Advertising Ideas
Coca-Cola 1
General Concept (2009)
A threatening presence is pacified or satiated by being offered a bottle of coke. Peace is restored.
Specific Example
A flying saucer lands in the middle of Central Park in New York and as the crowds and standing army watches as a Close Encounters type alien emerges. The alien looks around and sees the soldiers raise their weapons, ready to fire. A series of laser beams quickly come out of his eyes and all the guns and tanks crumble into dust.
Next, assigned jets hover over the park and prepare to destroy the saucer but as soon as their intention is clear they are turned into large beautiful butterflies that flutter wildly over the tall buildings and disappear.
Suddenly, a small teenage boy rolls out in front of the alien on his skateboard and with outstretched hand offers him a coke. The alien looks down at the boy and for a moment his eyes blaze with dangerous fire but he hesitates and then gently takes the drink. He examines it and then drinks it all in one go. As he finishes it a broad smile crosses his face and he picks up the boy and puts him on his shoulders in a gesture of friendship.
The crowd cheers and then we see printed caption or hear a voiceover stating one of the following:
1. COCA COLA - Break the ice! Or Break the ice with COCA COLA!
2. Make friends (around the universe) with COCA COLA!
3. COCA COLA - pulling down barriers across the universe!
4. Making the world a better place - COCA COLA!
Coca-Cola 2
General Concept (2009)
A potentially uncomfortable or divisive cultural/ethnic situation is alleviated/pacified by one of the majority of a race or group breaking away from tradition and offering friendship to the newcomer in the form of a coke. Using children only enhances the sensitivity and impact of these commercials.
Specific Example
It is the first day of high school for a small 12-year-old Chinese girl, whose family has moved to a predominantly black or white neighborhood. However, it is not a good start as she is made fun off during classes and her pencil case is stolen. She is relieved when the recess bell rings and immediately goes to the girls rest room to cry.
She soon emerges to find that a similar aged black or white boy has been waiting outside. They look at each other and she attempts to go past him but he flashes her a smile and takes out a coke from his bag and offers it to her. She hesitates and then takes it. She breaks into a priceless smile and raises the bottle to her lips. The camera withdraws several meters and we see the two children walk away together.
We then see a printed caption or hear a voice-over stating one of the following:
1. COCA COLA - Bringing people together all over the world/since 1957!
2. COCA COLA - for tender moments!
3. Break the ice with COCA COLA!
4. COCA COLA - Making the world a better place!
Swarovski
General Concept (2009)
The crowd is watching the annual military parade in Moscow when suddenly; a very unusual and unexpected vehicle passes by. It is the shining emblem of Swarovski - a tank polished to look like a diamond or simply decorated in crystal ware. Beautiful girls in glittering costumes are marching in front of or behind it.
Specific Example
Dimitri and Roman, sharing a bottle of vodka between them, are in the crowd watching the military parade. They make various amusing comments about various exhibits or persons when they are suddenly shocked by a shining exception suddenly rolling by before them. It is a faceted tank that looks as if it is made of glass or crystal! One can almost see through its sparkling radiant body. But there are other even more beautiful bodies in the form of dancing and marching young ladies dressed in glittering costumes and singing well-known traditional Russian songs.
Dimitri and Roman look at each other, and raising their drinking glasses smile and make a toast. At this point we, the viewers, see a printed caption or hear a female voiceover stating one of the following:
1. SWAROSVKI - Break the Ice with Style! Or SWAROSVSKI - A Stylish Weapon of the Russian forces!
2. SWAROVSKI - Make Love Not War!
3. SWAROVSKI - cool and stylish crystal from Russia!
4. Making Russia Shine! Clear and bright SWAROVSKI Crystal!
Jeep Transformer
General Concept (1992)
A Jeep or Land Rover is threatened or challenged in some way while on a trailblazing journey and responds by transforming itself, similar to the transformer toys of the time, into a mechanical gladiator somewhat akin to Robocop and blast away the offenders. It then returns to original form and continues on its way.
Specific Example
A Jeep is being driven along a rough uphill dirt road and comes to a hilltop of trees. As it comes to a standstill a spine chilling Samurai shriek is heard and several ninjas swing down from the trees to attack from one side while fully armored Samurai horsemen charge from another. The Jeep heaves and breaks up into components (using latest computer animation techniques) and rearranging itself into a giant metallic warrior robot, blasts away the ninjas! It then returns to its original form and as it drives off the following caption is printed on the screen or voice-over is heard:
1. JEEP - Be ready for anything!
2. JEEP - Solid engineering from top to bottom!
3. Be prepared for anything with JEEP! Genuine American fighting spirit.
4. JEEP - Real power and security/The security you need!
BAD-ASS-ADS! THIS ADVERTISING CONCEPT HAS A DARK SIDE. IT HAS SINISTER TWISTS, OUTRAGEOUS PLOTS AND DARK HUMOUR - AS DO CERTAIN MOVIES. THUS BAD-ASS-ADS ARE REMEMBERED FOR DIFFERENT REASONS!
Blaupunkt Auto CD Player Concept
General Concept (2008)
This is a somewhat daring idea with a dark twist of humour. A camera films a car crash and as the car comes to a stop the camera moves to its interior and bypassing the unconscious driver focuses on the Blaupankt CD player which clicks and comes to life emitting a famous song or piece of music in full stereo… the following caption applauds its durability etc.
Specific Example
A Japanese car slides off the street and crashes into a lamppost. The whole front is totaled and the driver is knocked unconscious against the steering wheel. The camera then focuses on the inside of the vehicle and bypasses the injured driver and zooms in on the Blaupankt CD player, which has remarkably survived the accident in perfect condition. It then clicks, shows next track on the mini-screen and begins playing ‘Always crashing in the same car’ from David Bowie’s Low album!
The camera retreats to some distance from the car, the music is still clear and loud, and then the music fades and a voiceover is heard making one of the following announcements:
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“BLAUPANKT – Invincible engineering from Germany!”
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“BLAUPANKT – Engineered in Germany! / German engineering at its best!”
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“BLAUPANKT – Made to last!”
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“Some things are made to last – BLAUPANKT!”
Note: This commercial can be repeated in different cars and varied car crash scenarios. Its dark humour becomes more memorable and less controversial with repetition.