AdDude's Insights

I’ve always thought that a brand is much more than which cereal or car you buy. You buy something greater than a product or service. With a brand you buy into the experience. I saw an interesting documentary on Hugh Hefner yesterday. He didn’t just create a magazine. He created a brand. He became the brand himself and manifested its philosophy into everything he did.

This brand experience  building is precisely present in the next brilliant ad from Argentina. This beer ad for Andes is a clever piece of creative. It is a full embodiment of the brand and the brand promise (fun with your friends, without any annoyances). Andes put booths called Teletransporters across various bars that create ambient sounds for when your girlfriend calls and you don’t want her to know that you are at the bar with your friends. This, people, is where advertising is heading. Thanks to Kruti (The Krut) for pointing this one out.

1 Comment | In: Uncategorized | tags: Advertising, Alcohol, Andes, Andes Beer, Beer, Branding, Creativity, Hugh Hefner, Marketing, Playboy, Strategy. | #

The way you create a compelling ad campaign is to use a true insight into the target audience’s psyche. Here is an incredible example of how an ad campaign can change your perception of something being of no value to something that is the most valuable thing in the world at that moment.

This campaign was created by BorghiErh/Lowe in Brazil, makes  Bic pens seem vital via a trio of amusing low-budget TV commercials that we’re told will “only be shown once.” We’re given the directions to the Holy Grail, the secret formula for the most famous soft drink in the world and every last scrap of personal contact information for a super-sexy model.

This golden insight is actually very similar to the classic “Got Milk” campaign (also included below for your viewing pleasure) that made an everyday overlooked item seem essential. A great campaign comes from a great strategy and great insights. You can do great things with that. As this campaign shows, a low budget can be transcended. The idea is everything.

No Comments | In: Uncategorized | tags: Advertising, Bic Pens, BorghiErh/Lowe, Brazil, Got Milk, Insight, Milk, Strategy, TV, Viral. | #