In these crazy divided times, where no one can seem to have a normal conversation, as we see brands choosing sides, and consumers aligning with the brands that choose their side. While about 20 brands have picked a side, not enough brands try to bring people together. Here are 5 ads that have the potential to bring us together.
Coke: “I’d like to teach the world to sing”
This is the ultimate feel good ad. It grabs your attention from the opening verse and makes you feel good the whole way through. It is a true peaceful gathering with a diversity from around the world. We could use an ad like this today.
Dodge Ram: And god created a farmer
If you think this is just about farmers, you might be missing the point. The ad uses farmers to speak to all those who work hard and respect hard work. I would hope that a banker on Wall Street, a high school student studying for midterm exams, a Barrister in England, or a farmer would get this message, equally to the great farmers around the world. It is a powerful message, with a lot of American patriotism thrown in.
President’s Choice: #EatTogether
Loblaws, who is Canada’s leading grocery store, made this spot last month to encourage people to eat together. This feels perfectly fitting for our times, of coming together. For centuries, the dinner with friends and families has brought us together as one. This spot sets up the problem of how technology is getting in our way of the human connections. I have a few friends who do an internet-free day or weekend. Sounds like a great idea.
Pfizer: More than medication
A beautiful touching spot about a family member facing a health scare. We all face these moments, throughout various stages of our lives. This ad has a nice twist. What at first appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.
I love this spot. The first time I saw it was without the subtitles and it made complete sense to me. Even drew a tear without understanding a word. If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video. Talk about bringing people together, this ad brings together old friends–one from India and one from Pakistan–who have not seen each other in a very long time. I am quite sure a few people have lost friends over the last year. Such a shame. We need to find ways to come together.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.
Our brand playbook methodology will challenge you to unlock future growth for your brand
- Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
- Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
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- Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
- Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.
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You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.
Founder and CMO, Beloved Brands Inc.