This week has seen the return of two milestone campaigns for major brands. M&S has brought back the ‘This is not just food’ campaign after 12 years, and Foster’s has brought back its ‘Good call’ campaign after 4 years. We asked the team which adverts they think should also return to our screens.
What we think:
Ed Stone, Creative Lead
Guinness: Assorted -
“Any Guinness advert ever. As a brand in advertising, they always use a darker tonal palette, whereas other beer brands tend to use brighter colours. The consistency and tone across the ads is amazing, there’s always an element of storytelling and they range from humorous to inspiring. One in particular had two penguins trying to get to the pub, and put best mates at the center of the story, and was a great weird advert that really spoke to me. In other adverts they repeated motifs like waves and horses and this created a powerful suite of imagery that sat alongside concepts like patience, playing on waiting for your Guinness to settle, and gave Guinness adverts this incredible, very unique identity.”
Philly Ware, Events Manager
“I want them to bring back the Hula Hoops adverts featuring Steve. As the unwilling recipient of sponsorship by Hula Hoops, the adverts were fantastic. They made laugh at the time, re-watching them, they’re a bit dated but they hold up well, and are similar in concept to the recent Skittles superbowl advert made for a single person. I remember them sitting alongside the Gary Lineker Walker’s adverts well and playing on that idea of a spokesperson. I think they could easily be updated and rereleased today, and still hit the mark.”
Chris Howland, Senior Account Director
“My favourite advert, and one that still always sticks in my mind is 2003’s ‘Cog’, launched by Honda to promote the new Accord. I could watch this Rube Goldberg masterpiece over and over again.
“As with most of Joe public, adverts tend to pass me by nowadays. I feel quite immune to the whizz-bang, the loose celebrity endorsements, the supposedly catchy tunes, accompanying these 30-second campaigns that uninvitedly wriggle their way into my living room. It takes quite a lot to get me to put my phone down and actually pay attention back to the TV.
“It’s therefore quite telling that an advert from over 15 years ago sticks in my mind. At 2 minutes long, it defies the perception that consumers’ attention span wanes after just a few seconds – but it does so because we can’t actually believe that what we’re seeing was produced with absolutely no camera trickery. It’s an amazing feat of engineering that demonstrates the vision of a creative agency empowered by a brand.
“What is also important is actually the films overall simplicity. One shot, one camera, one room, one story. Of course, what we don’t see are the hundreds of hours of design, planning and development that went into the pre-production. When developing multimedia assets, a team of marketing, creative and strategic professionals agonise over every detail before a single frame is shot. It is this preparatory work that makes the final output so seamless and striking – leaving the audience talking for days, months – or in this case, decades to come.”