In a world of big data, we tend to forget that Advertising is half art, and half science. While I respect analytics, I also admire instincts. As Brand Leaders, we are after growth and profit for our brands. Yes, advertising should persuade, sell or create an idea in the consumers mind. But for the most Beloved Brands, it also should connect and create a bond with consumers. Because that bond gives the brand power, not just with the very consumers it connects with, but the retailers, suppliers or against the competitors. And from that power, it can drive stronger share, command a price premium or enter new categories, all leading to higher growth and profits. Here are some ads that create a nice bond with their consumers, and each of them tightly connected to what the brand does for the consumer.
One of the most popular Super Bowl ads was the Budweiser “Puppy” spot, but if you ask me, it pales in comparison to this spot. This is a very nicely told story.
Sick Kids Hospital
One of the best hospitals for children in the world, Sick Kids does a good job in using “quiet” as an attention grabber. I was busy in another room when I first heard this song and it made me go into our TV room to see what the ad was. Sometimes we re-do songs to make them sound exactly the same, but sometimes it can be even more powerful to re-do them in a unique way.
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. John Lewis is an employee-owned retailer, with a very unique culture that delivers on the brand.
Google Super Bowl 2010 “Parisian”
If you’re a sucker for a good romantic comedy, this should work on you.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. There’s quite a few good google ads out there. If you want to see more….ummm….just google them.
Thai Insurance “Deaf Dad”
A very beautifully told story about a teenage daughter who maybe struggles to understand what her dad offers and doesn’t offer. While overly dramatic, it brings a nice sweet twist in the end.
Canadian Tire “Bike Ad”
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. Sadly, Canadian Tire can no longer deliver on this promise, because it now resembles Wal-Mart–no longer where you go for your first bike, but rather a place to buy Tide when it’s on sale.
Budweiser 9/11 Tribute
Even after all these years, this one might bring a tear to your eye. Only a few months after the tragedy of 9/11, as it pre-occupied our minds, this ad takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC.
It’s a bit dated now, but back in the mid 90s we were still excited we could call from anywhere. I’ve been to that beach in Dieppe and it does command such intense feelings. 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. We see many tributes to the soldiers, but this one unique thanks one who served long ago.
A beautiful little spot that leads you to think the ad is about a juvenile delinquent, when really it’s a good kid doing something nice for his sister.
Google India “Happy Birthday”
Here is a 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.
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