This week, Ritwika Gupta is taking a closer look at BMW China’s new advert featuring a message of hope for better days and Facebook’s new spot which celebrates people and their resilience during the COVID19 crisis. There is also Smule India’s first ad campaign which reminds us to use our free time creatively! Here are the ads that will put a smile on your face this week:
1. Smule India
Social singing app, Smule has launched its first ad campaign in India titled, ‘India Jam Karega’. There are three 30-second ads in this series, each one inviting music-lovers and singers across India to come together and jam on the app. The ads are vibrant, energetic and fun to watch. They depict various situations showing people from all corners of the country singing together, including jamming with celebrity singers and musicians! The ads highlight the features of Smule in an entertaining way. There is also a certain friendly and inviting feel about this ad campaign.
Music is something that connects societies, cultures and people around the world. It really has the power to bring us closer and this message comes through effortlessly in the ads. They encourage and inspire anyone who likes to sing to jump on the bandwagon! The song used in the ads is also very catchy. Given the current lockdown situation, I feel people do need social entertainment beyond Twitter, Instagram and TikTok. Hence, this seems like an apt time for them to download Smule and do a bit of jamming. Whether it’s singing a duet, crooning away with an international or local artist or creating an original song, the ads remind us to make use of our free time creatively!
Campaign: ‘India Jam Karega’
2. BMW China
Link: https://v.qq.com/x/page/g0944gqw4o4.html?start=2
BMW has launched a new ad in China called ‘Blue Sky and White Clouds’ featuring a message of encouragement and hope for the country as it battles with the coronavirus pandemic. It is a beautiful film, written as a letter to the year 2020. The ad acknowledges the testing times and looks forward to a hopeful future. ‘Blue Sky and White Clouds’ also refers to the brand’s nickname in China, representing both BMW and the hope that things will get better soon. I think this is a strong piece of communication. Unlike other automobile ads, this film is not shot in a lavish or dramatic fashion. You do not see any sleek new car zipping through the cityscapes or mountains. Instead, this film is a montage of many photographs with a simple voice-over by Chinese singer and actor, Jackson Yee. As many companies have largely shut down in most markets, it is smart of BMW to come up with a concept that can be easily executed with minimum resources. Furthermore, I think it is incredibly creative to weave an ad around a brand name and give it a new meaning altogether. During this crisis, most brands are either expressing solidarity or urging consumers to stay home and stay safe. But here comes a brand that is offering up hope for better days! This is why the ad stands out for me. Towards the end, we do see a glimpse of the new BMW vehicle and while some might see it as opportunistic, it does not distract me, as a viewer. The ad does not stray from its intended message. The idea is powerful, relevant and relatable. BMW has hit all the right spots with this ad film!
Campaign: ‘Blue Sky and White Clouds’
Agency: Juice Network Beijing
3. Facebook
Facebook’s new ad titled ‘Never Lost’ celebrates the solidarity and resilience of people during the COVID19 pandemic. The 90-second spot also shares the importance of staying connected to friends, family and the community amid this crisis. The film features real stories from around the world and it is narrated by British poet Kate Tempest, reciting her 2019 poetic song, “People’s Faces”. The ad opens with pictures of empty streets, classrooms, buses, and supermarket shelves. We see people hospitalised – some are afraid and some in tears. However, as the film progresses, we see friends video-chatting, hospital staff dancing, some playing the guitar, smiling and being positive. The ad is emotive and touches your heart. The idea is simple – we can get through this together if we stay connected with our loved ones and remain optimistic. The poem in the ad is captivating. It is an expression of deep love for people’s faces. I simply love the recitation – Kate Tempest speaks from the heart in a realistic and honest way. The soft sounds of the piano in the background create a haunting mood, making the ad even more memorable. The film ends with the lines “we’re never lost if we can find each other” and promotes Facebook’s new community tool dedicated to COVID-19. I think this is a stunning piece of work that shows people finding ways to display love and kindness in the midst of mass social isolation.
Campaign: ‘Never Lost’
Agency: Droga5