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Strangers undress each other, strangers dance in the nude and Metallica have too much time on their hands. Yep, it's just another week in AdLand!
So which ads have caught fire on the web over the last seven days? Here are our five picks.
Now that the World Cup final has finally been and gone, with the studs, balls and Suarez’ bite-guard packed up for another four years, it’s time for some others sports to get a look-in. And Major League Baseball is first up to bat.
Sporting ads have been getting more and more melodramatic in recent years, and at this rate will supersede HBO as the hub of quality broadcasting by 2017. Taking a page out of mothership Nike’s playbook, who’ve previously given the Meryl Streep treatment to Tiger Woods and LeBron James, Jordan’s “RE2PECT” commemorates the New York Yankees’ legendary Derek Jeter with a series of celebrities cryptically doffing their caps.
If you like baseball, this presumably means something to you. To everyone else - hey look, Jay Z!
There was a time when I just thought it was just me. Some kind of mid-life crisis or unresolved childhood issue that had finally started to reveal itself after years of lying dormant. Sure, I’d had episodes before, especially during my troublesome teens, but never like this. So many tears, so much confusion.
But then I started asking around. It was scary at first, but as I spoke to more and more people I realised that it wasn’t just me. It wasn’t only my problem - ads really are becoming sadder and sadder.
That’s right, the fact that you are finding yourself reduced to tears by a recent commercial has (probably) nothing to do with the moon, what you’ve eaten, your age or the pills you’re on. Brands really are trying to make you cry like a baby. So if you have shed a tear over a John Lewis bear ad, bawled like a baby at a video promoting an insurance company in Thailand or found your lip starting to curl at Budweiser’s latest Super Bowl commercial, it's not all your fault.
You’re just an innocent victim of an all-out assault on your tear-ducts from marketers.
But just what is going on? After all, there was a time when AdLand was a fun place to visit, full of comedic catchphrases, jolly jingles and 30-second punchlines.
Not any more. The days when commercials offered a (sometimes) welcome break from some of the hard-hitting, gut-wrenching drama you watched on TV are over. The ad break should be re-branded the ad breakdown. Look at the most shared global ads of 2014 (so far), and you will see what I mean. Only one of the top 10 tries to be funny.
So now we have established that it’s not just you, we need to ask the question: why are brands trying to make us cry?
Vine is hotter than the sun right now. However, with a wave of short-form content engulfing the Open Web, it's not always easy to find the pearls in the ocean.
If you're looking for quality inspiration, though, look no further. Unruly rounds up the best 6 branded Vines every week.
In this week's post we have a prank from Samsung Mobile, smoothie making tips from Vita Coco, and a fresh take on baseball's home plate.
So cancel all your plans for the next 36 seconds and enjoy!
Vine pro Jerome Jarre is back with another amusing Vine for Samsung Mobile. As he surprises strangers with a mobile-operated drone, we get a neat demonstration of both the Galaxy K's zoom feature, and how short-form video can do the trick for brands.
Suarez being banned for biting another player, hosts Brazil being hammered by Germany 7-1 and former champs Spain falling at the first hurdle - it's certainly been a World Cup to remember.
But as Germany return home as heroes, it's worth remembering that the men in shin pads and boots were not the only star players battling it out over the last month. Brands and their agencies have also been in the thick of the action.
The World Cup was not only the prime marketing event of the year, it was arguably the biggest marketing event of all time, attracting millions in sponsorship and merchandising rights.
Whether they were affiliated with FIFA or not, the World Cup offered brands the chance to engage billions of people entranced by what was happening on the pitches of Brazil. According to Twitter, the 2014 World Cup is the most tweeted event of all time.
But which brands triumphed? What kind of content attracted the most shares? Were there any themes? And what were the sharing patterns? Well, here are 8 facts we have managed to pull out. Enjoy!
If you look through the most shared ads of the 2014 World Cup, almost three-quarters (69.6%) of the shares came from brands not affiliated with the tournament.
Despite creating almost twice as many videos (143 v 267), none of the top three most shared brands (Danone, Nike and Samsung) are FIFA partners. But why did non-sponsors prosper? Well, our suggestions are:
But which brands performed the best? Well, Activia takes the number one spot thanks solely to its musical collaboration with Colombian pop star Shakira, “La La La”. The Danone yoghurt brand has held pole position since the start of the tournament and with 4.7 million shares since its launch, it is well ahead of the pack (Nike, another non-sponsor, is second with 2.6 million).
Another non-sponsor, Samsung, takes third spot after the tech giant’s ads attracted 1.28 million shares, while Beats By Dre, which was recently purchased by Apple, and Japanese noodle company, The Nissin Group, also makes it onto the top 10. To see the full rankings click on our Braziliant Brands Tracker.
It’s something marketers who can’t afford to fork out millions on 30 seconds of Super Bowl airtime should take note of.
Old Spice and Newcastle Brown Ale are brands who have previously generated a lot of attention despite their ads not being part of Super Bowl Sunday. Can we expect more next year?
The 2014 World Cup may well have been the biggest branded video sharing event of all time, but it looks like most of the sharing was done just before the games kicked off*.
Looking at sharing patterns around the most popular World Cup ads, we noticed that sharing peaked at around 3-4.59pm BST, prior to a lot of the early kick-offs in the tournament. The biggest spike was between 3-3.59pm.
During the games themselves, sharing tended to drop off. It suggests that people were simply too engrossed in the matches to pick up their phones, tablets and laptops and share. This is similar to the Super Bowl, where sharing flattens on the day itself, but then rises again the day after.
* Based on sharing numbers of sample of five World Cup ads.
BMW goes for a spin on an aircraft carrier, Burger King thinks outside the bun, and Samsung plugs away at the iPhone. Yep, it's just another week in AdLand!
So what makes the ultimate racetrack? Obviously, you’ll need a zippy car, a couple of straight runs and some tight turns to burn rubber around. Oh and don’t forget your decommissioned battleship, that’s vital too.
In a fit of renovation worthy of ‘Changing Rooms’, BMW’s latest spot takes a frankly massive machine of war and puts it to the far more peaceful purpose of slo-mo automotive action. And what “Ultimate Racetrack” lacks in Lawrence Llewellyn Bowen, it more than makes up for in close-ups of gear shifts.
So if you’re having a rough day, just imagine that somewhere, lost in the oblivion of an anonymous ocean, a sports car is revving its engine for no one’s entertainment. This may or may not cheer you up.
Millions of people are addicted to the 6-second content created by our latest guest on the Unruly blog - Rudy Mancuso.
He has amassed nearly 5 million followers since Vine was launched 18 months ago, making him the 10th most followed Viner on the planet.
Certainly, Vine creators like Mancuso are driving the explosive growth of the short-form platform, and thanks to new popularity metrics like 'loops', their roles are only going to become even more important, particularly to brands looking to reach out to a younger audience online.
Loops is a particuarly interesting addition to the platform, giving advertisers and content makers alike the opportunity to understand more clearly which content is getting cut-through.
We sat down with Rudy not only to find out how and why he's become one of the most followed Viners going, but also how others - brands included - can be successful on Vine.
There's no real secret as to how to appeal to the masses on this platform, or for creating viral videos in general.
Having a large audience was never the original intention for me on Vine. I'm just a creator; I stay true to the art that I'm most passionate about, whether it's music, creative directing, or comedy. The rest has been a sumptuous blessing that, although I appreciate, I can't really explain.
If you're frustrated by public transport, Nokia has just the Vine for you. Showing a selfish commuter refusing to offer his seat to a pregnant woman, the Lumia 1320 trains its sights on the wrongdoer, and with a bit of Vine magic, ejects him from the carriage.
With a colossal amount of sharing driven by the World Cup, it's been a memorable month for video advertising.
World Cup ads predictably dominate this month's Unruly Global Ads Chart. With the biggest sporting event on the planet in full swing, it's no surprise to see almost half of the top 20 ads of the month are football-related.
Just like last month, Colombian pop princess Shakira's collaboration with yoghurt brand Activia "La La La" leads the way. Dubbed the ‘unofficial World Cup theme song’, it attracted a mammoth 2.72 million shares during June, making it not only the most shared football ad of the year, but also the sixth most shared ad of all time.
Brands unaffiliated with this year's World Cup have certainly dominated this year's World Cup. Despite creating half as many videos as FIFA-affiliated advertisers, commercials from non-sponsors have so far generated almost three-quarters of the shares.
As with previous World Cups, Nike is one of the standout stars, so far attracting more than three times more shares than its fiercest rival adidas, who has been an official World Cup sponsor since 1970.
This month's chart features two ads from the Oregon-based company. In second spot is "The Last Game", an ad designed in a style familiar to Pixar films like Toy Story or The Incredibles. It depicts a world in which homogenous clone footballers have taken over the sport, leaving mavericks like Zlatan and Neymar Jr. to take other professions, such as hairdressers. It’s a little like the town that banned dancing in Footloose, only with Wayne Rooney instead of Kevin Bacon.
Seeing hugely famous athletes Disney-fied up is a strange joy, and the short film flies by with wit and imagination. With nearly 900,000 shares last month alone, it won’t be Nike’s last game either.
Nike's epic "Winner Stays" also makes June's top 20 (18th), while adidas' "House Match", featuring David Beckham, is eighth.
In fourth is another ad from a brand not affiliated with the World Cup - Beats By Dre’s “Game Before The Game”.
Backed up by a rousing soundtrack from Jamie N Commons & The X Ambassadors, the video features football stars and fans preparing for the match of their lives by going through their various superstitious pre-match rites. Neymar listens to a message from his dad, Cesc Fabregas kisses his ring four times, while Luis Suarez kisses the tattoo on his wrist of his children's names. It’s an incredible watch, enough to get the pulses racing of even the most ardent football refuseniks.
Other new football-related ads to make it on to the top 20 are Banco de Chile’s compelling “Comercial Mineros” and a commercial from Middle-Eastern telecommunications company Ooredoo which stars Argentinian soccer superstar Lionel Messi. Castrol’s “Footkhana” is still the most shared ad from an official partner.
But World Cup ads did not have it all their own way during June. After scoring a huge social video hit last year with its wickedly funny "The Camp Gyno", tampon subscription service HelloFlo returned last month with yet another fresh approach to feminine hygiene marketing.
Created to promote its period starter kit, “First Moon Party” features a young girl so desperate to join her “blood sisters” at school she paints red nail varnish on a sanitary towel to fake her first period. Her mum quickly rumbles her, but plays along, organising what can only be described as the party from hell to celebrate her daughter’s milestone.
The result is probably the funniest ad about tampons ever made. Intentionally funny, at least. And judging by the ad’s immediate success, I’m not the only one giggling. The video has already surpassed the original, attracting 232,306 shares in just over a week, making it the ninth most shared ad last month.
With lines like "Grandpa is bobbing for ovaries like a champ" and "do you know how hard it is to find a uterus pinata?", the ad’s edgy humour and awkward subject matter will certainly not be to everyone’s tastes.
But you certainly have to take your hat off to HelloFlo for coming up with a piece of content that would not look out of place during an episode of hit US TV show Modern Family.
Another feminine care brand also makes it on to this month’s top 20. But unlike HelloFlo’s humorous spot, P&G brand Always uses a more inspirational message to get people sharing its ad, “Like A Girl”.
Directed by notable documentary photographer and filmmaker Lauren Greenfield, whose work has catalogued the self-esteem crisis among American females, the video empowers young women to turn an insulting phrase into a positive affirmation.
As one participant observes the end of the film, "why can't 'run like a girl' also mean 'win the race'?". It's a compelling message, which certainly resonated across the social web last month. Attracting more than 219,000 shares in just a few days, “Like A Girl” was the 11th most shared ad during June.
Other new ads to make it into the top 20 this month include a safety ad from Volkswagen that is sure to make you think twice about texting while driving and trailers for the latest chapters of the successful video game franchises FIFA, Assassin’s Creed, Mortal Kombat and Grand Theft Auto.
Top 20 most shared ads of June 2014
1. Activia Shakira - La La La (Brazil 2014) - 2,722,088
2. Nike: The Last Game - 886,975
3. Volkswagen - Eyes on the road - 415,016
4. Beats by Dre: The Game Before The Game - 412,977
5. Castrol Footkhana: Neymar Jr. v Ken Block - 255,839
6. Purina: Dear Kitten - 251,934
7. Dove: Calls For Dad #RealDadMoments - 242,248
8. adidas: House Match - 237,550
9. HelloFlo: First Moon Party - 232,306
10. Ubisoft: Assassin's Creed Unity E3 - 228,521
11. Always: #LikeAGirl - 219,462
12. Cornetto: Yalın - Aşk Diye - 154,884
13. Electronic Arts FIFA 15 - 153,435
14. SOS Mayday: Would you give your jacket to Johannes? - 147,465
15. PlayStation: Uncharted 4: A Thief's End - 144,009
16. Ooredoo: Simply Do Wonders - 142,487
17. Banco de Chile: Comercial Mineros - 141,641
18. Nike: Winner Stays. ft. Ronaldo, Neymar Jr., Rooney, Ibrahimović - 135,509
19. Rockstar: Grand Theft Auto V - 132,548
20. PlayStation: Mortal Kombat 10 Trailer - 128,991
READ NEXT: Non-Sponsors Have So Far Generated Three-Quarters Of All World Cup Online Ad Shares
The drinks were flowing last night after Unruly’s Ops team won Best Digital Advertising Operations Team at this year's AOP Digital Publishing Awards.
The team beat off stiff competition from The Telegraph and IPC Media to collect their award in front of a crowd of 2,500 people at the Camden Roundhouse.
The judges praised the team for its "innovation and entrepreneurial spirit", adding "they've made a huge and leading contribution to the industry - not just their own business."
Unruly co-founder and COO Sarah Wood said: "It's great to see the Unruly Ops team getting the industry recognition they deserve. Not only does the team #DeliverWow 365 days of the year for clients, they also lead on product innovation and industry-best practices. They are #LEGENDS, each and every one."
Congratulations to all the other winners during the evening, including Digital Spy, who was named Best Consumer Website, Vice UK, who was awarded trophies for Best Consumer Editorial Team and Best Use of Social Media, Hearst, who was awarded Best Digital Commercial Team, and The Drum, who won both the Digital Publishing Company and Editorial Team of the Year awards.
For a full list of the winners, click here.
READ NEXT: Five Ads You Should Watch Right Now
Great Britain wins the Revolutionary War, Monty Python finds out why they shouldn't have bothered returning and beer lovers learn the words to the Canadian anthem. Yep, it's just another week in AdLand!
The issue of gun control in the United States is a grave and controversial subject, with scores of grim statistics to its name. That’s why it’s all the more surprising that charity Evolve decided to go down the wacky route with its latest gun safety spot.
Not wanting to give the game away, but let’s just say ‘Play Things’ concerns children accidentally finding things their parents would rather keep hidden at the back of the bottom drawer. Things that may or may not vibrate. The clue’s in the title, really.
Of course, all the crudity is in service of a metaphor, asking parents to keep their handguns locked away from children’s prying hands. With nearly 50,000 shares, it’s a reasonable message and a pretty inventive way of conveying it.