CREATIVE + Media = Best (Part 2)

2.5 years ago I shared some of my favourite contextual ad observations to reinforce the importance of media and creative acting in unison early doors. Now I have more!

Araldite Superglue showing off; a Ford Cortina on the billboard in the late 70s.

Good Afternoon!

Given the heat of the last few days, I am unsure whether the usual monthly essay from a marketing consultant is your priority right now. I know this, and perhaps the heat has even burnt my most coherent embers. Some of you were in Cannes last week, perhaps even celebrating the core reason it exists, the creative work. With this in mind, I thought we should do the same. In a quiet moment I reviewed clippings I’ve collected in the last 2 years that have given me plenty to smile about.

Do you remember this? (if not open in new tab and read after)

Never intended to critique, nor prove any kind of effectiveness (which of course we all love) but instead shine a light on where there’s been some smart ‘early-doors’ creative and media connection, and perhaps with the media owners. Something that I admire both as a consumer who enjoys good ads, and an ex media agency human who knows what likely went into it (pain in short!). Credit to all involved (cited where possible!)

Rather than this Front Of Mind being about educational fundamentals in usual sense, I just want to celebrate some good stuff and use real examples to showcase the point. Of course much is Outdoor given its ubiquity, PR and smart use. But will add to it.(Also, I feel this time I should preface, these are not AI mock-ups but maybe they are)

CANVA - playing with the canvas, or not quite
This landed on to my feed last week and I am glad it did, I love it, so starting with this. Misusing the canvas, just like my shoddy Canva skills would. I have irrational love for the background remover one (kudos Talon, OMD, Grand Visual, Stink Studios)

HISCOX - Getting it right in getting wrong.
The Disastrous Campaign - (Uncommon/Posterscope/Total Media). Deliberately messing up the placements, to showcase the ease of mistakes and the need for business insurance, (including digital placements on WeTransfer)

MCDONALD’S/TePe - Using the OOH Context - portions and puns
Surpassing the the poster frame with the offer to showcase the value for money of the McDonald’s meal deal. I also love the context of TePe’s oral health campaign on the cross-sheet tube ad, especially where we’re told to Mind The Gap.

PRINT - BK/VW/GAMBLE AWARE - tactical/reactive ads, cheeky but memorable
Huge fan of the BK pager header ad against questionable politician truth, a great example of what this media channel can do so well. Quick to react, and offline!

Also (excuse crap pic) but VW’s showcasing of predictive safety features perfectly
plays into print, being able to ‘predict the subsequent 1/4 page ad for Heinz, as well as GambleAware using 2 opposing slots to word the dangers of divergent attention.

MULLER/BABYBEL/SAMSUNG - Customising the Canvas to reinforce experience
Mini Babybel peeling away and of course Muller’s iconic Fruit Corner, utilising the slot but tailored to bring the product to life. Both brands so iconic they barely need words.

And knowing how they always want to showcase innovation through ads, it is little surprise that Samsung used a bus stop in Belgium to show the flexibility of the Flip4!

HBO/NETFLIX - Entertaining formats - for entertainment brands
One of these is old, but it always makes me smile. As a reformed Sopranos fan, the intrigue of seeing an arm hang outside of a boot (trunk) of yellow cab perfectly used an unlikely piece of media to showcase the gangland plot of New Jersey (& New York). Likewise, aligning air traveller rules with that of Wednesday Addams (i.e. sharp objects embargo) it worked perfectly having the trays as a canvas for promoting the show. Bravo Netflix!

PARAMOUNT - Are you not entertained? My favourite - Gladiator x IMAX
As always, the cylindrical nature of the BFI Imax provides a great canvas for cyclical things (see Big Mac last time). Hello Colosseum for the much anticipated Gladiator sequel! They also utilised Piccadilly Circus well here too. (Yes Ocean/Wavemaker)!

SUMMARY - Creative ideas needed to know the media in question to form output
Whether it be knowing the context of the news, the limits or shapes of the real estate, or other advertisers involved, these memorable ads all had adapted to the media context they were in. The marketing maxim of the right message in the right place at the right time resonates here too. No after-the-fact repurpose here.
Creative + Media = Best

SA