What Marketers Are Saying About the Ad Campaigns of This Week (May 22, 2024)

These brands have successfully crafted campaigns that resonate deeply with their audiences, as demonstrated by this week’s advertising highlights.

In addition to earning industry experts and public acclaim, these brands have successfully forged meaningful connections with consumers through innovative social media strategies and captivating video content. Marketers have the opportunity to engage with a dedicated and diverse fanbase of the WNBA, driving brand awareness and loyalty as its popularity grows.

Featuring both rising stars and established legends as brand ambassadors, the SKIMS campaign capitalizes on the highly anticipated WNBA season. This campaign celebrates athletes as a symbol of the brand’s commitment to championing women in sports while displaying the “Fits Everybody” collection. Similarly, the recent partnership between Angel Reese and Good American has a significant impact on the WNBA as well as women’s fashion.

Alexandra Bjertnæs, Chief Strategy Officer of Meltwater, said the SKIMS brand is renowned for championing inclusion and empowerment through inclusive sizing, colorways, and products designed for people of different sizes, ethnicities, and abilities. Bjertnæs emphasized that consumers now value trust and authenticity more than ever when deciding which brands to align with.

“Because of their position as a brand committed to inclusivity, representation and women’s empowerment, SKIMS was able to contribute to the buzz and momentum around the WNBA in a way that was truly authentic and I think that is part of what made this campaign resonate so well with consumers,” said Bjertnæs.

The latest Coca-Cola campaign, which features the company’s “Share a Coke” initiative, has been highlighted by Andrew Grella, CEO and Founder of Formen Makeup, an industry-leading men’s makeup and grooming company. Incorporating augmented reality (AR) features into Coke bottles has allowed Coca-Cola to revitalize the brand, as consumers can now scan their bottles to discover personalized messages or animations based on the names.

“This kind of innovation keeps the brand relevant, showing they respect their roots while also pushing forward,” said Grella. “It caters beautifully to a wide range of demographics, proving that good marketing can bridge generational gaps. Plus, the campaign’s focus on personalization makes it very special. People love things tailored specifically for them; it feels like the brand is speaking directly to them.”

Recent controversy surrounding Apple’s “Crush” advertisement has resulted in mixed reactions from marketers, product fans, and agency executives. Apple has apologized for the iPad Pro advertisement, acknowledging that it missed the mark. Apple’s “Crush” ad failed to achieve its goal of empowering and recognizing creative talent and Samsung responded with a 43-second ad of its own.

Ellis Verdi, president of DeVito/Verdi, said Apple rebelled against Big Brother when it was launched with a commercial that destroyed all that was evil, uncreative automatons. As the underdogs, they destroyed all that was creative for the sake of expediency. Crushing creative tools communicates that their product can replace them.

“Apple has always been a benefit because it made things better, easier and therefore essential as an add-on to creativity,” said Verdi. “The act of destroying current creative tools tries to have us believe in Apple’s ‘dominance’ as we feel uncomfortable to have them turn into Big Brother.”

Across the pond to London, Uncommon Creative Studio, based there, unveiled a new campaign for Monzo, the internet’s largest bank. Just two words: Money & Monzo.

Displayed in unpretentious type across the screen, the visuals highlighted the stark contrast between typical experiences with money and the positive feelings and experiences associated with Monzo. The campaign effectively communicated Monzo’s unique value proposition, resonating with audiences both in the UK and overseas.

“It’s visually stimulating and makes their point brilliantly clear and strong on branding,” said Ronald Wohlman, Chief Storyteller at LBRB Collective. “It’s advertising that’s impactful, persuasive, entertaining and beautifully executed without being intrusive, dull, verbose, condescending, bothersome and annoying.”

If you would like to share your thoughts on what ad campaigns stood out to you, email [email protected] to be included.