Even just a few months into 2017, brands are already making their mark in the world of advertising. Here are 3 that, for better or worse, caught our attention.
Argos: Want it, get it
80 time-stamped TV campaigns, 100 days, and a huge range of products that can be delivered same-day– that’s the plan of Argos, whose new ads will all feature the new strapline ‘Want it, get it’ as part of their ‘Go Argos’ sign-off.
From cashing in on predicted warm weather days by focusing on paddling pools, to tapping into calendar-specific events, such as Star Wars Day (May 4th), the brand is using a combination of data and ‘instinct’ for the new approach, with an investment which it claims “was not significantly larger than for normal brand campaigns”.
It’s one of the hottest topics on social, but Pepsi’s Kendall Jenner-fronted commercial – which showed the model mingling with a crowd of protestors, then placating a cop with a Pepsi – is trending for all the wrong reasons.
The ad has drawn comparisons to both Martin Luther King, with his daughter tweeting an image of the civil rights activist with the caption “If only Daddy would have known about the power of Pepsi”, and protestor Ieshia Evans, with an image of her undignified arrest at a Black Lives Matter march going viral last year.
Social mentions showed almost half of viewers (45%) criticised it and just 27% thought of it favourably, but despite the criticism, Pepsi initially defended the ad as an attempt to “[reflect] people from different walks of life coming together in a spirit of harmony’’. Less than 24 hours later, however, the drinks giant pulled the ad, admitting “we missed the mark, and we apologise.”
Eager to distance itself from previous, tongue-in-cheek efforts to show Lynx as the average man’s catalyst from not to hot, their new campaign, ‘Men In Progress’, focuses on the more vulnerable, emotional side of the modern man. The latest part of the campaign, the monochrome commercial, ‘Boys Don’t Cry’, sees men talk candidly – and refreshingly – about the last time they cried, and features a couple of famous faces, including boxer Anthony Joshua and footballer Bobby Petta.
Image credit: Disney | ABC Television Group on Flickr.