Marketing Inspiration #32.3: Advertisers Watching Ads roundup
Your weekly dose of data-driven marketing insights
Marketing Inspiration on Advertisers Watching Ads - our show where brands watch other brands’ ads and discuss what they liked - and often, what they didn’t! - in partnership with Contagious.
Some of the latest ads on the show focused on fashion, from big-name brands to outdoors kit manufacturers and even… tattoos. Here’s some marketing wisdom from each of them:
“Fun is rare in this category, like when I think of high fashion advertising, etc., a lot of it to me feels very similar. It's very beautiful, it's very stylish, but it's very forgettable. This was, if not perfect, one of the most memorable things I've seen a fashion brand doing in a good while.” - Jerry Daykin, former VP, Head of Global Media at Beam Suntory
Spanish fashion house Loewe took on the lesser known spelling and pronunciation of their name in a humorous way with the help of Aubrey Plaza and Dan Levy in the clip “Decades of Confusion.” See how this breaks the mould of high-fashion advertising and what our guests learnt from it:
“This is an incredible piece of branding and product placement. You get to experience it either on the map itself or you can go and do the trail, which is really clever.” - Natalie Ellse, EU Digital Media Manager - UK at Mars
Yeti’s “Map the Gaps” ad appealed to the explorer within us all, taking us off the beaten path and showing audiences places that Google Maps hasn’t quite mapped out yet. But our panel was split between the clever product placement and the actual end goal of the ad and its effectiveness in the YouTube short format. Watch it below:
“People want belonging, they want connection, and I think people want to be seen.” - Christoph Kastenholz, Co-Founder & CEO of Pulse Advertising
When some fans of your brand go as far as to tattoo your label on their bodies, does it mean you’ve made it or has it all gone too far? For Heinz, it’s tough to find new advertising angles and brand activations - they are all too dominant in their category, after all. So, in the “Tattoo Label” ad, they turned the focus on the consumers and on fandom and pride. See it & hear from our guests:
Many thanks to all of our guests:
Jerry Daykin (former VP, Head of Global Media at Beam Suntory), Paul Parmley (Director - Digital Communications and Integrated Content at ONEOK), James Brindley-Raynes (Head of Digital Customer Journey at A.P. Moller - Maersk), Natalie Ellse (EU Digital Media Manager - UK at Mars), Arijit Sengupta (Global Marketing Head at Reckitt), Finn Campbell (eCommerce Manager at Red Bull, former eCommerce Manager at FrieslandCampina), Alesha Griffiths-Kidd (Customer Acquisition Manager at Formula 1), Rhoda Sell (Chief Operating Officer of Automated Creative), Christoph Kastenholz (Co-Founder & CEO of Pulse Advertising), and Adrian O’Brien (Health and Wellbeing General Manager Europe at Unilever).
Do you want to share your thoughts about these ads or suggest a new one for us to debate? Email us on hello@automatedcreative.net.
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And here are some ads you should have seen - via our friends at Contagious: