Tag Archives: style

Anatomy of An Insight: Blood

nobloodshouldholdusback

This Bodyform ad might be my favorite ad of the year.

Insight: It´s ok to draw some blood when you do sports.

Especially FMCG category is filled with fake images of shiny happy people who are so detached from reality that I wonder how the brand managers and agencies can live with themselves. Our audience is not stupid. Having blue liquid in sanitary pad commercials has been a running joke for as long I remember seeing advertisements.

Many of the brands might have been toying about showing actual blood in the ads; the idea is not that novel. What instead is novel, that Bodyform had the balls (or ovaries in this case) to actually do what none of the other brands had not dared to do before.

Because of popularity of Game of Thrones, Crossfit and MMA, our audience is accustomed to more rough and rugged imaginary. Many of the marketers have not realized this sense of aesthetics and that is why many of the ads nowadays look over-polished and just plain fake.

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Just Say The Obvious, but Do It With Flair

Sometimes advertising is just about being simple:

You show the product.

You show how the product is used.

You tell what you offer.

You tell what is new.

You tell that you have a discount.

Essentially you are doing what your supposed to do, but with a flair.

Sometimes you have to state the obvious, but do it with interesting way instead of trying to find your idea from the obscure.

Great speakers are not necessarily having the most original and inspiring thoughts, but they are delivering them in the most original and inspiring way.

That is the magic we have to bring as agencies. Because quite often people just need the obvious, but they have to be lured to hear that.

No matter how interesting your product is, the obvious can be truly boring. Especially product demos, which can be a total bore even for the most interesting products (take whatever Apple ad). If you have gift of the gab, you can do exciting, attention-grabbing and fun product demos for mundane products as well:

This Droga5-campaign for Under Armour won at Big Show (Best Interactive & Best Social). It features Gisele Bündchen punching and kicking a bag and same time projecting comments (both positive and negative) about the partnership:

Using celebrities is not an idea. It is an effective tactic, when done right. And to be honest, for many brands using well-known people is the only way to elevate their brand to rockstar level. By paying celebrities you upgrade your brand´s appeal, but it is not about slapping some mundane celebrity endorsement to your boring product and expecting to become interesting. It is making most out of that collaboration with celebrity: not just having a pretty face, but having the right pretty face (who can kick ass as well). Essentially the above Under Armour ad is a product demo, just that the person using the products is way more interesting than you.

This ad from Nando´s featuring Mac Lethal showcases that you can even make reading your menu sound interesting:

These examples show that often you don´t need a surprising insight, complicated transmedia storytelling or even a drone to create cut-through. You just need to what you are supposed to do, but do it with style.

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