Volvo trucks is going through a difficult period with a very public spat in the boardroom and stagnant sales in most mature markets. In an attempt to draw attention to its “Dynamic Steering System” the firm released a video featuring Jean Claude Van Damme doing the splits between two reversing lorries.
The Video has been viewed an impressive 62 million times on YouTube since 13th November 2013. You can read more about the video and Volvo here
His Expendables co-star Chuck Norris was so impressed with the 53 year olds flexibility, and possibly worried this might lead to Van Damme getting first dibs on all the upcoming movies that require flexible seniors with strong inner thighs, created his own video.
In the video ‘Chuck Norris’ is seen straddling the wings of two passenger jets with a human Christmas tree of paratroopers in all their kit balanced on his head.
Spoofing the Van Damme commercial even more, he recites a passage from Hamlet over an Inya song as the camera pans out and he does the splits while the paratroopers light flares and ‘Merry Christmas and Happy New Year’ fades in.
So far the video has only generated 5,000 views on YouTube but I’m sure that will change over the next week.
In the UK, the Christmas advertising season has begun and all the major retailers have pushed the creative envelope in an attempt to create both memorable and effective above the line advertising that will increase awareness, drive visitors to stores and improve sales at the most competitive time of the year for retailers.
In November and December, TV ad spend is already up 7% so far over the same period in 2012. John Lewis, the UK’s largest department store chain has set aside £7 million for a six week campaign. Struggling retailer Marks and Spencer’s Christmas campaign began in the first week of November.
Some of the ads are ‘awash’ with celebrities whilst others such as Tesco and Asda have reduced their advertising budgets and steered clear of the celebrity approach.
For many retailers, their corporate survival depends on the Christmas season. Company Watch predicts over 5,000 UK retailers will fail to make it to the ‘killing season’ the post festive months from the end of December to mid February.
But it’s not all doom and gloom, at least for some retailers. According to Deloitte, UK retail sales in the lead up to Christmas are expected to be £40 billion, up 3.5% on 2012. Capgemini expects online sales to be above £10 billion in December, the highest ever but still well below high street sales.
The big retailers will be aiming to get a piece of that using traditional mass media to communicate their messages to as many people as possible in the hope it will resonate with enough of them to get them into stores and to part with their hard earned cash.
Some of them are linking the campaigns to social media initiatives and of course all of the ads are available on Youtube.
Which is the best ad? Below is a round up of most of the ads and the number of views received on Youtube up to 17th December 2013.
We’ve also included our own poll so make sure you vote for your favourite ad!
1. Debenhams – Wishes Made Fabulous What happens – Beautiful people in Christmas situations wearing beautiful clothes and using beautiful things before freezing and becoming hand drawn versions of themselves Tagline – Whatever you wish for this Christmas, make it fabulous with Debenhams Christmas Anything else – Nice song, nice scenery Youtube views – 114,000.
2. Harvey Nichols – Sorry, I spent it on myself What happens – Excited people opening presents at Christmas are surprised to receive mundane gifts like elastic bands, paper clips and toothpicks from the Harvey Nichols “I spent it on myself’ range”. Meanwhile the gift givers look longingly at their new expensive shoes, bag and dress. Tagline – A little something for them, a bigger something for you. Anything else – It’s a lovely, original and amusing take on gift giving at Christmas. Youtube views – 382,000
3. John Lewis – The Bear And The Hare
What happens – During the winter when food is in short supply, Bears hibernate to stay alive. But the John Lewis bear knows a hare and the hare wants the bear to share the Christmas cheer so he gives him an alarm clock to wake up and experience Christmas. We’re not sure what he will eat though. Tagline – Give someone a Christmas they’ll never forget Anything else – Cracking animation, Lily Allen song. A Twitter feed to keep the story going. Youtube views – 11,008,000
4. Marks & Spencer – Believe In Magic & Sparkle What happens – British model Rosie Huntington-Whiteley (She’s big in the UK) falls down a manhole whilst chasing a cute dog and into a medley of classic fairytales including Aladdin, Alice In Wonderland, Hansel and Gretel, Little Red Riding Hood and The Wizard of Oz. She explores this fantasy world, often dressed in nothing but underwear until she eventually recovers the dog. Tagline – Believe in magic and sparkle. Anything else – Helena Bonham Carter makes an appearance. Youtube views – 1,000,300
5. Tesco – Forever young What happens – We’re taken through the life of a couple at Christmas courtesy of their ‘Home movies’ from newly weds to pensioners. Tagline – There’s nothing better than Christmas Anything else – It perfectly captures the nostalgia of Christmases past. Youtube views – 648,000
6. Morrisons – Go on… It’s Christmas What happens – Ant and Dec (UK celebrities) pit their acting skills against a singing, dancing gingerbread man(and come 2nd). Tagline – More of what matters Anything else – Animation is good Youtube views – 408,000
7. Asda – Snowmen
What happens – The four snowmen of the Apocalypse that is Christmas line up with Asda the biggest. Tagline – Why pay the same when you could be 10% better off at Asda? Anything else – Nope Youtube views – 59,500
Plenty of marketing people will tell you they are expected to perform miracles to keep ahead of the competition.
WestJet, a Canadian based carrier proved it can be done!
The airline set up ‘Santa chat boxes’ that looked like gifts at Hamilton and Toronto airports in Canada. The boxes featured a chatty Santa who asked kids and parents what they wanted for Christmas. Little did they know that the information was relayed to the WestJet office at their destination where a team of 150 WestJetters went out and bought the actual gift.
They were then sent back to the office where they were wrapped and put on the carousel as the passengers waited for their luggage. Just as the presents arrived Santa walked out and started interacting with the stunned but very happy passengers. Have a look at this wonderful video:
The video has got over 11 million views in 3 days. Hundreds of column inches and been featured in numerous news programs around the world. Total cost? Maybe US$100,000.
This Japanese commercial for tyre manufacturer Autoway comes with a health warning that recommends those with a heart condition, physical or mental problems or those who visit their doctor on a regular basis should not watch it.
It’s a clever if rather radical attempt to sell tyres. I’ve written about ‘shock and awe’ advertising here. Traditionally, it hasn’t been very effective, in markets like Malaysia, Singapore, the UK and Australia.
As an example, in Malaysia, despite nearly US$50 million spent on shock and awe campaigns to create awareness of the dangers of smoking, the number of smokers has practically doubled every 10 years.
Of course the success of this campaign will depend on what other initiatives are carried out and on which channels.
Whether or not there are parallels between campaigns for smokers and those who buy tyres, I don’t know. Perhaps this will be different, what do you think?
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