Do Adverts Sell A Story Or Build A Brand?

December 2nd, 2014 in Views 5 minute read

So as another year is rounding off, I decided to take the time to reflect in the one thing we all love to hate… adverts.

We look at adverts as a continual selling technique and quite frankly a waste of time, we skip them as much as possible and if we’re watching from ‘on demand’ then we don’t have to worry about them at all! However I look at them slightly differently and maybe you will too after my top favourites from 2014.

Enjoy the story telling; allow yourself a few moments to enjoy kittens, family reunions and delicious delights. It’s a great way to expand your creativity, inspire ideas and if nothing else; give yourself a few moments to sip on your cup of tea.

1. ‘Calls For Dad #RealDadMoments’ Dove:

I don’t think it would be right or appropriate not to feature Dove in my Top 10 advertising campaigns for 2014. They are known for their advertising around female body shapes and the development of young girls and women today. However, this particular advertising piece, I think, is beautiful. It highlights those moments that are sometimes bypassed and forgotten about due to dad’s not always being celebrated as often as mum’s. Why aren’t they? Their role is just as important as mothers. Often forgotten in the media, isn’t it time we celebrate Dads?

2. ‘Adventures In Imagination’ M&S Food:

The Marks & Spencer food adverts seem to get better and better, not only do they encourage you to head for your local M&S but they also allow you to enjoy the colour, creativity and imagination behind the different recipes and masterpieces M&S bring to life!

3. ‘Taylor Swift Kittens’ Diet Coke:

Whether it’s the ‘Hunk’ or multiple kittens, Coke most certainly know their target audience! If anyone wants to know what to get me for Christmas then either would be absolutely fine…

4. ‘The Welcome of Home’ British Airways:

I’ve looked over my fair share of British Airways adverts and not only do they make me teary-eyed every time, but they also bring an aspect of happiness. British Airways work excellently at connecting the audience with a story. They give their audience a reason to talk about them in such a positive light. And only at the very end do British Airways introduce the brand; ‘Our Welcome home starts the moment you step on the plane’

5. ‘Risk Everything’ Nike Football:

I feel this advert captures the intensity that most players experience before a game, whether they are in the Champions League or playing for their local Sunday team. Nike builds the adrenaline and pulls three experienced players as a strong focus for sixty seconds, it’s a reminder that when it matters, it is worth the risk to go the extra mile and try your hardest.

6. ‘Digital Eagles’ Barclays:

This advert is genius. And the reason I think that is because the message is spot on. The digital world can be daunting especially when you don’t know where to start or it’s been something that’s been ‘thrown’ at you rather than something you have grown up with. I don’t think anyone would necessarily know where to start if they want to become more ‘digital-savvy but by Barclays offering a helping hand they are not necessarily selling a Barclay product but introducing Barclays brand values.

7. ‘Nothing Stops Serena’ Beats by Dre:

So although I feel this advert is a bit different to all of the others, the reason behind including it in the list is because I think the product is great! ‘Training is now wireless’, what an innovative product. I love the idea of not catching your headphones or worrying about getting tangled during training. Training is intense enough let alone worrying about losing your focus to something as silly as headphones. The whole advert is around focus; and I definitely spent the whole seventy-eight seconds focusing on Serena’s arms.

8. ‘Just because it isn’t happening’ Save The Children:

I don’t know if there is much I can say on this advert as I feel it pretty much speaks for itself; ‘Just because it isn’t happening here doesn’t mean it isn’t happening’. A truly powerful and thought provoking advert.

9. ‘The Little Market’ Lidl:

Lidl were able to prove a huge point in this advertising campaign. The preconception of Lidl as a brand has completely changed in recent years and I think the advert has demonstrated this perfectly. It’s connecting the audience to fresh, quality produce which they would expect to only find at their local farmers market. Even now we take everything at face value; we build up a preconceived idea of a brand and what we think they are like, this advert cleverly shows how these ideas can often be unfounded and we can be pleasantly surprised…

10. ‘#BrightFuture Speeches from New Leaders’ Unilever:

I have such admirations for this advert. I think it’s a beautifully crafted piece of advertising; building emotion, making you think and look at the bigger picture. Someone half my age is looking at changing the world while I sit here and write about it, or while Unilver record it. You may look at it as just an advert but the individuals out there thinking they can change the world are usually the ones that can.

Adverts are more than just a selling technique. They tell a story. They connect you to a product or brand that you haven’t necessarily thought about before. The deeper the story and connection the more the brand is able to build trust with you, its audience, so next time you decide to fast forward adverts between ‘I’m A Celebrity Get Me Out Of Here’ think about the stories you’re depriving yourself of.

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