Well the new BA ad is out, and despite not being impressed by the last one I felt quite excited at seeing how they would redeem themselves.
Ahh.
I see.
Well what has apparently taken place is some kind of melting pot mix with an HSBC ad. Except it doesn't quite have the local charm of most HSBC ads, and it didn't really feel like it sold me the airline at all. It made me want a Mango Lassi* sure, but that was about it.
Shame really, there is a nice message and feeling mixed up here. It needs to be less HSBC and more BA next time though.
http://www.campaignlive.co.uk/thework/news/935814/British-Airways-mumbai-Bartle-Bogle-Hegarty/
*See HSBC ad
Showing posts with label ba. Show all posts
Showing posts with label ba. Show all posts
Thursday, September 03, 2009
Monday, December 10, 2007
What in the World??
After discussing the brilliance of M+C Saatchis latter BA ads (see bottom video) on Facebook, I was reminded of how any brand can have good ads if the agency and company tries hard enough. How any agency can make good ads.
It saddens me then, that these awful PC World ads are still appearing. Ads that not only are horrible and cringeworthy to watch, but fail to get across a positive message about the brand other than "good value" (which they aren't, usually).
I wonder, what could be done with the brand if the agency or company (or both) were to realize there is so much more they could say and do. (Hell, even a better ad with the same strategy would be alright..) We know from the BA ads that M+C can do better; so why is it they aren't?
It saddens me then, that these awful PC World ads are still appearing. Ads that not only are horrible and cringeworthy to watch, but fail to get across a positive message about the brand other than "good value" (which they aren't, usually).
I wonder, what could be done with the brand if the agency or company (or both) were to realize there is so much more they could say and do. (Hell, even a better ad with the same strategy would be alright..) We know from the BA ads that M+C can do better; so why is it they aren't?
Sunday, March 25, 2007
Future Marketing Summit Day Two - Part 5
Next were Google and BBH to discuss the joint British Airways and Google Earth advertising.
The ads featured shots using Google earth, with cloud pricing. While the site was designed to let you view the destination, but with a cloud image with the BA price on!
One highly interesting point was on the net ads, Google intentionally asked BA to lower the Google branding and increase the BA branding on overlay ads because Google didn’t want to be associated with ads that get in the way of sites.
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Lastly, was Jon Hamm, the founder of Greenroom digital.
He discussed how this is an exciting time for agencies and clients, a time to take risks, to become even more creative.
He also mentioned how media consumption is becoming more and more chaotic, and how the power of social media is still increasing.
An interesting point he gave was about the nature of ‘viral’ distribution is moving to ‘resonate’ and ‘right place’ distribution. Its not just about putting a funny video up, its about putting it in the right place and making it resonate with the public.
One good point was how measuring views is not the only important metric anymore, it’s about how many people in the core audience viewed it, what did they say, and what sort of response it got.
-----------------------------------------------------
After all these interesting people, it was left to Douglas Broadley of Imagination to sum up. Here are his major points.
“Amazing!” – What an insight!
The gloss of Kevin Roberts words was appealing, but things are not always that glossy in real life.
The idea of owning a conversation is ridiculous…
Agencies forgot to make a plan B! Hence all the recent panic!
The continuing difficulty in finding people who can move between disciplines.
Those who are quick on their feet will succeed.
Integration should just happen, but people get in the way. Integration is not a ‘nice to have’, it has to be meaningful.
Meaning will engender greater belief, which will help engage.
We need to define what unites brands and corporate cultures.
Integration is about Integrity.
People talk when you are found not to be true to their meaning, you can no longer be dishonest, people will find out.
I think this guy knows his stuff. A good choice to sum up.
The ads featured shots using Google earth, with cloud pricing. While the site was designed to let you view the destination, but with a cloud image with the BA price on!
One highly interesting point was on the net ads, Google intentionally asked BA to lower the Google branding and increase the BA branding on overlay ads because Google didn’t want to be associated with ads that get in the way of sites.
--------------------------------------------------------
Lastly, was Jon Hamm, the founder of Greenroom digital.
He discussed how this is an exciting time for agencies and clients, a time to take risks, to become even more creative.
He also mentioned how media consumption is becoming more and more chaotic, and how the power of social media is still increasing.
An interesting point he gave was about the nature of ‘viral’ distribution is moving to ‘resonate’ and ‘right place’ distribution. Its not just about putting a funny video up, its about putting it in the right place and making it resonate with the public.
One good point was how measuring views is not the only important metric anymore, it’s about how many people in the core audience viewed it, what did they say, and what sort of response it got.
-----------------------------------------------------
After all these interesting people, it was left to Douglas Broadley of Imagination to sum up. Here are his major points.
“Amazing!” – What an insight!
The gloss of Kevin Roberts words was appealing, but things are not always that glossy in real life.
The idea of owning a conversation is ridiculous…
Agencies forgot to make a plan B! Hence all the recent panic!
The continuing difficulty in finding people who can move between disciplines.
Those who are quick on their feet will succeed.
Integration should just happen, but people get in the way. Integration is not a ‘nice to have’, it has to be meaningful.
Meaning will engender greater belief, which will help engage.
We need to define what unites brands and corporate cultures.
Integration is about Integrity.
People talk when you are found not to be true to their meaning, you can no longer be dishonest, people will find out.
I think this guy knows his stuff. A good choice to sum up.
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