Morning Update: Asian Paints use mimes in new ad; Reader’s Digest sold for £1; Nivea Men tap into ‘life hacks’ craze in new ad
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
https://www.youtube.com/watch?v=A9uTiTnPkSE
Campaign India: Asian Paints uses mime videos to extend ‘speechless’ to social media
“Following its television campaign featuring brand ambassador Saif Ali Khan, Asian Paints Royale Aspira rolled out a digital leg of the campaign on 3 February 2014.
The two-day campaign conceptualised by Contract Advertising featured a mime video, encouraging users to tweet using #speechless to @asianpaints what made them speechless. Mime videos based on the best tweets were created and uploaded in real time. Seventy five video stories were created, from close to 11,000 tweets the brand received.”
The Guardian: Reader’s Digest sold for £1
“Reader’s Digest has been sold for just £1 to Mike Luckwell, whose previous major investments have included Bob the Builder creator HIT Entertainment and WPP.”
AdWeek: Visa Spends at Least a Third of Its Marketing Budget on Digital
“Visa is one of the longest-running Olympics sponsors, with 27 years of support behind the games. This year, the marketer is ramping up its use of mobile and social platforms like Twitter, Facebook, Vine, Tumblr and YouTube to connect with consumers and reinforce its new aspirational message, as embodied in the new tagline: “Everywhere you want to be.” Visa CMO Kevin Burke, who has overseen the development of three Olympics programs for the company, spoke with Adweek about why global sports is a good association for Visa and how its use of digital media is changing how Visa tells its brand story.”
Campaign India: Valentine’s Day: the top 10 most-shared romantic ads ever
“1. Vodafone Red – Kiss (2013)
144,725 shares all time
764,416 views on YouTube
In a moodily shot and scored 90-second spot, a young girl and boy are seen having their first kiss down the bottom of the garden. After sharing their moment the couple morphs into a young couple, then a slightly older one, with the kiss getting progressively more passionate, before the lovers become old and grey-haired, but with no signs of their rampancy abating. “Good things should last forever,” the copy reads.”
The New York Times: Cigarette Ads Return to British TV in a Cloud of Vapor
” About 50 years after Britain banned television advertisements for cigarettes, they are back. Except this time they are for the electronic kind.
British American Tobacco, one of Europe’s biggest tobacco companies, said it would start showing television ads for its Vype electronic cigarettes in Britain Monday evening. The ads, which will also run online, are made possible by a loophole in the British advertising code written years before e-cigarettes came into widespread use.”
https://www.youtube.com/watch?v=RS-tPfLC3g0
Campaign UK: Nivea Men Originals “life hacks” by Stack
“Nivea has tapped into the internet craze for “life hacks” (tips to overcome everyday problems) in its new online campaign. Stack created the activity, which promotes the Nivea Originals range of products. An online video demonstrates clever tricks for men – such as putting trainers in the freezer to get rid of a smell – before suggesting using Nivea products to look and feel good. It was written by George Leaney, art directed by Dan Plotkin and directed by Ben Jones through Gas & Electric.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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