The Impression speaks with our industries leading fashion creative agencies on their favorite ad campaigns outside of fashion
BY KENNETH RICHARD
Far too often in fashion we tend to have tunnel vision, seeing the world from a narrow point of view and looking internally for the next great idea. But great ideas come from the evolution of blending the best to two worlds, not pieces from one. With that in mind The Impression wanted to hear from fashion’s own Tony King, Riccardo Ruini, David Lipman, Stephen Niedzwiecki, Duncan Gowers, Erin Kleinberg, and Stacie Brockman on what campaigns they are paying attention to beyond fashion’s four walls by asking: Outside of fashion, what is one of your favorite campaigns of the last few years and why?
Global Head of Content, Wednesday
So many to think of! But I think the recent campaigns of early 2017, in particular the bravery of many brands who advertised during the Super Bowl, demonstrated an awareness that brands need to have a perspective of some kind in the culture and times in which they live. The consumer is so connected to news, media, events, the world and so on that they have far more informed opinions of what they deem important, regardless of where they get their news and information from. So for brands to have any relevance in the customer’s life at all, they need to speak to deeper truths and meaning. It’s a struggle for many brands to demonstrate the courage to have an opinion… the likes of Airbnb, Audi and Budweiser took a leap of faith that resulted in them standing out above others.
CEO/Creative Director, King & Partners
Well it’s fashion, but I loved The Tale of Thomas Burberry. The colors, the casting, the music and acting – all incredible. Outside of fashion I like the new Peroni ads, they are so simple and really stand out in a busy noisy world.
Founder & Creative Director, REM
The campaign that took my attention from the last years outside of fashion was “The Swedish Number”
I remember that Swedish Tourist Association has created this one in order to help the country’s recognition all around the world. It made Sweden the first country in the world with its own phone number; you would just call the number and you would be connected to a completely random Swedish to talk about anything you would want to. An amazing idea to connect totally irrelevant people, and to let them to express themselves and share their views, whatever they might be.
The campaign was a big hit, it received a very high impression, and won a lot of awards as well. I also remember that even Sweden’s Prime Minister, Stefan Löfven, signed up as a Swedish ambassador and was paired with people calling the number. In my opinion, this campaign is an amazing example of creativity, and a very original idea.
It’s an interesting question. We are in a social unrest right now. Politics are affecting our social being. I liken this period to the 1960’s and 70’s. The need for unity and desire for bonding has influenced all of our emotions.
The Coke/Pepsi wars are very interesting to watch.
The “together is beautiful” campaign by Coca Cola was deep rooted and ahead of its time. While the Kendall Jenner recently released Pepsi campaign felt disingenuous and forced. Both are brands that speak to America. And almost, if not all, Americans have had a relationship with these two brands. Coca Cola is ‘Americana.’ And their commercial hit that very nerve. Yet still creating a deep conversation of should a soft drink stand for unity. My answer to this is simple. “YES” in capital letters.
I think every morning as we should be saying “the pledge of allegiance to the flag.” We should feel this commercial in our hearts and think of the people of diversity that have built this country from sea to shining sea. God bless Coca Cola, even if I have given up soda.
Chief Creative Officer, Yard
One word: Prince. Chevrolet’s 2016 Little Red Corvette ad pays tribute to the iconic singer and does so with great respect. Although the brand owns the association to his famous 1982 song, they chose not to leverage it into a sales tool but rather focused on honoring a great loss that came too soon. When brands stay true to their heritage and don’t oversell, they show a real understanding of their role in culture — something audiences and consumers fundamentally appreciate.
Erin Kleinberg & Stacie Brockman
CoFounders, Métier Creative
The Domino’s Ferris Bueller ad really played into the nostalgia trend of tapping into people’s most sensitive soft spot. Nothing like being able to reminisce, but also be incredibly smart in tapping one of the biggest Netflix stars in a brand-right way that legitimately makes sense and is a clear parallel. There’s nothing worse than a brand trying to be cool or funny with something that feels so try hard or disconnected.
It’s not easy to make pasta sauce LOL-level funny and top of mind, but the Classico “Nonnas” ad just kills it. The product is totally at the forefront and it’s truly this unique mash-up of culturally familiar and warm-hearted, but definitely outside the box.
Bumble’s outdoor advertising campaign is also worth note. Whitney has truly taken that brand to the next level with their forward-thinking approach. They had billboards that said everything like “Penny Lane would have used Bumble.” It was just badass for a dating app that’s about empowering women and breaking dating app stigmas.