Lynx 2012 Campaign

Lynx launches The Final Edition with year-long £5.6 million marketing campaign

Lynx is launching the advertising campaign for new fragrance 2012: The Final Edition on Friday, with the new range supported by a year-long £5.6 million marketing campaign across TV, digital, OOH and PR.

The range, which comprises a bodyspray and shower gel, has been given a dark, gothic black and gold pack design inspired by the Mayan calendar, which is set to end its final cycle on the 21st December 2012 - when Mayans believe the world will end.

The advert sees a young male building a wooden boat in preparation for the end of the world, but it is a crowd of beautiful women who join him aboard, not two of every animal. It was created by Ponce Buenos Aires and adapted for Europe by BBH. PR for the campaign will be handled by Mischief.

Kieran Danaher, Lynx brand manager at Unilever UK, said: “Following the phenomenal success of Lynx Excite this year, we believe that Lynx 2012 – The Final Edition can really take things to the next level.

“As a brand we continually strive to innovate and push boundaries with creative marketing campaigns, and the launch of Lynx 2012 – The Final Edition is set to do just that and more. We’ve got some very exciting activity lined up for this project, so watch this space.”

Abnormal ads III

Barclays Money Monster

Abnormal ads II

Skittle Advert

Abnormal ads

Vo5 Headless Hair gel advert

Sweeties II

1. The advert is effective in a way that it conveys all the messages it needs to. It is not the most memorable advert in the world but the added humour does make it slightly more appealing. The reference to working like a machine works as im sure the majority of adults watching it would be able to relate to that. Thus relate to the need for a break. Thus relate to the need for a kitkat.

2. I like the way it plays on the word "machine" and then conveys it in such an interesting way (man powered ball machine). I also like the simplicity of it. No unnecessary, flashy noise. Just a simple message that works well with their famous tagline.

3. Once again there is not much to dislike about this ad apart from its tedious repetition and slightly annoying popping sound.

4. I believe the target audience is for the more aged population. Between 20 and 60. Working adults. The advert stresses the frustration of working so hard and that they deserve a break. They can relate to this. "Machines" links in with labour and the workplace also reiterating the stress of work. From an art directors point of you the location has an impact too. It enables the ad to target the more sporty types who may need a break from their exercise and a kit kat is the perfect snack.

5. Once again it was the economic situation that troubled most people in 2009. We were at the true depths of the recession and jobs were being lost everyday. Working hard was at the forefront of everybody's lives. This taps into that feeling and communicates with them. Small things like the death of michael jackson that was linked to him working so hard also backed up this ad.

Sweeties I

1. I think this advert was one of the most effective ads of the last decade. I remember everybody asking one another if they had seen it yet. Brilliant! Once you had watched it, it was just so memorable. The fact Chloe and Myles picked it 5 years on just proves that.

2. Personally, i like the music. It makes you sit there and air drum on your sofa. The fact its such a serious gorilla makes you smile at its abnormality. The thing i like most about it is the surreality of it. A gorilla on drums playing to phil collins and a milk chocolate bar. No relevance, and thats the magic of it.


3. There is not much to dislike about this advert. I suppose my one complaint is that there is not more of it.

4. Dairy milk is aimed at the chocolate loving kids to the traditional "glass and a half full" geriatrics. The coolness of a gorilla on drums appeals to the younger generation. The humour of it all appeals to the older generation. Then the use of phil collins track and the previous two points all contribute to communication to the population in between the extremes.

5. The gorilla is perfect for what they were trying to convey. It was stepping away from the traditional ads in order to improve the populations view and almost refresh their reputation. It also appealed to all those animal loving people out there.

6. The producers of the advert wanted to get the feeling of pure JOY across. This links in with the current society very well. As we were just plummeting into a hard recession. News stories were of protests and the only positive thing was the unveiling of the iphone in january that year. Therefore a little bit of light in a dark place was their aim. And they succeeded. 
 

Marks in time IV

Marks and Spencer aims their brand towards people with prospects of living in luxury but in a realistic fashion due to their great value. Parents are specifically targeted for quality clothes for them and their children as well as top of the range food for all the family at an economical cost. In essence they are targeting families via their mothers. (Like Iceland…with class).

Overall, I believe the target audience would be that of a sensible nature. Well educated, well brought up and aspiring for a more luxurious lifestyle with their family values held high. This view is a combination of both, my schemas of the M&S brand and my deduction after scouring their ads and websites.

Marks in time III

 

The 2007 Marks and Spencer Autumn TV ad was a montage of various classy women travelling on board “The orient express”. 

The orient express prides itself in its image. Their services are seen to be iconic and the journey itself is assumed to be a unique experience for the traveler. The name has become synonymous with intrigue and luxury travel. This is due to its superior standards and image. The Orient Express Takes many routes but is mostly associated with the beautiful European cities it stops at. Such as Paris and the like.

This whole persona that the express train has developed over time is the ideal location for M&S. It shares similar attributes to those of the Marks and Spencer’s brand itself. M&S are trying to maintain their five core principles (as listed in my last post). Quality, service, and trust are all represented by the ad location. The fashionable clothes themselves emphasize innovation. The strongest implication of all, throughout the advert, is one of true class. The clothes, the brand, the women and the train all portray a clear message of panache. This is to communicate their message to their specific (or not so specific) target audience. This ad is obviously appealing to the young female, moving through to the more mature women. All of which are inspired to live in a world of luxury and quality. The Orient Express just adds to this inspiration as well as showing independence as these women travel around Europe as friends.

Marks in time II

“My first memory of Marks & Spencer is as a young boy - being taken by my parents as a treat, it was a very special place to visit, almost temple-like”


- Steven Sharp

For the last 125 Years M&S has gone from a small market stall in Leeds to the first British company to make over 1 billion pounds in pre-tax profit. Throughout this phenomenal growth they have tried to maintain their five core principles (as shown in previous post).

The Advert Represents these all: 

Trust – The whole ad is fronted by the 70’s icon and supermodel, Twiggy. Her face has represented M&S for years and is a trusted personality. The content of the ad, showing the early penny bazaars all the way through to this current day, this gives a sense of history, knowledge and experience to the viewer. The context of which the modern business is based can only serve to enhance the consumer’s trust for it. The way they show that they have gone beyond the call of duty. Their levels of social responsibility are way above some of their rival’s. The fact the ad shows the way they care for our environment makes them appear even more trustworthy.

Innovation – The whole ad shows how over the last 125 years m&s have offered so much to the British public and business itself. The emphasis is on the word ‘change’. Twiggy often tells the viewer how they changed this or were the first to do that. This shows how they still strife on innovation and are constantly coming up with new and improved solutions. (Like the suits you could tumble dry).

Quality – At no point in the ad do they explicitly refer to the quality of their products until claiming they give “the best possible food”*. However, it is implied throughout the ad. They have a strong enough reputation to not have to worry too much about expressing their superior quality. But to reiterate its importance within the company is still a strong factor as you can tell from the add. The way they introduced sell-by dates on perishable goods shows you they only offered what met their high standards. Twiggy also refers to how they got “proper fitted in the boob department”. This implies that their underwear is second to none when it comes to quality. Which is backed up by their incredible sales of women’s underwear in Britain.

Value – The add shows how the company started as a penny bazaar, which already shows that they had foundations of offering true value for money. This is then backed up by the following quote, which follows on from the one in the previous paragragh*. Twiggy explains how they offer the best possible products for the best possible prices. This comment almost defines the term value as if it were from a dictionary. This blunt quote just reassures the viewer that the value for money is always being pushed as far as they can “possibly” go.

Service – I would say service is the main principle that they have addressed in this celebratory advert. The whole ad shows what a service Marks and Spencer has done for us Brits over the last 125 years. From great food to constantly improving clothing ranges as well as some more skeptical claims such as the liberation of women. Which, I’m sure, they played a huge part in.

Marks in Time I

Marks and Spencer's five core principles are:

QualityValueTrustInnovationService
 

This ad is a recent gem from the VW team again. The loveable character and humorous idea make the ad one of the best of 2011.

However it is the use of darth vader that appeals to my context based research. This choice coincides with the lifestyles of the sort of audience they are reaching out to.

Most middle aged men grew up with star wars and can therefore relate to this childhood dream to have "the force".

WonderBra Advert

Wonderbra are one of the top companies when it comes to producing memorable adverts. After my workshop on context by Janine i remembered when i first saw this particular ad. The copy is a brilliant play on words referring to a modern social phenomenon known as "two girls. one cup."
This shows how they have researched and tapped into modern culture in order to create an amusing and related billboard ad.

Nice work. Clever copy. Evident context.