World class advertising Friday, 30th of October 2009

World class advertising

World class advertising comes from…

World class advertising comes from…

Brands who simply say who they are Their history Their philosophy The humans behing the logo

Brands who simply say who they are

Innocent smoothies: http://www.youtube.com/watch?v=2eOi87AwDSA Honda: http://www.youtube.com/watch?v=XiBX8MkFkd4 Johnnie Walker: http://www.youtube.com/watch?v=MnSIp76CvUI Ben & Jerry’s: http://www.youtube.com/watch?v=iJ1lxLdzP0w Asics: http://www.youtube.com/watch?v=8fWhYOt57i8

Brands able to reexplore a territory over time A character A myth An idea

Brands able to reexplore a territory over time

Guinness: http://www.youtube.com/watch?v=zcdDg30VBgo http://www.youtube.com/watch?v=1t4sdgvy-pk Absolut: http://www.youtube.com/watch?v=fwDYYVY09gw http://www.youtube.com/watch?v=ORC8YSS1WrI Stella Artois: http://www.youtube.com/watch?v=01mG3RDdf28 http://www.youtube.com/watch?v=ArtWY02V_V8 Axe: http://www.youtube.com/watch?v=i7BA2UqONhs http://www.youtube.com/watch?v=ZLt-LlS_g-M

Brands inviting others to speak for them Advocates Critics Experts

Brands inviting others to speak for them

Vaseline: http://www.youtube.com/watch?v=Udcua2UvpL0 McDonald’s: http://tr.im/DluS Starbucks: http://mystarbucksidea.force.com/ideaHome Apple: http://www.youtube.com/watch?v=Dvn_Ied9t4M

Brands who try to be genuinely useful Actions Services Causes

Brands who try to be genuinely useful

Orange: http://www.youtube.com/watch?v=TUgzO6Zk1tc Nike: http://www.youtube.com/watch?v=jG5xrGYtotg Fiat: http://www.youtube.com/watch?v=D95p9BIjr90 Starbucks: http://www.youtube.com/watch?v=dXB13hVL2Y8 Michelin: http://www.viamichelin.com/

Brands worth listening to Because they’re interesting Because they define what’s cool Because they’re entertaining

Brands worth listening to

Louis Vuitton: http://www.youtube.com/watch?v=zO71NPu0rUI Nike: http://www.youtube.com/watch?v=osfqHu_iQig BMW: http://www.youtube.com/watch?v=-qQvXawnmjk Coca-Cola: http://www.youtube.com/watch?v=AXx_xu6_VYY Nokia: http://www.youtube.com/watch?v=ji9tbmDj-mM Dior: http://www.ladydior.com/thefilm/

… and brands who dare to aim for the guts With music With images With associations

… and brands who dare to aim for the guts

Fashion brands: http://www.youtube.com/watch?v=-OXv_EZ_uXo adidas: http://www.youtube.com/watch?v=TT3Jj9OGMA0 Evian: http://www.youtube.com/watch?v=_PHnRIn74Ag VW: http://www.youtube.com/watch?v=5U9I7QrpSkk Lurpak: http://www.youtube.com/watch?v=RjYZLyEHrY8 Apple: http://www.youtube.com/watch?v=TaVFCdwT0hk Orangina: http://www.youtube.com/watch?v=sx7Ap5_VYmo

Thank you. Questions and comment: antoine.valton@gmail.com

Thank you.