Episode 63 - Distance Ad Reviewed by Searchmetrics, Johnson&Johnson, Coca-Cola and GSK
What would happen if your city lowered the official speed limit to 30 km/h? Would you try to break it… on foot?
This is what the “Outlaw Runners” in this ad by Distance are trying to do on the latest episode of Advertisers Watching Ads. Chosen by our partners Contagious, the ad is a great creative stunt, lots of fun and dynamic, but is it clear enough to those outside the running niche?
Does the ad hit its goals, and what are they?
Join us to see what our guests Lisiane Ndong (Senior Customer Success Manager at Searchmetrics), Adam Cowlishaw (Head of Marketing and Connected Commerce for the Vision Care Business at Johnson & Johnson Singapore), Justin Carbonella (Director of Human Insights at Coca-Cola North America) and Jerry Daykin (EMEA Senior Media Director at GSK Consumer Healthcare) had to say about it.
Transcription
The following is an automated transcript of the file, which is not 100% accurate but will give you a good idea of what was discussed.
Tom Ollerton 0:07
Hello, and welcome to Advertisers Watching Ads. My name is Tom Ollerton. I'm the founder of Automated Creative, and this is a weekly show where brands watch other brands' ads and discuss what's good and bad about them. This week's ad was chosen by Contagious, our partner, so please go to contagious.com after the show. Check out their brilliant work. But before we get to this week's ad, let's meet this week's guests.
Lisiane Ndong 0:32
Hello everyone, my name is Lisiane Ndong. I'm Senior Client Success Manager at Searchmetrics.
Adam Cowlishaw 0:37
Hi everybody. I'm Adam Cowlishaw, Head of Marketing and Connected Commerce for the Vision Care Business at Johnson & Johnson in Singapore.
Justin Carbonella 0:45
Hey, everyone. I'm Justin Carbonella, Director of Human Insights at Coca-Cola - North America.
Jerry Daykin 0:49
I'm Jerry. I lead media across the Europe, Middle East, and Africa region for GSK Consumer Healthcare.
Tom Ollerton 0:56
What an absolute dynamite panel from three continents. Let's see this week's ad.
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Jerry, we haven't had you on the show in a while. What was, what do you make of that?
Jerry Daykin 2:20
Yeah, obviously a new, a new law coming to France where in Paris, the speed limit is now 30 kilometers an hour. And that clever kind of reactive stunt on the back of that to sort of see whether some runners could thus break the speed limit. So, I I liked it creatively. I thought it was a good, reactive thing. I was slightly confused as to how they got the pictures like were they actually from the speed camera because you know, the government sending, send you those pictures, I'm not sure if they've got numberplate, anyway. But creatively, it was nice. I liked that they took the images, the idea and put it into sort of outdoor ads and stuff. So, lots of things I loved but slightly, slightly cynical that was a glossy case study for the industry, first and foremost.
Lisiane Ndong 3:01
Yes. So, yeah, I really like the ad. But at the beginning, I was confused. Because I didn't try to understand the brand. And so at the beginning, I didn't know what it was about. So, I had to watch it a second time. As I'm French and I knew the law, I know that a lot of people are talking about the law. And I like where they use the culture, the French culture, people rebel. When something happened, people need to, they need to say something. I think that culturally, is definitely culturally when you try to challenge the government and new law. So, I really like the fact that you use that. And similar to you, Jerry, where I was wondering where a could, could we really flash human being? And also the picture, how could I get the picture because I know in France, they don't send you the pictures when you have any kind of interaction. So, that was interesting when everything was about how to be against the law and how to be against the government new, new rules. So, I really like it.
Justin Carbonella 3:59
I love the music, love the visuals, but being on the other side of the pond, if you will, and not really knowing the story, not knowing French, I sort of had to do a little bit of research to get to what was what's happening. And then, and there were parts where, at least with my first viewing with lack, that lack of information, I was like, "Is this, is this the Nike ad? And what is this what's happening?" Because there's actually a lot of really close ups of the Nike swoosh to during it. So, requires lots of you know, or at least a few other views of the ad to get it which could be a good or a bad thing in terms of creating a viral video.
Adam Cowlishaw 4:31
I think it's a really great piece of advertising and definitely entertaining. And I think, you know, the best advertising is entertaining, right? So, yeah, I think it's pretty good.
Jerry Daykin 4:41
It feels like we're sort of trying to judge it as a big global activation. And yeah, as soon as, Justin, as soon as you see the Nike logo, you're like, "Oh, this must be a Nike thing." But actually, I want, yeah, it could have come to life really nicely, locally. And it sounds like it was a really good local insight that for me sort of, maybe not a big global success, but perhaps it looked really great on the street. Yeah.
Tom Ollerton 5:01
So, so Adam, Justin, you seem a bit down on this creative in a way. What, what would have made, what would have made it better?
Adam Cowlishaw 5:07
I think it is actually a successful creative. I think the idea is very clear. It's almost indulgent and just for the sake of doing something that represents the brand, and it has local relevance that I think perfect if that's the objective, great. If, however, it's to create fame for the brand and drive people to the store, which I guess is like what we're all probably more familiar with here, then I can't see a lot of evidence that it's sustained that effect. So, I guess it depends how you want to judge it, really.
Justin Carbonella 5:35
It's almost unfair to treat this like it is going to be a big brand ad. Or is it just something to get a little bit of buzz around your, your one shop. And I think if that's the case, then they did a fantastic job. I thought it was a Nike ad. All themselves to the way you described it... Seems like a big win.
Tom Ollerton 5:56
So, Jerry, is there an opportunity to turn this into something bigger?
Jerry Daykin 6:00
Yes, it's definitely like a repeatable idea. I have seen vaguely similar things in the past, especially just cycling. I've seen like cycling challenges about trying to break speed limits and things like that. I guess it has the speed limits become lower, it suddenly becomes possible to do it on foot. Obviously, the kind of, the relevance of it is tied to the kind of the law change. And that, you know, that being a catalyst, what makes perfect sense, but I think the idea of you know, speed cameras, and can you break the speed limit, you know, could be borrowed with pride by other places and copied.
Tom Ollerton 6:33
What can your brands or your clients learn from this?
Justin Carbonella 6:36
You can over brand it to the point where they're trying to make becomes almost null and void or makes your brand look like you're just trying too hard to do something. And I think that Distance did a really good job of bookending the ad with their, their brand and knew what you were watching and then did a good job of weaving it in between three different parts.
Adam Cowlishaw 6:58
I think actually one thing that, that probably really kind of reinforced their credentials in their industries that, that they had really strong KOL (Key Opinion Leaders) inputs. So, I don't know the runners personally. But clearly, you know, if you're in that world, and you follow these people that has a certain level of cache, then actually, yes, what they're really demonstrating is... We're truly serious about what we do. We're pretty cool. And this is kind of our brand personality. And this is how we behave as a brand, and we actually attract that kind of caliber of like indie athlete. And I think that actually is quite smart. And I think that's very difficult to get in this sort of age of, dare I say cheap KOL.
Lisiane Ndong 7:43
So for me what I see what that, is really the trend where you sell an experience. So, I think that they did very well. They focus on on a niche, which are runners, and they saw an expert instead of focusing on the brand, because I don't personally know the brand. But they didn't focus on them. There's, there's sold the experience, they sold the brand value and a toes, and by usually at the same time some influencer because for my reading to adapt to winners that are kind of influenced within the industry, I think that he did very well, like really experimental and setting experience. I think for me, that could be something that I will push to clients, say, "You can make it simple, not high budget, but still an experience and authenticity of your brand."
Tom Ollerton 8:30
Yeah, that's a good point, actually. I tried to think what the agency would have charge you a lot for that. But I reckon that cost about... Probably did get that done for grand and a couple of favors, couldn't you, really? You know, it's incredibly effective from a, from a cash perspective. But how can a one shoe shop afford a agency? Is this the agency who've come up with the idea, Nike refused to buy it, Adidas refused to buy it and when someone's gonna have to buy it, and there might work? So, the shoe shop? Do you want this? Because there's no, there is no way they can afford...
Jerry Daykin 8:58
They have a website as well. I don't know if they have a bigger footprint, maybe outside of that store amongst the running community or something. I don't know. Maybe it's a friendly thing. I don't know.
Adam Cowlishaw 9:08
Before corporate, I've worked in startups and known people who will pull favors and things like that. So, you get quite a good agency name on the project, but actually get paid for it. So, I sort of smell that here and I think that might be the case.
Tom Ollerton 9:24
So, we're going to... On a count of three, I'm going to ask you to vote for how good you think this ad is on your fingers. So, one, two, three... A four, a four, and a three and a half.
Justin Carbonella 9:40
Three and a half.
Tom Ollerton 9:42
Well, congratulations Justin on being our first half person. That was genius. Thank you so much, guys. I will see you all next week.
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