“The 18 best commercials of 2009-10 as chosen by the Cannes ad festival”
Posted by Joe CannonLooking for some advertising examples to show on that first day of class? Here are last year’s best according to Cannes. “The 18 best commercials of 2009-10 as chosen by the Cannes ad festival” (courtesy of Adweek). We have featured several of these ads over the last year. I like to show award-winning ads in class and then ask students a series of questions: 1) Do you like the ad? 2) Why? 3) Is this a good ad? 4) What makes for a good ad?
Then I like to turn it around and make sure they realize that in the end, great advertising achieves the advertiser’s objectives. Just because an ad is entertaining, that does not make it a good ad. You can tie this into the AIDA model as well. Believe it or not — as I write this I get great support for that proposition. I just heard a story on Marketplace Morning and after googling it found this story, “Old Spice’s Viral Ads Got Attention, Not Sales” (Time, July 20 2010) — Old Spice won the Cannes Grand Prix Award — generating Attention and maybe Interest — but apparently not any Action. [UPDATE, July 27, 2010: Never mind this last comment. Time has also updated its article -- sales of Old Spice are taking off see my more recent post "Old Spice Campaign Smells Like a Sales Success, Too." [NOTE: This post is also featured at our companion blog for marketing students - "Learn the 4 Ps".]
This entry was posted on Wednesday, July 21st, 2010 at 8:06 am and is filed under Advertising, Promotion, Video, Viral campaign. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.