It’s been a busy couple of weeks for advertising – especially with the announcement that UK ad spending in the digital sphere is still increasing, despite the threat of Brexit. Here are 3 campaigns that caught our interest, and show how the medium continues to evolve and challenge.
Channel 4 Push Personalisation
Channel 4 is famed for its boundary-busting broadcasting, but now it’s the TV giant’s advertising methods that are drawing attention. In 2015, users of Channel 4’s on demand video service, More 4, watched ads with their names seemingly engraved on bottles of Coke and Burberry perfume. Now, by partnering with firm Innvoid, the ads’ messages directly address users. Two brands have already snapped up the opportunity – the latest film in the Alien franchise, Covenant, flashes the message ‘’run’’, along with the user’s name, while beer brand Fosters follow suit with the line ‘’this one’s for you’’.
McDonald’s Trials Unbranded Approach
In a confident move, McDonald’s have unveiled a series of new adverts in the US that rely on the power of association – both in visual cues (like the red backdrop used throughout, and the actress’ yellow dress) and some shameless name-dropping (Google and Coca-Cola). One ad bleeps the name of the restaurant whenever it’s mentioned, while the other uses voice distortion to humorous effect.
Burger King Targets Home Assistant Systems
In other fast food news, Burger King attempted to ‘hack’ home assistant systems with a 15-second spot featuring an ‘employee’ asking ‘’OK Google, what is the Whopper burger?’’, with the aim that devices would read out its Wikipedia page. Unfortunately, the restaurant didn’t foresee the public editing the page to include bogus ingredients (reportedly rat meat, amongst other unsavoury items), and the functionality stopped just 2 hours after the ad was launched.
In all instances, it’s obvious that the advertising landscape is changing – becoming more personalised to users (both addressing them directly and beaming into their homes via home assistants), while relying on consumer knowledge of the brand to sell product.
Image credit: Brad Greenlee on Flickr