Advertising is getting more pervasive and obnoxious but take a look at this interesting statistic: 83% of people agree with the statement “Not all ads are bad, but I want to filter out the really obnoxious ones.”
Consumers don’t hate ads; they hate bad ads.
Many people, including myself, have been introduced to a new product/app they love through well-placed, well-executed advertising. These kinds of ads have ideas that re-imagine a category and turn the norms upside down. I’m inspired by brands that tell stories that only they can tell, but do it in completely unexpected ways. Only ads like this, can really benefit the brand.
Two Ads I Like
Pornhub – The Dirtiest Porn Ever
How can a porn website contribute to protecting the environment? Pornhub decided to shoot a porn movie on the dirtiest beach in the world. The more people watch the porn, the more money it will donate to Ocean Polymers to help clean the ocean.
This campaign created a win-win-win situation: users are happy, Pornhub gets more views (and likes), and the earth receives help!
Hinge – Designed to be Deleted
This is such a strong idea for a dating app. It shows people that Hinge is born with a mission – rather than hooking people up, it wants to help you find a long-term partner. This immediately differentiates the brand from the rest.
I have seen many campaigns done by many different dating apps, but this is the only one that I still remember. And the execution is great too. It’s modern and witty. They know who their consumer is, and they know how to talk to them.
One I Don’t Like
Shopee – 9.9 Super Shopping Day TVC ft. Cristiano Ronaldo
This is just bad. To be fair, ads with big-name stars are often terrible. But this one really hit a new low. I can understand the desire to earn as much exposure as possible, but please don’t do it at the cost of people’s eyes.
They should at least get the dance moves right. The bottom line is, it might make people remember the brand, but it will never make them like the brand.