Captivating Ad about Working Women rivals Dove’s “Real Beauty”

pantene.jpg.CROP.promo-mediumlargeA new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”.  The ad takes on the stereotyping labels that women face in the work place.

I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving.  doveThe creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”.  I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind.  It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe.  But in the words of Marianne Williamson:  “Your playing small does not serve the world.”

This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight.  It’s less about “inner” beauty and more about the “outer” stereotypes.

As a husband to a very successful career woman, I love this.  And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.  

“Be Strong and Shine”

If you like this story…

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.
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The most Beloved Ads of 2013, with story-telling dominating the list.

Slide1As I watched all the great ads this year, I kept getting goose bumps and a few tears….not as many laughs as other years.  The biggest trend I see is the power of story telling with long ads that have the potential to be shared with friends through social media vehicles like Facebook and Twitter.  Even on this Beloved Brands blog, the google ad from India, has been viewed by 250,000 people and counting.  

I know Brand Leaders are still stuck on the 30 second ad, showing it with a frequency that drives consideration and purchase intention of your brand.  For many brands, that still is the primary method.  Let these story telling ads challenge your thinking though, and maybe inspire you to dip your toe into this area, or if the thought takes you further, jump into the deep end.  You don’t have to be Nike or Apple to tell stories.  You can see a brand like Dodge, likely considered by many as a mid-of-the-road brand and they’ve made the idea of farmers to be inspiration and a celebrated part of America.  

Here are the most Beloved Ads for 2013  

Dodge “God Made a Farmer”

Paul Henry’s voice is chilling.  The photography is brilliant.  It’s beautiful.  This is a Super Bowl ad, that doesn’t look like a Super Bowl ad.  The use of quiet is a great device to arrest your audience, especially when things are loud.  The specific call out of farmers is a focus I love, with no worry it will alienate the non-farmers.    This spot just screams “America”.  In my view, this is one of the best ads of the century so far.

Google India “Re Union”

This powerful ad has gone viral making people around the world cry, whether on a subway, at work or at your home computer.  A very simple story of a lost friendship.  Google has done an amazing job with advertising like the Parisian spot a few years ago.  The power for Google is showing how much we rely on Google for everyday things in life.

Dove “Drafting Board”

Dove’s real beauty campaign has taken the simple bar of soap and created a brand that stands up for Women.   This powerful video (more than an ad) tells the story of how women see their flaws more than others do.   It’s a great inspiring and challenging message.

Budweiser “Baby Clydesdale”

One more Super Bowl ad for you, and another very powerful yet simple story of raising a horse.   The horse running back to his trainer brings a sweet tear to your eye.

Sick Kids Hospital “You Got It”

I’m from Toronto, and while the current news is dominated by Mayor Rob Ford, I want to remind you that Toronto is also home to Sick Kids Hospital, one of the world’s best children’s hospitals in the world.   Like the Dodge ad, this ad uses a quiet arresting song to capture attention.  I was in the kitchen when this ad first came on and the song brought me to the TV.

Volvo Trucks

A very simple stunt, beautifully shot and aligned to what the brand stands for:  safety.  This captured tons of news attention and passing through social media.

John Lewis “Bear and the Hare”

Year after year, UK retailer John Lewis has created amazing Christmas ads. This  cute story will capture the imagination of children and the retailer has linked in the “Bear and the Hare” story by selling the books in store and creating an on-line tool to send Christmas cards to your friends.

K Mart “Ship My Pants”

I put this in with mixed reasons.  It’s a fantastic ad, highly creative and I know it is universally well-loved.  But it’s for the wrong retailer against a bad strategy.  I’m a bit tired of people saying “that ad will make me shop at K Mart”.  No it won’t.  Because when you get there, you’ll find a store not delivering the expected experience and bad quality pants that you won’t want shipped.  On top of that, it’s now 2013 and on-line shipping is pretty common among all retailers so there’s no real point of difference here.  If this was 1997 for L.L. Bean, maybe the ad would work.  But it’s cute and people like cute.  So enjoy.

Bud Light “Ramsay”

I’m a passionate football fan, and these ads are so insightful to the football fan.  The idea that we would put up with something we hate, like Ramsay” just to make sure we win is a great ad.   Bud Light has done quite a few of these ads to keep them fresh.  These are quiet little ads, likely won’t win any awards, might not sell that much more beer, but it’s a great tool to keep Bud Light as a part of the game.

True Move “Giving”

This ad from Thailand has gone viral around the world.  Another great story that makes people share.

Apple “Camera”

Interestingly enough, while Samsung and every other smart phone company were yelling, Apple was whispering.  This very quiet ad, might have flown under the radar, but it’s just a perfect demonstration of how we FEEL about our phone.  And how it is now such a part of our lives. 

If you think we missed one or a few of your favourites from this year, post them below.  

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you to be a better brand leader.

Have your say: Is this Holiday ad cute or offensive?

Most ads at Christmas are warm, loving story-telling moments that tug at your heart-strings. And along comes this ad from Joe Boxer and K-Mart which at first blush appears to be relatively cute and harmless.  It’s not that offensive, until of course, you link it to the sacred time of year:  Christmas.  

 

 

It sure stands out, and it has tremendous sharing capabilities with over 12 Million views on-line already.  But to show how polarizing this ad is, the Ad tracking shows it scores extremely high on attention, but very low on relevance.  It scored extremely high in the “dislike” category, however at the same time it scored very high on “likeable”.

This appears part of K-Mart’s shock value advertising they are using this year, following up on “Ship My Pants” ad below.

 

Brands really only have four choices:  better, different, cheaper or not around for very long. Both of these ads are cute ads, but neither really says why you would ever choose K-Mart.  Slide1I’m sure the ad industry likes them.  But you can get free shipping of lousy pants at many stores these days.  And Joe Boxer has pretty good distribution across most chains.

So aside from the shock value of these ads, is there really anything sustaining for K-Mart?  In Canada, there was a store called Zellers that used the same shock value style ads.  They just went bankrupt.

I’d mark this down as to a bad and confused creative brief, with a client more intent on seeing advertising as fun than effective. 

Have your say:  Will the new K-Mart ad drive more sales or not?

If you like this story…

If you’re in the holiday spirit, you might like to see how John Lewis of the UK has handled their Christmas ads the past 5 years.  They likely even jump out more than this K-Mart ad, while tugging traditionally at your heart strings.  New John Lewis Christmas ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

To see a training presentation on getting Better Advertising

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

New Google Ad will make you cry, without understanding a word that is said

I remember this old P&G advertising guy who always said “you know you have a good spot if you can turn the sound off and still get the ad”.  Try that one time and see if it works because it’s very hard.  

Here is a new Google ad where there is no English at all and yet the story is easy to follow.  If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video.  I watched it without understanding one word that was spoken and I was able to follow along.  And i cried. 

The ad is beautifully shot, and feels more like a mini-movie than a TV ad.  Well, it is 3 minutes and 32 seconds.  They stay authentic to the culture, with great visuals, music and language.  The story is simple–about two friends who have not seen other since their childhoods. 

The ad shows how much we rely on Google for looking up, finding, tracking  or just checking any little thing that makes our lives just a little bit easier.  Slide1It captures our attention, getting millions of likes already as it’s being passed around social media networks like Facebook and Twitter.  it involves the brand throughout without too much branding.  The tears generated at the end makes you want to pass it on, so they can experience what you just did.  Well done.  

The irony of Google, is they have done some of the best Ads this century–most notably the Google Parisian spot, which they aired during the Super Bowl a few years ago.  That spot was deeply engaging, showing how much we rely on Google in our lives.  I love this spot. 

If you like this story…

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.