What Marketers Are Saying About the Ad Campaigns of This Week (July 2, 2024)
There were several ads this week that caught the attention of marketers and agency executives because of their creativity and ability to impact casual viewers and consumers alike.
One example of a campaign that teeters on the edge of good taste, but doesn’t go overboard, is Domino’s Naked Pizza, which was developed specifically for Island. There are only a few basil leaves as toppings on this unique offering, and it isn’t about good taste because there is a naked man lying in the grass, but about good taste as a whole. As a nod to the ancient practice of rolling naked in dew-soaked grass – thought to cleanse and prevent disease – Domino’s has created a Naked Pizza.
Nick Mason, Founder and CEO of Perth Roof Restoration & Repair, commented on Domino’s latest ad, stating that it manages to be both funny and charming. He highlighted its local appeal, noting that it draws on the island’s relaxed attitude toward nudity and its summer tradition of being naked in the morning dew.
“On the contrary: the ad manages to be funny and charming. Plus, it’s very local, drawing on Island’s very relaxed understanding of nudity, as well as its summer traditions of being naked in morning dew,” said Mason.
Domino’s is not the only food brand. Since the start of the NBA Playoffs, brands like Little Caesars, Papa John’s, and KFC started their discount promotions for items as little as $5 and this all happened at the same time.
This trend was also embraced by McDonald’s in its $5 value meal deal ad campaign. These fast food chains recognize that consumers are hungry for affordable meals as a result of continuous and pesky inflation.
“Recognizing that their customer base can be faced with tough decisions these days such as putting gas in their tank or a burger in their belly, rolling out a $5 meal deal to win the fast-food value war screams, ‘we hear you and we care.’ Who doesn’t want a sandwich, small fries, four-piece nugget and a soft drink all for the price of a fancy designer coffee,” said John Yarrington, Co-Founder of Definitive Media Group.
Summer travel is here, and brands are stepping up its creative advertising to attract travelers. One of them is taking a counter-marketing campaign approach, as Visit OSLO‘s latest ad breaks convention by using humor and an unconventional narrative to entice visitors by telling them not to come, making it one of the most successful in a crowded tourism industry. In just a few days, more than 15 million people have viewed the video on Instagram, Facebook, TikTok, and YouTube.
“The campaign’s success lies in its originality and how it uses dry humor to resonate with both locals and potential visitors, offering a fresh perspective on what makes Oslo special. In an era where most tourism ads follow a predictable formula, VisitOSLO’s approach feels refreshingly unique,” said Anthony Chiaravallo, founder and CEO of Vallo Media.
In Ireland, Tesco’s comical ‘Power to More’ campaign emphasizes the benefits of paying with points for Clubcard users. Customers can accumulate Clubcard points and convert them into vouchers, which can be used for discounts on grocery shopping or redeemed for up to three times their value with Clubcard Reward Partners.
“Power to More,” as described by Samantha Odo, a real estate sales representative at Precondo, is all about empowering customers. Odo emphasized how shopping at Tesco can help customers succeed in life on a daily basis. As the campaign’s main media platforms, television and cinema are used primarily.
“What I particularly liked about this campaign was its focus on the customer. It’s not just about promoting products or services, but about enhancing the customer’s lifestyle,” said Odo. “It’s a great reminder that in any business, understanding and catering to the customer’s needs is key.”
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