Archive for Medium
Go find a box of tissues. You’re going to need a few to mop up some happy, nostalgic tears.
Last month, British Airways launched their “Visit Mum” campaign, which is an attempt to make traveling home a little easier for Indian ex-pats. From this campaign, BA highlights the increased number of daily flights from more North American cities to more Indian cities.
This 5 minute ad, crafted by O&M NY, builds on beautiful images of Mumbai, and moves into telling the story of a son who hasn’t been home in fifteen years.
Aside from the fact that the ad is beautifully shot, the core of the message is completely universal, yet genuine and thoughtful. The ad doesn’t have to mention anything about the services or promotions offered by the airline. It centers in on the value of the mother-child relationship, and the pure joy found when families reunite. As a whole, the ad plays on the deep emotional connection between a mother and son, which in turn, engages the viewer with its core message.
This ad is a perfect example of how good advertising works. David Meerman Scott explains compelling stories educate, engage, and entertain consumers. Good (and effective) advertising is the strategic fusion of communication, culture, and creativity. This amalgam of innovative messaging is what inspires action.
Kudos to British Airways and O&M NY for telling such a sweet story.
Oh, and the #visitmum website even includes Ratesh’s mother’s Bhindi recipe. Nailed it.
The holiday’s are right around the corner and many advertisers are doing their part to make this holiday season extra bright. Advertisers are making strides to better showcase the uniqueness of individuals. Gap’s 2012 holiday campaign is making an effort this winter season to debunk negative stereotypes by celebrating various, positive views on family and the many forms love can take.
Gap’s campaign includes a commercial and colorful print ads that feature celebrities including Michael J. Fox and Tracy Pollan. The campaign uses the tagline “Love Comes in Every Shade” and showcases a variety of couples of various races and sexual orientations. The campaign also shows fathers in a positive light.
According to Gerbner’s cultivation theory, over time and repeated exposure to similar images, the media and ads cultivate the reality we come to believe. Gap’s holiday campaign uses images in their ads that reflect a wide range of ideas about our current society. The ad shows people that all families are unique and different and influences them to view this as a positive thing.
If the media does not tell you what to think, but rather what to think about then the ads in the Gap holiday campaign are ones everyone should take a moment to reflect on. By reflecting multiple ideas and perspectives this campaign has the ability to reach and affect a much larger audience.
Gap’s ads are not only something consumers should reflect on but other advertisers as well. By keeping up with the current trends in our society, Gap is not only able to maintain or move market share over the holidays, but is also potentially able to reach and maintain relationships with new consumer groups that have not made purchases because they did not previously relate to Gap.
Gap uses the ads in this campaign to go above and beyond their obligations by not only selling clothes but also showing diverse, optimistic and positive views on family and love.
The Better Business Bureau, the organization that presides over the Beer Institute, recently ruled that the Coors Light Bus Boy ad unintentionally violated the Beer Institute’s Advertising and Marketing Code. According to the code, “Beer advertising and marketing materials should not portray or imply illegal activity of any kind.” In the ad, there is a male that is constantly picking up Coors Light beers in a bar setting. After a while, a waitress notes that the “new bus boy” is doing a great job of cleaning off beers on the tables, to which the boss responds “I didn’t hire a bus boy”. While the underlying or intended meaning of the ad is that Coors Light is so good that people will go to crazy resorts to get it, an additional meaning that Coors Light is worth stealing is the reason for the criticism towards the ad.
While I wouldn’t have really taken such a literal meaning from the ad, I believe the rationale of the Beer Institute is understandable. While Coors itself doesn’t really believe that they have done wrong, they have agreed to stop running the ad as a result of the Better Business Bureau’s ruling. Alcohol advertising is a part of the overall institute of advertising that gets a lot of criticism for unethical advertising. I commend the Beer Institute for creating a non-legal but authoritative ethical standard in an attempt to change this reputation. If we as advertisers continue to create standards for ourselves and regulate ourselves, I believe we will be able to eventually gain credibility and positively impact people’s attitudes towards advertising while performing our business related roles.
I also believe that as advertisers we must look at our ads from several perspectives before we publish the work. While Coors intended to sell their product using a humorous story, there are ways to use humor without portraying or romanticizing illegal activities. If we could really scrutinize our work from an ethical point of view, we could avoid wasting time and money airing ads that won’t be approved our self-regulating structures. By taking time at the forefront to view the ethical impact of our advertising messages, I believe we can avoid a lot of time wasted and financial loss in the future.
Walk into any major department store or any retailer for that matter, a consumer will know that the holiday season is approaching, specifically Christmas. There might be a small section dedicated to those who are still intending on celebrating Thanksgiving, but all in all, Christmas music, trees, lights, ribbons, garlands, and snowmen abound in many stores.
Macy’s is one such retailer that has been specifically tied to the holiday season through its long-standing name in the retail business, movies (namely Miracle on 34th Street), and the classic Macy’s Thanksgiving Parade. To reflect their years of bringing the holiday spirit, two years ago, Macy’s Department store advertised their brand through nostalgic marketing. Footage in the commercial showed clips from the late 1800s, the parade, movies that have used their name, and reality TV shows. The end of the commercial states, “Only one store has been part of your life for 150 years. That’s the Magic of Macy’s. This commercial works so well, because Macy’s has successfully branded their name by allowing people to remember a particular association with the store. It even allows for consumers to reinterpret their own memories of when they first saw or heard the original referenced clips. Even if a consumer was not there to walk into Macy’s in the late 1800s, they may remember a memory of watching the parade or watching a holiday classic such as Miracle on 34th street. This ad does appeal to consumers who have high MAO, because it allows the consumer to create a persona and image of what this brand represents and has done over the past 150 years. It allows the viewer to be part of the experience and to create a prototype of the Macy’s brand.
In terms of social responsibility, especially around the holiday seasons, in the past few years, Macy’s created a campaign called “Believe” and paired their name with Make-A-Wish. In every Macy’s department store, there was a mail box for Santa, and for each letter that was mailed, one dollar was given to the Make-A-Wish foundation. Essentially, the company would give up to $,1,000,000 to the foundation. There were a couple of commercials that were produced borrowing from the story, Yes, Virginia There is a Santa Claus.
The campaign was effective, because it reached the $1 million goal of giving to Make-A-Wish. This campaign not only captures a positive aspect of the season through giving, especially if child knows that by mailing their letter to Santa through Macy’s mailbox, they are helping other children, but it also gives a positive message to believing. The store is also promoting the idea that it is okay to believe and to be a kid.
Macy’s department store is placed in a positive light because it looks like a store that believes in the spirit of the season, even if they (the department store) are in the business of making money. The “Believe” campaign is currently underway and can be followed through the Macy’s Believe website.
It will be interesting to see how other companies will compete and roll out good tidings to all in this holiday season.