Apple // Good
Another Apple Watch, another Apple campaign and many other you.
This 60-second ad starts with a man sitting on his sofa when his doppelgänger pops up, a slightly more active version of himself. As they get up, they see yet another version, walking in the streets rather than being a couch potato, they follow him, and another version runs by so they run after him, and… you get the idea.
“Better You” does the job of showing off all the watch’s features –call, play music, heart-rate sensor, etc. But remember, you don’t need all those fancy features to be a better you.
– Cécile, Strategist
Barbie // Good
Coming in with some startling facts, Barbie, talks about the Dream Gap in their latest spot. The Dream Gap is the difference in treatment of men and women which starts early in life and affects their choice of aspirations.
Using little girls as the messenger only makes the message hit home harder. Could you explain to one of these cute girls why you think she’s less likely to be gifted than her brother?
– Lynn, Copywriter
Uber // Meh
With the brand under constant scrutiny and now with more and more competition from new ‘disruptors’ this campaign had to tell people “This is why you should pick Uber”. This seems more an advert about why ride-share rather that why Uber.
The brand prides itself on arriving to the customer quickly, not the destination. Its value proposal is about being faster in pick-up, not drop-off. So, I think they’ve missed the mark slightly… even if it is a nice idea. Needs to be more brand, less nice.
– Bill, Strategic Planner
Bash Paris // Good
A good awareness campaign launched by Bash for Pink October and Breast Cancer. As I’m in the target group of Bash I can really see myself in this non-dramatic campaign. The message is indeed really clear but the way it’s directed by Sabrina Ouazani, both the story and the art direction sends a more positive message and gives more confidence to get tested than the classic awareness campaigns we are used to dark, dramatic, scary.
– Lisa, Art Director