Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
The 2000s had been dominated by the rise of the internet, but in that decade it was still very much desktop-based. In 2010s, though, the web went fully mobile, and helped usher in a new era for advertising in which traditional media such as billboards,and TV commercials started to give way to new approaches such social media marketing, influencer marketing and viral video ads. At the same time, ads became increasingly global and there was a renewed focus on socially conscious messaging, too.
And they still inspire advertising folk today."At Air Landline, we've certainly taken a leaf out of their book," says Ash,"drawing inspiration from their bold approach to launch our own outrageous and funny adverts while ensuring they remain tasteful and engaging."2010 was a vintage year for absurdity in ads, and here's another great example.
Once you’ve figured out how to make sense of it, you have to read until the end to complete the challenge, only to find at the very last word you have been played with."But the play is all part of delivering a message with a product benefit. Placement is also key with this execution. Not only do you need the time to decode it, you need to be close enough for the physical element to work.
They also might have expected that such an explosively viral hit would be quickly forgotten."But instead, shortly after its 10-year debut, it reached a new milestone by taking over," adds Francesca."That wave peaked in February 2023 and if you were a user of either platform, you would have come across some video highlighting human error, overlaid with the text 'Dumb Ways to Die' and accompanied by the tune that we, as a collective, just can’t get enough of.
"I loved that their core audience were likely in and around Shoreditch at the time and they would likely resonate with an OOH campaign that was executed in spray paint. Boldly stating 'Shoes are boring, wear sneakers' using graffiti was a clever tactic to reinforce the campaign message. "Built on the theme of finding the perfect gift for the one you love, this ad essentially tells the story of friendship and doing thoughtful things for the people you love," explains Lauren Richardson, senior account executive at."These ads work because of their keen focus on consistent brand storytelling and evoking strong emotions. They also capture the public’s imagination with cute characters that people come to love.
"It used words meant to dim our light to ignite a flicker of defiance within each of us. It repurposed a single, well-chosen phrase, a phrase that continues to make us think, feel, and question the very core of how we use language to define ourselves and the world around us. The ad still packs a punch. It’s a reminder that the best ads aren’t just seen, they’re felt."Fighting sexism isn't just about dismantling negatives, it's also about reinforcing positives.
"Secondly, what sets Oatly apart is its bold and irreverent tone, a contrast from traditional dairy milk advertising," she adds."I love their ability to include humour into their marketing, a quality I feel the industry has somewhat lost over the years. What I liked most is that their humour wasn't limited to their tagline; it was also present in the accompanying blurb and on the packaging of their product.
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