In 2022, as in last year, few campaigns stood out. Following the pandemic, and, against an unsettled economic backdrop, advertisers seem to play it safe. My two favorite commercials were very different from each other. One was peculiar, the other inspirational. But they had much in common. Both were focused on the product; and both demonstrated how the product makes people content:
Advertiser: Ocean Spray Cranberry Sauce
Agency: Orchard Creative
The first spot from Orchard Creative, under chief creative officer Dave Kolbusz, ever since he joined from Droga5 in London, just may be described as inane and bizarre, but, in a good way. The campaign takes the telltale jiggle of the gelatinous dish to new, and delightfully strange heights. It is attention-getting and entertaining, all the while, maintaining a strong focus on the product. It is brilliantly simple – we see a dreary Thanksgiving dinner of a subdued, beige-wearing family that becomes joyful as they are involuntarily taken over by the urge to wiggle and imitate the jiggly cranberry sauce when it is placed in front of them. Best casting job ever. Wiggle, wiggle, jiggle, jiggle.
Fifteen percent of Americans, and almost half of the people age 60 and over have some kind of physical disability. And yet, they are rarely depicted in advertising, which has long preferred to show a contrived reality. A new Apple ad features seven people with various disabilities as they navigate everyday life, along with an array of technological help from Apple devices. As always in Apple ads, the focus is on the product, and the accessibility features are front and center. And, in keeping with the brand’s inspirational tonality in its ads, it reframes people with disabilities as heroes, who are constantly triumphing over adversity at almost every turn.Epic.