There Are Ads & There Are Brand Ads
Not all ads are born equal, and not all ads have the same role in life. Most ads come with a consumer proposition, buy this product with these features for this once-only price. And then there are the brand ads, those that choose to communicate an attribute or personality of a brand. Whichever way you define them however, precious few ads can be described as remarkable.
So There We Were On New Years Eve…
Over the recent Christmas and New Years break we spent much time relaxing with family and friends, that wonderful amount of time when the ‘big ticket’ conversations are exhausted and small talk takes over. During the break we had not one, not two, but three different conversations with different groups of people in which the new Intel ads were discussed. So much were they touted that on my return I just had to visit Google to check them out for myself.
http://www.youtube.com/watch?v=ddZo9GEAUrg http://www.youtube.com/watch?v=B6nOlgNJfHo http://www.youtube.com/watch?v=lWd_yG_a-CQ
So What Makes a Good Brand Ad?
For me there are three key ingredients to making a great brand ad:
01. The first is there must be a clear and memorable take-out that leaves the viewer with a strong sense of the key brand attribute as defined by a brand’s strategy;
02. The ad must exude the personality of the brand, no use casting Britney Spears to sell financial products to pensioners (well not yet anyway); and
03. The ad must be remarkable. Whether through humor, production, effects, story-telling, concept, scale or uniqueness, the ads need to drive the brand message home like a nail to the brain.
For me this wonderful campaign for Intel contains all three ingredients required for a wonderful, memorable brand ad.