This is an eternal problem. What is the true goal for a financial institution. To make money (hopefully also for their clients) you might say. True, but this has to be done in an ethical manner. Especially when we are speaking about mature market, where consumer awareness is high, details, as code of conduct, moral values etc. become important. Is this commercial dangerous? One may interpret it as a lost chance for major earnings, not necessary a thing you want to communicate when you are a financial institution. In the other hand, it does show that HSBC, just like the paparazzi does have higher standards, moral values and will not act in the gray-morale area.  Integrity is important in an institution – client should be aware, that if an organization does use the moral-doubtful earning occasions, one day, it may act in the same way on him.

Inspiration: Blindspot

I do see some potential downsides, like how sophisticated that recognition is – will it work in case of the low-end webcams? Sign (code) is rather big, but still, who knows. If it will not work,  some users may get annoyed.  It is a step in the right direction, user has to be engaged, take part in something new and exciting. This also does harmonize with the upcoming Microsoft Natal, also a camera-movement recognition solution, where player will control video games using whole body as a controller. So, there is a future in such ideas.

Inspiration: Adverblog

Above examples of a new campaign by Finnish Sofia Bank . Wealth, it is about attitude or as on their website Wealth. It’s an Attitude. I do like the concept – to take some ordinary people in their normal environment, add some upper class nuances, like the exotic fruits, and the most important thing – place them in graceful poses, one may say classic portrait poses. It is not important whether you are rich or not. It is enough that you do feel so. At least I see it so. From the bank point o view, the communicate here the fact that they are treating all clients in the same way, and the only thing that limits them, is their attitude. So, with the right one, you also will be rich.

Inspiration: Ads of the World

Bontrust Finance a German investment firm ordered this spot, and the hired agency had the following idea:

“…to show the increase of money on the international market in connection with some kind of sexual relation…”

Concept of a whole world made of banknotes is indeed great. Abraham Lincoln, The Unnamed Lady, and Mao look even better than the world around them. For me the ‘money love’ here means that our firm will use any occasion to multiply, to invest in the USA, or China – location does not matter, only the rate of return on such investment counts. That’s good, as this is their business, and that they achieve that with an image of a sort of a slut? It does not matter, as long as they earn.
Transition from a peaceful romantic period to a harsh sexual interaction is a real twist in the plot (poor EURO, even if it would like to participate, it does not have how…). For me it is not subtle enough, but again, we should remember on which market was it made. Ze Germans are not prudish, most of their jokes and humor rounds around these subjects, so I guess it will be well received on that market. Also, it will gain greater attention, than let’s say an apple tree with banknotes instead of fruits, and as stated above, for a company form such sector, this sort of an image is not a burden.
The making of, and concepts can be seen here.

Inspiration: COLORIBUS

New advert of the FreeCreditReport.com, a service which provides ‘real time’ information to its users about their credit reports/history. When you’re unable to do the math alone, with such information you should be able to manage your finances in a wiser way, do some planning, and stuff like that. If you’d ask me, a person with basic financial literacy level would be able to do most of that stuff by himself, but the topic of financial literacy, and role of the financial institutions in improving it is deep enough for some separate entries. I see here a large area to use, as in many markets (name Poland…) subject is almost untouched. Hopefully one day I’ll be able to implement some solutions related to it.
Returning to the spot. I’m not sure if you’re familiar with almost-the-best-spot-ever-made. Why almost? Well, it has pirates (SINGING!) in it, and the only thing which’s lacking here are the NINJAS. With them it could’ve been the best ever made ;-). If you don’t know what the hell I’m speaking about, please update your cultural references. A good soul’s putted all six singing spots of the FreeCreditReport.com on YouTube. Listen yourself.

Brilliant, isn’t it? It is always hard to be a successor of a successful campaign. The ‘doggy’ one does not even come close to its predecessor, but I believe it has a different role. When the sung commercials promote your brand, increase awareness, and basically tell what your business does, so it becomes familiar to the general public, it is impossible to present in them the ‘hard numbers’. So, with that in mind, and if we’ll treat it as a different category ad, it isn’t so bad. They’ve failed in creation of a likeable ‘fluffy’ puppy from the improved score numbers, but at least they’ve animated some life into it, and people do love it (for a perfect spot, the boy should have more time). Concept is ok, with the help of FCR the lady was able to control the spoiled puppy/credit report, and they’ve lived happily ever after. What lacks here is a clear image how the FCR and its website helped the lady. Maybe one-two shots with a laptop, or a manual how to deal with misbehaving puppies? Generally, ok.

Inspiration: COLORIBUS

Crisis and problems of the financial institutions are a great source of themes for promotional usage. You can literally mock them with impunity, and that’s basically what Timberland a well known manufacturer of the outdoor wears does. With some interesting catch phrases too:

‘We build things to last, maybe we should start a bank’, implied nowadays banks are not durable/reliable

‘One American institution that won’t fall apart’, implied all other major financial institutions failed

‘You’re never going to be able to retire, why should your boots?’, implied due to the crisis, or the fact that your savings evaporated, you should own some good boots…

‘How revolutionary, a jacket that can keep two people dry‘, implied saving, but the true meaning is the discount, and charity action. When you’ll return an old Timberland jacket while buying new, you’ll get 20% discount, as well as your jacket will be donated.

Advertising by negative comparison is cruel, but effective. Situation around us creates opportunities never considered earlier. Boots and banks in one advert? C’mon, this can not work. Very nice job.

Inspiration: Ads of the World

Main benefit of such actions, excepting the happy couple is free media attention. I’m sure that a guy hanged into a billboard for some time didn’t came unnoticed. I remember articles, when some guy just bought few billboards in Warsaw, also in the Valentine Day on his love daily route to work, and wrote his feelings to here there. MasterCard action was supported by a website.  Generally speaking it is a great idea, and well thought, like the violin players focusing attention of the passersby, who stops, and look on that poor dude. MasterCard logo is hardly imposing, always a temptation (hey, we’re paying for that, so lets put our giant logo there, right?). Thanks to that, message is not interrupted, and it is truly beautiful message: ‘The things we do for love: Priceless’. By that a brand ‘personalization’/humanization is achieved, it is no longer an inhuman institution, but a friend, who can help you, exactly you. No to some poor African kids by an affinity card, but YOU.

Inspiration: I believe in advertising

So, the brief states, that pulling child’s ear is a traditional form of punishment, or rather correcting someone’s behavior in Turkey. Fortis combined this action with a slogan ‘Credit of those who cannot sit still’, and the general message was that they are targeting into the young, active and unregenerate. Mugs were donated to the local university cafeterias so the effect could’ve been multiplied.
I didn’t got it first time I saw it, but with a second look it gets to you. Maybe I was confused, because there was nowhere to find the Fortis logo, or name of promoted product? I’m assuming, that boy/girl face is displayed on the both sides of the mug, leaving the only place for commercial communication at the bottom of the mug, where the big red logo +18 is placed (maybe it is used by Fortis for communication, don’t know, but I guess that the Turkish inscription around it is the ‘who cannot sit still’ slogan). If it so, it is not the optimal solution. How people will know what exactly the mug is promoting? Did Fortis marketers thought that students will ask each other, hey what does your mug mean? Hardly.
With a third look, it seems, that face is placed only in front of the mug. So the second side is just a giant blank white unused space, or maybe Fortis ID message is there? Without these information it is hard to evaluate. Idea is not bad, especially as it is attached to the local customs (maybe the ear should’ve been larger/more massive). I’d improve it by placing the face under an angle, so it would have come into the horizontal position, when drank, This could attract even more attention.

Inspiration: Ads of the World

‘Your books change so do you’, nicely done, but quite controversial. But, in the other hand, if the truth is controversial, what time we are living in? People can change, true. According to my Spanish Liberia Pocho is a sort of a book publisher/importer, as well vendor. Not only new, but also used, so it is affordable. This advert is not only showing us, that people can change, but also suggesting, that this particular vendor has a broad offer range. I like the last one, through the power of marketing a priest become a Pope – I’m surprised that they haven’t caleed it a blasphemy in Uruguay, but it only shows, how false our perception of certain countries/regions can be.

Inspiration: Scaryideas

This advert main subject is far from the blog core, but I do very like this Mexican spot. I’ve seen a lot of commercials, also these by Viagra, but I’m under an impression, that ones from the United States were worse. In general, it shows us how the advertisements should be made. Your brand is a promise, a promise of a service/product. By marketing actions you’re encouraging the Client to try it, to trust you. If the promise is close to reality – you’ve won, when it’s far… well, it’s quite obvious what happens. Your task should be to show what your product or service has to offer to your Client, still in a mature and class way. You shouldn’t treat your Clients as idiots, and use some simple metaphors. Viagra commercial does it, by showing, that thanks to us you can be young again, and that’s what it’s all about in its business.

Inspiration: I believe in advertising

This spot reminds me the one, where a political message was read. When read for the first time it had a depressing tone, when read form the end to the start it was positive. Can’t find it right now, but it was probably form Argentina, aaaa here it is (Lopez Murphy for president – Truth (Upside – Down))
Both of them are showing us that a pen is stronger than a sword, and an identical message can be presented in two opposite meanings easily. I like it’s simplicity, correctly the main focus is laid on the words, and there is no additional distractions. Spot is also showing us, that censorship does not necessary has to mean that we are banning an information. Even greater damage can be inflicted with a slight modification.

Inspiration: Guerrilla Marketing defined

It is a quite well known series, which core goal is to increase cyclists safety. Project is supported by a website as well as all movies can be found on their YouTube channel. Main concept is to show the viewer, and the potential car driver, how the attention focus is important, and check how observant he is. It is done by attracting viewer attention to different message, like counting how many times a ball was passed or focus on the detective deduction. All that is distracting us, so we’re not noticing what is happening in the background. Moonwalking bear was cool, but it is the detective spot above, which takes the prize. Not only because production of it was more demanding, but also because of the more subtle message. I’ll not spoiler anything more, so just pay attention while viewing it ;-). As the campaign slogan says, it is easy to spot things which we are looking for, so look for cyclists. Well done.
It is always beneficial to interact with viewers, to make them become a part of the game, get them involved.

Inspiration: Guerrilla Marketing defined

Outdoor ambient projects are a nice way to focus massive public attention on especially hard issues. It can be used by social organizations, as well as by commercial (by sponsoring the socials…). In this case, from India, a problem of children exploitation was used – as a work force. So they’ve put a realistic statue of a kid carrying a pack, a mechanism allowing the passerby’s to relief him, all encouraged with this message: ‘Your contribution can end child labour’. The best part of this idea is the fact, that it shows that individual actions have sense. Exploit kids are not just an unnamed mass with some issue. It’s happening here and now, you can SEE and TOUCH the problem, also your action has an immediate positive effect. Well done.

Inspiration: I believe in advertising

Inspiration: I believe in advertising

Inspiration: I believe in advertising

I do like when a Client meets a promotional message in a place where he’s not expecting it. In this case the bottom of a box was used a sort of marketing vehicle, by showing the potential speed of delivery by DHL to the second side of the Earth – as we know, regardless location it is always China (for some people Australia ;-) ).

Inspiration: I believe in advertising

I like it. Concept is clear – here we have a Policeman, the sheriff of his local community (and a helpful tourist guide ;-)) with recognized power and authority – everyone obey him, eve usually hard to calm arguing women. But, as life’s showing us, we all have bosses above us – in this case a wife. The moment, when a child disobeys him leaves us in waiting for a burst of emotions and anger – will he, or will he not bite his head off, but then apparently wife appears as a comic relief. Everything ends just fine, and HSBC once again proves that: ‘As the World’s local bank, the better we can understand people and what they value, the better we can help them.’
This is one of these perfect slogans. It is hard to find faults in it. One of the dominant trends in the banking industry is personalization of relations and services. If the Client is assured, that financial institution, an universal bank active on all fields of Client interest knows him, his needs and worries, he will stay with us. Hopefully this will convince him not to look only on the provisions, rates etc. (so we’ll be able to finance that damn personalization) but the general impression will prevail. In the short soldier words – to move standards and quality of service from Private Banking to Retail, an impossible task, but always worth trying (appearances are good enough ;-) ). Ok, this is the SHORT category, so no lectures.
Music theme is perfect, hard to think of a better background for a bossy energetic man, a true conductor than “Largo al factotum” from Il Barbiere di Siviglia by Gioachino Rossini. So, the bank is able to known the true nature of Clients, and suits best their needs.

Other versions can be viewed on a Barclays YouTube channel.

I’m an avid fan of engaging Clients into an interaction. To show them, that they are part of our brand, to use their creativity (and do part of our job instead of us…). If properly conducted, it can be extremely beneficial, by i.e. showing our modern face, how open are we on new ideas etc. In this case Barclays decided to promote their contactless payment solution , by creating a competition where Clients could post their versions of this commercial, their own waterslide.
Sounds ok, but I see one main fault on the conception stage – campaign is only directed to the technical advanced/superior Clients. Clients who will know how to make a movie and post it. It is not a simple think-a-lame-promotional-slogan-for-us task. This is a demanding project. Additionally, even if Client meets our basic requirement – knows how to make a movie, doesn’t have to be good at it… And probably will not be.  So, obviously we’re promoting semi or full professionals. You may say that this is what competition is all about, but remember – we want to engage our Client, so we shouldn’t discourage him. The winning video is cool, but it wasn’t made by an average Joe… Also, with YouTube you’re completely upfront. It is hard to ‘cheat’. People can immediately see how popular your campaign is, how many entries you have etc. That is only good when we have of what to be proud, but when our campaign is completely missed – it will be hard to ‘hide’ the failure. I’m just naming potential dangers, there should be a sort of consolation prize for obviously tech-disadvantaged people, so they could also participate.
Concept – waterslide and contactless payment, hmmm the connection is not immediate but when you finally know what the spot is about, it works. It shows you the speed and easiness of transactions, and well it is what it should be doing. You can feel freedom, are not bounded with your money, cash is not an anchor for you, speed etc.… In general a good idea, and definetly a breeze of freshness.

Five stars spot. People have problems with Korean cars. Not in the mechanical sense, but with their image and general perception. It’s just like with Skoda Superb. You know that it is basically cheaper Volkswagen Passat, and you’re really doing a good deal buying it, but deep inside in your head you think – c’mon, it is JUST a Skoda… For a long time Asian cars were just affordable small cars, whose only function was fuel efficiency. But KIA, DAEWOO, HYUNDAI etc. also want to be selling luxury cars. Honda and Toyota gave up long time ago, and created different brands for their state-of-the-art vehicles (Acura and Lexus). I remember when I’ve first seen KIA Sorento, and mistook it with Mercedes M-class. A very cheap move, showing only that the manufacturer hadn’t had its own identity.

With this spot KIA is trying to show us, that it knows what our expectations are, and that they’ve read the how-to-sell-luxury-cars handbook. Self-irony, mockage of the schemes is excellent. Everything here is on the right place, so why do we bother with the plaque which is saying KIA instead of Mercedes? Are we so vain? Yes we are, so good luck KIA in changing your image. With this spot you’ve done a lot.
But the strong side of this commercial is also a weak one. So, ok they are convincing us, that they’re that same like the other luxury SUVs, so what does make them extraordinary? We know that it is the price, they say that KIA Borrego is a new kind of a SUV. Not convincing enough, but it hard to discover the gunpowder again, right?

Inspiration: Ads of the World

…when you’ve giant legs ;-). What I like in this spot is its consequence – it strictly follows from start to the end its concept, stylization and speed, what is especially hard to achieve. Everything here is family friendly (only where is the mom?), and strike the right strings. More important than the visual style is the song, here written exclusively for the ad (I’m getting tired of listening the well known hits in commercials which often does not have much in common with the spot message). But I feel a bit unsatisfied, while everything here is well planned, at the end it falls a bit, I’m speaking about the final messages, which, let’s face it, are the most important part of this spot form a commercial point of view. We want to sell something, right? ‘Create the freedom to travel’ is a very good slogan, but it is not presented strongly enough. While the overall tenor is calm, and you immediately want to hum the lead theme, the  Avion Card ( a cool product by the way):

Get any available seat, any airline

With Avion, redeem your points for flights when you want to travel:

• And no rewards seat capacity restrictions

• On any airline

• With no blackout periods

slippers away. Why did they split the ending period (when you are allowed to put your text message) in half, not only dividing the text (first part is unnecessary, and can be easily modified to work with the second, and be presented as one) but also image of our product – the card, and bank logo. Both items can be presented on one board, with the logo somewhere in the corner, and let’s say moving in the middle in the last second. We have to remember, that the card is important here, as it will hopefully generate projected income not the bank name itself.