As I watched all the great ads this year, I kept getting goosebumps and a few tears….not as many laughs as other years. The biggest trend I see is the power of storytelling 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 storytelling 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 an 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 “Reunion”
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.
True Move “Giving”
This ad from Thailand has gone viral around the world. Another great story that makes people share.
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