Macca’s has capitalised on this incredibly ingrained brand position in the past, refitting a handful of Golden Arches signs with the beloved ‘Macca’s’ name, though for Australia Day 2019 DDB Sydney have Macca’s best localised campaign yet, doubling down on the Strayan’ slang.
Anyone who spends even a modicum of time with me will probably come to learn I’m a wristwatch tragic. What else would you expect, combine a love of design and engineering and it’s no wonder I obsess over vintage Omega’s and Cartier’s. As a lover of advertising, I’ve always considered the classic Rolex ads as the pinnacle of timepiece advertising, and who could argue otherwise?
Last month Coles finally euthanised its “Down, Down” campaign, moving away from a cost-based approach to their new slogan “Good things are happening at Coles”; how beautifully vague. Having finally acknowledged the market share that Aldi holds as the king of cheap groceries, Coles have wisely taken a new tack, though whether or not they will be doing away with their affinity for bulldog advertising is yet to be seen.
How do you sell snake oil? To the majority of the population, life insurance falls into such a category, and selling it is no easy job. The majority of Australian life insurance TVC’s are pretty basic, most consisting of a consumer being enlightened over the phone about how cheap coverage is. It’s pretty dry, and not to mention lazy, resulting in just another commercial added to the pile to ignore. This one, isn’t that.
Our neighbours to the East are a funny little country. New Zealand jettisoned themselves onto the international map with the starring role in Peter Jackson’s Lord of the Rings, though in the intermittent decade slump the nation have no choice but to revitalise their global image. They’ve got the initiative, and have had numerous attempts at reinventing their countries global image through advertising, and none have been as successful as Air New Zealand.
As wristwatch technology exploded post-war alongside the birth of modern advertising as we know it, the worlds admen got to work creating some truly excellent ads for the newly created category of sports watches, built to survive deep sea plunges and trips to the moon. The result, a ton of expertly crafted ads, brimming with clever concepts, cheeky taglines and fascinating art direction. Today I’d like to share with you three old-school print campaigns to show what tricks the old dogs can teach modern advertising.
If you’re in the market for a little Sportscar these days, the first name on your mind will undoubtedly be Porsche. Old Ferry Porsche’s companies come a long way in its 70-year history, mostly by making near perfect performance cars, though their outstanding advertising has undeniably helped in cementing the brand as a byword for Sportscar. Nothing comes close to Porsche’s consistently ingenious ad concepts and outstanding copy; in the world of automotive advertising they’ve set the bar to which all automakers should strive to achieve. To celebrate Porsche’s 70th birthday, I thought I’d share my five favourite Porsche ads.