After becoming somewhat disillusioned with the Influencer Marketing trend we went in search of advertising that promotes more than just a brand and has a powerful effect on changing how we see the world.
These ads from around the globe are a good antidote to anyone who’s been feeling a bit jaded by the advertising industry of late.
Nike: “What Will People Say About You? ”
This controversial advert is part of Nike’s “Equality” campaign and features female Arab athletes. It’s been criticised for its Western cultural stereotyping, but it has got people talking. We love it for its gritty energy and as Sara al-Zawqari, International Red Cross spokeswoman of Iraq, noted, it: “Touches on the insecurities of women in a society; digs deeper and becomes an empowerment tool rather than just a product.”
Amnesty International: “The Refugee Nation”
This poignant campaign for Amnesty International from Ogilvy New York won the Best of Show at the One Club’s 44th Annual One Show Awards. “In a year rife with political discord and social upheaval all around the world, ‘The Refugee Nation’ is a prime example of how our industry can both reflect and influence our culture,” said Kevin Swanepoel, CEO of The One Club for Creativity. The campaign highlights the fragility of the refugee existence and gives them dignity in this campaign.
Nike: “Time is Precious”
Using a simple black background with white text this ad manages to be amusing and sobering at the same time. It ends off with “Are We Running Today?” which, after the brilliant script, makes you want to shut down your three screens and head off into the horizon for some exercise and fresh air. It also leaves you shocked at how much time you spend online.
Tourism Ireland: “Doors of Thrones”
Storm Gertrude hit The Dark Hedges region in Ireland where Game of Thrones is filmed, and Tourism Ireland used the disaster as the basis of this campaign. The fallen trees were carved into ten bespoke doors, each depicting an episode of Game of Thrones Season Six. The doors are positioned across Ireland, forming a tour of the country. The campaign’s short films have been viewed 17 million times and it’s won over 20 awards. An inspiring way to transform a natural disaster into something with beautiful longevity.
Apple: “Earth – “Shot on iPhone”
Apple recently revealed their new “Shot on iPhone” ad, narrated by the late astronomer Carl Sagan. It’s a breathtaking compilation of beautiful videos, made more powerful by a moving narrative: “The earth is where we make our stand; it underscores our responsibility to deal more kindly with one another, and to preserve and cherish the only home we’ve ever known.” Plus, it also showcases video capabilities of the iPhone – very clever indeed.
KFC South Africa: “Suppertime Stories”
KFC uses their iconic chicken bucket to transform a dinner into a storytelling wonderland. Interactive and enchanting, this campaign uses an app to make the bucket bring theatre into the home with sound, light and vibration via simple mobile technology. The concept revisits storytelling in a digital world, encouraging family bonding during the magical meal. Using technology to interrupt technology, while showcasing the brand, KFC South Africa has set the bar high for others to innovate along the same lines.
The New York Times: “The Truth is Hard”
In a post-truth-fake-news world, it’s reassuring to have publications like The Daily Maverick in South Africa and The New York times reporting authentic news and writing genuinely enlightening Op-ed journalism. “The Truth is Hard” campaign was a landmark in that it was The New York Times’ first advert to ever flight at the Oscars, and as they boldly say, “The truth is more important now than ever.”
Sheila McGillivray, Tribe Leader