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Advert Alchemy: Thinkbox’s Trick
In this series, Squideo has examined the best ways to turn advertising content into gold. Now that we’ve broken down the eight key ingredients, it’s time to dive deep into some examples of stellar advertising. This week, the advert in question was picked by Squideo’s Video Producer, Lesley Ovington.
When asked why this Thinkbox advert had become her favourite, Lesley said: “I love the entire series with Harvey because it’s so funny. I also had a Jack Russell Terrier growing up, and these adverts always reminded me of him. The entire series is great but the first one, Every Home Needs a Harvey, remains the best.”
101 Thinkbox
Thinkbox is unlike other companies analysed in this series, as it’s a marketing body for commercial television in the United Kingdom. Since 2005, Thinkbox has existed to manage the advertising for British TV channels and help businesses marketing on these networks meet their marketing objectives.
It’s shareholders are four major UK television networks: Channel 4, ITV, Sky Media and UKTV. As the trade body for these hugely popular networks, Thinkbox has needed to think outside the box when enticing businesses to advertise. All of these channels have hugely successful shows linked to them, and the advertising produced by Thinkbox had to match the creative energy of its shareholders.
Raining Cats and Thinkbox
Made with Red Brick Road, the advertising agency behind the iconic ‘Every Little Helps’ Tesco slogan, Thinkbox aired its Every Home Needs a Harvey advert in 2010 – five years after the trade body was created and was still relatively unknown to the general public. Every Home Needs a Harvey was only their second television advert ever; the first also made by Red Brick Road. According to the agency, the brief from Thinkbox was to educate media planners and marketing directors about the power of TV advertising.
“‘Harvey’ was born – a resourceful, talented dog, who uses TV to tell stories and to persuade. His first TV outing, created by us in 2010, was voted Ad of the Year by ITV1 viewers. TV ad revenues reached a record £5bn in 2014, continuing 5 years of successive growth.”
Television has seen a lot of competition in recent years as an advertising destination, especially as more viewers move away from television to advert-free streaming platforms. Comparatively cheaper adverts can also be run on social media, with algorithms used to ensure it ends up in front of the ideal demographic for your product. As Red Brick Road proves, however, revenue can still be generated from television adverts. Businesses invested £1.2 billion GBP in television advertising in 2021, a 42% increase in spending compared to 2020. With the cost-of-living crisis forcing consumers to unsubscribe from costly streaming services, this revenue may grow further as viewers return to public networks like Channel 4 and ITV.
Thinkbox & Me
ITV1 viewers named Every Home Needs a Harvey Ad of the Year in 2010, and Red Brick Road went on to produce two additional Harvey adverts for Thinkbox between 2010 and 2014. The advert was clearly popular when it aired, but that was thirteen years ago. What was it about this advert that stuck in the memories of so many people?
Super Sell
Show don’t tell. That’s what Thinkbox accomplished by running Every Home Needs a Harvey. What better way to demonstrate the power of advertising than to create an advert about advertising. In the advert, Harvey presents a video to his potential adopters which sells the idea of choosing him amongst the line up of rescue dogs. The other dogs look cute, but the video shows everything else Harvey can offer.
To marketers watching the advert, it also showed what television marketing still had to offer. Times have changed, and mass public adverts are no longer constrained to intermission breaks, newspapers and billboards. As we explored in Advert Alchemy: The Location, modern marketers have an overwhelming choice of advertising destinations from social media to video games to eggs (that’s not a typo, CBS put adverts on eggs in 2006, go read the blog if you haven’t already). But television adverts haven’t been chased off the stage, advertisers just need to be more creative to attract attention away from phone screens.
Heavenly Harvey
The star of the advert, Harvey, was played by Sykes, a dog actor who appeared in Pirates of the Caribbean: The Curse of the Black Pearl, Young Victoria and Doctor Who, as well as other notable films and television shows. In the year of his debut advert, he also acted in a John Smith’s Brewery advert alongside Peter Kay.
In the wake of the advert, Sykes’ Facebook page had 11,600 friends and he was getting offers to open pet shops around the country. Not bad for a rescue dog. He eventually retired in 2016 after going deaf, ending Thinkbox’s Harvey adverts in the process. Because who could follow such a good boy?
Monumental Music
Set to the 1974 song You Ain’t Seen Nothin’ Yet by Canadian rock band Bachman-Turner Overdrive, the audience – like Harvey’s potential adopters – are quickly hooked into watching the advert. Like Cadbury’s Gorilla advert, the choice of such a popular song cannot be underestimated in the success of this advert.
The song peaked at number 2 in the UK singles charts the year of its release, beaten to the top by a Christmas song (Lonely This Christmas, Mud), which surprised the band who had been reluctant to release the song. You Ain’t Seen Nothin’ Yet was introduced to a new generation in the mid-2000s thanks to one of Thinkbox’s shareholders: ITV. The network used the song for several years during its coverage of Formula One grand prix races, which reignited sales of this insanely catchy single thirty years after its release.
Content Worth Gold
What do you think? What made Thinkbox’s Every Home Needs a Harvey advert so successful? Watch the full advert below and let us know in the comments.
youtube
#thinkbox#red brick road#harvey the dog#sykes the dog#sykes#every home needs a harvey#itv#marketing blog#marketing strategy#animation#2d animation#youtube#advertising#small business#small business on tumblr#marketing#advert alchemy#blog#you ain't seen nothing' yet#bachman-turner overdrive#Youtube
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#places to visit#love austria#austria#marketing software#brand marketing#boost your brand#digital marketing software#social media marekting#wordpress marketing plugin#marketing plugin#marketing blog#ducks lover#ducks#mama duck#socifunnel#creative marketing software
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Is your marketing "efficient"?
Discover the hidden metric that reveals ROI champions and budget drains. Uncover the power of the MER in our ultimate guide.
Read now and gain the upper hand
#growthhacking#marketing#strategy#digital marketing strategy#contentmarketing#digital strategy#roi#marketing blog#mer#marketing efficiency ratio#cmospike#cmo spike#performance marketing#marketing tips#marketing metrics
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Nouveauté - New
L’article sur les publicités numériques, le Leaderboard, est en ligne. Mon édito sur le type de publicités que j’ai mis en ligne le plus souvent dans ma vie de webmaster. Qui aurait cru!
Lire : https://www.jeffmaheux.com/le-blogue/leaderboard
🔵 Le service d’affichage de publicités numériques du Blogue de marketing
Bonjour Marketers,
Exposez votre leaderboard! Affichez vos produits et services dans un article du Blogue de Marketing. Tarification avantageuse selon le sujet de l’article à la semaine, à la saison de 13 semaines avec un rabais de 5 % sur le prix hebdomadaire et à l’année de 52 semaines avec un rabais de 10 % du prix à la semaine.
De plus, le coffret mensuel de plus de 12 articles populaires révisés est également offert, une offre intéressante pour les grandes annonces.
Information et tarifs par article + Kit média de 2024 et spécifications sir le site.
🔴 Hi,
Leaderboard, a term that all image and advertising professionals are very familiar with, which is not the name of a new music band! I’m talking about the horizontal digital advertising banners of the size of a bookmark. Check this new Blog ticket! A little editorial for marketers.
Marketing Blog Advertising services to promote your business.
Read : https://www.jeffmaheux.com/the-blog/leaderboard
Advertise your business with a leaderboard in this Blog! The advantageous pricing of web banners offers different options: weekly price, 13-weeks season option with a 5% discount on the weekly price, and 52 week's annual option with a 10% discount on the weekly price.
In addition, the monthly box set of more than 12 revised popular posts is also offered, an interesting display for big announcements.
Information and prices + 2024 Media Kit & Specs on site.
Best,
J
ServicesW+M = Web & Marketing - Québec, Canada
#work#publicité#vente en ligne#marketing numérique#digital marketing#web design#web banner#marketing blog#enjoy
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Kitsap Kickstart: Mastering Small Business Success with Irresistible Marketing Magic
Introduction:
In the heart of Kitsap, small businesses are discovering the secret to unparalleled success through strategic marketing initiatives. This article unveils the indispensable guide to achieving greatness in the local business scene with a focus on "small business marketing Kitsap."
Kitsap's Unique Business Landscape:
Nestled in the Pacific Northwest, Kitsap boasts a unique business landscape, teeming with opportunities for small enterprises. To thrive in this dynamic environment, businesses need a tailored marketing approach that resonates with the local audience.
The Power of Localized Marketing:
"Kitsap Kickstart" emphasizes the importance of hyper-localized marketing strategies. From leveraging community events to connecting with local influencers, businesses discover how to create a strong presence that speaks directly to Kitsap residents.
Crafting Compelling Content:
In the digital age, content is king. Explore how small businesses can create engaging content that not only captivates their target audience but also aligns seamlessly with Kitsap's values and interests. From blog posts to social media campaigns, discover the art of storytelling for business success.
Also Read - Kitsap Cachet: Turbocharge Your Small Business with Next-Level Marketing
Social Media Mastery:
Uncover the secrets of social media domination with a focus on platforms that matter most to Kitsap residents. From Facebook groups to Instagram stories, businesses will learn how to build a loyal following and convert online engagement into real-world customers.
SEO Strategies Tailored for Kitsap:
Optimizing your online presence is paramount in the Kitsap market. Dive into advanced SEO techniques, ensuring your business ranks high in local searches. Explore the intricacies of keyword placement, backlink strategies, and on-page optimization tailored specifically for "small business marketing Kitsap."
Harnessing the Power of Reviews:
Local businesses thrive on reputation. Learn how to encourage positive reviews and effectively manage negative feedback. A solid online reputation can be the key to gaining trust and loyalty in the Kitsap community.
Targeted Advertising for Kitsap:
Discover the art of precision in advertising. From geotargeting to demographic segmentation, this section guides businesses on maximizing their ad spend for optimal results in the Kitsap market.
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Ready to leverage the power of influencer marketing? Read our recent blog to discover how McDaniels Marketing leveraged this powerful tool to help one of our tourism clients.
#blog#mcdaniels marketing#tourism marketing#influencer marketing#social media marketing#lake of the ozarks#marketing blog#marketing strategy
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wizard husbands go to the farmers market
#wizard#illustration#wizardcore#illustrators on tumblr#digital art#lgbtq#gay#artists on tumblr#artwork#drawing#theartofmadeline#im not super happy with how this came out BUT#i had the concept and i did it#so that makes it good#ANYWAYS they are gay and at the wizard market !!!#every gay couple has one person who cant stop buying things#and one person who has to hold all the shit they buy#eyes off of the red wizards big naturals !!#wizard posting#wizard blogging
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Ready to turn your blogging passion into profit? 💰💻 Check out these 12 clever ways to monetize your blog and start earning big! 💸📈
#blogging#make money tips#make money now#make money online#bloggingtips#how to succeed#success story#monetization#successful#digital marketing#marketing#marketing blog
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#marketing wizards#amazon affiliate#onlinebusiness#passiveincome#workfromhome#affiliate marketing#marketing blog#affiliate marketing 2023#amazon earnings#amazon affiliate marketing 2023#makemoneyonline#marketinggrowth#income streams
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Keep up with the Latest Trends in Digital Advertising with Our Blog Post
Hey there, Tumblr community! Are you looking to stay on top of the latest trends in digital advertising? Look no further than our latest blog post, "The Latest Trends in Digital Advertising: What You Need to Know."
From programmatic advertising to influencer marketing, this post covers everything you need to know to stay up-to-date in the world of digital advertising. We've even included tips and insights from industry experts to help you make the most of your advertising efforts.
Check out the post now on our website and let us know what you think in the comments below!
#digitaladvertising #marketingtrends #programmaticadvertising #influencermarketing #onlinemarketing #socialmediaadvertising #contentmarketing #advertisingindustry #advertisingtrends #marketinginsights #digitalmarketingtips #marketingblog #tumblrmarketing #tumblrpost #tumblrcommunity playfulsparks #playfulsparksproductionbdp #playfulsparksproduction
#digital advertising#marketing trends#programmatic advertising#influencer marketing#online marketing#social media advertising#content marketing#advertising industry#advertising trends#marketing insights#digital marketing tips#marketing blog#tumblr marketing#tumblr post#tumblr community#playful sparks#playfulsparks#playfulsparks production BDP#playfulsparks production#bemmygail
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How Peugeot Caused an Advertising Stampede
In this series, Squideo has examined the best ways to turn advertising content into gold. Now that we’ve broken down the eight key ingredients, it’s time to dive deep into some examples of stellar advertising. This week, the advert in question was picked by Squideo’s Account Director, Adam Shelton.
When asked why this Peugeot advert had become his favourite, Adam said: “It accomplished everything an advert is meant to. It’s memorable, it’s unique and it keeps the product front and centre. Plus the bit with the elephant is hilarious.”
The Peugeot Roars
You don’t need to be a driver to have heard of Peugeot. You’ll have encountered this French brand from buying your first bicycle to equipping your kitchen. Peugeot was founded in 1810 – over 200 years’ ago – by the Peugeot family who retained majority shares in the automotive company until 2014. Peugeot manufactured a vast variety of products in its early years, from hand-held saws to pepper grinders.
Eventually they branched out into bicycle production, car manufacturing and motorcycle making. Amazingly, they still continue to make kitchen tools under Peugeot Saveurs. Cycles Peugeot and Peugeot Motorcycles are also still on the go, and they make vehicles for motor racing events under Peugeot Sport. Up until 1986, they even had their own cycling team which won ten titles at the Tour de France.
Like many car manufacturers, Peugeot have acquired other brands and ownership of this company has changed hands repeatedly. In the 20th century, Peugeot took over Hotchkiss, Chenard-Walcker, Citroën and Chrysler Europe. As of 2021, Peugeot is owned by Stellantis – a multinational automotive manufacturing corporation which was created after the merger of major American, French and Italian manufacturers. A member of the Peugeot family is part of Stellantis’ senior management, demonstrating the power and influence Peugeot has built and maintained since 1810.
2 Fast 2 Peugeot
Created by Euro RSCG of Milan-Italy, The Sculptor was released in 2003 to critical acclaim – winning numerous international awards. The car promoted in the advert, the Peugeot 206, was released in 1998 as a replacement of the 205 model. Within ten years, the 206 had become Peugeot’s best-selling car.
The advert was so popular that fifteen years later the BBC show Top Gear recreated it in celebration of the Peugeot 206’s anniversary. On its twentieth anniversary, Peugeot also released a recreation of the advert with the Peugeot 208 replacing the 206. To accomplish this, several months were spent at Ajeenkya D Y Patil University in 2002 where engineers painstakingly converted the Hindustan Ambassador.
In the advert, a motorist turns his Ambassador – an iconic Indian car that started life as a Morris Oxford – into a Peugeot 206. Directed by Matthijs van Heijningen Jr., who has since gone on to become the director of Netflix’s first Dutch film, The Sculptor is considered one of the best car adverts of all time.
According to the award-winning Creative Director Adrian Holmes:
“A film I’ve always loved is a commercial for the Peugeot 206 called ‘The Sculptor’, made by Euro RSCG Milan in 2002. You must know the one – the young Indian guy who gets an elephant to sit on his old jalopy (amongst other methods) so that it ends up looking like the car of his dreams. Everything about it – the story, the editing, the music, the casting – is simply frame perfect. Apart from anything else, it stands as a monument to the brave and imaginative client who said ‘yes’ to such a wonderful and daring piece of work.”
Peugeot Rides Again
The 206 went on to be Peugeot’s best-selling model of all time, and one of the most popular cars ever made. Like the product, the advert selling it also swept the award boards in 2003: winning at the Cannes Lions International Festival of Creativity.
From the car’s release in 1998 to 2003, the year of The Sculptor’s release, sales of the Peugeot 206 increased by 146 percent. But why was The Sculptor such a big hit?
Real Renovations
The protagonist of the advert starts out with a Hindustan Ambassador and ends up with a Peugeot 206: the car of his dreams. The audience's expectation, after seeing the Ambassador destroyed, is that a pristine Peugeot 206 would be rolled out at the end. But that doesn’t happen. This car is dented, pummelled, bashed… there’s nothing pristine about it. Yet the protagonist still gets the attention of everyone who sees his new (old) car.
The fact that this advert really turned a Hindustan Ambassador into a Peugeot 206 is part of the reason this advert became so memorable. If they’d used CGI or switched out the car, the advert would have been like any other that uses a product swap.
International Intrigue
The name Peugeot forms an instant connection to its heritage: the brand is undeniably French. Setting the advert in French countryside or on Parisian streets would be predictable. Instead, The Sculptor is set in an Indian city. Why? To show that the car belongs anyway. Can be desired by anyone. It has international appeal.
The setting is also the home of the Hindustan Ambassador, India’s most popular car which was manufactured from 1957 to 2014 and called the “King of Indian Roads.” Once it fell out of production, the car became wildly collectable – but eleven years earlier in 2003 they were still easy to come by. A popular everyday car; much like the Peugeot 206. Stylistically, however, they’re worlds apart which is what made this a great before and after choice. The 206 was meant to be a new design for a new millennium, leaving behind the boxy style of the 20th century.
Mood Music
The advert plays to the song Heaven Is A Place On Earth by Raja Mushtaq, later remixed as Husan by Bhangra Knights. This bhangra dance song ended up charting, made it on Now That’s What I Call Music! 55, and sold over 20 million copies. Bhangra dance music is a non-traditional Punjabi music originating in British-Asian communities. It first emerged in the 1970s, seeing a resurgence in the 2000s that Peugeot got ahead of with its music choice.
This upbeat song only briefly appears after the protagonist successfully converts his Hindustan Ambassador into the Peugeot 206 and the non-traditional bhangra music symbolises the successful alteration of the vehicle.
Content Worth Gold
What do you think? What made Peugeot’s The Sculptor advert so successful? Watch the full advert below and let us know in the comments.
youtube
Get in touch with the Squideo team today to find out how we can improve your advertising strategy with video production, motion graphics, social media management and much more!
#peugeot#the sculptor#peugeot 206#marketing blog#elephant#youtube#2d animation#animation#marketing strategy#small business#small business on tumblr#marketing#advertising#advert alchemy#blog#Youtube
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Making money online requires a strong social media presence, it also helps to have a blog. But it's not required, as vlogs perform the same thing with a different medium.
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Tallinn, Estonia (by Hert Niks)
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