After watching this brand new ad for Johnnie Walker, two things are clear: 1. They still make a wildly popular Scotch whiskey (number one in the world to be exact). And 2, they commission damn good ads!

Johnnie Walker: Marketing Masterstroke or Mistake? ❤️ if you think Masterstroke or 💬 if you think Mistake @johnniewalker #johnniewalker

A post shared by ❌ Remember Creative ❌ (@remember_creative) on Mar 25, 2018 at 10:44pm PDT

This is Johnnie Walker’s biggest marketing campaign in over a decade, which is poised to run across TV, out-of-home and digital for 18 months, and will be executed at the cost of $15 million.

The Next Step is the latest installment to their iconic Keep Walking campaign, and centres around the concept of journeys. This rousing 45-second commercial features a university student who sits late into the night working at his true passion, art.

The ad was entirely filmed in Sydney, which means we’ll have to suspend all sense of logic and reality, because the suggestion that a whisky-sipping, uni student lives in a sprawling Sydney apartment is frankly, unbelievable.

Such details aside, we then see our protagonist submerged in a sea of laptops. He appears unsettled, and begins to drown to the sound of incessant keyboard tapping.

Spliced into this vignette are shots of his artwork back at home.

He leaves.

Out of the lecture, he dives into a series of glamourous galleries only to be turned away, one after the other.

At this point, we’re told: “No one said it would be easy. Walking your own path seldom is. Because you never truly know where it will take you.”

After several setbacks, elevator doors open to reveal his painting emblazoned across a mannequin … then featured in a fashion show … then at an after party.

“Wherever you are in your journey, always remember, the most important step you take isn’t your last, it’s your next”.

Rewind to the exact moment when our everyman decided to walk his own path. Cut to black, and merge the logo …

“Keep walking. Johnnie Walker”

This truly is an extraordinary piece of creative. And what makes it extraordinary, is that it’s more than just a well shot ad. Leo Burnett, who created this commercial, undertook comprehensive consumer research, and it’s evident.

The magic of this ad is in its relatability. We’re watching a real person, not a celebrity, live out a very real experience.

This ad is designed to appeal to the career-focused, who have most probably faced a degree of adversity on their journey to success. This group are also more likely to have an income that could support such a refined drinking habit.

And if this is the case, it must be asked, why cast a university student? Possibly because, again, being a student at university is a relatable experience for most successful career people. Or, maybe it’s the Happy Meal strategy of ‘get-them-in-young’.  And maybe it’s a bit of both.

What is even more relatable to a wide audience, is the fear of rejection and failure. Name a person who hasn’t had a moment (or ten) when they’ve questioned, did I take the right path?

Johnnie Walker have always celebrated stories of personal achievement and have always encouraged people to walk their own path.

This notion is also quintessentially Australian. This ad plays into Aussies’ affection for the underdog, and their support for a fair go, hard work and persistence.

These qualities closely align with Johnnie Walker’s 20-year commitment to personal progress, growth and achievement.

In marrying these shared values, Leo Burnett has created the perfect mix.

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Despite waning sales figures for Apple’s highly lauded and highly expensive, iPhone X, they’re pushing ahead with a buffet of slick and swanky ads. However, dwindling sales figures aren’t the least of their worries, with some noticing that their latest spot features a software bug in the ad itself. (UPDATE: Apple has since fixed the bug on the iPhone X ad featured above but the actual bug remains)

 

 

After this explosive rampage, I wouldn’t be surprised if the schoolgirl spends the rest of her life in detention for purposefully destroying every piece of school property in her line of sight!

Frankly, it’s unbelievable that at no point does a bystander attempt to stop her during her parade of destruction.

Furthermore, not once is she reprimanded for exploding lockers, and carrying out an unnecessary invasion of privacy.

Further-furthermore, her superpowers go unquestioned.

But then again, vandalism and breaches of privacy should never get in the way of a great ad … just ask Facebook.

Apple are known for their ads, and overall, this one does not disappoint. The upbeat tempo, colour explosions and elements of fantasy make this ad truly unique.

The production quality is high. And the concept of ‘unlocking the world’ is creative, and clever. It undoubtedly met Apple’s brief to demonstrate one of their key selling points, that being facial recognition.

When Apple releases a new iPhone, they generally hold a few extra features which give them a unique point of difference, and justifies the price increase. Apart from the phone’s exterior, the only feature which distinguishes the iPhone X, from the iPhone 8, is facial recognition.

But does this single feature justify an extra $500 AUD at the cash register? We’re not convinced, and neither are consumers.

The decision to focus heavily on this one feature has clearly not resulted in an increase in sales. While other ads have focused on features like Portrait Mode, not all consumers will see every ad … and Portrait Mode is on iPhone 8 anyway.

So, while Apple’s marketing strategy might not be the most sophisticated, the production of this ad is great … except for one little mistake … the bug.

Unfortunately, what brings this ad down, is that is shows a software bug in action!

 

The words from the text message are not supposed to escape the bubble, but as you can clearly see here, they have.

Although it is extraordinary that Apple signed this off, it really is a trivial detail that doesn’t impact the overall brilliance of this ad.

There are certain aspects of this ad that are problematic but Apple must take responsibility, because ultimately is it exceptional!

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Ever heard of Good Samaritan Day?

Neither have we. Apparently it was a few days ago, and in celebration of this little-known holiday, Burger King released an ad:

The concept behind this commercial was to reward those good Samaritans who stopped to assist the driver of an overheating car. Once they veer to the side of the road, the altruists realise that the billowing smoke is actually pouring out of a grill, which has been set into the car’s bonnet.

Burger King has claimed that this ad was a real life social experiment, however we’re doubtful. Everything seems just a little bit too perfect. Namely, the King emerging from behind a cloud of smoke and the multiple travelers that attend to the scene with fire extinguishers in hand (where did they come from??).

Also, the fact that these civilians don’t seem to notice the team of camera operators surrounding the car, is a dead giveaway.

And if we’re getting super technical, unless the onlookers were strapped with microphones, the camera shooting from across the road wouldn’t have been able to record their dialogue.

All of this aside, the concept is phenomenal! This quirky video joins a series of other activations that Burger King has been rolling out over the past few months. Another was when. Burger King decided to gift their biggest social media fan an entire restaurant and year’s supply of burgers.

If Burger King can sustain this degree of quality advertising (and KFC fail to source more chicken) they will be on the path to taking the ‘real crown’.

This ad has it all, packed into a neat 60 second package. There’s the drama of the overcooked engine, the humour of the prank and the warmth of the kind gesture. And, who doesn’t love a company mascot with an oversized head?

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Here’s a challenge for you: watch this ad and try not to tear up or even have an “aww” moment. Our bet is, you can’t!

In the beginning, this ad transports us back to our childhood, conjuring memories of bedtime stories with our parents. The father, reading from The Hitchhiker’s Guide to the Galaxy, lulls his son to sleep with the words: “the answer to .. life, the universe and everything is 42.”

BOOM!

We enter a realm of fire and flags, blimps and bands, TVs and talking mice.

Dressed in his PJs, the young boy wades through a world of 42s before approaching a podium surrounded by a sea of onlookers. Acting as another reference to the Hitchhiker’s Guide, a talking mouse informs the infant that: “This is the answer”.

With a sweet stroke of symbolism, the boy breaks the fortune cookie to reveal the number 42. At which point he says: 42 what? …”

… 42 days is how long donated blood lasts.

We then return to the boy in a hospital bed and all the 42 business starts to make sense.

Chief Strategy Officer at Cummins&Partners, Tom Ward, said: “We’re not sure whether Douglas Adams was a blood donor or not, but the fact that 42 also happens to be the exact shelf life of a blood donation is either a coincidence of galactic proportions, or the answer we’ve all been searching for.”

Marketing Director at the Australian Red Cross Blood Service, Samantha Bartlett, added: “Most Australians are aware that giving blood is a good thing to do, but what they might not know is that their donation has a finite shelf-life. From the moment they donate, it has just 42 days to get to someone in need.”

This ad is the perfect blend of fantasy and reality, celebration and sorrow, childhood invincibility and real world mortality. It adapts a literary classic to tell the searing story of blood donation and truly hits home with its core message of blood expiration. The concept of the ad is supremely creative and aesthetically, it is a marvelous spectacle.

Using a child as the lead character in this story is highly powerful and emotional. No viewer could deny a child a chance at life, and this tale is all the prompting we need to: “Donate Today. Donate Regularly.”

So, for these reasons, this week, it’s a Marketing Masterstroke.

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Bonds has just released the creative for their new Originals campaign, reviving their tagline from the 80’s, “Gotta Be Bonds”.

 

 

The creative was shot in Coober Pedy and pays homage to those hot summer days when it’s just too damn hot to wear clothing.

There are several spots featuring sweaty models mowing ‘lawns’, sweeping dust and lugging around bags of ice, which will all run across TV, outdoor, social media and online.

But it was this ad which caught our collective eye.

The ad begins with a clammy brunette blasting into the fictional town of “Cold Springs”, complete with her leather driving gloves and black Bonds Originals two-piece.

The sticky supermodel pulls up to a petrol station and exits the car, at which point the camera flashes across her toned stomach, and focuses in on her pert posterior.

She plugs in the petrol nozzle, glances over her shoulder and spots a local woman, who appears to be sporting Kmart Originals.

The Bonds clad babe relishes in her choice of underwear and smugly looks towards the horizon, at which point we’re reminded, it’s “Gotta Be Bonds”.

Comparing one product with another is commonplace in the world of advertising, because it helps explain to consumers why one product is superior to its inferior competitor.

Although here, it’s not just the comparison between two products, rather the comparison between two women.

This tactic would be familiar to any viewer of daytime TV infomercials. The before shot will depict a vitamin D deficit, disheveled woman who is void of any makeup, on the left. And on the right, after using a life changing serum, cream or machine, she has transformed into a thinner, tanned and far more made up version of her former self.

In Bonds’ case, a similar approach has been adopted, except for the fact that losing weight, getting a tan and reversing the ageing process is a highly unlikely side effect of sliding on a pair of Bonds Originals. Some consumers are easily led, but no one is falling for that one.

Lastly, the average Bonds customer looks more like the undesirable in this ad, rather than the strutting glamazon – so it must be asked, what’s there to gain from alienating your core base of customers and portraying them as vagrants?

So for these reasons, this week, it’s a Marketing Mistake.

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