Once upon a time, most marketers erred on the side of safer – and almost always boring – ideas in order to make their brands more palatable. In addition, they would attempt to address every possible audience in hopes of finding mass appeal, watering down campaign ideas to stretch their messaging to its very breaking point. So how does this play in this day and age?
It doesn’t. The brands that are gaining the most traction in a challenging economic environment are the ones that are sticking their neck out to make a bold statement. Why? Because it tells your target that you actually know them and want to speak in their language. Think Old Spice and “The Man Your Man Should Smell Like.” Or Dos Equis and “The Most Interesting Man in the World.” Check out a few examples:
The Arizona Lottery
It should mean something big to be a winner, even if we’re talking a cash payout of a couple hundred bucks. That’s the whole point of the ever-growing Hall of Winners. Make sure to note the Spanish version, which brought to life another wing of the Hall in a more culturally sensitive and relatable way.
Toyota Scion & Keystone Light
Makes sense this advertising trend would find solid footing in the automotive and beer worlds. Extras points for the auto tune.
Scion – Zeus and the high-voltate TC
Keystone Light – Grillin’ with Stones
Dairy Queen & Fruit of the Loom
But what’s this? Delicious soft-serve ice cream, super-comfy undergarments? Not exactly expected areas for manly fun in advertising, so this illustrates just how far this trend is permeating culture.
Dairy Queen – Guitar That Sounds Like Dolphins
Fruit of the Loom – Special Delivery
Captain Morgan
Considering the brackish pirate that adorns the bottle’s label, the brand itself isn’t exactly unexpected for the area. But the execution is – a rare form of the bold spot, blending a compelling narrative with a nice reveal and payoff. Of course, it doesn’t hurt when you’ve got an Academy Award-winning director at the helm, either. (That would be Tom Hooper.)
Captain Morgan – To Life, Love & Loot
The Cosmopolitan
The visuals are downright strange, but that’s the point – you can’t look away. In other words, this campaign is anything but shy. Plus, the payoff line is the best I’ve seen in awhile.
The Cosmopolitan – Just the Right Amount of Wrong
Humor. Bravado. Unabashed confidence. Clear ways to extend the campaign across multiple platforms. And obvious entertainment value. These are the bold advertising stories being told today. So what’s the big, brash story your brand should be telling? Contact us at EBLane.com to help us find it.
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