Do you remember your favorite commercials as a child? That jingle that gets stuck in your head? Those characters that made you laugh out loud?
Advertising can be art. And for us at Deep Marketing it is the art that guides our lives.
For this reason we have decided to give you a list of ten commercials that have drawn the highest line in marketing. For each commercial you will find our analysis, its effects and some curiosities.
Let's start by combining tears and laughter: Ikea Lamp.
Ikea: Lamp
The 2003 IKEA commercial directed by Spike Jonze is one of the most iconic advertisements of mass market culture, yet little known in our country. It follows a small parable of a lamp as it is unceremoniously thrown into the trash, only to be mocked at the end by a passerby. The moving/grotesque story is told from the lamp's point of view, creating an emotional connection with viewers that is ultimately devastated.
Ikea Lamp
As if that wasn't enough, halfway through the story we see the former owner interacting with her brand new lamp in the reassuring heat of her home, tickling the viewer with paradoxical sensations of solitude, friendship, discomfort, reassurance . With the poor "thrown" lamp who sees all this and seems to yearn for it. This graft borders on art.
Until the commercial ends with the fateful piano in the head, and the actor's words to the audience:
Many of you feel bad for this lamp. That is because you crazy [sic]. It has no feelings, and the new one is much better!Many of you feel bad about this lamp. This is because you are crazy [sic]. She has no feelings, and the new one is much more beautiful!
For years, the commercial has remained an exceptional example of profoundly effective and empathetic advertising, capable of connecting customers' hearts to the product and making them laugh.
It has sparked mountains of conversations about consumerism and waste. In fact, it was a cultural meme.
During the period in which the IKEA commercial aired, sales of IKEA furniture increased by 8%. The commercial received numerous awards, including a Grand Clio and the Grand Prix at the Cannes Lions International Advertising Festival.
Armani: Water of Joy
The Acqua Di Gioia Eau De Parfum commercial, released in 2010, is one of the most memorable and creative commercials of all time. It presents a calm and peaceful atmosphere that captures the essence and the joy of the Acqua Di Gioia perfume.
Water of Joy
The commercial features a young woman surrounded by lush and vibrant nature as she enjoys a refreshing spray of Acqua Di Gioia. The commercial is full of exceptionally well-matched creative elements such as the relaxing but ascending music, the close-ups of living nature, the model's eyes. They all evoke an indescribable feeling of joy, power and relaxation.
The commercial has become an iconic representation of the Acqua Di Gioia brand, which since then has positioned itself firmly at the top in the sales of all perfumes and is very recognizable even by non-experts - that is, it is also identified by lights buyer" category, the most important target in marketing.
We will hardly be able to forget its soundtrack, so poignant and epic.
Nike: Just do it
The Nike "Just Do It" campaign was launched in 1988 and has since become one of the most iconic advertising platforms ever.
The slogan was created by Dan Wieden, the founder of the Wieden Kennedy advertising agency, and has become synonymous with Nike. The slogan is as relevant today as it was when it was first broadcast and speaks to the competitive nature of Nike products and the athletes associated with them.
The commercial that launched the campaign is still equally memorable and shows a gentleman who is no longer very young and who simply goes beyond his age and physical limits. Simply: run.
Just do It, first commercial ever
Analysis of the slogan
The slogan was inspired by a rather obscure source: the last words of prisoner Gary Gilmore , before facing his firing squad.
Gary Gilmore
Nike capitalized on this inspirational and powerful phrase in its advertising, and it soon became adopted as a lifestyle by many people. It has been an integral part of their aggressive marketing campaign since 1988, with Nike spending a whopping $40 million on advertising that year alone. 25 years later, the slogan still resonates with people around the world.
Old Spice: The Man Your Man Could Smell Like
Old Spice, "Man Your Man Could Smell Like", was an explosive operation with almost instantaneous results. It entered the "hall of fame" of marketing at the speed of light.
The commercial is still celebrated for its creative blend of humor, storytelling and promotion of the product in use.
Old Spice, the man whose perfume your man could resemble
The campaign led to a 125% increase in sales, an all-time high for the brand. It was so successful that the YouTube video received 10 million views in the first week and was even awarded the Cannes Lions Golden Lion, a prestigious advertising award.
The rebranding and repositioning of Old Spice was an effective way to engage consumers and changed people's perception of the brand. Not only did it stimulate sales, but it also taught us a valuable lesson: a hedonic product can be presented in a fun way.
Android: Be Together, not the Same
The Android commercial features cute animals of different species in pairs who interact and form unlikely friendships, showing the power of union. It was a clever way to reinforce Android's mission to be universally accessible to everyone.
A simple message, a linear strategy, an intelligent and successful implementation.
We are together, although different, Android
The commercial was widely appreciated for its creative execution and audiences loved the sweet humor and message conveyed. It attracted great attention, millions of spectators watched it over and over, shared it, discussed it. It has had effects both on Android's sales and on its brand equity and appreciation, something that the alternative operating system to Apple has always struggled to collect. Being too often seen as "second class" compared to Apple software.
It helped people understand why Android was thebest choice for them and encouraged them to buy its products.
John Lewis: Man on the Moon
The "Man on the Moon" commercial by John Lewis in 2015 was part of an immense campaign with millionaire investments. And you can see the effect. Poetic and commercial at the same time.
It features a young girl trying to cheer up a gentleman seemingly stranded on the moon. How can he see it? How do you interact with him? What emotional impact is created? How does their friendship end?All this is answered in an epic and intimate narrative at the same time.
Do you see the gentleman on the Moon?
To extend the reach of the advert, John Lewis released a companion application which used augmented reality to bring the Moon to life when pointed at special posters and John Lewis stores. The commercial was an incredible example of emotional marketing. Its success caused other companies, such as Aldi, to create their own parody of "Man on the Moon" as a Christmas commercial.
John Lewis' "Man on the Moon" campaign demonstrates that more than 90% of consumers want brands to make creative ads that feel like a story, and this goal has certainly been achieved. It was an incredibly touching commercial and a more than deserved success.
Volkswagen: The Force
We're sure you've seen it several times.
May the force be with you! Oh no?
The "The Force" commercial by Volkswagen aired during the 2011 Super Bowl, revolutionizing the way advertisers approach the Super Bowl and its absurd advertising spend. The success was immediate and retailers and the media recorded largely positive reactions to the commercial. It was one of the most popular and critically acclaimed advertisements made during the match that year.
The commercial showed a little boy dressed in a Darth Vader costume trying to use the "force" to move objects. He only succeeds at the end, obviously thanks to Volkswagen. The commercial created a strong emotional bond with the brand by exploiting the iconic Star Wars character. Furthermore,
The commercial helped increase awareness and reputation of the VW brand.
The Volkswagen commercial also led to interesting side effects. Greenpeace began making parodies of the commercial to draw attention to their cause and raise public awareness of the VW Dieselgate scandal. As mentioned, the commercial also set a new precedent for Super Bowl ads, creating what has become known as the "battle of the brands.
Bud: Lemonade
This is one of our favorites for two reasons: meticulous technical construction and a simple yet effective level of hyperbolic creativity.
If life gives you lemons...
The commercial depicts friends enjoying a drink together while both unconsciously sipping on a delicious and refreshing Bud Light Seltzer Lemonade. We're starting to talk about the evil year 2020. And from there we witness a realistic transmutation of the famous Anglo-Saxon saying if life gives you lemons, make lemonade. Translated: when everything goes wrong, relax and do your best to make something out of it.
The public loved the light-hearted and humorous approach to advertising. And he succeeded in a very complicated aim: to push a new product among the population. Thanks to his message, people have been clamoring to try this unique combination of beer and lemonade.
The commercial also served to increase the appeal of the brand and suggested new use cases (one of the marketing purposes), because it highlighted the versatility of Bud Light Seltzer, which can be enjoyed in multiple ways.
Coca Cola: Holidays are Coming
There is no holiday without a Coca-Cola commercial. We know it. They know how to do their job.
The "Holidays are Coming" advertisement it has become a much-loved Christmas tradition for families and children around the world. If you have some white hair you will certainly remember this commercial which was also broadcast on Italian networks and on several occasions.
Coca-Cola is Christmas
The iconic commercial was first launched in 1995 and features a typical bright red Coca-Cola truck driving through various winter landscapes. The music is immediately recognizable to many audiences and is often associated with the holiday season.
In fact, the entire message is based on the construction of connection networks between different assets associated with the brand (red color, truck, winter, parties, family, serenity, emotional music) and represents a "masterpiece" of branding that serves as inspiration for us marketers.
The commercial had immense popularity and success. It has been seen by tens of millions of people around the world. He has become a cultural icon. The slogan "Holidays are Coming" has become the epitome of the beginning of the Christmas season. The public's reception of the advert was extremely positive and many admitted that the concepts of nostalgia and the values of the brand were clear success factors.
In terms of its effects on marketing and sales, the Coca-Cola commercial had an astonishing effect. Broadcast globally in 91 markets, it significantly boosted sales during the holiday season and became an essential part of Coca-Cola's holiday campaigns.
Santa Claus
The story of Santa Claus and Coca-Cola is intriguing.
In 1931, Archie Lee, among the executives of Coca-Cola's partner company D'Arcy Advertising, wanted the brand's Christmas campaigns to feature a realistic and iconic Santa Claus. So Coca-Cola commissioned illustrator Haddon Sundblom to create advertising graphics with Santa Claus, but which literally showed a very human and realistic Santa Claus. A "true" Santa Claus. The red coat was already iconic, little was needed to take the last step.
Sundblom was inspired by Clement Clark Moore's 1822 poem "A Visit from St. Nicholas". Moore's depiction of Saint Nicholas produced a warm and welcoming image of a plump Santa Claus with very human features.
Sundblom's Santa Claus debuted in a Coca-Cola advertisement in the Saturday Evening Post in 1931 and, from there, appeared regularly in the magazine, as well as, National Geographic and other newspapers. To then get to the commercials.
Amazon: Alexa lost her Voice
Self-irony. Forgotten art in the world of fuffaguru and the proclamations of unknown and inept people to be the best in the world.
Amazon's 2018 "Alexa Lost Her Voice" commercial it was one of the most creative and successful campaigns of that year. It features editorial offices, human contexts and frenetic teams, where the main news is that Alexa has lost its voice. The commercial shows a worried-looking Jeff Bezos, asking his team to quickly find a replacement for Alexa. The preposition she, already in the title, reinforces the female gender - therefore the humanity - of the device, despite the lack of a physical form.
In an attempt to find a new "voice" for Alexa, Amazon enlists several celebrities, including Gordon Ramsey and Rebel Wilson. And here the fun really begins.
The commercial was greeted with a popular ovation, immediately receiving millions of views and likes on social network platforms. It had an immediate effect on brand awareness and sales of the Alexa product range, with Amazon seeing an explosive increase in sales of its Echo Dots.
In addition to the humanization of devices, creativity has highlighted the importance of controlling technology rather than being controlled by it. Some quite paradoxical given the excessive power of Amazon and the heavy shadow of Big Tech on our lives. But there's no denying it: it touched a raw nerve. In a funny, self-deprecating, original way.
A great job.
Alexa loses its voice!
Metro Trains: Dumb Ways to Die
In this list, this commercial is by far the favorite of Francesco Galvani, CEO of Deep Marketing.
The video, created by Metro Trains of Melbourne to raise safety awareness among young people, contains a seductive melody and cartoon characters who suffer a series of bizarre deaths. Nothing more. Yet it is phenomenal.
There are so many stupid ways to end it!
The objective of the campaign? Simple: learn to pay attention to trains. The success was enormous. This commercial became the most celebrated at the Cannes awards and has enjoyed over 164 million views on YouTube.
Additionally, derivative material such as a mobile game, toys and even a children's book have increased the reach of this promotion. And he also succeeded very well in his aim: Metro Tranis reports that the number of accidents "nearly missed" decreased by over 30% thanks to this campaign.
You won't be able to get it out of your head!
Marketing is serious business
If these commercials have moved you, made you laugh out loud or made you reflect, in a small or large way, know that they have done their job. That is, generating emotions. Marketing must do this. Speak to your soul and, while doing so, associate a deep impulse with a brand. Only in this way can a relationship be built between brands and human beings. Only in this way can we hope to make people remember the name or logo of a product, service or company. And only in this way can you hope to grow your business.
Deep Marketing is an agency made up of people with long experience. Who respect the discipline, art and science of marketing. And they respect customers. We are reliable, competent and trustworthy partners.
If you want to contact us, or would like the idea of working with us or for us, don't wait any longer: info@deepmarketing.it< /a>
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