From television sets to smartphones, 30-second commercials have always found its way into our lives. Dentsu in its Global Ad Spend Forecasts claimed that the global advertising spend is projected to surge by $23.0 billion in 2023 to reach $727.9 billion. Interestingly, the report highlighted that TV ad spend is projected to decline by 3.1% in 2023 to reach $170.2 billion, before growing again by 4.0% in 2024. Clearly, TV ads are here to stay! BrandWagon Online revisited campaigns of the bygone year – 2023 to understand the reality of TV advertising.
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This is to be noted that BrandWagon Online doesn’t claim any kind of sequencing for the campaign. The campaigns quoted below are based on trends, innovation and messages quoted.
The campaign titled ‘Let it rip’, published in July 2023, is conceptualised by the ad agency Wieden+Kennedy. As per information available over the Internet, the campaign is a tribute to the American National Team player for the 2023 Women’s World Cup. The campaign is produced by Psyop, and more specifically by French studio Wizz and directed by Gary Levesque. There is no denying the fact that anime has been a centre of attraction in 2023 and interestingly, unlike other campaigns by the brand, this one is animated and features a player, Megan Rapinoe.
Samsung’s The never seen story
The campaign conceptualised by WILD Fi and produced by APa! Films, puts technology at the centre of the helm of affairs. The ad with three AI-generated (artificial intelligence) photographs and Neo QLED 8K technology, about symbolic Uruguayan figures in particular scenarios and episodes of which there is no visual record, until now. The campaign is styled in a storytelling manner featuring historian Veronica Panella.
GMR’s Ek naya adhyay
The campaign ‘Ek naya adhyay’ takes to the world of the early 2000s through its story which is based in rural India. In the ad film, a story of a woman is highlighted where she highlights how a skill can change your life. The campaign created by Blue Buddha, has been produced by Story Minds and directed by Sanchayan. Notedly, the brand crafted this ad film for GMR Varalakshmi Foundation which has been working in partnership with the Government of Gujarat and running the ‘Ekta Skill Development Centre’ that empowers women from the villages of Gujarat with skills that help them secure a job and a living, and changes lives.
Dear men on #InternationalMen’sDay
The campaign created by agency Haris&Co. on International Men’s Day talks about men suicide rate worldwide and highlights how a man keeps it all inside and never asks for any help. The campaign further urges men to ask for help whenever needed. Interestingly, the video showcased the data that almost two-thirds suicides worldwide are by men, which is about 1.5% of all deaths. The campaign was published in India, Saudi Arabia and the United Arab Emirates in November 2023.
Peterborough Humane Society’s It’s never too late to fall in love
From the name, it might suggest that the campaign features some sort of a love story, but this campaign by Peterborough Humane Society has been created to promote pet adoption. In the ad film, an elderly man is seen preparing to meet ‘Lucy’. For Lucy, he packs a gift, cleans his house and gets ready. Interestingly, ‘Lucky’ turns out to be a dog that he has adopted from the Humane Society. Moreover, the campaign is based on the message that adopting a pet from a shelter can contribute to the reduction of overpopulation and provide a home for an animal in need. The campaign is conceptualised and produced by the agency Unmanned AV and directed by Kyle Christie.
Google Pixel: India’s original superhero returns on a technological odyssey with Google Pixel 8
This campaign for Google Pixel 8 is based on the iconic Hindi movie ‘Mr. India’. Thus, the campaign features Bollywood actor Anil Kapoor in his Mr. India avatar, Arun Verma. With this, the brand aimed to highlight the technology used in Pixel 8 and Pixel 8 Pro. The campaign, published in October 2023, is conceptualised by FCB Group India.
The Prudential Gibraltar Financial Life Insurance: Flashback Bus
The animated Japanese ad film ‘Flashback Bus’ by a life insurance company projects the story with a scene where an elderly woman waits for the bus in front of a bus stop. She boards the bus and travels through life. All of the sights she sees are well-known locations. She sees her younger self giving a love letter to a boy she used to have a crush on as she gets closer to a high school bus stop. Similarly, each bus stop she passes has a connection with her. The campaign created by KAYAC was published in December 2023.
L&T Finance Consumer Loans Film’s Farz
The campaign designed and produced by Cultivate Design was published in India in April 2023. The campaign unfolds the story of three men named Vinod Bidlan, Chirag Mehta and Pradesh Shelar, who had financial goals to achieve. The brand chose the path of emotional storytelling to highlight how they eased the lives of protagonists.
ONG RESCATE: 75th anniversary Universal Declaration of Human Rights
December 10, 2023 marked the 75th anniversary of the Universal Declaration of Human Rights in Paris. To celebrate the same, the campaign by ONG RESCATE showcased how important it is and the change it meant for their society. It also talks about the origin, Paris, for that reason, the lyrics of the song are in French and the Eiffel Tower appears. The campaign created by La Caseta was published in Spain in December 2023.
Himalaya Wellness’ One face
This humorous Dussehra campaign conceptualised by Social Panga, produced by The Yellow Shutter and directed by Aditya Amar, is based on the data on an average 10 litres of water is wasted while washing one face. In the campaign, the protagonist is seen washing his face without realising that the water is being wasted. To this, Ravana’s voice addresses him as ‘Aaj ka ravan’ and explains how water wastage can be controlled while washing the face.
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