On April 14, 2013, Dove took a big step along its path to changing women’s perceptions of themselves. In 2006, Dove began its crusade against the beauty industry with the much hyped short titled Dove Evolution. I want to explain why the Real Beauty Sketches campaign is better.
Tis the season for come backs. Or at least attempts at one. First Kmart released Ship Your Pants and now JCPenney, or just JCP these days, has come out in a new ad titled It’s No Secret saying, “We’ve made some mistakes, but we’ve also listened to you. Please come back. Pretty please.” But is this [...]
So am I supposed to ship or shi* my pants. I’m not completely clear. Either way, this ad is hilarious. And going viral. For example, I’ve had two different people text it to me in the last hour in addition to all of the online shares I’ve seen. But despite the hype, is Ship Your [...]
You probably didn’t see these McDonald’s ads since they ran in Australia during the later part of 2012. At face value, they seem like pretty smart ads considering the fast food giant’s reputation for unhealthy, obesity causing foods. The basic message says, “Hey, our food comes from the same place as your food.” McDonald’s is [...]
There has been a lot of talk over the last two weeks about the Super Bowl ads and which ones were the best. As far as I’m concerned, the best ads are the ones that address a business need and move the sales needle. The problem with a lot of the popular ads is just that they [...]
The objective of a brand promise is to identify a key need, desire or want based on a consumer insight, and then position your brand as the solution provider. A campaign must balance creativity and communicating the brand promise. Along those lines, I always keep my eyes open for ads that achieve two objectives. Identify [...]