Tok&Stok: Easy Assemblage - Keep It Simple Stupid

12 months ago, I wrote about how Tok&Stok cleverly showed how easy the company’s furniture is to assemble by using only 140 characters in tweets - The Twitter manual. It was easy to understand, always at hand and saved tons of paper.

Today, The company have they same communication objective and delivers the message just as simply in this print ad. Kiss you say? - Yep it works… :-)

BBH London have created a new series of commercials for Axe Shower Gel and with this new campaign the brand goes “soft” and refreshingly changes the approach. Now, the male heroes already have the girls and the issue isn’t scoring but keeping them and their unique personalities satisfied.

The ads are thereby not typical Axe - but for once, features men trying to keep up with high-achieving women. As you will see, these special women all need guys that go the extra mile to keep them happy, and Axe Shower Gel can help with that no matter what skill is demanded.

The new spots are actually a bit of a turnaround for the brand, since the campaigns usually tells the “use the product, score the girl,” story in its creative work, but now communicates to be more than that. You don’t only score with Axe, the brand can also help you keep (up with) the brainy, sporty or party girl as well.

This hilarious new ad for the Guardian’s open journalism, screened for the first time on 29 February 2012, imagines how the paper would cover the story of Three Little Pigs from the paper’s front page headline, to web coverage with footage from the scene, to social media discussions and even outcry on Twitter.

The ad creatively follows the developing story of the pigs’ arrest for killing the Big Bad Wolf, shows a simulation of the Big Bad Wolf blowing the houses down, and finally twists the ending of the age-old fairy tale.

Apparently, it is the first major television campaign for the Guardian in over twenty-five years and the process of creating and writing the paper has certainly changed since. The change in the media landscape and people’s abilty to share and show opinions world wide in real time is exactly why the Guardian found it necessary to promote the paper’s concept of “open journalism,” - The paper wants to communicate that the organization and employees have adapted and the approach to journalism has been advanced accordingly to the evolution.

I’m quite amazed by the result and would like to also give credit to the agency BBH, London. The creative idea, the storyline and the execution are all profound.

Hulu is an online video service that offers a selection of hit shows, clips, movies and more at Hulu.com, numerous destination sites online, and through an ad-supported subscription service, Hulu Plus.

Hulu’s selection of premium programming is provided by more than 350 content companies including FOX, NBC Universal, ABC, The CW, Univision, Criterion, A&E Networks, Lionsgate, Endemol, MGM, MTV Networks, Comedy Central, National Geographic, Digital Rights Group, Paramount, Sony Pictures, Warner Bros., TED and more.

The number of users has been growing rapidly during 2011 partly thanks to easy availability through Sony Playstation and now also Wii consoles. Moreover, the online services is now continuously using traditionel TV ads to reach the masses and get further growth. The first ad below aired during Super Bowl XLVI in the beginning of this month and frankly I didn’t really get it.

Last night during the Oscars Hulu launched the second spot, which at least came across with some comprehensible information. I totally get the choice to make use of stars from big shows and films and the choice of broadcast placement of the premiere on-air, but the concept and communication just do not kick in - with the investment in mind I would expect much more from the company.

Check the ads below and judge yourself:

The SuperBowl Ad:

The Oscar Ad:

Okay, thus the Chrysler ad is actually really great and plays the perfect role as an true American company - a hard-working hero. The theme of “Work Your Way Up” as a human being, as a company and as a country is well delivered.

However I can’t stop thinking - Halftime in America? What’s going to happen with the States 236 years from now? And also is Clint Eastwood 236 year old? Sure seem as an old, wise and a pretty worn down cowboy. His shadow is brilliantly giant in the beginning and he certainly has the stature to be the “spokesman” in such an ad, but still very, very old compared to Eminem from 2011 :-)