New Guardian campaign is zagging a bit too much

As much as BBH has created some of the world’s most impressive ads like their long history with Axxe/Lynx, and they are known for zagging when the rest of the world zigs, they might have taken the zagging a bit too far.

A few years ago, they created the story of the three pigs who set their house on fire to get insurance money and then blame it on the wolf (you can see the video of that here in case you missed it). And yes, they won Cannes Lions prizes for it. So it was truly a ‘zagging’ campaign. But they decided to go further this time for their client The Guardian, and they created something which resembles an apocalyptic, American blockbuster action/horror movie campaign which I’m not sure appeals to many. In the attempt to own the weekend, they appear to be copywriting the term weekend, brain-washing/turning into zombies citizens and providing everything you need for the weekend.

Sure, it might spike conversation as I’m writing about it right now, it might raise a few eyebrows but it’s one of those ads that are made for the award rather than for the client. Does it make me buy the Guardian? No. But maybe I’m not the target audience for it. What do you think?


Last square, Milka’s take on the Coca-Cola campaign

It’s not often you see that companies actually change their products specifically for a marketing campaign. There’s the huge success of Coca-Cola in Australia and then Europe with the names printed on the bottles or cans in order to increase sales. At the time when I discovered the first campaign from Australia, I wrote a post on my old advertising blog, which you can read¬†here. I was amazed at the simplicity of the campaign designed to simply sell. Which ultimately what every ad should do as Master Ogilvy once said.

After Coca-Cola’s worldwide success, another company changed their product for a campaign, but it wasn’t one I would have thought of. Milka, the chocolate company, introduced a campaign in which you could send the last missing piece of a bar to a friend, or claim it back through the post. This might sound simple, but it actually meant restructuring the production of the bars. The ‘Last Square’ was introduced to the French market and you can see a presentation video below.

Question is, will it be as successful as Coca-Cola’s campaign? Does it have the same drive to make people buy? I could have an indefinite collection of bottles with my name, but will I want to send a piece of chocolate to all my friends? In a digital-driven world, this campaign seems to combine a good amount of new media and actual physical product promotion. We know chocolate is on everyone’s craving list but does it have the power to entice for more. I think yes, but for a short term. Is it enough to make you buy? Tell me your thoughts.

Marmite should be rescued against the ASA, not consumers

Marmite yesterday launched a new ad in which rescue teams go and salvage jars of Marmite from owners who’ve kept them hidden in the back of cupboards, unused for a long time. While this ad is a funny approach exaggerating the importance of Marmite in order to remind consumers of it, some have taken a different interpretation approach to it. According to Brand Republic, the Advertising Standards Authority (ASA) has received 250 complaints concerning the offensive approach towards animal welfare organisation and child protection agencies.

It could even be argued that Marmite want it to spark some online conversation to their ad, but did they anticipate so much negative sentiment to it? To me, the ad seems to take a humourous view on the importance of Marmite and it’s not in any way offensive to people working in such honourable careers. What could definitely be said is that Marmite created an ad that, like their product, you either love it or hate it.

What do you think about this ad? I would love to read your thoughts on it.

‘Santa for your vagina’

I admit that the title of the post is not of my own thinking, but I found it brilliant so I decided to use it. Despite the offensive language in it, I think it’s shocking enough to draw attention to this campaign and to the service offered. Shocking enough to have cut-through and reach the consumers.

If you’re still wondering what I’m going on about here, watch this video.

The brief story is that of the first girl to get her menstruation on a summer camp who becomes the ‘Camp Gyno’ terrorising all the other girls. Until…Hello Flo delivers the solution comprised in the simple sentence ‘Santa for your vagina’.

Now, why is this campaign so brilliant in my view? Because, first of all, it dares to say words like ‘menstruation’ and ‘tampons’ without a faux-pas fear. And that ‘Camp Gyno’ is pretty much the pain and terror women go through every month. But the ad is great because it introduces a villain – personified by that little girl, introducing the humour element -, a setting, some characters and the solution and ‘slaying of the villain’ with a dual sense of both the Camp Gyno and the terror or your next period.

So I don’t know about you but I might just give it a try. Well done,¬†Jamie Mccelland and Pete Marquis for writing and directing this tongue in cheek ad!