Campaign Review: Creatives clash on whether Uber, Coca-Cola and meerkat ads are any good
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Digitas Australia’s Michael Daley and The Daylight Agency’s Chris Mitchell offer their vastly different views on Uber, Ray White, Compare the Market and Coca-Cola.
Brand: Uber
Agency: Special Group
The Verdict: Not ‘Uber’ enough
Michael Daley, senior strategist and director of analytics at Digitas Australia, says:
Daley says: “The campaign achieves the first message superbly”
“Uber’s market share is being challenged by new entrants. This campaign therefore needs to communicate two key messages to be successful – why ride sharing, and why Uber.
The difference in opinion between these two professionals.
One a very respected brand builder with proven experience in creating mass appeal campaigns that shift products (what we are paid to do) and one not so seasoned ‘digital’ guy creating stuff that really not a lot of people see (37 views on insta, 12 FB likes blah, blah blah).
I know if I was a client which opinion I would back, sales vs likes… do the maths.
Meerkats are genuinely funny . ‘Love your advertising–love your brand ‘ kicks in when you pull that off. To be loved is far more valuable than even your message. Doesn’t matter it’s all based on a homonym which people have probably forgotten.
Uber ad: Does the job well, but goes around the sun to get to the moon.
Ray White ad: Idea never really got off the drawing board, what is the great depression doing there? Lacks story line and emotional flow, lacks vital artistic direction.
Coca Cola ad: Idea not quite realized, slightly confusing, lacks vital emotional connections, art work slightly self stifling, Miss Evans?
CTM ad: Yes, the Meerkats are the Meerkats, the connection is tenuous, but they are what they are, and they work just fine.
It took me ages to figure out what the meerkats were actually selling… and to this day, I remain not the slightest bit interested.
I agree with Dan of the Whine side, a couple of years of wasted marketing. I get the gist of the adverts now, but they have lost all credibility