In new AI generated campaign, âMini Pearl Adventuresâ, Gong cha is using vertical video to promote its new Mini Pearls
The campaign features actor Joe Jonas and a diverse squad of top-tier creators like Dude with Sign, Paul Olima, Sherlina
The creative revolves around 10 different jokes which are served depending on the data trigger and the location concerned. For
It's 2016, and that stuff you spray under your stinky armpits to make them less stinky is getting a rebrand.
In this ad - which Marketing Week writes repositions AXE in a "forth wave feminist world" - opens with a bold and counter-intuitive statement...
C'mon... a six pack... who needs a six pack?
Looks. Not personality, or any real quality that matters. We're shown a series of attractive, young, in-shape men who represent yet more figures for the modern man to aspire to be like. But now it's not good enough to just have a six-pack. No, this time around, you've got to be effortlessly cool, like a character from Skins.
There's no self-assurance here either. If you want to tell a story, then tell a story about one of these people, not a clip show. We don't do that, because of the superficial nature of these clips, they tell us nothing, and make vacuous de jour statement of progressiveness, like hollow echoes in a empty cave.
The only really good part of this ad is that it features a gay couple, which for some strange reason no other critic has even noticed. Watch 0:26-0:30 - Two guys making shy sexy eyes over "The Power of the Banana" vinyl; the banana being a well known penis metaphor. What's their story? I want to know. But we'll never find out, because apparently in 2016 we're still getting clip shows that give lip service to showing us something new while treading roads we passed decades ago.
An interracial couple. A disabled guy. A gay couple. So what? I could see all that and more in Camden Town on a Thursday afternoon. Say something meaningful.
Men don't need to be told to 'Find their magic', and they certainly don't need this kind of patronizing waffle.
The real question is will millennials take to this type of superficial self-empowerment advertising, targeted at men? Maybe 10 years ago they might. But young people trust brands less than ever now.
Case in point from Cameron Jonsson, CEO of Reach + Acquire:
Research is a primary driver of Millennial sales - 93% report reading product reviews before purchasing. Faith in community input is strong, and brands are shrinking in importance: 62% of 18-34 year olds trust brands less than people.
