A few months ago, Three UK launched a campaign #PhonesAreGood and we thought that we’d jump on the bandwagon (a little late) and talk about why we love and why we think it’s so effective and why it’s one of our favourite superbrand TV ads right now. Today, people are using their phones for almost everything and it has a negative connotation. This has led to a rise of ‘no screen time’ and other movements. If you haven’t seen the advert, it would seem odd that they would seem to jump on the back of this movement but they have so effectively turned it on its head and appealed to phone users for a multitude of reasons.
They used hashtags, emojis, and all other things digital to get their message across, through traditional advertising. The irony is spectacular and so effective. Massive billboards were plastered all over the London underground and bus stops everywhere had huge posters using the hashtag #PhonesAreGood. And… it caught people’s attention.
As well as massive billboards and adshel advertising. There were a serious of videos relating to historic events that may have been prevented should they have had phones. Arguably they went to far with this, but it was light-hearted and definitely caught people’s eyes. I particularly liked the LinkedIn example and Henry VIII.
Obviously the advert is slightly problematic in that it makes light of serious historical events and suggests that phones are only good, which we know of course is not necessarily true. But it got people talking and highlights the way that we use phones in our everyday lives and for the better, so it is definitely up there with one of our favourite superbrand TV ads at the moment.
As we thought about commenting on Three’s #PhonesAreGood campaign, we started thinking other superbrands out there with prominent and popular TV ads at the moment.
First of all, Guinness‘ clear pint glass campaign, as part of its sponsorship for the six nations, was great. The ad encourages drinking in moderation, which seems ironic for an alcohol company. After mocking the idea of ‘guinness clear’ ‘100% H20’ the ad goes on to say ‘make it a night you’ll remember, sometimes less is more’. Another brand to jump on the back of a social phenomenon which is, in theory, against them. However, in this case, they are helping to build the ethics of their brand. People are trying to drink less, and more and more brands are taking responsibility for their influence of people, not just drinking-wise but in general what they are promoting and their environmental awareness. We think Guinness has done this perfectly. Plus, not only has it got people talking but probably made people respect the brand and therefore want to drink more Guinness (ironically, obviously as its trying to promote drinking less).
The next of our favourite superbrand TV ads is from Nike. We can’t possibly ignore Nike’s ‘show them what crazy can do’ ad, the last of our favourite superbrand TV ads at the moment. This empowering advert has captured people’s attention and for good reason. The advert takes incredible sportswomen and their achievements and demonstrates how they have achieved something nobody thought they could because they were a woman. Nike produces great advert after great advert, but this one has received a lot of positive press and it has been trending on social media. A lot.
Obviously, this ad is brilliant because it is empowering and intertextualises important sporting events to its own advantage. Nobody can deny that Nike have hit the nail on the head again with this great advertisement.
What’s great about all these of our favourite superbrand TV ads is how they tackle social issues and link them to their brand. Sure, Three’s may be less ‘moral’ than the other two but it still uses social phenonmenon’s to its own advantage and tackles issues head. The reason behind the success of all of these adverts is that they comment on social issues and trends within their own products and branding which makes them relatable. Plus for Guinness and Nike they have the advantage of proving that the ethics of their brand are in line with what people want to see at the moment.
There’s an increasing trend in marking at the moment where brands are focusing on the good things they are doing. If a brand starts using compostable packaging, you can guarantee that this will feature prominently in content schedules and branding. For example, ASOS messed up a print of thousands of plastic packaging and it went viral, because not only did they make a joke out of it and say it was ‘limited edition’ but they also reminded people they didn’t want to waste the packaging. They also took the opportunity to tell people again about their compostable packaging. For some brands, they even give rewards for customers who are eco-friendly. In Caffe Nero, you get two loyalty stamps for bringing a reusable cup for your takeaway coffee and at & other stories, you get 10% off beauty products if you bring back your old container so it can be recycled properly. We’ve been thinking about this topic for a while so we’re going to write more about next week – like us on socials to stay up to date with our latest blogs.