We are witnessing a creative renaissance in advertising.
Love this new work from British Gas.
I’m not sure if it’s because Les Binet and Peter Field have shown the world that emotion is what drives long and short-term business effects.
Or because Paul Feldwick and Orlando Wood have shown us that showmanship is the way to grow brands.
Or Mike Follett and Karen Nelson-Field tirelessly fought to show us that ads must get attention to work.
Or Dr Grace Kite and Tom Roach have refused to leave creativity for the modern media mix.
Or System1‘s Jon Evans and John Kearon have hustled to show us that our opinion doesn’t matter, just how the customer feels. With Mark Ritson violently agreeing.
Or we are seeing smaller agencies grab all the evidence and fight to win pitches to create work that matters.
Or because LinkedIn has become a marketing water cooler with some of the smartest and most creative global marketers, strategists, planners, researchers and creatives literally chucking out all their best work for free.
But I’ve seen so many brilliant ads hit the System1 database this year already. Ads that are fluent. Creating feeling. And put on a show to create brand fame.
This from T&Pm is no exception. Let’s be real; it’s a category people hate to think about. Plagued with rational arguments to win customers back. The creation of « The Things » is a stake in the ground, on top of everything we’ve learned about marketing over the past 10 years.
There’ll be some that shrug it off as lacking novelty, or « taste » (still trying to work out what that means). But the customer loves it: https://lnkd.in/eMxsCBTb
In my research, « Compound Creativity », we saw that the best is yet to come. If British Gas stick at this and these characters, build those memory structures, increase familiarity and processing fluency. Brand and business effects will compound.
This reminds me of some of the work from BMP DDB London in the 90s. In all the best ways.
I share #advertising and #marketing insights daily, follow for more.