Two Ads I Like and One I Don’t – Irene Joshy

Many of the stories we tell through advertising resonate so well because they turn the mirror around and reflect social realities in a non-confrontational manner. I love the way ads present stories that engage us and encourage us to reflect on our own behavior and values.


Two Ads I Like

GoodDay: The cookie with a smile

In today’s crazy, hyper-stimulated world, there is very little time to make simple human connections through a smile or a greeting. Enter ‘the cookie with a smile’! I love the way this heart-warming ad uses everyday situations to show how easy it is to create warmth, even with strangers.

 
 

ManuLife: Stand-up comedian

This ad uses comedy as a powerful tool to transform what could have been a tear-jerking story into an unpredictable, inspirational (and also funny) journey for the audience.

I love the way ads present stories that engage us and encourage us to reflect on our own behavior and values.

Despite the comedy factor, the authenticity and realism of the story itself make the ad relatable, and the brand comes across as one that understands and speaks the language of millennials.

 
 

One I Don’t Like

Bonobos: #EvolveTheDefinition

This is one of many brands talking about gender and un-stereotyping at the moment but could easily be lost in the ocean of ‘gender’ issue narratives. I feel that this particular ad had potential but fell short when it came to both the format of storytelling and its inability to provide a new perspective.

Irene Joshy

Irene Joshy

Irene is Regional Creative Head Kantar, Insight Division APAC

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