When everyone zigs, you should zag. In a crowded field of sweetness, jingle bells, selfless giving, hugs, and fake snow, it's hard to stand out. Or to give a straight-ahead sales message. Unless you take the tack of these marketers.
In the spot above, Harvey Nichols takes a truth -- it's hard to find gifts for others, but easy to see stuff you like -- and runs with it. And it's not just a schtick on TV. They really are selling inexpensive packages with paper clips, sink plugs, toothpicks, and "Non-Swiss Biro Pens."
Look below the video on their site to see the full range, and to see that their inventory for the "For Them" items is running low though it's been less than a week since this launched.
KFC in the UK has this music video in which people admit that they normally hate each other's guts, but since it's Christmas, and since they all like KFC, they'll put aside their disdain for a little while:
I didn't find the rug pull that funny, but I've included it here because it's another illustration of running counter to the sweetness of the season. No word yet if they're plannng a Ramadan spot mocking Mohammed.
I'm surprised this online video for Yorkshire Tea doesn't have more views after a week (140,000). Even if it uses some familiar devices -- Broadway-style song, one continuous shot, zombies -- it's a lot of fun.
Agency and director: Rubber Republic. Via: Creativity Online.
Air New Zealand has had some fun safety videos (The Hobbit one: http://www.youtube.com/watch?v=cBlRbrB_Gnc), but Virgin America has one with music so fun and infectious that I'd like it on my iPod. Great music, great dancing, great filming, spot-on for the brand.
Read the YouTube comments and you'll see they're invited people to submit their own videos for a chance to be in the next one. Smart.
Director: Jon M. Chu. Choreographers: Jamal Sims and Christopher Scott. Composer/Producer Jean-yves "Jeeve" Ducornet. Via: MoreAboutAdvertising
Stunning image and clean art direction. And a big thank you to the client for not asking the agency to list the URL and "Download the Guardian app from the App store" and other unecessary calls to action. If you're intelligent enough to read the Guardian, you know how to find the site and the apps.
Britain was considering running a campaign to discourage Romanians from immigrating there. They were going to tell Romanians not to come because they wouldn't like it in Britain.
A Romanian newspaper repsonded by running these posters in Britain and publicizing them back home. You'd think that this would be better coming from the Romanian tourism bureau or the national airline, rather than a newspaper, but the case study video claims the stunt helped this newspaper stand out among its competition and readership increased.
Click to see Copyranter's story behind these smart ads, the full collection, plus the case study video. Agency: GMP Advertising.
Okay. Maybe not as contextual as the British Airways billobard that has the kid pointing to and identifying the BA plane flying overhead, but certainly the best YouTube pre roll idea I've seen in a long time.
British Airways says, "Courtesy of a little digital magic, the young man in this poster really does know when it's a British Airways plane. And that really is the actual flight number."
Digital Buzz Blog says, "...as British Airways planes fly over the ClearChannel digital outdoor sites through the Heathrow flight path, they trigger advertising creative showing real-time data of that plane, including destination and flight number; including a weather feed even reads the cloud height to ensure the plane is visible before showing the advert!"
This is the technological cousin of Virgin Mobile and VW Beetle YouTube videos that let you switch between linked video streams. But this one goes so much further than those two.
You use the buttons on the left or your arrow keys to change channels. Each channel has someone lip-synching the song. But what's fun is the variety of channels represented, the ways the people onscreen stay in character while lip synching, and the cameos from real TV personalities like the "Pawn Stars" guys and Drew Carey from "The Price Is Right."
It's a lot of fun. I watched it through a couple of times and I'm not a big fan of Dylan.
The video coincides with the release of a new boxed set of Dylan's music.
From ContagiousMagazine.com: "A campaign video ... is privately listed on YouTube. Viewers are encouraged to share the video with friends. Each time one of their shared videos is viewed, they earn four virtual Skittles. If one of those viewers signs up for the Get Skittles Rich contest, the original sharer earns eight more virtual candies. Like any good pyramid scheme, the rewards keep coming in as friends-of-friends pass the video around."