Ok, this is clever, if not efficient. In an ad for last week’s Singles Day shopping festival, which is China’s version of Black Friday, creative agency, Alibaba’s Tmall used a list of the world’s most recognizable brand taglines and put them all together in one spot.
Much like visitors to the Tmall site, who click around from brand to brand looking for the right purchase, the agency compiled slogans from brands such as Nike, Levi’s, Vans, Ray-Ban, Evian, Under Armour, Dove, The North Face, Canon, Vidal Sassoon, Johnnie Walker and more.
For other versions, the campaign also includes DJI, Estée Lauder, Gillette, G-Shock, LA MER, Midea, PANTENE, SAMSUNG and Shanghai Disney Resort.
The 1:11 spot (coincidence since Singles Day takes place on the 11th day of November) was created by FRED & FARID and opens with the words “A first in advertising”.
In case you missed anything, here’s the full script:
I will (Under Armour) change your destiny (SK-II), you can be anything (Barbie); always in beta (New Balance). It takes courage (Ray-Ban) to be forward thinking (smart), but hey my beauty, my say (Dove).
Capture different (GoPro), ready for more (Converse) because you are worth it (L’Oréal Paris). Life’s good (LG), delighting you always (Canon); Live young (Evian), you got no strings (beats), Just do it (Nike).
Live in (Levi’s) mad intense (Stride), off the wall (Vans) ways. We break the rule (Vidal Sassoon), keep walking (Johnnie Walker), and never stop exploring (The North Face).
CREDITS
Agency: FRED & FARID Shanghai
Client: Tmall, Alibaba Group
Title of ad: All in One
Brand supervisors: Chris Tung, Tmall Marketing Team
Chief creative officers: Fred & Farid
Executive Creative director: Feng Huang
Copywriters: Barbie, beats, CANON, Converse, DJI, Dove, Estée Lauder, Evian, Gillette, Gopro, G-Shock, JOHNNIE WALKER, LA MER, Levi’s, LG, L’Oréal Paris, Midea, New Balance, NIKE, PANTENE, Ray-Ban, SAMSUNG, Shanghai Disney Resort, SK-II, smart, Stride, The North Face, Under Armour, VANS and VIDAL SASSOON.
Conceptor/Storyteller: Adrien Goris
Art directors: Adrien Goris, Issy Zheng
Agency supervisors: Feng Huang, Nichole Niu
Chinese Copywriter: Chris Wang
Assistant Copywriters: Daniel Galganski, Josh Tou
Head of Production (agency): Karim Naceur
Agency Producers: Jessie Huang, Sayde Bayrak
Production company: Stink Shanghai
Producers: Desmond Loh, Eric Yu, Gobby Yan
Directors: Norman Bates
DOPs: Bjorn Charpentier, Grimm Vandekerckhove
Editors: Olivier Gajan, Yanfeng Xu
SFX: Thomas Houthave
Music: Peter Van Dessel
Post-production: Fin Design
Post producer: Dongdong Wu
