December 4, 2013
The most Beloved Ads of 2013, with story-telling dominating the list.
As 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.
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.
True Move “Giving”
This ad from Thailand has gone viral around the world. Another great story that makes people share.
If you think we missed one or a few of your favourites from this year, post them below.
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This entry was posted in Beloved Brands in the Market and tagged in ad age, Advertising, best ads of 2013, Brand, brand concept, brand mangement, brand manger, brand plan, brand positioning statement, brand strategy, creative brief, customer value proposition, CVP, google +, grandfather, india, indian, Marketing, marketing management, paris, parisian, positioning, reunion, Target Market.
Graham Robertson is one of the voices of the modern brand leader. He started Beloved Brands, knowing he could make brands better and brand leaders better. Graham believes passion matters in marketing, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. Graham spent 20 years in brand management leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. He has an MBA from the Ivey Business School, ranked the #1 International business school by Business Week. As a Brand Coach, he can help you create a winning positioning statement for your brand, write a brand plan everyone can follow, find advertising that drives growth and train your team of Brand Leaders on everything marketing. The client roster for Beloved Brands includes the NFL Players Association, Reebok, Pfizer Capital One, 3M, Sun Products and Earls. Graham’s weekly blog (beloved-brands.com) has a vast following with over 3 million views, and his public speaking appearances inspire brand leaders to love what they do.View more posts from this author