“Good advertisers want consumers to say ‘that’s a great product’ rather than ‘that’s a great ad,’” said Leo Burnett. At We Are COM, we totally agree 👌🏻… but when we find a truly great ad, we want to share it with you and the lessons we learn from it!
A closer look at 4 particularly successful campaigns from the beginning of this year…
3. Lacoste
Its green crocodile is instantly recognizable. Lacoste, in collaboration with the agency BETC Paris, has decided to use its emblem to support the protection of endangered species. The result: ultra-limited edition polo shirts where the crocodile gives way to 10 other endangered animals.
This initiative, unveiled during Paris Fashion Week, marks the launch of a three-year partnership with the International Union for Conservation of Nature (IUCN). It underscores Lacoste's commitment to animal welfare and demonstrates once again that brands are increasingly embracing strong and visible social objectives.
What are the key takeaways?
Playing with your logo is fine. Using it for a good cause? That's even better. A clever strategy that isn't "free".
2. Intermarché
It seems. Intermarché, a supermarket chain with an outdated image just a few years ago, is racking up some great advertising campaigns. After its campaigns of magic And for Valentine's Day, the brand, still in collaboration with the agency Romance, unveiled a new "emotional" commercial. Set to a Luis Mariano tune, this nearly 2-minute TV campaign (wow!) is touching and keeps viewers on the edge of their seats.
After working on brand image, Romance is now putting her delicate storytelling skills to use for Intermarché's private label product 🍪🍪🍪
What are the key takeaways?
Is there still a boundary between a brand and its products? What matters is the story and the emotion it evokes. QED
1. Orange
Road safety campaigns often feature hard-hitting advertisements. With the "#GoodDriving" prevention film, the ending is just as striking as the message itself. The national telecom operator Orange, along with the agency La Chose (which handles the road safety budget!), delivers a serious yet subtle advertisement.
“We are here to bring you closer, not to separate you,” a voiceover says at the end of the film. A societal commitment that goes far beyond the historical role of telecommunications.The engagement of brands at the heart of the city is a profound and structuring phenomenon of our time, of which we are undoubtedly only experiencing the beginnings.“analyzes Benoit Lozé, director of strategic planning at Havas Paris. And Orange has undoubtedly just taken a major step in France on this subject.
What are the key takeaways?
No more navel-gazing: brands have an impact on society, and they own it! Their transformative power is known, even expected, by their stakeholders. Are you ready to commit?
Special mention: Perrier
In the "revival" category, the sparkling water brand is no stranger to this! After re-airing some of its most famous commercials, Perrier is now reviving the film. Thus, "La Lionne," a video directed in 1990 by Jean-Paul Goude and still considered one of the most iconic advertising campaigns of its generation, returned to screens at the beginning of this year.
To promote its fine bubbles, Perrier is therefore reviving its brand codes… in a “lighter” way: goodbye adults, hello little girl and lion cub. Mini size, same pleasure… same advertising effect?
What are the key takeaways?
Spielberg is back on top, DDP sweatshirts are back in stores, Polaroid sales have never been higher… In short, we're in the midst of a revival. As for brands: they're daring to ride the wave to highlight their history!
