It seems whatever Axe and their agencies are putting out is getting better by the day. To me they’ve found the right mix between offline effectiveness, online virality by applying a more “cultural” approach instead of a “hard-selling” approach. The core off all this is a great strategy and loads of creativity from BBH London (Bartle, Bogle & Hegarty).
Probably one of the view jobs in the world I envy must be being member of a team that creates campaigns like these. Thinking beyond the usual advertising rules conventions and creating something new and original.
Axe & BBH understands that there’s no trick to get something to go viral, it just needs to be interesting, funny and original enough for people to bother.
So hats of to Axe and BBH for making yet another great commercial.
A new design comes with a new TV campaign. Following the concept of our previous campaign and inline with our new design, clean and clear, the message now addresses sellers. No celebrities but still some familiar faces return. Big thanks to the people of Pantarei, Indika and of course the brilliant Melvin. The campaign will launch with a bang on june 8th. Stay tuned for the usual “Too Hot For TV” ads made during the production of this campaign!
Two years ago Heineken was one of the main sponsors of the FIFA World Cup 2010. But it was Bavaria, with what in my opinion was a playful and harmless guerrilla marketing stunt, that got far more attention than Heineken. For just a fraction of the cost Bavaria arranged 36 women who were wearing an non-branded orange dress. But even though unbranded, everyone in Holland knew it were the Bavaria Oranje Dresses which were a bonus that came with Bavaria beer crates.
After the FIFA made a whole fuss about it Bavaria was even more happy because now the whole world knew it was their ambush campaign. The girls were less happy because they got arrested but up till now it puzzles me what law they have broken. The response of the FIFA and Blatter specifically symbolizes that money is more important than the game, up to an extreme and idiotic level. The dresses were unbranded and the girls were just having fun and definitely entertaining the crowd.
Anyway, Heineken was not amused and FIFA certainly wasn’t amused. But when all things blew over the conclusion was that this an extremely simple, creative and successful stunt for Bavaria. And now Euro 2012 is coming and the last thing EUFA wants are upset sponsors because more ambush marketing by non-sponsoring brands. This time it’s the beer brand Carlsberg putting in the big sponsor bucks but the video below might indicate that Bavaria is out to deliver another sucker punch.
Update: By now the video has been blocked on Youtube for obvious reasons but with courtesy of LiveLeak the video can still be seen. I doubt though that it will go viral while being blocked and spoofed by Youtube.
Ding dong! Women’s right movement here. Can you guys from Sangatpedas please stop glorifying female beauty? It’s so superficial and one-sided.
Ok, we digg. What if we level it with a Tokobagus TVC featuring a bold guy without a shirt wearing a lot of wigs? Would that make it less one-sided and superficial? Nice, here goes Novin, another up-and-coming talent, into the Sangatpedas-Star-Making-Machine. For all 6 female readers of this blog.
Recently I’ve worked on the new TVC’s for Tokobagus and people might think that’s a lot of glitter and glamour. Well, it’s not. It’s working from 06:00 till 23:00, a lot of re-shoots and a lot of waiting in a big, quite cold and uninteresting hall. But when working in a great team (thumbs up to Melvin, Novin, the guys from Pantarei) combined with some awesome TALENTS then everything is possible.
Did I mention TALENTS already? Yes, you’ve seen it right, Tokobagus features Melia Octavia Santoso in the automotive TVC’s (30″ and 15″). But believe it or not, never before has Melia featured in a movie, a Sinetron (soap opera) or even a TVC. Whaaaat???
Weird if you ask me. Nidji is cool but let’s be real: Melia is so much more cool. One day working with Melia was so inspiring for us that we instantly created a new TVC in just a matter of minutes, non-storyboard 100% Sangatpedas style. We predict a huge TV and movie career for Melia cos obviously this is THE BEST TVC EVA!!!
Holidays are coming and even though I still prefer to associate Christmas with non-material things, the reality is that it’s big business. This means that the creative minds in this world are pushed to the limit to come up with the best adverts possible so their clients can get the biggest piece of the pie as possible. Some adverts become legendary, some are FUNNY (I don’t want shokz!), some are not, some or a waste of talent and others just disappointing. Not judging the effectivity but more the creativity my choice of 2011 is the John Lewis advert displayed above. Having a daughter myself this ad is obviously totally unrealistic as in “never gonna happen” but just try watching it without getting all sentimental. The ad was created by Adam & Eve which proves good stuff still come from London.
It seems whatever Axe and their agencies are putting out is getting better by the day. To me they’ve found the right mix between offline effectiveness, online virality by applying a more “cultural” approach instead of a “hard-selling” approach. The core off all this is a great strategy and loads of creativity from BBH London (Bartle, Bogle & Hegarty).
