Your daily dose of advertising awesomeness from around the world!
Today’s pick:
- Why I like it: This lovely ad understands what effective “branding” truly means. When a product/brand is credibly involved in the climax of a well-told story…that’s branding. When the brand makes a natural, unforced appearance only towards the end of the film, yet people the next day are saying to each other “did you catch that KFC ad about the brothers?”…that’s branding. It doesn’t have to be about making an appearance in the first 10 seconds, or plastering the logo on the screen, or saying the name three times, or any other such crutch. It’s a simple two step process: a) tell the most amazing story that you can, in the most amazing way, without compromising. If that means the brand comes in early that’s fine, if it comes in late that’s fine too! b) credibly insert your brand into the moment of peak attention…if the brand can credibly be the catalyst for that climactic moment, even better. And that’s all it takes. It’s a trap to think of “need more brand” , or “need less brand”…it’s about the right amount of brand, in the right place. Make an amazing piece of content, give a brand a proper role, and sit back and congratulate yourself when people talk about “…that KFC ad about the brothers.”