Saturday, March 2, 2024

A story of two adverts: Kevin Bacon (and daughter) for Hyundai, objective overdose at Avon


Kevin Bacon was as soon as a relatively high quality, edgy Hollywood actor however for years now he’s been regaling us for EEC, courtesy of Saatchi and Saatchi. Providing seemingly little greater than a trademark drawl and an irritating persona though there should be some analysis someplace that claims it really works (for some folks anyway.)

Now the outdated boy, 64 it appears, is again for Hyundai in an Innocean spot, presumably aimed on the Tremendous Bowl. Displaying how an irritating older dad can familiarize yourself with the field of tips in any other case generally known as EV automobiles, with a commentary from daughter Sosie.

Hyundai North America CMO Angela Zepeda says: “If you’re somebody on the fence of going electrical, we hope this marketing campaign starring Kevin and Sosie Bacon will present how early adopters, at any stage of their life, can simply make the swap.”

Bacon is simply as irritating as ever (solely this time he’s purported to be) however the advert, unusually for EVs, does really attempt to familiarize yourself with a number of the points about proudly owning and driving one. Versus shiny footage implying you’re saving the planet.

MAA inventive scale: 6.5.

Unilever is swapping CEO Alan Jope for Hein Schumacher, boss of a giant Dutch dairy cooperative. Feels like a again to fundamentals alternative and a radical departure from the “objective” period promoted by, first, Paul Polman after which successor Jope. And we hear a lot, from creatives particularly, that the aim period in advertising is coming to an finish: basically everybody’s change into relatively fed up with it.

No-one’s instructed direct-to-consumer venerable beauty agency Avon and company Wunderman Thompson.

“Embrace your energy” is Avon’s new message for ladies, the results of a probably painstaking makeover by WT. Created by an all-female workforce.

And it definitely manages to stuff nearly each latest objective cliche into 30 seconds.

Avon CMO Kristof Neirynck says: “Our ambition was to remodel Avon, a worldwide magnificence motion with an extended and illustrious heritage and we’ve achieved that with the ‘Embrace your Energy’ platform. From a refreshed visible id, to introducing inspirational figures throughout our TV adverts, social channels and brochures, all demonstrating how ladies have realised their inside energy.”

Underlying this nonsense appears to be the notion that Avon reps are empowered by their fee. It’s make-up for heaven’s sake.

MAA inventive scale: 2.

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