Archive for December, 2011

An interesting concept from Aldi this Christmas…

Thursday, December 22nd, 2011

Aldi Christmas TV Ad - Brand MarketingDo we like the new Christmas advert from Aldi…?  Ruth Mortimer, Marketing Week’s associate editor certainly does.  Ruth emphasizes the simple, yet effective strategy that Aldi have employed for their new advert with the concept of liking stuff.  –One section of the advert consists of children claiming that they like either the Lindt chocolate reindeer or Aldi chocolate reindeer – what they don’t like is socks.  So how is the advert constructed…?

This very light hearted collection of likes and dislikes draws from consumers of all ages from children, to senior citizens, and from teenagers to Santa! – As Ruth proposes in her feature, this demonstrates the fact that Aldi are cheap, yet affordable, making the store a sensible choice for your Christmas shopping, and really highlighting the brand values.  This advert also demonstrates a close connection with social media, recognizing that many of us spend our online lives ‘liking’ stuff on different websites as a way of communicating to friends and professionals alike, through a range of social media channels.  Will this be enough to entice consumers from the likes of the M&S and John Lewis adverts…?

It seems John Lewis is not just liked but ‘loved’, a new Facebook page We love the John Lewis 2011 Christmas Advert. The TV advert demostrates the Christmas value ‘Its better to give than receive’, with a little boy waiting impatiently for Christmas day to arrive – not to open his own presents but to give a present to his parents.

As with the Aldi advert, the brand’s values are communicated well here.  There is a high caliber of advertising so the heat is on for all food retailers, let’s hope Aldi continue to improve sales revenue in order to complete what has been a very good year for the brand.

Where are you getting your Christmas gifts from…?

“This year rather than using celebrities, the campaign will feature The X Factor contestants and their God-given talents”

Wednesday, December 14th, 2011

X Factor Advert - Marks and Spencer - M&SThe clever campaign from M&S featuring the 16 X-Factor live show contestants has proven a success amongst the show’s loyal fans.  Everyone is talking about it! The contemporary version of When You Wish Upon A Star song has been a proven success by engaging with its audience and generating a strong, emotional response.  According to Marketing Week the advert is the highest rated among all the brands during the final last Sunday.  How was this success measured…?

According to a research study that measures emotional responses to ads from viewers aged between 18 and 25, this generated the highest response with the right mix of emotions.  The research agency used an unobtrusive electroencephalograph (EEG) headset to monitor brain activity.  In addition to this, the viewer’s eye movements were tracked to provide a correlation between what they saw onscreen and their emotional response.  This form of tracking gives the brand a firm handle on how successful the campaign was and reflects that the timing of the advert is just as important, in terms of impact, as the content.

Timing is everything.  The contestants look amazing showcasing the new Christmas range and the exposure of this advert has been maximized to its full potential.  Steve Sharp, executive marketing director of M&S, emphasised the importance of the program to the British public and how this is reflected by the fact that discussions on the show are continued into the following week.   In conclusion we may say that this is M&S at its best and the collaboration between the two brands is one that has created something truly amazing!

Click here to view this emotional performance.

H&M’s CGI Models Aren’t Going Down Well…

Tuesday, December 13th, 2011
H&M Use CGI Models Online

H&M Use CGI Models Online

The Marketing Communications blog has looked at brands enhancing photos of models before, with the most recent story revolving around Julia Roberts and her representation of Lancome. With the Advertising Standards Agency  becoming so involved in the area of air-brushing ads it’s hard to believe that a brand would go one step further and create entirely fake models!

That’s right, High Street store H&M have been reported to digitally create a woman’s body before adding a model’s face, adapting skin colour and then of course, adding clothes, for their online store! This is quite incredible to all of us who would never look at H&M’s online store and think that the models portrayed wearing the retailers clothing are entirely virtual.

When looking carefully at the models  in the picture above one can see that the bodies are eerily similar and with a bit of hair changing and face swapping these models look almost real. But is this approach to advertising really a good choice in the current advertising climate?

The ASA have been on the hunt for airbrushers, will CGI models be next? Afterall, with H&M’s main customer being women and girls, do they really want to send out the message that the only way to have a perfect body is to create it with a computer? Will the ASA once again push companies, like H&M, to be fully aware of their social responsibilities and their affect on their audience through advertising?

It seems that a rather disgruntled public hopes so. This brings us back to the book chapter on advertising, where the authors explore an interesting investigation involving false advertising against Swiftcover.com (see page 486 for full case study.) Will H&M stand by their somewhat fake models? Only time will tell…

Sexy lingerie Advert ban from M&S…!

Thursday, December 1st, 2011

M & S Lingerie Advert Banned by ASA

M & S Lingerie Advert Banned by ASA

Marketing Week reported a recent advert promoting the M&S lingerie line had been banned following complaints that the advert, featuring a woman wearing lingerie and stockings kneeling on a bed in a somewhat provocative position, was ‘overtly sexual’ and was likely to be seen by children.  Is this taking David Cameron’s initiative to hammer down on sexual imagery being used in adverts where it may be deemed inappropriate, and let’s face it all too common?

Interestingly the ASA only received 15 complaints.  This was probably not a high percentage of the overall viewers. This is a positive sign in that the government are taking a stricter, and more rigorous approach to deterring brands from featuring material that could be deemed inappropriate for viewers, in this case children!  It is apparent that the public, and in turn the government, are becoming more cautious about what children are exposed to, knowing that as media grows, and information is made more accessible, the more likely it is that children will be exposed to inappropriate material at some point.

It is therefore the responsibility of brands to ensure that they act responsibly when promoting new products and consider the implications of their actions, not only where children are concerned. There is a high volume of adverts that are being withdrawn from TV and publically ridiculed through the news but will this deter the likes of M&S and Lynx who suffered an ad ban two weeks ago?  There are many instances where brands are being pulled up, the ASA recently banned a perfume advert featuring teenage actress Dakota Fanning, saying it could be seen to sexualize a child.  Will this recent splurge of bans make retailers more cautious in their advertising? Hopefully!

We would like to hear your thoughts…