there are no car shots at all. The quiet, unspoilt Swedish landscape acts as a metaphor for the engine performance.
Campaigns for the Museum of Childhood have been featured in ad blogs before and have gone on to win awards, including the Cannes in 2009. Most of them were traditional posters, executed superbly. Now comes a street graphics driven campaign which is even more memorable because of its unexpected nature.
‘Why didn’t I think of that?’ is a likely reaction to seeing Kevin Bacon promoting eggs on behalf of the American Egg Board. Just the association by name brings a smile and the copywriting takes it to another level of entertainment. Always nice to see clever, witty copywriting in advertising.
The new ‘Play with Oreo’ campaign is a dream come true for marketers as far as the central creative idea goes. It is rooted in the product, the product is the hero, cannot be mistaken for any other brand and what’s more leads to a lot of creative possibilities.