Marketing Inspiration #37.2: Advertisers Watching Ads
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.
Our most recent Advertisers Watching Ads episode reviewed a dark and gritty ode to running in Nike’s “Winning Isn’t Comfortable” clip. But “dark” ads are sometimes about something deeper - difficult conversations or real-life societal issues that we’re not usually happy seeing on TV or on our digital screens. In this newsletter, we’re looking at “dark” ads - from the atmosphere to the topics tackled (and sometimes, both).
“A lot of the competition nowadays are positioning running as a joyful and fun experience, which most runners know it's not. In this ad, Nike is kind of like, truthfully saying that running is painful and requires commitment. It's kind of cutting through the proverbial crap.” - Jens-Linus Lundgren-Widén, Head of Social Media at SKF Group
In the “Winning Isn’t Comfortable” ad, Nike presents running almost as defying adversity - against the darkness of winter, against bad weather, and against drivers that won’t even try to avoid splashing water all over you. It’s all about lacing your trainers up no matter what, competing fiercely, and ultimately, being proud of what you achieve by going out there. Does it make you want to start running? Perhaps not, but this almost “inside joke” hails “authentic” runners. The darkness is almost a vehicle towards kinship. It’s segmenting the brand’s audience through the content they’re sharing and strengthening the connection with those who are already runners, and perhaps have already chosen Nike.
“This type of advert can become really cheesy, corny, and make you roll your eyes. But I feel that the way they did it, it didn't come across like that at all. And it actually felt quite heartwarming.” - Nick Telson-Sillett, Co-founder of trumpet and Horseplay Ventures
The Co-op Funeralcare ad, “Talking Now Helps Your Loved Ones Later,” tackles the difficult topic of funeral arrangements with tact, a bit of British humour, and a diverse and inclusive approach. Putting forward a series of varied life scenarios enables the audience to identify themselves with the characters, all while trying to make a big “dark” topic like death a little less scary and daunting. It’s not an easy balance after all - have a watch and see what you think:
“Just visually, it felt dark. It felt like a nightclub, like a weird, creepy nightclub. And that's what was happening. It was interesting to kind of like, create a physical mood, that kind of reflected the digital environment.” - Shiv Gupta, Founder of U of Digital
Using their own voice creates a platform for abuse for female-identifying gamers, according to Maybelline’s ad “Through Their Eyes.” Getting male players to experience this themselves is an eye–opening, if harrowing, experience. This ad builds a dark environment to set the tone of the conversation. It’s also a far cry from what you would expect from a glossy make-up brand. Have a look and see how it creates goodwill for what Maybelline does, beyond their product:
Many thanks to all of our guests:
Marie Feliho (Director of Customer Experience at Virgin Media O2), Tony Holdway (Digital and Marketing Consultant), Jens-Linus Lundgren-Widén (Head of Social Media at SKF Group), Julie Pender (Havana Club UK Creative Content Manager at Pernod Ricard), Hayley Krasnow (Senior Associate Brand Manager at Mars), Nick Telson-Sillett (Co-founder of trumpet and Horseplay Ventures), Shiv Gupta (Founder of U of Digital), Meredith Herman (VP, Head of Global Marketing Services and Consumer Experience at Haleon) and Akash Pathak (VP Growth & Transformation: Marketing Practice at Chameleon Collective).
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.