Heroes and Zeros in a time of pandemic
Are advertisements reflecting the coronavirus lockdown and grabbing people's attention?
Yes, says Andy Rice, branding expert - but in quantity not quality.
While we've seen a substantial amount of advertisements in terms of quantity, I'm not convinced that we have yet got it right in terms of quality. The message that's coming through is telling you what to do - and not why you should be doing it. I think there are some good examples recently of major campaigns that's understood it's the why more than the what.Andy Rice, branding and advertising expert
Keep it simple, keep it emotive, and keep it relevant. Human nature has not changed. There was another nice example in Britain the late 60s when the economy was in turmoil and nothing seemed to be working ...until four secretaries form a ventilation company in Surrey decided that they would take some action - they were offering to work an hour extra every week for no extra salary. It was all marketed under the banner 'I'm backing Britain'. It swept through society and the media.Andy Rice, branding and advertising expert
I have a smattering of lesser Heroes today - I was struck by a little commercial that appeared at the start of an adbreak on DSTV which said - 'Why not use this adbreak to go and wash your hands?'
I thought it was clever communication.
My second one is our old friend SARS - an email thanking me for my diligence and compliance. It made me feel a little bit better about SARS!
My last one I thought is very entertaining - a series of cartoons called Marketoonist, making fun of all the insincere brand messages in this difficult time.Andy Rice, branding and advertising expert
Listen to the entire interview about the best and worst ads, below.
Get the 10 most-read articles of the week from Bruce Whitfield’s The Money Show, emailed to you every Friday morning.
Some great examples of images and creativity to encourage social distancing.Read More
Andy Rice, marketing expert, tells us why some mass media campaigns flew and why some failed.Read More
A campaign to improve the standard of advertising gets a star - and a used car commercial crashes.Read More
A witty reply to a mouldy Whopper is a winner.Read More
Andy Rice, branding and advertising expert, tells us what ads caught his fancy and which ones baffled him.Read More
Branding expert Andy Rice focuses on an advertisement campaign that is part of an ageism backlash. This, and more, in Heroes and Zeros.Read More
An advertising and branding expert chooses his favourite and least favourite advertisements of the week.Read More
You can play the race card but you’re liable for black tax. White privilege keeps you out of jail and paying etolls is voluntary.Read More
What do you think of when you hear the word “foodie”? Probably not McDonald’s, but that’s how it's pitching its McFlurries.Read More
Branding and advertising expert Andy Rice runs out of adjectives to describe how awful Nivea men’s new TV advert is.Read More