Sometimes brands get stuck in their way of doing things, and often advertisers get pulled into that trap. This award is for those who have taken big steps towards freeing their brand from bad ads...
MOST IMPROVED BRAND ADVERTISING
Winner - Microsoft
Traditionally Microsoft have been the butt of every Mac owners jokes, and also of PC owners jokes. Their branding and packaging has been at best boring, and at worst diabolical.
Over the past few years though they have made big strides, and this year saw two campaigns that really demonstrate a change in the M$ behemoth.
The ads with Bill Gates and Jerry Seinfeld didn't change the world, but it really boldly pushed Microsoft into a new territory. Self parody is dangerous, but they struck the fine line well.
(US version, can't see the UK cut)
Then they followed with a more upfront ad, but one that actually makes Apple look a little like the bad guy. It almost reminds me of 'being number 2' (as someone, possibly Northern said this year), Microsoft speaking from second place; a remarkable change to what has come before.
I'd love to think that this will continue, and that Microsoft will keep developing in the right direction.
Runner Up - Toshiba
One brilliant ad, compared to... erm I can't remember anything else they have done since ello Tosh. A dull safe brand brought bang up to date in a few weeks. That's an improvement I like. Also shows good progress at Grey, which is more good news.
Runner Up - Tango
BBH, as good as they are; have always struggled to make Tango ads live up to the quality of what HHCL did. It's always lived in the shadow of slaps and blackcurrant patriotism.
Not anymore. BBH have embraced their inner orange man and woken up a dying brand with the wonderful Save Tango campaign.
Welcome back Tango. Can Fist!