‘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.
Love it when advertising finds creative solutions for real business problems for genuine brands (as opposed to creating a wonderful ad for a chiropractor merely with awards in mind), especially in a category which is considered to be rife with boring, ‘templated’ advertising.
Apple revealed a new page, ‘Shot on iPhone 6′, dedicated to showcasing great pictures taken on the phone. The page has some truly haw-dropping pictures making one wonder if such pictures are possible through a phone camera. In a clever move, the images are used in an outdoor campaign (apparently synchronised to be launched globally including markets in India) – all of which are meant to evoke a ‘wow!’ reaction. I don’t know if the campaign was timed to launch alongside the Samsung S6 launch but it appears to be so. At the Samsung S6 launch event the brand took pains to compare pictures taken on that device along with those from an iPhone 6, obviously showing the latter as worse off.
In advertising, is not uncommon to perceive art direction as beautification of an ad. The copy-art team sometimes think independently and one adapts to the others’ idea. But when an idea drives the campaign embellished with great art & copy, magic happens. A new campaign for Hard Rock Casino from Canada seems to be that kind – driven by an idea and made better through craft.