Sunday, April 29, 2007

Should your ads look like your brand?

A typical execution/idea killing comment is “if you remove the logo, you will not know that the ad is for your brand” or similarly “if you replace the logo the ad would work for another brand”.
These arguments have killed so many potentially good ideas, but let’s take a look at some campaigns that were able to overcome this obstacle and air without getting such criticism.
Here are a few examples of the most successful ads with different endings:

Imagine the Sony “Balls” ad ending with the signature of Skittles or even Samsung.

Or the Honda “grrr” ending with Green Peace or even Toyota diesel engines.

I recently had this argument with a client over a campaign that he claimed was very good, but “if you replace the logo with that of the competition or another brand, it would still work”. I was furious, my argument was as follows “if not for advertising all brands are the same, and the first brand to own a platform or idea emerges as the winner” and in my example I was not only referring to the positioning at the birth of the brand, I would argue that each service or ad can have its own positioning as long as it gets the message across, and entertains/engages the customer.

A typical example you would hear as an argument is Absolut and how all of its ads say absolute without the logo, but I believe that this is an exception and not the rule.

In conclusion, i think that an ad is designed to use a creative platform to sell your brand, and not to use your brand to sell a creative platform.


Incognito said...

Excellent post FK. I can see this one doing the rounds on the blogs soon enough.

For some reason - people expect that one ad alone is expected to deliver the entire strategy in one faithful blow. And if doesn't it's always because it's too lateral or it's creative that can apply to loads of brands.

Kudos. Keep it up. Love the examples

Anonymous said...

I agree one hundred percent, especially that if your brand came up with an idea that can be applied to many brands but it used it first, it owns it.

How would you respond to brands that "borrow" or are "inspired by" another brand's platform/ creative idea? Like from a shallow level, lets say skittles makes an ad with bouncing colorful balls and it comes out really fun to watch and audiences love it, you think anyone will remember sony and
say what a rip off?

Anonymous said...

But conversely, when brands mimic an ad in a good way, it can add to the original campaign;

Tango are the masters;