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Reviewer: Rebecca Trevor, marketing manager, Laya
Allianz: Stop the Drop; Agency: Forsman & Bodenfors Dublin
This ad is a prime example in using research to shape a compelling campaign that resonates with a brand’s purpose and motivates action across all audiences, not just consumers. Despite the potentially divisive topic of females dropping out of sports at a young age, the ad positions itself to be relatable and inclusive.
Its execution is both powerful and memorable, with a brilliant young actress conveying raw emotion. As she walks through the lonely pitch, the mound of wasted sporting equipment symbolises those who have dropped out before her.
The brand strikes a balance, introducing themselves without overwhelming viewers with branding. Overall, Allianz’s purpose shines through, making a strong impact on society.
The approach demonstrates their commitment to fostering positive change.
Heineken – Love That’s Refreshing; Agency: Publicis Dublin
Heineken consistently excels in its campaigns, and this ad is no exception. From the outset, it draws me in, portraying various scenarios of thirst-quenching disappointment. The music selection complements the narrative beautifully. While the opening scenes convey regret, the tone aligns perfectly with the brand—never overly dramatic, just the right emotional balance.
The brand fluency is exemplary, subtly reinforcing Heineken’s identity early and often. The story arc and resolution are well-timed, engaging diverse audiences and making everyone feel part of that satisfying “ahhh.” The surprise and delight left me smiling, longing for that refreshing feeling.
Vodafone – Super Wi-fi Smart and Reliable Lighthouse; Agency: Grey London
My third choice is Vodafone’s work from their sponsorship and product advertising. The mobile operator consistently showcases a well-crafted brand identity. Despite distinct campaigns, there’s always a sense of being part of something greater. Their clever use of distinctive brand assets, like the vibrant red colour and logo device, plays a pivotal role.
This ad is no different. The storyline is brilliant: sharing wi-fi in a bustling household, seeking your own space as a young teen, all within the confines of an isolated lighthouse where fast and adapting wi-fi isn’t exactly the norm. The actor skillfully conveys the struggle to find optimal coverage, effectively showcasing the product’s efficiency.
The ad encapsulates Vodafone’s authenticity and distinctiveness.
Love it!
