My YouTube ad of the week: Amy Kean, Havas Media
Campaign YouTube, Thursday, 10 November 2011 10:10AM
Amy Kean reviews Contrex
Amy Kean, director of social media, Havas
Why I like it Oh, how ladies love a stripper. And the colour pink. Slimming, not so much. Contrex is a brand that combines two challenging categories – water and weight loss. However, this ad manages to inject some fun and sociability into proceedings.
These categories have a tendency to be slightly contrived – "Hey, let’s try a two-week challenge where you drink water every day!" or "I was depressed and obese before I swapped meals for liquids!" – but this ad does a lovely job. It’s engaging, it’s innovative and it uses (what seem to be) real people to make its case.
You’re unsure exactly what brand the ad is promoting until its conclusion, but with a powerful, relevant "twist" message at the end, this creative is a perfect fit.
I wish I’d thought of
Using light shows in either experiential activity or within video content isn’t a necessarily new approach, but what a beautiful, unexpected route for a brand of bottled water. In fact, I hope it does follow this up with some offline events to really bring the brand to life and make its message truly social.
This article was first published on Campaign YouTube
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Senior Designer Duke Circa £40k - £43k , London
- Graphic Designer CitNOW £25,000-£35 000pa, Wokingham, Berkshire
- Senior Account Director or Group Account Director, Social / Digital, £60k - £70k, Old Street Agency MODA consult up to £70k + excellent benefits, Central London, Old Street
- Blippar connects disjointed families, says MEC executive
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
- Marks & Spencer loses AdWords battle to Interflora
Forget the digital cluster bomb – be more like Bob
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.