Galaxy - Audrey Hepburn

This ad plays on a nostalgic element for the older generation using an 'Audrey Hepburn' look-a-like (done through CGI); a famous actress active during Hollywoods 'golden age'. It could also be argued that Galaxy are trying to create a subconscious link with the consumers between their chocolate and an icon. Celebrated for her style, beauty and charitable work it is clear why Galaxy are using her image to sell their product. Mike McGee (creative director) states they chose Audrey as she 'represents heritage, classiness and elegance' and that 'it made sense for Galaxy to communicate its “silk, not cotton” branding through these qualities.' The tagline 'Why have cotton when you can have silk?' relates to the narrative of the ad when she gets into a fancy 'silk like' from the over crowded 'cotton like' bus'. This is also and an emotive use of copywriting as McGee states the silk also refers to the silk 'elegant' qualities of the late Hepburn.
For me, because of this ad, I now associate Galaxy chocolate with this ad and an Audrey Hepburn elegance and regency with it. In my mind I would definitely say Galaxy is a ore sophisticated type of chocolate in comparison to other mainstream brands such as 'Mars' or 'Twix'. Therefore I feel this ad has definitely worked on me. However, for older generations who have grown up watching Audrey Hepburn films might find it harder to associate the two and as a result making the ad unsuccessful to that demographic; which the company may have been trying to appeal to by using a famous icon from their youth.
credits:
Director: Daniel Kleinman, Rattling Stick
• Companies involved: Mars/Galaxy (brand), AMV BBDO (agency) and Framestore (VFX)
• Length of the project: two months’ R&D; five months’ post production
• Core team size: 12 artists
• Permissions: Audrey Hepburn™ © 2013 Sean Hepburn Ferrer and Luca Dotti. All rights reserved.

Mulberry #winChristmas

This ad very cleverly plays on 'saving the best until last' cliché. It begins as a generic Christmas ad exchanging sentimental presents that get more and more extravagant until she receives the mulberry bag and we see her over the top reaction to the gift. The advertisement does seem to be aimed at a middle class demographic as the mise-en-scene of the ad is very luxurious with a higher class family. Mulberry will appeal to this demographic because they present themselves as a higher end brand targeting people who can afford designer luxuries. The ends with the #winChristmas this is a good way to make adverts go viral as consumers who find it amusing will share it online.

Credits:
Copywriter: Miles Carter
Art director: Sophie Knox.
Andy McLeod directed the spot through Rattling Stick.
The media agency: MEC.

'The iPod Silhouette' Campaign

Apples iPod silhouette campaign is one of apples most iconic and effective advertising, developed and coordinated by Apple’s ad agency, TBWA/Chiat/Day, the campaign recreated the face of apple and drew in millions of new consumers. ‘The apple style’ was redesigned by the campaign with free-spirited, youthful and carefree dancers almost certainly appealing to younger demographics.

It was argued in the creative process that the anonymous silhouettes dancing, with the now iconic white rectangles and earphones, “doesn’t say what it is.” However it was suggested that the silhouette images could include the tagline used in the past such as, “1,000 Songs in Your Pocket.”

Targeting youth with the images of 'free spirited', 'hippie' silhouettes against colourful backgrounds target youth by adopted stereotypical characteristics.

The silhouette TV ads featured a number of different music genres and artists to appeal to as large a base as possible, starting the television ads off with black eyed pees and finishing with ‘the ting tings’ in 2010.

credits:
Ad agency: TBWA/Chiat/Day

The Economist

 

The economist is a magazine tailored towards business and entrepreneurial minds, it uses advertising to stand out as being witty and inventive creating the impression that you will be too as a consumer.

 

 

Their campaign focuses heavily on the copywriting, usually a puzzle or brain teaser. "This means the advert is saying something about the product, but also giving a reward to people who work it out, so they feel as if they are in a virtual club of Economist readers."
Jacqui Kean, global brand director, The Economist

 

 

The ads also create a sense of ego for the consumer, this also instils a sense of self confidence from the magazine and not arrogant as they are advertising the readership rather than the magazine. This innovative approach grabs attention from the right people as they understand the play on words used here.

 

 

To summarise 'The Economist' campaign is timeless and as long as it continues to be witty and engage with its readership will be effective.

 

 

credits:

Advertising Agency | The Corner London

Agency Creative Director | Tom Ewart

Copywriter | Robert Amstell -

Art Director | Matthew Lancod -

Planning Director | Neil Hourston -

Planner | Ollie Gilmore