Pure Retrospective 2013

As we hurtle towards the end of an action-packed 2013, we thought it would be a good idea to draw breath and take a moment to think back over what has been a pretty interesting year. That perpetual  myth of ‘The Year of Mobile’ wasn’t realised (again!) but there does continue to be an ongoing shift in engaging consumers through multimedia campaigns and an added social media element. As our blog on the social media frenzy around Christmas campaigns showed, things are becoming ever more about engagement and less about just spot and space.

We decided to relive some of the highs (and lows) of the year which has seen some great ads and some really inventive placements. 

 

Definitely Love It

This is a classy and perfectly-pitched combination of placement, topic, creative....everything. The Guardian used a smart but sensitive ad to promote their review of Margaret Thatcher and her life. The clear divisions that Thatcherism stood for were supremely expressed in an understated and simple fashion. 

Love It...and Hate It

To keep on the Marmite theme, the controversial TV ad based on a faux-animal neglect team. This split opinions in the Pure office and led to some heated debate - which is exactly what the creative was designed to achieve. The tag line was 'Love It Hate It. Just Don't Forget It.' and the campaign ensured that this was precisely what happened.

Just HATE It

Santander's employment of Rory, Jenson and Jess (who we've nicknamed 'The Wooden Tops') creepily appearing in people's homes was one of the most appalling ads in recent memory. Three supremely wealthy sports stars selling their incredibly poor acting skills.


And one more thing - Jess' t-shirt is pink not red. Which MAKES NO SENSE! Aaaaaaand breathe....

Great Ikea

One of our favourites is the gnome campaign by Ikea - it used TV and print as the mass media platforms to generate interest and then successfully coupled this with social media for the conversation/story.

It also created a positive amount of PR by being controversial and showing “gnome slaughter” - there were over 50 complaints to the ASA (!)

 

Share a Coke:

Positives and negatives abound when looking at the Coke summer campaign. It was a fantastic and original idea, with lots of PR, #ShareaCoke social media presence and tactical print forays including Wills and Kate & Sir Alex Ferguson and David Moyes (pictured). 

 

There were supposedly 150 different named bottles, which increased our expectations when looking for ads - but it appears the reality of production costs got in the way as the lack of variety in the creative copy (e.g. only 3 names on the bus sides) left us feeling slightly like an old Coke - a bit flat. 

 

There was also 2 or 3 other campaigns running at the same time for Diet Coke and Coke Zero, resulting in mixed messages

Brian The Robot

Brian dominated our Summer - across radio, outdoor, TV, print, social media and anywhere else that he could try and "save us pounds". One of the truly multimedia campaigns of 2013, this was catchy (irritating) and ubiquitous - definitely at the forefront of the nation's consciousness! Although the controversial dogging ad (137 ASA complaints) left us all somewhat confused.com?!?!?




Big, Blue, Prickly Ad

More than just the memorable creative – a really interesting use of bus sides coupled with the strip ads which acted as high impact fractionals in press (although swiftly replaced with a more subtle creative we noted).

Should arid plants be used

for penetrative impact more often?!




BT's Struggle

Of course, how can we forget the seemingly never-ending Summer of Sports battle between BT Sport and Sky Sports.

Lesson learnt: no matter how much money you have for a campaign, no matter how high profile the celebs involved, if the relative interest isn't there the results will fall short of the ambition. Especially when trying to take on Sky!

Despite the 100's / 1'000's of ads BT Sport ran .... There was only ever going to be one winner.

 

Game changing? We think not.


Landmark lights

Quite simply a phenomenal use of the iconic London skyline to promote the launch of the Playstation4 to a mass audience and garner huge media attention - reworking the OXO Tower to feature the famous PS games console.

Christmas Ads 2013

Take a look back at the blog over recent weeks to see what we had to say about John Lewis, Sainsbury's and the likes ... Big budget, big Impact and divided opinions.

In the meantime - links below to some of the top 10 Christmas Ads featuring Aldi, Boots, John Lewis, Harvey Nichols, M&S and Waitrose.

http://www.theguardian.com/media/video/2013/nov/29/christmas-ads-2013-john-lewis-marks-spencer-Video


Have a fantastic Christmas and New Year from Pure Media

So there you have it! Our high- and low-lights of 2013!

We'll be back in 2014 with our eagle eyes peeled for all advertising things weird and wonderful, clever and lazy, silly and poignant.

In the meantime, Check out our little dance and  have a fantastic Christmas and New Year!


#PurePoint

Inside Out

Intel has spent a reported £15million on a four and a half year deal to sponsor the INSIDE of the Barcelona football kit! 

At first glance, you'd be forgiven for thinking that they've been hitting the mulled wine a bit too hard, but there is a really clever angle to this - promoting the 'Intel Inside' brand message through the propensity of Spanish footballers to put shirts over their heads when celebrating.

They are under no contractual obligation to lift their shirts or show the logo. This is Intel's first venture into football sponsorship and as part of the deal they will also provide technology to players and coaching staff.

We wait to see if it will be money well spent! #PurePoint
 

Meshy Impact

We are fans of the latest Sky Movies campaign currently running on Bus T sides ... The creative synergy of using Wreck-it Ralph bursting out of the modified 'SUPER' T is a simple yet effective way of grabbing the attention of an urban audience (much like the guy in the photo below who should probably be watching where he is going!)

The bespoke format covers up the bottom left window pane with a tightly-woven mesh enabling advertisers to utilise space without the loosing the benefits of a window - which has one slight drawback:

At night the back-lit mesh makes it hard to see the extra impact! Which could mean losing key messages. Especially with creative similar to the below where the message is written on the mesh.

All-in-all, the ad looks great from a distance and is an effective, creative solution for driving the message. 

#PurePoint