From Nike’s ‘Don’t Do It’ ad released in wake of George Floyd death to ixigo’s new spot capturing the magic of travel and Burger King India’s marketing activation which promises a free Whopper as a remedy for cooking failures, Ritwika Gupta reviews the campaigns that caught her eyes this week!
Brand: Nike
I never thought that there will be a day when Nike will say don’t do it. Taking a firm stand against racism and Geroge Floyd’s death, Nike has come up with a “Don’t do it” campaign, reversing its famous tagline. The brand posted a video expressing solidarity with thousands of Americans protesting against George Floyd’s tragic death. The minute-long ad, created by Wieden + Kennedy Portland, is a series of simple yet powerful statements set on a black background. Floyd’s death has not only fueled a fresh wave of protests in US but also angered millions across the world. In the midst of a global pandemic, racial turmoil and political division in US, it is incredibly brave of Nike to take such a strong stand. The ad carries a powerful and socially conscious message. In a rare sight of solidarity, competitor brand Adidas retweeted Nike’s video, with a message stating: “Together is how we move forward. Together is how we make a change.” This is also not the first time that Nike has spoken up against racism. In September 2018, Nike made headlines when it released an advertising campaign against racism. The ad featuring US football player and activist Colin Kaepernick, kneeling during the US national anthem at games, prompted both praise and criticism.
Campaign: ‘Don’t Do It’
Agency: Wieden + Kennedy Portland
Brand: ixigo
The COVID-19 pandemic has indeed brought the entire world to a standstill. Travel app, ixigo, in association with actor Sanjay Mishra, has launched a new campaign designed to inspire people to travel again. Titled ‘Naye Safar Ki Shuruaat’, the ad showcases Sanjay Mishra reminiscing about fun-filled train journeys in the pre-COVID world. Mishra talks about the beauty of train travel that involves seeing stunning landscapes to chatting with co-passengers about cricket and politics. It is a lovely two-minute black and white film which is also scripted beautifully and evokes a sense of nostalgia, for all those who travel by trains. From having chai in the train to playing cards on a suitcase, the ad inspires people to look forward to the future as we get ready to travel again. Sanjay Mishra’s charming rendition makes the ad even more beautiful. Conceptualised and produced remotely by ixigo’s in-house team, the ad underlines themes of positivity and hope as the country starts returning to normal life.
Campaign: ‘Naye Safar Ki Shuruaat’
Agency: Produced in-house
Brand: Burger King India
Finally, we have a marketing activation by Burger King India. The fast-food chain has rolled out an initiative titled #BailMeOutBK, which promises a free Whopper as a remedy for cooking failures. For instance, if you burn your rotis or ruin your pasta or overcook your butter chicken, all you have to do is take a picture and post it on social media and tag Burger King. In return, the brand promises a free whopper. I think it is a really fun and clever campaign. The nationwide lockdown has seen a sudden rise in the number of chefs at home. There is also a spike in posts about conversations around food and cooking. And just in case you are a first-time chef, Burger King India has a plan to reward you in case your cooking goes wrong! This is also a friendly reminder to people that you do not have to always post the perfectly cooked meal on your Instagram. The brand is encouraging us to post goof ups and disasters. Conceptualised by Famous Innovations, I think it is a smart way for the brand to still stay relevant for the consumer and get people to show a lighter and probably more authentic side of life in lockdown. Great job, Burger King India!
Campaign: #BailMeOutBK
Agency: Famous Innovations
