Every week I curate a list of clutter-breaking creative ads. While my blog has been active since 2008 or so, I began sharing some good work, instead of simply critiquing ads. Occasionally I share some views on the business of advertising. This week: ads for Shark Tank India, Oppo Reno and more.
Shark Tank India: don’t register
The context: Shark Tank is undoubtedly a cult reality show. It’s concept and content are part of popular culture across the world. In India too the local version has a huge fan following. Over the years, the halo around startups has become brighter thanks to the hype around funding, valuations and sale. The goal of fame and money attracts a lot of aspirants to the show. The success of the franchise depends on attracting many participants, especially with offbeat business ideas. A new ad inviting applications to Season 5 of the series is getting a lot of buzz as it takes a contra stand (‘don’t apply‘) and roasts CEOs of enterprises.
Why I like it: there has been a lot of debate around work-life balance fuelled by comments about 70-hour work week from the founder of Infosys. In my view that comment was perhaps phrased wrong as the emphasis was about the need for hard work. Nevertheless, there is a perception that the ‘big boss slave-drives the employees (who are paid poorly) for senior management to take home fat salaries & bonuses. The ad brilliantly pokes fun at that world with some hilarious takes (I loved the one about no network in the grave) and powers the urge to get out of the ‘corporate employee forever’ attitude. Entrepreneurship is always about taking risks and hence it creates a fearful, uncertain mindset. The alternative – of what could be in the regular employee routine can help overcome that fear.
Agency: Moonshot
Expedia Cruises: Let Go To Feel Free
I have a soft sport for well-crafted print ads. A new campaign for Expedia Cruises drives home the point that the brand’s travel consultants help the traveller have experiences that aren’t typical and predictable. The visual contrast and the reader involvement created with ‘Or Not’ as the other exciting alternative works well for the brand.
Agency: Connelly Partners
LinkedIn: AI-powered job search
Nowadays just mentioning the word AI may evoke a groan or rolling of eyes. But it’s everywhere and can be helpful. To launch their AI-powered search LinkedIn created an outdoor campaign (beyond just traditional billboards) with a brilliant idea. Job seekers have aspirations beyond just a role or designation.
It starts with a proclamation, three simple words that help you dare to dream job,
“I want to…”
Source
According to the creative team, ‘each job search you see in the campaign is real, with real results‘. A search phrase like ‘I want to bring my inner child to work’ throws up options such as Toy Designer and Amusement Park Ambassador. I wonder if someone believes both the roles will have the same skill set requirements. Nevertheless, highly noticeable campaign, brings a smile and creates a ‘connect’ with the intended audience.
Creative: Aisha Hakim
Myntra: M Now
The quick commerce juggernaut rolls on. Aside from groceries and home needs we now have fast fashion with a new meaning. A fun take on the need to have quick delivery in fashion, when you need it most.
Agency: DDB Mudra
Chicken Licken: boneless
When it comes to quirky ads and even bizarre plots with humorous twists and witty dialogues, ads from Thailand lead the pack. This ad from Chicken Licken (released a few months ago) is high on the twisted plot quotient. And quite like Thai ads the seeming tenuous link to the advertised brand and the overall theme falls into the place at the end.
Agency: Joe Public
Aside from these, I noticed a new ad for Oppo Reno which didn’t have a strong story idea but ticks many boxes. In my view, the average Android phone buyer (even those in the market for premium price bands) seek out technical specifications. Since they have so many choices of brands, with or without an OS layer on top of Android there is very little to choose by way of hardware choices. Hence the aura around a brand (managed well by Samsung, Pixel, OnePlus and maybe Oppo) matters a lot. Also those choosing the Android ecosystem for whatever reason (budget, customisation, dislike for iOS or iPhone) need a lot of rationalising such as technical specifications and great price value to justify their decision or smartness in choosing an Android phone.
Which one was your favourite? Do comment in.
