Here are five ads that I love and do a good job going into the emotional space, whether it’s a mass retailer, a utility or a shoe company. They do a nice job trying to connect the consumer tightly to the brand. While the ads do that, does the brand do what it takes to back it up when you experience that brand?
Nike’s “If You Let Me Play”
Similar in tone to “Find Your Greatness” from 2012 Olympics, Nike released this inspiration A back in 1995 about the benefits of having girls play sports. What does this ad say to you? To read about Nike’s “Find your Greatness” follow this link: Nike’s Find Your Greatness
Aired during this year’s Super Bowl, it’s one of the best spots I’ve seen. Using Paul Harvey’s story telling hit a positive vibe with Farmers, and Americans in general. Simplicity of idea, yet story telling at it’s best. They didn’t over-do the branding, but consumers were so engaged in the ad, they were dying to know who is it that’s telling this story.
Canadian Tire “Bike Ad”
This ad makes me cry. We can all remember our first bike and how special it is. In Canada, Canadian Tire was that store, prior to Wal-Mart entering the market. Now, Canadian Tire can’t deliver on this promise, because it too resembles Wal-Mart–no longer where you go for your first bike, but rather buy Tide when it’s cheap.
Wow, a utility delivering an ad that gives you goosebumps. I’ve been to that beach in Dieppe and it does command such intense feelings. As you can tell from the phone at the end, this was in the early days of Cell phones, trying to link the idea of connecting anywhere. While this is just an ad, I do wish that utilities would try harder to connect with consumers at every stage of the consumer’s buying journey.
John Lewis “Christmas 2011″
Every Christmas, British retailer John Lewis has been releasing campaigns around Christmas. To me, this one is the best, especially the ending. While it’s August and we aren’t thinking about Christmas, I’ve been waiting to see the new John Lewis Ad the entire year. I can hardly wait!!! John Lewis is an employee-owned retailer, with a very unique culture that delivers on the brand. To read more on John Lewis, follow this link: John Lewis story
If you are in the mood to see other great advertising, here’s a few other stories:
- 5 Ads that Will Make You Burst Out Laughing
- Nike’s “Find Your Greatness” Campaign is stealing the Olympics
- Confession: I killed two doctors in 2006
- 10 Best Super Bowl Ads of All Time
To see a training presentation on getting better Advertising:
Other Stories You Might Like
- How to Write a Creative Brief. The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan. To read how to write a Creative Brief, click on this hyperlink: How to Write a Creative Brief
- Good Advertising: Here’s a list of 10 things that good advertising should do, whether that’s separating your brand, telling a story or being focused. To read more click on: 10 Things Good Advertising Should Do
- Turning Brand Love into Power and Profits: The positioning statement sets up the promise that kick starts the connection between the brand and consumer. There are four other factors that connect: brand strategy, communication, innovation and experience. The connectivity is a source of power that can be leveraged into deeper profitability. To read more click on the hyper link: Love = Power = Profits
I run the Brand Leader Learning Center, with programs on a variety of topics that are all designed to make better Brand Leaders. To read more on how the Learning Center can help you as a Brand Leader click here: Brand Leadership Learning Center
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About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand. I only do two things: 1) Make Brands Better or 2) Make Brand Leaders Better. I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth. And I love to make Brand Leaders better by sharing my knowledge. I’m a marketer at heart, who loves everything about brands. My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.