Every brand needs a story that strikes a chord with its audience. There are so many exciting marketing campaigns and commercials that not only help brands sell their products but also capture hearts through heartwarming stories. The TalkOver brings you some of our favourite campaigns of all time, told through our team members’ perspectives.
However, we’ll let YOU be the judge of it. Read on and tell us which is the better campaign according to you.
Since it’s Valentines week, we decided to look at some of the best marketing campaigns over the past decade. With Chirag picking Team KFC and its finger lickin’ good ad, Sudhanshu chose Pumas’ highly engaging marketing campaign for football fans worldwide. Let’s dive right in.
KFC is known not just for serving world-class fried chicken but also dishing out impactful campaigns. One such example is KFC’s ‘Love is Forever’ commercial, released back in 2011. The ad opens with a group of kids enjoying a KFC meal outside while an old woman looks at them from her balcony; sniffing the air in reminiscence of her childhood. Following this, the ad progresses in a ‘life-in-reverse’ chronology showing the old couple dancing through different life stages. They get younger and younger as they dance before turning into children again. The sequence of events blends beautifully with the background song (Your Song), originally performed by Elton John. A cover of the song sung by Ellie Goulding is used in the commercial.
The commercial ends with the two kids lying in bed, when the girl says “I’m hungry.” The camera zooms out to show a sticker bearing the Colonel’s face and the words “So Good”.
The commercial resonated with its audience because of its refreshing storytelling and mesmerising visuals. It left the viewers with a warm and fuzzy feeling, usually associated with the satisfaction of having a KFC meal. The “memories” theme highlighted throughout the commercial effortlessly tugs at the viewers’ heartstrings.
The commercial has garnered over 800K views on YouTube and is considered one of KFC’s finest campaigns to date.
Football or your better half? An age-old question to which we still don’t have any definite answer. It really is the ultimate trick question, ain’t it?
With the 2010 FIFA World Cup in June, the likes of Nike and Adidas with huge marketing campaigns had roped in several football stars from around the globe and shot several commercials. Puma, although a significant player in the footballing world, lacked the deep pockets of Nike or Adidas. On a humble budget, Puma and its advertising agency DROGA5, NY decided to engage with the fans rather than the stars of the game. With Valentine’s Day around the corner, they decided to capitalise on the fact that after several years, Valentine’s day and FA Cup games both were on Sunday. This ultimate opportunity to dramatise and amplify what a fan goes through every single time when choosing between love and football was something Puma simply couldn’t pass up .
Launched in February 2010, Puma Harchorus, was a digital love letter by football fans of various clubs and countries all saying sorry to their better halves, that they couldn’t make Valentine’s work this year. What we see are men in pubs singing songs by Savage Garden to their heart’s content. This trend picked up and several fan clubs across Europe also joined in, recording their singing sessions using bare minimum equipment and sending their entries to Puma.
Puma spent only 1/10th as compared to its competitors while roping in huge numbers of in-store walk-ins, an increase in social media followers and 1.8 million users visited Puma online. Within two weeks of the campaign launch, the video had 5 million views and over 50,000 of these videos were made by fans across 121 countries .
Advertising Agency: DROGA5, New York
Executive Creative Director: Ted Royer/Duncan Marshall
Creative Director: Neil Heymann
Copywriter: Erik Hogfeldt
Art Director: Petter Hernmarck
Production Company: KNUCKLEHEAD London UNITED KINGDOM
Post Production:The Mill