One year ago, following the final episode of the Attenborough-narrated cold-climes series Frozen Planet, the BBC aired a two-minute trailer subtly celebrating the 60-odd years that the iconic TV personality has spent working on non-fiction programming for the network. Visually, the spot, from ad agency RKCR/Y&R, doesn’t deviate far from the staple shots of most natural science shows. Brightly colored birds, time lapses of blooming flowers, panoramas of majestic terrain, and pensive baboons all make their obligatory appearances. How can you not love this? It’s surprising and clever, yet also dignified. The only words in it are from the song ” What a Wonderful World” written by Bob Thiele and George David Weiss, and of course made famous by Louie Armstrong. This works so well because Attenborough speaks the lyrics—pleasant platitudes that we’ve almost stopped noticing, as the song has become audio wallpaper—in his signature cadence of wonder and delight. This renews our appreciation both of the song, and the power of Attenborough’s delivery. And of course, it’s all done to support stunning footage of nature, nicely edited with subtle sound effects to match the pictures. More than the sum of its parts. “It’s a wonderful world, watch it with us,” reads the BBC trailer’s tagline. Fantastic.
Advertising Agency: RKCR/Y&R, UK
Executive Creative Director: Mark Roalfe
Creatives: Ted Heath, Paul Angus
Objective: to launch LG SolarDom with its selling point: “The new microwave that can cook food faster.”.
Creative Solution: we create robotic-seafood in multiple varieties that you can cook in our microwave. We selected one of the biggest department stores in South East Asia as the scene for our creative solution. This fish tank is located within the food court. We let Grilled Saba with Soya, Fried Mackerel and Deep-fried Shrimp swim like real fish in a tank inside the food court. With the headline – “Ready to eat. LG Solardom cooks food 4 times faster.” This clearly demonstrated our idea that the LG SolarDom can cook food faster so it’s like taking fresh fish out of a tank and eating it right away.
Results: the electronic section within the department store saw 60% increase in consumer inquiries.
Advertising Agency: Y&R Thailand
Chief Creative Officer: Trong Tantivejakul, Marcus Rebeschini
Executive Creative Director: Jon Chalermwong
Art Director: Somchok Kunjaethong
Copywriter: Parist Auttayatamavittaya
Insights, Strategy & the Idea
We were tasked with launching the LG 11kg under-counter steam washer. This had to create hype and interest to ensure that customers were aware of its unique abilities and large capacity. The target market, mainly higher LSM females, see LG as a leader in innovative technology and are aware that buying LG means buying a superior product, however the client also wanted to generate excitement beyond this. The unique insight was simply the products USP – it’s really big and cleans very dirty clothing in a way other washers are unable to do. The execution, placed at a rugby match, was relevant to both client and target audience, as LG is already a sponsor of 3 South African rugby franchises. As it is one of the country’s biggest sports, with a very high percentage of female spectators, we were guaranteed to reach our target audience through the medium.
In order to leverage LG’s sponsorship of Rugby in South Africa, we placed hoardings at International Super Rugby games in front of the players’ tunnels. Players would interact with the washer, running out clean, and running back in dirty at half time where they changed kits and ran out clean again. This effectively illustrated the washers USP of handling large loads and ensuring that they would come out spotless. Spectators at the games and those watching on television saw this happen, and it created the desired excitement and hype. It appeared on the web, social media sites, the press as well as television news and highlights. All these channels played out time and time again, ensuring a large amount of free publicity where even those not interested in Rugby still got to see the idea at play.
Results and Effectiveness
As a result of this media placement, the idea reached a much larger audience internationally than just those present at the Rugby matches. The idea supported LG’s platform as being a major sponsor to one of the nation’s favourite games as well as reinforcing them as the leaders in innovation. Sales of the washer increased significantly, in excess of 300%.
Advertising Agency: Y&R, Johannesburg
Executive Creative Director: Liam Wielopolski
Creative Director: Ian Franks
Copywriter: Eric Wittstock
Art Director: Bruce Murphy
Copywriter: Katherine Glover
Art Director: Steve Dirnberger