We all know a brand can be a powerful thing but just who are the top dogs? Many of brands fight daily to earn that top spot of recognition in their market. All of them vying for our attention in the Sky+ driven FF world of TV advertising (or if Sky+ hasn’t yet arrived in your house there’s probably a channel hopper just waiting for the ad break to begin hopping).
Advertising in this world has seen subtle (and sometimes unsubtle) changes with some instantly memorable adverts. Though for me at the moment, there is no clear winner, but here are a couple of ads I have picked from the bunch that stand out. Not just for their advert, but the way this has been combined with the power of their brand.
Coca Cola is one of these powerhouse brands. Not only is it known by everyone (I think I can pretty much say that’s true), but just give us a jingle of those famous Christmas bells and we know what’s coming. The Coca Cola ad makes Christmas! I know it’s August, and I am talking about Christmas already, but for the past 8 months, it’s stuck with me, and will continue to be with me until December when the new, slightly transformed ad will be with us…I no longer think Santa, I think Coca Cola! Did you know the traditional Father Christmas was green until Coca Cola branded him red? Now that’s powerful.
Not only do they own Christmas advertising, but a recent TV ad shows the range of Coca Cola bottles with not one mention of the brand. A brand that can spend a fortune on a tv ad and make no acknowledgement to who they are, is surely the leader of the pack…or should I say bottle!
Now don’t get me wrong, I am not a Coca Cola fanatic. There are other brands so powerful that they bring music to your ears! Younger generations will not have heard The Big Pink, ‘Dominos’ until a recent ad campaign by Xbox hit the TV. After the release of this ad, ‘Dominos’ made it into the music chart, and in February 2010 won an NME award for Best Track- now that’s saying something!
[youtube=http://www.youtube.com/watch?v=Q8Usl-pzRWU]
Following in similar steps is the recently release ‘Big Pony Collection’ by Ralph Lauren. One Republic’s single ‘Secrets’ will be climbing the music chart off the back of the release of the 4 new fragrances this summer. What stood out for me with this ad, other than the incredible backing track, was its irony and inbuilt humour, that I can only begin to describe. Check out the ad for yourself. My first reaction was that this ad had to be subtle sarcasm, particularly with the apt name of ‘The Big Pony Collection’. If this is genuine humour, then the intelligence of this ad makes me respect the brand on so many levels. It not only explores the true meaning of the idyllic American dream, but gives you a good laugh as well! However, if I have got the wrong end of the stick, my next blog will be about how awful the Ralph Lauren Big Pony Collection ad really is. Any ad that can make me think in such depth is surely one of the big fish – for me, that’s powerful!
[youtube=http://www.youtube.com/watch?v=q-Lgd1T5Btw]
Now I can’t finish here without a mention of Honda. That’s powerful advertising. There are many things I can draw from such great advertising, however, let’s look at something most of us will be familiar with; the solemn, relaxed tones of Garrison Keillor, the voiceover. As soon as you hear the sound, you are lured into comfort and respect for the Honda brand. You may not have read anything from the American author, but I imagine you’ve entered the dream of a more peaceful world when hearing his voice. Take a listen J
[youtube=http://www.youtube.com/watch?v=VwRCBHhyrAA]
Happy Emma
Emma Dobson is an Account Manager at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
