Advertising – we live and breathe it, but it takes a truly special campaign to make us say “wow, I like that”.
From brilliant cinematography showcasing story telling at its best to real-time media spotlighting how an airline never rests, here are the past month’s ads that DonerUK admires…
The criteria for effective advertising is twofold : be distinctive; be relevant. Being one but not the other does not suffice. This does both. A stunning real-time use of media that stands out. And relevant: communicating worldwide destinations and regularity of flights. Brilliant. – Andrew Hawkins, Managing Director.
A lot of my degree course was about suspending disbelief in literature. It was particularly important when revisiting some early Greek novels where the story remained largely the same (shepherd falls in love with village girl, pirates steal girl, shepherd rescues her), but the art is in the storytelling. And that’s the echo here. Particularly for those of us involved in digital media, this kind of Google based life-support can seem a bit farfetched, but we should ignore our own closeness to the technology and the medium involved.
What makes it easier to suspend disbelief however, is the brilliance of the direction and cinematography of the film itself.
It is, simply, a fantastic piece of storytelling, shot beautifully.- Nik Margolis, Managing Partner
I admire the ambition of this Sainsbury’s Xmas campaign, the planning and clear scale that it has, plus a serious embracing of UGC at the heart of the campaign not as an added extra. The tone touches just the sentiment we need at Christmas. It feels the only time in the year we can sit-back and be happy to just have a warm glow inside us. -David Amstel, Group Account Director
‘Tis the season of the Christmas advert. If the generic sofa emporium ones are making you want to run screaming from the room then I invite you to watch this refreshing piece of festive marketing from Sainsbury’s. There’s no models or actors, no in-your-face price message and no expensive canapés that end up looking nothing like the picture on the box. Just real people getting ready for Christmas. Well done Sainsbury’s, well done. - Holly Blake, Interactive Designer
The Volvo Van-Damme stunt video is a great example of creating interesting content that is guaranteed to go viral. In addition to the relevant choice of celebrity, there is a bit of a mystery factor of whether it’s real or not, which gets people sharing the video and talking about it. Vicky Behun, Designer
Besides the humour, the Aldi campaign smartly uses the customer’s perception that Aldi products are often the same as branded products, just with their own label. - Andreas Ohlbach, Group Account Director
Once upon a time all TV adverts did their best to make you laugh. So has the world become more serious? Or clients and agencies less brave? Probably a bit of both. That’s why the Halfords campaign stands out on TV. Based on a really good planning insight -that favours aren’t always the best and easiest option – the agency and team have dramatised this fact in a memorable and funny way. Not an easy job, as most people probably think Halfords are still stuck in the 90s, this campaign will get them noticed for all the right reasons. – Ian Crawley, Senior Creative