Video Ad Campaign Hall of Fame: Dove Real Beauty Sketches

“You are more beautiful than you think.”

This statement may seem like an intimate assurance from mother to daughter, or from friend to friend.

In fact, it is an assurance made by Dove to their customers. Since 2004, Dove has striven to change the way women view themselves through a powerful, mission-driven ad campaign called the Dove Campaign for Real Beauty. The campaign stemmed from research findings that suggested only 2% of women saw themselves as beautiful. In these grim findings, Dove saw an opportunity to change public perception of beauty and position themselves as a brand that champions the natural beauty of their customers.

In 2013, Dove released the viral video ad “Dove Real Beauty Sketches.” According to Dove, the ad is meant to “explore the gap between how others perceive us and how we perceive ourselves.” It quickly became the most-watched video ad of all time, and now has over three thousand YouTube comments from viewers who were moved to tears by the video’s message.

 

The faces of the Dove campaign are not superstars or top models. They are the un-photoshopped faces of everyday people. In recent years, other companies have followed Dove’s move to celebrate the everywoman. One example is the lingerie brand Aerie, which launched their Aerie Real campaign in 2014.

The Dove Campaign for Real Beauty has become more than an ad campaign: it has become a social initiative for change. It has revolutionized the way beauty brands market to their customers and has set the standard for mission-driven marketing.

Consumers are becoming more conscious about the environmental and ethical impacts of their shopping habits. Increasingly, shoppers are looking for products with the fairtrade label, which indicates that the goods were produced under fair working conditions. Brands like Dove appeal to consumers who buy with their hearts, not just their minds.

Dove shows us that a marketing campaign can do more than raise profits. Through their marketing campaigns, companies can show potential customers what drives them, what their values are, and what they are doing to make the world a better place.

 

 

Create a video ad at www.viddyad.com today, and your ad might just make our hall of fame some day.

viddyad_logoImage source: http://huff.to/2awTboY

Video Ad Campaign Hall of Fame: Evian “Live Young” Campaign

Considered one of the most successful ad campaigns in history, Evian’s roller babies from their “Live Young” campaign holds the official Guinness World Record for the most viral video ad of all time as of 2013.

 

Released in July of 2009 these dancing babies generated over 102 million views, 130,000 comments, and 500,000 Facebook fans within 10 months. The Evian babies started out as just a viral video campaign online, but eventually made their way to television and continued to release a variety of videos promoting the youth of Evian Mineral Water.

The “Live Young” campaign revolves around this idea of youth and the care-free, relaxed style that is associated with living young. The mineral water brand took the core values of their company and were able to come up with a unique and fun way to promote it.

The babies also serve more of a purpose than pure humor. Back in 1935, Evian Water was recommended by doctors as the perfect water for babies due to its pH-neutral mineral composition.

Instead of just trying to imagine a hilarious ad campaign that would go viral, the “Live Young” campaign was so successful because it was based on a foundation. They took their history and an overall message (that Evian’s mineral water has the essence and embodiment of youth), and they amplified it in a way that would really resonate with their audience.

Evian’s promise of youth continues with a relaunch of the babies and the “Live Young” campaign.

THAT’S RIGHT. THE BABIES ARE BACK!

The new surf-themed commercial for Evian titled “Baby Bay” was recently released by BETC Paris and is accompanied by a North American outdoor ad campaign starring both the babies and supermodel Gigi Hadid. The video advertisement is airing on TV in select places including the UK, France and Japan. For right now the U.S. is only getting outdoor ad piece of the campaign with Gigi Hadid and her “surf-baby doppelgänger”.

evian-gigi-babies

 

Marketers can learn a lot from this addition to the Video Ad Campaign Hall of Fame. Always stay true to the core values and use the message of your business as inspiration. From there, all you have to do is brainstorm a fun idea that symbolizes your business and keeps your message alive!

 

 

Photo Sources: 

http://www.adweek.com/files/imagecache/w1500/evian-gigi-1.jpg

 http://theinspirationroom.com/daily/commercials/2009/7/evian-roller-baby.jpg

Create your own viral video ad at www.viddyad.com

viddyad_logo

Video Ad Campaign Hall of Fame: Evian “Live Young” Campaign

Considered one of the most successful ad campaigns in history, Evian’s roller babies from their “Live Young” campaign holds the official Guinness World Record for the most viral video ad of all time as of 2013.

Released in July of 2009 these dancing babies generated over 102 million views, 130,000 comments, and 500,000 Facebook fans within 10 months. The Evian babies started out as just a viral video campaign online, but eventually made their way to television and continued to release a variety of videos promoting the youth of Evian Mineral Water.

The “Live Young” campaign revolves around this idea of youth and the care-free, relaxed style that is associated with living young. The mineral water brand took the core values of their company and were able to come up with a unique and fun way to promote it.

The babies also serve more of a purpose than pure humor. Back in 1935, Evian Water was recommended by doctors as the perfect water for babies due to its pH-neutral mineral composition.

Instead of just trying to imagine a hilarious ad campaign that would go viral, the “Live Young” campaign was so successful because it was based on a foundation. They took their history and an overall message (that Evian’s mineral water has the essence and embodiment of youth), and they amplified it in a way that would really resonate with their audience.

Evian’s promise of youth continues with a relaunch of the babies and the “Live Young” campaign.

THAT’S RIGHT. THE BABIES ARE BACK!

 

The new surf-themed commercial for Evian titled “Baby Bay” was recently released by BETC Paris and is accompanied by a North American outdoor ad campaign starring both the babies and supermodel Gigi Hadid. The video advertisement is airing on TV in select places including the UK, France and Japan. For right now the U.S. is only getting outdoor ad piece of the campaign with Gigi Hadid and her “surf-baby doppelganger”.

evian-gigi-babies

Marketers can learn a lot from this addition to the Video Ad Campaign Hall of Fame. Always stay true to the core values and use the message of your business as inspiration. From there, all you have to do is brainstorm a fun idea that symbolizes your business and keeps your message alive!

 

 

Photo Sources:

http://www.adweek.com/files/imagecache/w1500/evian-gigi-1

http://theinspirationroom.com/daily/commercials/2009/7/evian-roller-baby

 

Create your own viral video ad at www.viddyad.com

viddyad_logo

Verizon: The New Media Giant

A media giant has been born.

Yesterday, Verizon announced its acquisition of Yahoo for $4.83 billion, gaining access to Yahoo’s brands, technology, and 1 billion users.

This is not the first time a company has set its sights on buying Yahoo. In 2008, Microsoft made the internet company a $44.6 billion offer, which was turned down. As this drastic change in price tag illustrates, Yahoo has struggled to maintain its position as an industry titan in recent years. Despite CEO Marissa Mayer’s best efforts to turn the company around, Yahoo has been unable to keep its stock and street cred from plummeting.

Verizon, on the other hand, has been on its way up. In May of last year, it announced a similar acquisition of AOL for $4.4 billion. Verizon’s aim was to marry its expansive network with AOL’s advertising technology and expertise. Verizon was also eager to tap into AOL’s growing engagement with mobile and video advertising.

Now that Verizon has purchased Yahoo, it can close the gap between its own advertising efforts and those of the industry’s leaders: Facebook and Google. Whereas Verizon once lagged behind in technology, platforms, and usership, it can now harness the power of both AOL and Yahoo’s assets.

Some of the assets now included under Verizon’s umbrella include:

  1. ONE by AOL: an all-in-one platform that allows both publishers and advertisers to run and track digital media campaigns. As described on the ONE website, “The ONE by AOL suite offers Media Planning, Audience Management, Creative Optimization, Analytics and Attribution, as well as our market-leading display, video and TV DSPs. All of this connected through shared technology, data and insights.” For Verizon, ownership of this technology means increased appeal as a one-stop shop for advertisers.
  2. Yahoo Mail and Yahoo Mobile: With Yahoo Mail’s 225 million active users and Yahoo Mobile’s 600 million users, Verizon now has the potential to track and target an expansive user base.
  3. Tumblr: A popular social media site for millennials, Tumblr is a valuable asset to Verizon in that it opens up opportunities to advertise to a younger audience. Sites like Yahoo Sports and Yahoo News also offer advertising potential, Yahoo News alone reaching 83 million people a month.
  4. Verizon Wireless Network: As noted by BBC News, Verizon itself has an extensive user base. As on of the top mobile networks in the US, Verizon has “a wealth of data from smartphone users that it could mine.”

The merger of AOL technology with Yahoo’s advertising potential makes Verizon a force to be reckoned with. Like Facebook and Google, which utilize their built-in user data and ever-evolving advertising technologies to market to advertisers, Verizon now has a data and tech goldmine of its own. It’s an exciting time for businesses who are looking to step up their digital marketing games. Increased competition between advertising platforms means advancements will start churning out even faster. In the coming years, all platforms will have to meet the increasing demand for mobile and video advertising formats, as the world turns away from static advertisements and towards rich media.

The combined brainpower of Verizon, AOL, and Yahoo means the potential for groundbreaking advancements within the advertising world. Google and Facebook, look out: there’s a new giant to wrestle with.

Image Source: http://www.bbc.com/news/business-35479175

Video Ad Campaign Hall of Fame: Our Blades Are F***ing Great

Becoming an instant billionaire? Sounds f***ing great.

Yesterday, Fortune announced that Dollar Shave Club, a startup that ships razors directly to subscribers’ homes each month, sold to Unilever for a whopping $1 billion.

The Dollar Shave Club brand exploded into the public consciousness in 2012, when the company released what can only be described as an exercise in absurdist advertising.

The video ad—which features Dollar Shave Club Founder Mike Dubin, a man in a bear suit, and the f-bomb—has almost 23 million views on YouTube. The success of Dollar Shave Club and their Little-Ad-That-Could confirms what great advertisers have been saying all along: advertising and playing it safe have no business being together.

As David Ogilvy, described by some as the Father of Advertising, famously said: “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

Dollar Shave Club certainly hit it out of the park. Dubin, who has a background in improv comedy, explained that he wrote the ad in an attempt to stand out from brands that take themselves too seriously.

He said, “The world is filled with bad commercials and people who are marketing too hard. I think what we wanted to do is not take ourselves too seriously, and deliver an irreverent smart tone.”

This irreverence has certainly inspired copycats. The Dollar Beard Club, which claims to be the manlier alternative to the Dollar Shave Club, piggybacked off of Dubin’s great idea and gained quite a following of their own.

2 million views? Not too shabby.

There is something to be learned from both the Dollar Beard and Dollar Shave Clubs. First, if you see a strategy that works for someone else, try it out: there is a chance it will work for you too. There is no shame in learning from the success of others.

Finally, take risks. Be irreverent. Dust off that old sense of humor and try it on, even if it’s a bit strange and you’re worried it will weird people out.

If you’re feeling exceptionally brave, you could even try to float some puns. It seems to have worked for the Dollar Shave Club.

Screen Shot 2016-07-21 at 11.19.25.png

Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

Image Source: http://bit.ly/2a29PLr