No (!=) blink

Japanese advertising just amazes me with the creativity, exaggeration and sense of humour.

This is a throw back to one of the craziest and most innovative advertising campaigns that ever existed. The one crazy no-blinking TV reality show.

All extreme scenarios were managed without blinking – including washing your face, kissing and feeling a balloon burst next to your eyes.

But one thing, just one thing was such an impulse that couldn’t be controlled. The satisfaction of eating Carre de Chocolate.

It reminds me of the long gummy ad (which by the way I bought literally after seeing the ad). So creative, extreme and funny.

I’m not sure if you blinked, but giggle you shall.

Eats: More fun in the…

It’s more fun in the Philippines! :)

That’s been the Department of Tourism’s Slogan that has always stuck like the way superglue sticks to your hands.

But this time, they took the fun one level up with their new high paced campaign: “Eats. More Fun in the Philippines”

I loved the honesty and the playfulness with emotions and food, together.  My favourite, coming straight from the heart that lives within my stomach was – “Sometimes we just invent reasons to eat” Haha. #truestory

Also, can we take a moment to appreciate the star of the show – a giant dancing bee? Oh man, Spaghetti with sweet sauce didn’t exist in my life until Jollibee brought an unprecedented joy in my life.

Food connects us all. Travel connects us all. And the Department of Tourism connected everything. All in the Philippines.

There is nothing more Pinoy that chicken made with joy. Ace 100. Loved it!

The “Look” after the “Talk”

P&G just keeps outdoing itself, every single time.

There are so many issues that the world is plagued with that need our attention. And we need a stronger, louder voice to have that “talk”. Inclusion topics especially around discrimination, unconscious bias and racism is a sensitive line that many brands are afraid to tread. But these topics need more voices, louder voices and consistent voices.

I am so proud of being associated with marketing – Marketing in the past sometimes had a connotation that you would “trick people to sell things”. Well, maybe – maybe not. But for most part of it, not today (Overlay Arya Stark’s voice from Game of Thrones). I believe that today Marketing stands for something bigger, something larger. The real question we need to ask ourselves is – “What are the values that your brand stands for? What are the causes that you truly care about? Whose voice are you going to represent?”

“The Look” is a recent spot by P&G that powerfully demonstrates the “looks” a black man faces on a day to day basis. There are literally no words said in the commercial, just a series of looks. Say nothing, feel everything.

This campaign is a sequel to “The talk” – short dialogues shared by a black mom with her kids. The talk gives you just as many goosebumps as “The Look” in a deeply thought provoking manner.

Groundbreaking.

“The Look” | 2019

 

“The Talk” | 2018

Bare Necessities

“Look for the bare necessities,
The simple bare necessities,
Forget about your worries and your strife” 

Evian makes babies cute. Period.

I swear, I just want to cuddle those little mushes of joy! I literally look forward to Evian commercials to see the jamming, rock and rollin’, tunes these cuddles are swinging to lately.

Evian has been so consistent in their brand messaging – “Live Younger” and these animated babies are always brining joy to everyone’s lives. I’m a 100% sure that even when I am 65, I’ll be rolling to Bare Necessities on the streets like this too.  (Don’t miss the rap).

No f*cks given. Hell yeah.

Jazz em’AirPods Up

Apple worked with TBWA and Media Arts Lab to create magic.

Calling this piece just an advertising campaign wouldn’t do justice to what this spot really is – An incredible work of art.

“Bounce” explores a simple premise – how you feel when you have your AirPods on. You are literally just bouncing off streets and walls, in a rhythm that synchronises with the soul of the universe.

Apple’s core in all aspects including it’s product, design and marketing has revolved around the principles of simplicity.

“Bounce” is a brilliant execution of a simple idea and can literally get everyone to want to jump in joy watching this. Don’t miss how the protagonist bounces off the walls to the top of the building – I recently watched SpiderMan (Far from home) and the resemblance of superpowers is uncanny.

Well, I might not have spidey webs, but I sure as hell can get em’ AirPods.

Whopper Diamond

“Our way is love”

Burger King is one of my favourite brands that always seems to be re-writing the books in terms of what marketing in today’s world really is. It’s not selling, it is really standing up for something, fearlessly.

Burger King turned a whooper to ashes and made a diamond out of it. In a touching heart warming story between 2 men (Dima and Alvar) who got an opportunity to get married in Germany, Burger King took a strong position on LGBTQI rights.

The evolution of brands started with logos, USPs, Identities, purpose and as the world we live in get’s more divided – has evolved into really taking a stand for what brands believe in. (Think about it – It’s a big shift from the 4P’s that Marketing really started from).

I’m glad that more and more brands are really championing their position on certain issues. Haters going to hate, but I strongly believe that “Love is Love”. And nobody can take that away from anyone.

Movement for Movement

Transportation needs to be way more inclusive than what it is today. And although we are a long way away, Grab in Indonesia definitely took the first step to make transport safe and reliable for differently abled people.

Grab and Rexona partnered together for a holistic initiative around “Movement for Movement”. Several initiatives were rolled out including a dedicated fleet of cars, trained driver parters and a voice activated mobility assistant (designed by Rexona).

Through the “Gerak” mobile app, users would be able to speak or chat with it in order to find the nearest places that are disabled-friendly. Users could also book a special GrabGerak vehicle to their destination.

Many people question the long term implications of such activities but I believe that every positive step in the right direction is a positive change. And that a single light bulb can light up an entire city. The onus is on all of us to be true activists of inclusion related topics for everyone in all aspects of life – because really, this world can only be better, together.