Here is the second part of 2006 in review.
This is for my favourite campaigns and executions of the year!
They may not be the most successful or well thought out, but at the end of the year, these stand out to me as ads I recall fondly from the year.
5. Sony Bravia - Paint
Man cannot live on hype alone.
This ad in no way was as good as the balls ad. It was a weaker idea, a weaker execution, with a weaker soundtrack.
However, it was good enough to keep the Bravia ads alive and well for what I hope will be an amazing third outing.
Worth it for the wonderful raining colours shot at the end. Hell, one explosion and that shot would have been just as good.
4. Magners Cider
Whilst scoring low on execution points; they got the brand positioning absolutely spot on, the placement spot on, the product itself spot on, and so on.
Proof that good planning can save an dull execution.
3. 3 - Lecture
Students throwing paper messages to symbolise the use of texting.
Such a simple idea. So well executed. What more is there to say?
3 is a perfect example of how advertising can absolutely turn a brand that was going nowhere.
2. Yakult - Not Much has Changed
The new yakult campaign was simple, quick, and got the message over brilliantly.
As someone who drinks the stuff everyday, it absolutely reinforced my like of the brand and the product.
Were I not a Yakulty, this may not be here; but for effectiveness on me personally, its deserving of its place.
1. Sony - Robot
Wonderful ad for Sony in Asia. A great insight combined with a good execution.
Considering the stories I hear of how hard it is to produce good ads both for Sony and in Asia, this is a triumph.
I hope that (PS3 and its features over benefit strategy aside) 2007 is when we see the resurgence of the Sony brand that has been missing for such a long time.
Oh, and in my worst ads of 2006 section I missed this one out.
Its PC World and their "Best of Both Worlds" campaign.
Although they have finally started to say what these worlds are, they are still as dire ads as when I spoke about them before:
PC World What ARE You Thinking? Pt1
PC World What ARE You Thinking? Pt2