I am sure you chanced upon at least one baby ad that has been made for “equity” building. Often, these tend to be mushy.
Sample the following ad from Johnson’s baby. It’s probably the ‘n’th take from the brand on an insight it practically owns, ‘having a baby changes everything’. Smiling baby, smiling mom (and everyone else), soft music…<yawn>
Check the # of views, it got! You’d expect this ad to have got far many views than the 35k views it got in the 10 months to date. So what went wrong?
Now see the ad below.
This one’s got 5.6 million views in 8 months. Even copies of it have got a million views apiece. So what went right?
For me, the former is a) a done to death insight and b) a done to death way of execution. The later, refreshing one in both cases.
Sometimes, the best work is not produced by the expert in the field.
