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My Favorite Ad Campaigns |
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Absolut Campaign The following picture is a montage of a number of Absolut
ads that can be seen anywhere from magazines to billboards. However, the
six seen here does not compare to the hundreds in existence. To date, TBWA Chiat/Day has issued over 300 different Absolut
advertisements. Their ads range from places (such as Edinburgh seen on the
right) to replicating famous works (such as the Warhol imagery seen on the
right.) For fifteen years, Absolut has been writing a smashing success
story in magazines. TBWA Chiat/Day has twice won the annual $100,000
Stephen E. Kelley award for the Absolut campaign. It has also won scores
of other awards including the American Marketing Association's Grand Effi
award for marketing effectiveness. While overall sales of spirits are
dropping, premium priced Absolut has soared from worst to first among
imported vodkas in the U.S., from 10,000 cases to 3 million cases. Colgate Campaign The Colgate ads are unique in that they tell a product
story in detail. They stories are easily memorable and very persuasive
when it comes to explaining the need for the product. If the ad were
placed in a variety of magazines from Time to People it captures the
attention of the unsuspecting reader causing the person to read on and
remember the Colgate name. Colgate is smiling. It has three times the
share of it's nearest competitor down under. And its position of
leadership was further enhanced when the campaign was strongly endorsed by
the dental profession and health educators, tough groups to impress. Young
and Rubicam's Australian office won a Pegasus Gold award for one of the
most outstanding magazine campaigns in the world. Another good reason to
smile and show those pearly whites. Mercedes Campaign You're probably thinking 'How can this be a Mercedes ad?
Where's the picture of the car?' That's the appeal though, is it not?
Mercedes wanted to grab the attention of perspective consumers. They
wanted to tell the consumer what they thought rather than what the company
made. Therefore, the Singapore based Batey Ads used an editorial like
advertisement campaign -- the first of which is shown on the right. The
other two advertisements in the campaign declare: "Just one of the lives
our cars have protected over the years" which shows the picture of a frog
and the other "No wonder it writes so smoothly. It used to be a
Mercedes-Benz" which shows a feather-ink pen. And who's to argue? Mercedes
still dominates the luxury car category. It has no peer as far as
successful Asians are concerned. The campaign has also collected a ton of
international awards.
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"Absolut" ad campaign done by TBWA Chiat/Day |
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