I’ve chosen two ads that I love – not just because they’re great ads but because they’re created by brands that build total experiences, which go far beyond advertising.
At The One Centre we are guided by the belief that humans are experiential beings, which means that to change people’s beliefs and behaviors, we need to help them see and experience a better new reality in everything a brand is and does, beyond advertising.
The brands I’ve reviewed below definitely make great ads, but the reason I love them is they are not afraid of making bold, positive statements. Their ads are also part of multi-faceted brand experiences that are memorable, unique and always grounded in amazing strategy.
Two Ads I like
“Dream Crazy” starring Colin Kaepernick for Nike
When you watch this film, you can’t help but feel inspired, in awe of what humans are capable of achieving through hard work, dedication and enduring commitment to do better and succeed.
Regardless of all the hype and contention around “Dream Crazy” over the past week, ads like this allow us for a moment to be immersed, feel inspired and motivated, to get out there and have a go and believe that anything’s possible.
It’s a positive message, it makes you smile, it arouses passion and it makes a stand. And in doing so, it generated $60+ million worth of buzz within its first 24 hours of launching! Nike’s online sales have also enjoyed a 31% boost.
Nike is constantly innovating and is leading the way when it comes to experiential retail. I also love that it’s bold enough to make an ad that makes a big and positive statement. It does more than stir emotion and fuel inner passions – it makes a conscious stand to support injustices.
“Once Upon a Future” for Gentle Monster (Creative direction by Gentle Monster and Xander Zhou; directed by Rei Nadal)
Gentle Monster is a cult Korean eyewear brand that’s all about high-end experimentation. It creates incredible multi-sensory store environments and is defying the death of retail – it has just opened its first store in London, and it’s amazing.
In June, Gentle Monster launched a new collection called ‘Once Upon a Future’. To promote the collection it created a dystopian four-part film series, which is directed by PRETTYBIRD’s Rei Nadal. The films imagine a world where humans coexist with clones and extraterrestrial aliens. They are so odd that I can’t help being drawn to them.
I especially love how Gentle Monster’s collections, retail concepts, and advertising campaigns are often built around dystopian, Sci-Fi fantasy themes. It’s a clever way of empowering people to embrace their ‘hybrid’ identity by experimenting with Gentle Monster’s quirkier styles.
One I Don’t Like
‘Help is who we are’ – NRMA Insurance
There’s been a wave of sentimentality driving Australian advertising lately. One recent example is an ad for NRMA Insurance, which celebrates the everyday heroes who go out of their way to help others out when they’re injured or in need. It feels like they’re trying to move in and take credit for the good deeds of everyday people like firefighters and volunteers.
It’s certainly not the only brand riding the wave of sentimentality, but it’s probably the one I question most from a strategic point of view. Because when you think of stories about amazing everyday heroes, insurance companies don’t immediately spring to mind.