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| Harvey cooks - as in the ThinkBox TV ad |
I was watching the main commercial channel in the UK (ITV1), and they had on one of those "best ads of the year" shows on - as voted for by 8000 of their viewers. What is impressive is that the TV industry ad that promotes the use of TV advertising was chosen by viewers as the best ad.
Interesting that the TV industry managed to create an ad to promote use of TV advertising, so really targeted at clients was loved by consumers. Which also probably reinforces another view of mine that you try and approach your advertising with a consumer, not a marketer hat on..
And it is a great ad. The ad is by ThinkBox. At the time the ad came out this is what I wrote about it:
I love the new THINKBOX TV ad. Thinkbox is the organization that promotes the use of TV by advertisers in the UK. Their new ad shows a couple going to a dog shelter to find a new dog. All are cute. All are appealing. All you want. But one stands out. Watch the ad:
What really struck me was not about using TV as such, BUT the bigger point that YOU NEED TO STAND OUT WHEN COMPETING! Many products and services are largely the same, no matter what category you are in.
You must be different. You must stand out. You must be remembered. You must have appeal and a connection.
It seems this is true even for dogs in a dog shelter! They are all cute, appealing, and the target is actively seeking to "buy". But one stood out.
I also love that the client bought this. It is wacky, charming, funny, watchable and memorable. And gets the message across. Thanks to THINKBOX for something to make us smile and learn at the same time..It seems you can keep teaching this old marketing dog some new tricks....
This is the official stuff about the ad from Thinkbox: Thinkbox's second TV ad has been created by The Red Brick Road and directed by multi-award winning director Andy McLeod of Rattling Stick. Starring the multi-talented and extremely smart Harvey, it's designed to show, in an engaging way, the power of TV advertising to affect people's decisions. Whereas Thinkbox's first ad focused on television's ability to create long-term memories, and hence value, for brands; the new one is essentially about TV driving instant success in a competitive market.
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