My vote for the best ad campaign ever...
By Glenn Pere
Let's talk about some of the best campaigns of all time...
Is it "Think Small" from Volkswagon? Is it "A Diamond is Forever" from DeBeers? Is it "Just Do It." from Nike? Is it "Think Different" from Apple? Is it "Porsche, There is no Substitute." from Porsche? Is it "Have it Your Way?" from Burger King? Or is it "It's Not TV. It's HBO." from HBO?
All of the above, spent, cumulatively, billions and billions of dollars over the course of nearly 75 years to promote their brands, their narratives and just what their brand can mean in your life. Determining the media buys and the strategies and the endless hours of nonsensical meetings in the C-suite. More TV, less radio. More local out-of-home, less National print. More full-page placement in the New York Times and less in the LA Times. More digital spend less traditional spend. Bigger social media spend less site-specific buy...you get my point. All for the purpose to cement their brand messages deep within your psyche.
Here's my vote for the best of all time.
"KIDNAPPED" no teams of big time creative directors or art-directors and no throngs of copywriters...Nope, no endless meetings in the C-suite...Nope, none of that, no time for bullshit. I never met Aviv Katz-Asher, a 2-year old. I never met Margalit Moses a 78-year old woman, likely a wife, a grandmother and a mother and a sister. I never met the the Shoham family yet, they have all, along with the other 240 hostages have been on my mind since this campaign broke back in early October. I think of these brave souls more than I think, or ever thought about about Just doing it with Nike. I think of them more than thinking differently with Apple. I think of them more than thinking about having it my way with Burger King. I just think about them.
...And that's advertising at its basic core. Have the critical mass think and then adjust their thinking about a product, or a brand, or in this case about 240 innocent people that I will likely never meet but will think about them more often than I ever thought about the next Air-Jordan drop or the next updates for my Apple IPhone.
Is it "Think Small" from Volkswagon? Is it "A Diamond is Forever" from DeBeers? Is it "Just Do It." from Nike? Is it "Think Different" from Apple? Is it "Porsche, There is no Substitute." from Porsche? Is it "Have it Your Way?" from Burger King? Or is it "It's Not TV. It's HBO." from HBO?
All of the above, spent, cumulatively, billions and billions of dollars over the course of nearly 75 years to promote their brands, their narratives and just what their brand can mean in your life. Determining the media buys and the strategies and the endless hours of nonsensical meetings in the C-suite. More TV, less radio. More local out-of-home, less National print. More full-page placement in the New York Times and less in the LA Times. More digital spend less traditional spend. Bigger social media spend less site-specific buy...you get my point. All for the purpose to cement their brand messages deep within your psyche.
Here's my vote for the best of all time.
"KIDNAPPED" no teams of big time creative directors or art-directors and no throngs of copywriters...Nope, no endless meetings in the C-suite...Nope, none of that, no time for bullshit. I never met Aviv Katz-Asher, a 2-year old. I never met Margalit Moses a 78-year old woman, likely a wife, a grandmother and a mother and a sister. I never met the the Shoham family yet, they have all, along with the other 240 hostages have been on my mind since this campaign broke back in early October. I think of these brave souls more than I think, or ever thought about about Just doing it with Nike. I think of them more than thinking differently with Apple. I think of them more than thinking about having it my way with Burger King. I just think about them.
...And that's advertising at its basic core. Have the critical mass think and then adjust their thinking about a product, or a brand, or in this case about 240 innocent people that I will likely never meet but will think about them more often than I ever thought about the next Air-Jordan drop or the next updates for my Apple IPhone.
Hands down, this campaign forces a change in perception while laying out the the core piece of communication to put this brand message into overdrive. "KIDNAPPED" for its visual simplicity and copywriting that's evokes a great sense of urgency for the global consumer to take notice is by far the world's greatest campaign ever. A global media buy, not of dollars but, of telephones poles, a whole lot of staples, millions of yards of tape and so much blood, sweat and tears that it's incalculable.
For More information, contact Glenn Pere at gp@GlennPere.com or visit www.GlennPere.com
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