Ads that work
The UK's favourite department store now also officially boasts the UK's most effective advertising campaign.
John Lewis last night won the Grand Prix at the IPA's Effectiveness Awards for its two-year, five-advertisements campaign by Adam & Eve and Manning Gottlieb OMD. From the first 'Remember the feeling' Christmas ad to the recent 'Through the ages' clip, the campaign included much talked-about, filmic TV ads. It won for combining "wonderfully emotive creativity with evident effectiveness", according to the judges - in other words pulling at the UK's heart strings paid off.
This year's John Lewis Christmas ad is yet to hit our screens, but to get yourself into the mood, here is 'For gifts you can't wait to give' from last year:
The awards also highlighted a "particularly outstanding" crop of public sector prizes. ABM BBDO took a special prize for 'Best Demonstration of Consumer Participation' for its hard-hitting campaign for the Metropolitan Police, 'Who killed Deon?', which tackled youth violence and explained the legal principle of 'joint enterprise'.
The Digital UK awareness campaign 'Leaving no-one behind' by DLKW Lowe, Digital UK, BBC Switchover Help Scheme and MediaCom, which targeted family, carers and other community-minded people with outreach packs and targeted messaging, won for 'Best Channel Planning'.
Leo Burnett's work for the Department for Transport was recognised with a Gold win...
... as was Ogilvy & Mater Singapore's 'I quit' anti-smoking campaign for Singapore's Health Promotion Board.
Other special prizes went to Snickers' 'You're not you when you're hungry' series of ads by AMV BBDO, and Cadbury Dairy Milk India won 'best use of insight' for its campaign in the country, by Ogilvy & Mather India.
The list of Gold winners also included the bold anti-brands series of ads from Aldi, by McCann Manchester, another AMV BBDO campaign, for Walkers Crisp. And Leo Burnett's work for McDonald's.
It's always fun to revisit some past ads that strike gold in terms of emotional engagement - especially if they go hand-in-hand with the cold hard facts of proven ROI.
For the full list of winners: IPA awards website.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
In our October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of 'Goodvertising' and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website emblemetric.com, offering "data-driven insights into logo design". In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD's 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year's Black Pencil and President's Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes' photographs of the unique lettering and illustration styles of British fairgrounds
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
I thought that Lidl tea advert was ace! Good work
i've always hated the 'Moment of Doubt 50' advert - i can't take the silly voices seriously, especially when he morphs into Harry H. Corbett at 00.38 seconds ... couldn't they have got Mike Yarwood?
The John Lewis ad in time has the potential to act as the Coca cola ad does as a sign that Christmas is on its way.
|Shooting the cover|
|Record sleeves of the month|
|Anna Louise Parker on letter carving and engraving Richard III's coffin|
|Gradwatch: Corin Kennington|
|CR September: The Fashion issue|