There are Orangutan ads, and there are Orangutan ads. They can help to create connection with your brand or they can make you feel….. well weird. I find the two ads on TV at present polarising.
The Optus Orangutan ad is charming and beautifully simple in its concept. It makes me smile and it makes me like Optus that little bit more. It tells me they want to make me happy. It connects and enhances their brand. In the sense that it builds on a lot of investment in ‘animals’ it is on-brand.
Then there is the ING Direct Orangutan
I dislike this ad. It makes me feel uncomfortable. Yes its orange and that’s always been ING’s colour, but why the extra from Planet of the Apes.
At its most damaging it makes me question the effectiveness of ING’s thinking and leaves their credibility diminished. It also leaves me struggling to comprehend the thought process (other than ‘ find me something orange’ ) that links to all the work ING Direct has done in the past.
At Truly Deeply we have strong opinions on brands, and we engage in robust conversations about communications that are good, or bad, for our client brands. If you’d like to engage in conversation about you brand, why not contact us.
Malcolm Harvey – fake Orangutangaphobic