Ikea have made this genius ad for their nursery furniture. (Thanks Rachael Weaver for the heads-up) .
Featured in a women's magazine; readers are enouraged to put a drop of urine on a panel. If their pee has the hormonal marker for pregnancy it activates a special offer printed on the page, but only visible when the chemical reaction occurs.
You might think it is a vaguely disgusting idea (it is). But it is also brilliant. Competitive (a retail offer), relevant (women who are pregnant will need cribs and other paraphernalia) and distinctive (very).
The idea has a combination of the very mundane and real with the novelty of being provocative and different. it also joins the dots of salient messaging, creates a memory through active experience and positions Ikea as a brand in touch with the reality of their customers lives.
Whilst it crosses the lines for some people - it might seem in poor taste to some -it is also a simple acceptance of biological function - along the lines of the Moon Cake Bakery story we discussed previously.
The lines of decency change constantly (why this summer I even noticed women showing more than their ankles at the beach). Sometimes we need to adhere to conventions and sometimes we need to take the risk of nudging boundaries. In the environment of Family Health Diary, for example, our relationship with consumers, established over 20 years, might give us licence to stretch boundaries and offer clients a competitive advantage - using our brand as a buffer.
What do you think?
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Not long ago advertisers would never have dreamed of using the expression 'bugger' in an ad.
Then, in a blaze of insight and creative genius, Toyota and their agency Saatchi & Saatchi created an ad where things went wrong in a farm that relied on the Toyota Hilux to perform many of the jobs that farmers would immediately understand and townies would find fascinating (like pulling cows from creeks). When things didn't quite go according to plan the farmer would laconically intone…'bugger'. The kicker comes at the end when the huntaway dog is called to get on the back of the ute but mis-times and ends up splayed in the mud. Dog says 'bugger'…Genius ad that almost immediately became a part of the vernacular,…and lowered the bar for vaguely sweary language (ads typically are held to higher standard than the programming around them).
As a foot note the idea that the Hilux is utterly reliable - even when things go wrong was never spelled out.