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.
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.
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.
ABOUT 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. We 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 email@example.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:
- How to Write a Brand Positioning Statement
- How to Write a Brand Plan
- How to Write a Creative Brief
- How to create a Brand Strategy Road Map
- How to Judge Advertising
- How to write a Mini Creative Brief
- How to Think Strategically
- How to Build a Media Strategy
- Brand Love = Power = Profit
- How to Have a Successful Marketing Career
Ask Beloved Brands to help train you to be a better brand leader.
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 is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do. The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow. For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media. Graham spent 20 years 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. Beloved Brands has a robust Client list that includes NFL Players Inc, NFLPA, Pfizer Consumer Healthcare, Earls Kitchen + Bar, 3M, 649 Lottery, Sunlight, Carlsberg, Slimquick, Red Racer, Shagri-la Hotel, Canada’s Wildlife Health and Fluke.View more posts from this author