Creative mechanics - storytelling
Strict Pool-Out. Famous historical campaigns like "Who wants Gum? I do. I do." They have a repeated format, often with a USP demo or slogan. Some people think this type of advertising is passÊ. Others remember it fondly.
Hall of Fame Pool-Out. Some think pool outs are dull, predictable and clichÊd. Not necessarily. The 20-odd year campaign for Hamlet cigars in the UK was rigidly formatted, but spectacularly creative and effective. Familiprix (CASSIES 2003) is the same.
Situational Pool-Out. These don't have the format of the strict pool out but still have a clear connection between executions. Diet Pepsi's "Forever Young" and ProâLine's "Anyone Can Win" are examples. Huggies' "Happy Baby" was an extremely long-running example. Clearnet/Telus is in this camp. So is autoTRADER.
This category also includes campaigns based on spectacular executions like the 1980s "Manhattan Landing" and "Face" for British Airways, though I'm not sure if there have been many recent examples.
Icons. These can anchor a campaign (Maytag Man, Marlboro Cowboy) or be a property (Tony the Tiger, Pillsbury Doughboy). Some see icons as yesterday's idea, but I think that's a mis-call. Absolut Vodka uses its bottle as an icon, and does this brilliantly. The Familiprix pharmacist of the early 90s is hilariously effective. The SpongeTowels guys in CASSIES 2012 have clearly worked. So has the Koodo wrestler.
Spokespeople, and Spokes-animals. Dave Thomas and Colonel Sanders, god rest their souls, were examples. In CASSIES 2013, Bell, President's Choice and Gatorade all used spokespeople, and MTS used Morty the bison.
Storytelling with continuing character(s). It's a bit of a puzzle that we don't see more of this technique, but perhaps the costs are an issue. From the past, the Oxo family in the UK was a famously effective example. Bartles and Jaymes (now a couple of decades old) was a great example in the US. The Grumpy Old Men for TD Canada Trust are a more recent example. And personalities have always been very successful in Quebec.
Music-Based. Music sometimes goes beyond a supporting role, and becomes part of the brand character. Soft Drinks, Cars, Fast Food, and Beer have all built campaigns this way. In packaged goods, becel's "young at heart" campaign from a few years ago would be an example.
Consistent "Voice and Attitude."Â These campaigns are held together by something more subtle. Perhaps the most impressive was Volkswagen in the 60s. Individual executions were different (serious, comical, ironic, dramatic) but they all had the Volkswagen voice and attitude. Brands like Nike are in this category. Benneton has been an extreme example. Cashmere, with its continued fashion theme, would fit here also.
Same core message. Customized execution. To people with a strict "pool-out" mindset, this doesn't look like a campaign at all. But the overall effect can be powerful. The best CASSIES example is the 4-year Dove case from CASSIES III
Source:Â David Rutherford, Institute of Communication Agencies
