Viral video for Honda Type-R, a likely Cannes award-winner, is a lesson in simplicity for advertising agencies everywhere.
Whether you’re selling a product, a service, or a combination of the two, when it comes to marketing, you’ve got to pin down exactly what sets you apart from the competition. And one of the most successful approaches to getting your message out, without hitting your customer over the head, is the tried-but-true, side-by-side comparison.
Just about every creative has identified his or her optimal venue to be just that. Some do their best thinking on the commute. Others find inspiration in a boisterous coffee shop. And for others, like me, it’s in the shower. But while each of us possesses this personal knowledge, for some reason we unanimously ignore its potential.
For 20 years now, McDonald’s has been making me feel like a 5-year-old, mostly with a simple variation on a popular board game. For me, when the “Monopoly is back” announcement hits the airwaves, my perception of America’s more prolific restaurant is immediately transformed from emergency road trip pit stop, into a must-see destination.
Some days our business feels a lot like a prime-time cooking competition—a list of specific “ingredients” required for each execution, a series of seemingly impossible time constraints, and of course, a panel of unrelenting judges.