Advertising

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Top 5 Ads of the Week

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Lucky Generals – Pot Noodle

In a humorous new ad for snack brand Pot Noodle from Lucky Generals, a young Pot Noodle fan’s story is told in bombastic style in order to promote the brand’s new “You can make it” tagline. It’s all pretty safe stuff, until the end, when there’s a twist in the tail that very few will see coming (we certainly didn’t). We won’t spoil it for you. The TV spot, which was shot by Nick Ball through Blink, will be backed by online, social media and PR executions. This is the first piece of creative for the brand by Lucky Generals, who took the Unilever-owned brand from Mother last year after a competitive pitch. Monique Rossi, Pot Noodle’s marketing manager, said: "You can make it is a big idea that gives the brand a new sense of purpose, but which remains true to the product. This is much more than an advertising campaign for us, it's a real mission that will affect everything we do as a brand from here on out. Andy Nairn, one of Lucky Generals’ founding partners, added: “Pot Noodle has done some great advertising over the years, but its Slacker associations now feel out of step with the ambitious young people of today. So our strategic leap has been to flip the key brand benefit of simplicity and tie it to ambition, rather than laziness. Perfect for a generation that feels it can make it, at anything in life.”

RKCR/Y&R – Marks & Spencer

M&S has hailed a “Consistent tone of voice” as the driving force behind this fresh brand positioning from RKCR/Y&R. Its food business has been built on conveying a perception of quality, something it is looking to emulate with clothing, starting with the energetic, colourful and distinctly suave new “Art Of” campaign, which is the retail chains most expensive to date. It will run in 50 markets across TV with no fewer than six-different ads as well as print and digital under the refreshed strapline: “Only one store does it like this.” The campaign conveys the same message as the brand’s notoriously extravagant food-focused efforts, with fast-paced, close up product shots and sequences that mirror parts of the manufacturing process. Patrick Bousquet Chavanne, executive director of marketing and international at Marks and Spencer, said: “We wanted to find a distinctive and consistent voice for M&S that creates a more joined up journey and way of talking to our customers about the unique qualities of food and fashion and bring our food and fashion worlds closer together. Our award winning Adventures in Food campaign has been praised all over the world for the way it celebrates our expertise, our creativity, our quality and the passion of our people in a stylish and cutting edge format. Customers told us these are all the qualities we should be shouting about for our fashion business as well.”

Grey London – The Sun

Grey London is celebrating The Sun’s TV offering in its latest campaign: “The Sun Always Shines on TV,” which rather fittingly broke last weekend during one of the year’s biggest TV moments: the opening show of this year’s X Factor. Narrated by A-ha’s 1985 hit of the same name, the 60 second TV spot at the centre of the campaign some of the funny and familiar rituals Britain’s great telly worshippers go through while watching their favourite shows. The film, which was created by Rob Greaves and Sam Daly and creatively directed by Dave Monk, ends with the strapline; “The Sun: Making telly even better.” The campaign runs through September and also comprises 10 second ads promoting The Sun’s distinct TV titles. It’s not going to win any awards, but the lively spot and its nostalgic soundtrack were difficult to overlook, regardless of your feelings towards The Sun, which (some might say unfortunately) remains the UK’s biggest selling daily newspaper.

Isobar – Auto Trader

Auto Trader has launched a charming new TV campaign that showcases the ease of selling a car through its private online listings. Created by Isobar and directed by Jackie Oudney through The Gate, the film takes the perspective of a little boy whose growing family needs to upgrade to a bigger car, effectively insinuating that Auto Trader is so easy to use that even a child can use it. The new TV campaign launches on 1st September and will run throughout September and October, encouraging both buyers and sellers to use Auto Trader. To support and amplify the TV burst, the campaign will also include activity across digital display, social, PR, email, direct mail and PPC.  Auto Trader will also take over high-engagement sites such as Yahoo and The Telegraph to extend its reach beyond TV in a bid to drive consumers through to the Auto Trader site. The brand will also increase investment in PPC and display to ensure its leveraging the interest generated by TV to capture as many in-market consumers as possible, delivering increased traffic to the site. Simon Clancy, group creative director at Isobar, said: "Selling is often an afterthought when upgrading to a new car. We hoped to demonstrate that Auto Trader makes the process easier, and a little extra effort is worth it in the end.”

BBH Singapore

BBH Asia Pacific has launched a delightfully quirky film titled “Recipes for Delicious Kitchens” for IKEA, which highlights the Swedish furniture chain’s new METOD Kitchen range. The film literally cooks up a kitchen, using miniaturised IKEA products as raw ingredients to highlight the fact that the new kitchens can be put together according to a very personal taste (pun very much intended). METOD is a modular kitchen system that allows for easy installation, efficient measurement and accessible combinations of doors, interior fittings, hinges, colours, drawers, frames and more. Gaston Soto, senior art director at BBH Asia Pacific, said: “IKEA’s METOD system is about having fun creating your brand new kitchen. So we cooked one up just to show you how.” Tze Kuen Yeong, head of marketing at IKEA for Malaysia, Singapore and Thailand, added: “Recipes for Delicious Kitchen’ aims to inspire you to dream up, select, and install your very own version of the IKEA METOD Kitchen.” BBH will be launching a fully integrated regional campaign for the IKEA METOD Kitchen range that includes film, digital, print and social for Singapore, Malaysia and Thailand.

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