Compelling Campaigns from CALM, McDonald's Recognises Rogue Habits, and Samsung's Research on CTV
This Dry January was set to be the biggest yet, with almost a third of Brits expected to take on the 2025 challenge, according to estimates from Alcohol Change UK. Plenish embraced this cultural shift with its recent "Give it a Shot" campaign.
The campaign uses a clever play on words whilst reflecting on destructive habits. It also includes a “Run and Rave” activation in partnership with London-based running hub Runlimited, where participants take part in a five-kilometre run followed by a rave fuelled by Plenish shots.
Gareth Morgan, Creative Director at Lucky Generals , adds: “Thanks to Plenish, it’s now not only acceptable to down shots on your own at 7am—it’s actually good for you. I’ll drink to that.”
Suicide prevention charity Campaign Against Living Miserably (CALM) has launched the latest instalment in its “Missed Birthdays” campaign, which highlights the devastating impact of suicide on young people and their families.
In a heart-wrenching two-minute spot, we are introduced to a young girl named Evelyn, who took her own life at 15. In a series of home videos narrated by her own mother, her tragic story unfolds.
The campaign will run across cinema, TV, video-on-demand and social media over the next four weeks.
The work also draws attention to alarming figures which reveal that as many as 6,929 young people (15-24 years old) have taken their own lives across the UK from 2012 to 2022.
Trainline 's new campaign aims to inspire more people to choose trains over cars and positions rail travel as a major solution in achieving the nation’s net-zero goals. The short film, shared across social media, asks the public to "use their glorious round things" to make a difference environmentally.
In line with the brand’s light and humorous tone, Uber 's latest cinematic TV ad features Cher using the app to order a time machine to travel back to the 1980s. However, things go hilariously wrong when she ends up in the 1680s instead, where she's mistaken for a witch.
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Rogue dipping, fries' eyes, and the hack brown – all feature in 麦当劳 latest campaign, which is live across TV, OOH, radio, press, and social media. McDonald’s claims to want to "unite the nation" by celebrating (or potentially publicly shaming) these distinctly McDonald's eating behaviours and rituals.
Sky Broadband’s latest TV ad brings together an unexpected duo: Danny Dyer and Joseph Marcell. Best known for playing Geoffrey the butler from The Fresh Prince of Bel-Air, Marcell hilariously coaches Dyer on the art of butlering to promote Sky Broadband’s 24/7 switching support.
This week, Meta announced that it is starting to test ads on Threads, its microblogging platform, with a small group of advertisers in the US and Japan. The app now boasts over 300 million monthly active users, with most following at least one brand.
Meta explained that the test aims to help users connect more with businesses they love, with ads appearing as images between posts in their Threads feed.
Adam Mosseri, Head of Instagram, has stated that the goal is to make ads feel as natural and relevant as the organic content users enjoy, complementing the overall user experience. It will be interesting to see how this one plays out...
Criterion Capital is set to revitalise the London Pavilion, located adjacent to the iconic Piccadilly Lights, transforming it into a shining example of digital out-of-home (DOOH) advertising. With planning permission secured, two cutting-edge LED screens will be installed, bringing the building back to life as a beacon of modern advertising while preserving its Grade II-listed fa?ade.
This transformation will position the Pavilion as a gateway to Theatreland, enhancing its historic significance and driving footfall and economic activity in the West End. Situated in the heart of Piccadilly Circus, which attracts over 100 million visitors annually, the project will create new opportunities for brands looking to feature along one of Europe’s most prestigious shopper destinations, further solidifying London’s status as a leader in DOOH.
A new research study, "Change the Way You CTV", aims to identify the behavioural drivers behind ad acceptance by merging expert insights with consumer data to create a fresh media planning framework. Samsung Ads 's collaboration with LongTerm CoLab and ISBA is being recognised as a groundbreaking effort in media planning for the TV industry.
As consumer TV viewing habits change dramatically, media planning has seen minimal evolution. Key findings highlight that engagement is influenced by audience motivation, mood, gender, and age. This suggests that "TV moments" may be more relevant for advertising effectiveness than the traditional focus on reach and frequency.
The study advocates for a shift in targeting from common segments like genre and sociodemographics to factors that reflect contemporary viewing habits, emphasising mood, emotion, motivation, and need.
Thanks for reading. Catch ya next week!