Happiness is abstract, difficult to define, but we all recognize it when we experience it or see it. It has only positive meanings. Precisely because it is positive, abstract and undefined, it is at the same time easy and hard for advertisers to express and present happiness.
Ferrero, 51 years after the birth of Kinder, unveiled their new global positioning in the advertising industry. Over the years, Kinder has become an umbrella brand that boasts more than twenty products. And then it changed its mind, focusing on “A little, a lot”.
https://www.youtube.com/watch?v=Y7WHyNMNKqQ
Looking for happiness on the road could be a subtitle to the World Like Never Before, where Qatar Airways presents us with the full on La La Land campaign. Colors, music and scenery that are identical to Hollywood movie production catapult the viewer into a dream environment. Despite fiction, the message about the beauty of travel, the happiness of the company, and how comfort on the plane is the primary element of pleasure for a happy vacation, is communicated very well. Everything ends with sleeping passengers and clouds acting as the bridge between the real air travel and a dream on the spot.
Gillette is a candidate for the best realized spot of the year with their We Believe: The best men can be. It is a beautiful idea of abandoning the road that was trodden for decades, in order to improve on the “classical” male traits which supposedly represent a strong man who wins women’s heart. For example, the iconic Denim ad from 1984 was presented with the slogan: For a man who should never ask. These are the traits that lead to extremism and even violence. These are the traits that have been a staple of advertising for men for years now, even through subtle nuances. But Gillette has finally turned around with a new beautiful spot. The copy is perfect. The pictures of men who look into the mirror in the morning at the beginning of the storyline with overlapping sound have a great impact and attract the attention that is held until the very end.
Don’t fall into rhetoric, don’t fall for the already seen.
Let’s build the foundations of happiness by working on culture. Superb!
https://www.youtube.com/watch?time_continue=13&v=koPmuEyP3a0
