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W+K London raise their glasses to unsung household heroes

The aim of Finish’s new campaign, created with Wieden+Kennedy London to promote the brand’s Dishwasher Cleaner product, is to make consumers think about the cleanliness of their dishwasher, by reminding them of the amount of dirty, greasy, sticky dishes they throw at it every day. Humanising a dishwasher is certainly an inventive move, and the spot is quirky enough to be interesting, and funny enough to be approachable. Plus, it reminds people that dishwashers themselves need to be cleaned, which is something many dishwasher owners simply don't realise. The “Who Cleans The Cleaner?” spot aims to spur them into action, by bringing viewers’ attention to the dishwasher itself in an innovative way by asking “Who cleans the cleaner?” The story was brought to life by directing duo RBG6 through Friend, with post-production provided by Time Based Arts.

JWT London go truly bonkers for Ribena

In their first work for Ribena since being appointed to the account, JWT have relaunched the brand with a significant strategic shift in its positioning and advertising style. The new creative idea brings to life the feeling of drinking Ribena with an intense visual depiction of a trippy, Ribena world. The work includes the new line “You can’t get any more Ribenary”, which research highlighted as the only way to truly describe the taste of Ribena. The spot, directed by Yannis and Christos at Nomint uses an eclectic mix of unique photo-montage animation. It includes original music track “Zooby Doo,” by London-based duo Tiger Monkey; a full length version has also been created and is available to download now on Soundcloud. As part of the £6 Million campaign, the Ribenary elements will then be turned into social content with a host of interactive and sharable videos and GIFs. There will also be weekly competitions hosted on Facebook and aimed directly at the younger target audience (by Brass). The campaign is brought into the real world through digital and outdoor posters, bus sides and experiential Crazy Golf sampling (by TRO) around Britain. In-store activation by Geometry Global pushes the wide variety of ready-to-drink formats at point of purchase.

FCB show off a little swagger for Levi's

A new spot from FCB West promoting Levi's 501 CT jeans launches in US cinemas this week, globally in cinemas later this month and on TV in early September. A part of the “Live in Levi’s” campaign, the spot is a throwback to the classic Levi's ads of yore, introducing the Levi's guy of the 21st century, who's not quite as rugged as the classic model, but still packs one hell of a punch. It's a clever way of promoting the new product, which positions itself as a modern take on the classic 501 jeans. The track, “You Rascal You” by Hanni El Khatib, also helps convey the rock and roll Levi’s attitude that has long been a cornerstone of the brand’s essence.

CHI & Partners find there's no place like home

An evolution of the Planet Home brand creative for British Gas was launched this week as part of a national, integrated campaign spanning TV, radio, digital, social and PR. Created by CHI&Partners, “No Place Like Home” tells the story of British countryside animals in their homes as they hunker down to sleep at night. The campaign aims to bring together all of British Gas’ products and services and is focused on its commitment to helping customers look after their homes. The campaign will primarily feature prime-time, terrestrial TV and radio advertising. It will be amplified on owned social channels and via targeted digital promotion to reach commuters, home movers and those making home improvements. In line with the campaign messaging, British Gas’ Channel 4 sponsorship activity will evolve to focus less on property and more on homes themselves, supporting a strong schedule of prime time programming including Location, Location, Location; Grand Designs and George Clarke’s Amazing Spaces. Plans for a winter campaign with a consistent visual treatment and a continued focus on the home are to be launched this autumn.

Joint London gets cute for Amazon

Following the success of the Google campaign, editor Scot Crane from The Quarry has once again teamed up with Thomas Thomas director Kevin Thomas to cut another charming campaign for Joint London (a breakaway from RKCR/Y&R), this time for Amazon Prime. The two similarly themed videos are called simply “Nursery” and “Dog,” and for our money, “Dog” is the most adorable. It sees a dog with a broken paw hobbling along on a walk, only for his owner to order a doggy harness from Amazon Prime, and have it delivered the next day. It's a wonderful way to show off the service, which is expanding in London and Birmingham this year, so that for a premium fee, Prime users can order an item from Amazon and have it delivered to them at home within two hours!

Droga5 reveal some astonishing facts about solar power

Following NRG’s recent brand campaign, “Power Behind The Plug,” Droga5 New York has launched a campaign for NRG Home Solar. “Photon,” takes consumers on the journey of a single photon of light from the sun, to a family home. The films’ imposing voiceover explains the astonishing fact that enough sun light hits the earth every hour to power everything on it for an entire year, pointing out that all we need to do is simply let that power in. The campaign comprises the "Photon" film, which is running in cinema, TV and online, as well as digital activations and social posts on Twitter, Facebook and Instagram, which further the conversation with nightly posts at the time the sun sets, telling NRG Home Solar followers how much solar energy was harnessed that day. Outdoor installations in New York, Los Angeles and San Francisco, will also educate consumers on the cost savings that solar energy can provide them with users having the opportunity to interact with the solar panels to “Claim their power” and collect the dollar amount their energy is worth. Billboards such as the one at the iconic Hotel Figueroa location in Los Angeles convey messages about how much energy the sun has the potential to generate, with a call for consumers to visit the Website for a quote.

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