Props to my colleague Joy Hart, a digital creative director at GSW, for finding these campaigns and inspiring this post. Follow her on Twitter: @HeyJoy
In an industry where creativity is (suppose to be) king, we unfortunately see the genius and integrity of exceptionally great campaigns undermined by half-ass copy campaigns. In 2011, one of the best campaigns of the year was Old Spice’s The Man Your Man Could Smell Like Campaign featuring “ridiculously handsome man” Isaiah Mustafa. Remember this?
Wow…that’s great advertising. Advertising that delights and influences. I have no idea what that man smells like but I sure as hell want to smell like him.
It was quickly copied by Gillette’s Edge Shave Gel brand.
Ugh….Fire your agency Gillette! They’re not even trying.
In 2013 we’ve seen an equally witty and delightful “Ship My Pants” campaign from Kmart promoting their Shop Your Way program. The campaign was created by DraftFCB who had been put up for review earlier in the year. On August 5th, a spokesperson from retailer confirmed “Kmart has concluded its agency review. DraftFCB will retain its AOR status as well as acquire additional responsibilities for our fashion business.”
The Kmart campaign was considered wildly successful by both agency and client. In the weeks following, we saw Okinos, Oreo, Booking.com, and Nutra Nail launched similar campaigns. Enjoy.
Ship My Pants – Kmart
Big Gas Savings – Kmart
So Dipping Good – Okinos Dip
Shut the Front Door – Oreos
You Got it Booking Right – Booking.com
Oh Sheet. Ding it. – Nutra Nail