When was the last time you saw an ad that you enjoyed?
The world we know exists on the intersection between capitalism and consumerism, where a culture of instant gratification means that ads are impatiently written off as that annoying delay before YouTube videos play.
The internet has grown by leaps and bounds over the last two decades — we’ve transitioned from ugly, obtrusive banner ads (at least most of us have!) towards the subtler arts of product placement, and influencer endorsement. Not only has the internet grown, but the average consumer’s disdain for ads has grown with it too. This, as you can imagine, makes the jobs of digital marketers and ad strategists all that harder. Not only do they now need to stand out amongst the thousands of ads thrown at consumers every day, they need to do so without annoying their potential customers’ delicate sensibilities.
So Should You Transition Towards Subtler Forms Of Advertising? Affiliate marketing? Micro-influencers?
The short answer to this is nope. 2017 is the year of the video — people are consuming video content now more than ever. By choosing to ignore video ads, you’re losing out on a massive source of potential income.
So What Do You Do?
You create ads that people will enjoy. Great ad strategists and digital marketers understand the human psyche. They know how to tap and use consumer emotions to derive certain results. So, today, we’re going to be looking at ten of the greatest ads of the century, together with a breakdown of what makes them work!
10 lessons from the 10 greatest ads of the century
What will people say? – Nike Women
This incredibly powerful ad for Nike’s new line of sports hijabs (headscarves) aired in the Middle East on International Women’s Day. The ad went viral in hours because it challenged the notion that Muslim women can’t be athletes. The timing of this ad, both with IWD and the larger political narrative made this ad a massive success.
Lesson: An ad is only as good as it’s relevance. Pay attention to timing.
Mums & Maids – TWC2 Singapore
With millions of views, this ad by Singaporean organisation Transient Workers Count Too (TWC2) went viral around the world. This ad plays on several human emotions at once: Cute children, notions of traditional family life, guilt, and more.
Most importantly though, this ad is an excellent example of how to tackle an old problem with a powerful new approach. Domestic workers not being given their legal days off is a problem in many parts of the world. Instead of running a campaign that chastises employers for being cruel, or unethical, it points out that giving the helper a few days off will give them the opportunity to reconnect with their kids.
Lesson: Chastising viewers directly can be ineffective. Approaching the issue from other angles can lead to more receptivity.
#LikeaGirl – Always
One of the most thought-provoking ads on this list was made by the feminine hygiene company, Always. What do sanitary napkins have to do with feminism, you ask? Nothing. And, everything. If you’ve seen Always’ other ads, you’ll notice that one of their key messages is feeling fresh, able, and mobile. By producing an ad that reinforces that women and strength are not mutually exclusive, Always reinforces its commitment to its message in viewers’ eyes.
Lesson: You’re not selling a product. You’re selling a vision.
Happy Mother’s Day – McDonald’s Singapore
This heart-warming Mother’s Day ad for McDonald’s Everyday Saver Menu features an adorable little girl who buys her mother, and nanny some corn as a token of her love. Similar to the previous Singaporean ad on this list, this ad acknowledges and appreciates the role of domestic workers in raising children. Captioned ‘Spend a little, share a lot’, this ad earns its place on this list because it shows us that change doesn’t have to be revolutionary, it can be something as simple as a little girl remembering to thank her nanny.
Lesson: Most powerful messages are often the simplest ones.
Thank You, Mom – Procter & Gamble
While we’re on the topic of mums, Procter & Gamble continues its tradition of releasing moving tributes to the mothers’ of athletes competing in the Olympics. If this ad didn’t make you tear up, then you, my friend have a heart of stone.
So what does P&G, a corporation that hosts brands ranging from cosmetics to diapers to laundry detergents, have to do with athletes?
Moms
The corporation which markets itself as a “Proud Sponsor of Moms” created a heart-warming tribute that tied in arguably the biggest event of the year with its consumer target. This masterstroke worked so well for the 2010 Winter Olympics, that P&G has recreated the tear-jerking campaign for every Olympics since.
Lesson: Look for common denominators. Look for creative ways to tie in your target demographic with major world events/holidays.
Real Beauty Sketches – Dove
What do 99% of all cosmetic and beauty brands tell you? They tell you that you need their product in order to look as good as the model on screen.
What does Dove tell you? It tells you that you’re beautiful “just the way you are” (Sorry Bruno).
Let’s face it, no amount of mascara is going to make me look like Gigi Hadid (looking at you, Maybelline), which makes Dove’s approach smarter.
When you stand up against patriarchal notions of what beauty looks like in an industry that quite literally makes a living off women’s insecurities you’re directly speaking to your consumers’ inner fears. You’re telling them that they’re beautiful regardless of what the other brands tell them. And, that’s powerful.
This may seem counter-intuitive, but as good as guilt, regret, and insecurities are at motivating short-term results, making your consumers feel good is, by far, the smartest method in the long-run.
Lesson: Being the nice guy pays off.
Unsung Hero – Thai Life Insurance
Another one of the feel-good videos, you’re seeing a theme here, right? Warm, inspiring videos have ‘social currency’ i.e. it promotes sharing, and it makes you look like the good guy. Don’t underestimate the importance of perceptions.
In a world where large corporations and financial institutions are demonised for taking advantage of the less fortunate, it’s important to remind people that you’re not all cold, soulless corporations out to take advantage of them.
Lesson: Your image matters. People are more likely to pick someone they like.
Get a Mac – Apple
This series of 66 videos by Apple features a Bill Gates-esque-nerdy-older PC, and comedian Justin Long as the trendier, cooler alternative as a Mac, hilariously comparing PC’s shortcomings with the advantages of Mac.
Lesson: Don’t be afraid to use humour in ad campaigns.
Apple Vs Samsung – Nokia Lumia
You don’t realise who the butt of the joke is until the end of this clever ad by Nokia Lumia.
Lesson: Calling out your competitors in ad campaigns can lead to healthy rivalry which in turn leads to greater viewership.
An Unexpected Briefing – Air New Zealand
Air New Zealand made a brilliant Hobbit/Lord of the Rings themed airline safety video to celebrate the launch of the first Hobbit movie. This ad appeals to Tolkien fans, draws attention to the movie launch, and markets Air NZ as a fun, exciting alternative to other regional airlines.
Lesson: Fun sells. Don’t be afraid to get a little kooky.
Daily Dose of Drama – TNT Belgium
This ad had me laughing out loud. What a brilliant way to advertise a TV network? Getting outside the studio and incorporating real locations, and real people is a great way to get tons of attention fast!
Another great example of this was the recent “I’m Canadian” ad by Canadian beer company, Molson Canadian.
Lesson: Look into experiential marketing, and other forms of marketing which will get real people involved.
