They say we see around 4,000 to 10,000 adverts a day. That number seems crazy! But with so many adverts passing us by all the time, most going unnoticed - what is it about certain ones that create an impact and stick in our minds? Here at Zero Friends, we came up with a few recent marketing campaigns that were the most memorable for us. Whether it tugs on our heartstrings, makes us laugh or is just really clever, here are four impactful campaigns we thought really stuck out!
Dove's ‘Reverse Selfie’ campaign
80% of girls distort the way they look online by age 13. Dove's hard-hitting ‘Reverse Selfie’ ad got people talking! They have created a compelling video with which, heartbreakingly, many young people can relate. We found it was one of those ads that stays with you and stirs up your emotions. The campaign was enormously successful, with over one million views on both YouTube and Instagram.
Dove's ‘Reverse Selfie’ video shows a 13-year-old girl who uses filters and edits to drastically change a photo of herself before she posts it online. The film starts with the posted selfie. It then begins playing backwards, undoing the changes and edits the girl had made to her picture. In the end, it reveals the young girl as her natural self. It hits hard, showing the shocking truth behind many young selfies on their social media accounts and the damage and harmful effects social media can have on their mental health.
The press and public responded positively to the video, saying the campaign was “beautiful” and “very powerful” - we couldn't have agreed more!
The Obi-Wan Kenobi tweet
The Obi-Wan Kenobi show marketing started the most Kenobi way possible. Unlike other Disney+ shows beginning the marketing push with trailers, clips, and posters as the release date approaches, the promotional team for Obi-Wan chose to start their campaign with just two words. An official Twitter for the show was created, and the first tweet simply said: 'Hello there.' (A quote by Obi-Wan from the Star Wars movie - Revenge of the Sith). The tweet has gained nearly 100K retweets and over 600K likes.
While this clever move from Disney+ got star wars fans reminiscing about prequel-era Obi-Wan, they were excited for what was to come as McGregor as the original Jedi Master, dusted off his lightsaber and got back in the Bantha’s saddle. The show also launched tactically on May 27 2022, the 45th anniversary of the original Star Wars film release date in theatres.
Some say Disney can be very methodical about advertising, never wanting to one-up another of their own productions. But this minimalist approach was a smart move that definitely caught our attention.
The saying “perfection is achieved, not when there is nothing to add, but when there is nothing left to take away” really came to mind when we saw this tweet.
So simple, yet so effective!
Samsung Vs Apple
In September this year, Samsung took the ultimate dig at Apple with the release of a video to Youtube titled ‘Buckle up'. Instead of advertising themselves as number one, they decided to hit out at Apple with a smack below the belt. They showed them up to being behind the times and that Samsung was always one step ahead of them. With this brilliant advert, they established themselves as the top of cutting-edge mobile phone technology.
Samsung followed up the video with a billboard saying: 'Welcome to the party, Apple. We've been filming in 8k for 2 years, 6 months, 4 days, 28 minutes, and 51 seconds'. Another patronizing poster also says '48 Pixels? You’re almost there Apple!', then stated proudly how their cameras have already had 108 pixels for several years. Ouch, Apple, that must have hurt. Anyone thinking about buying the new iPhone should be questioning it after seeing one of these smart adverts from Samsung.
We thought this advertising campaign from Samsung was very bold and out there. As proud android users, we didn't need persuading. Nevertheless, everyone loves a bit of drama and healthy competition between companies, and these amusing adverts succeeded in stealing the limelight away from Apple and their new release.
Think! "I've only had a couple” campaign
Finally, we have this clever and powerful drink-driving campaign from DA Creative Studios. We are clearly not the only ones who caught on to how impactful this ad is, since it won the Drum Chip Shop Award for best outdoor advertising in 2022.
The shot shows a car, driven by someone under the influence of alcohol, ironically smashed into a sign advertising drink-driving from Think! The ad reads - “I’ve only had a couple!”. Well, clearly not judging by the state of the car! We thought the advert was fantastically tongue-in-cheek whilst being effective in managing to get across the seriousness of driving under the influence.
DA creative studios are unfortunately no longer trading, but at least they went out with a bang - and 6 points on their license! You can view the full article here.
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