I just read the article by David Dunne - Being a Mad Man Without Losing the Plot, which provides 10 guidelines to help evaluate advertising. I'm trying to list the examples that he mentioned in a video form, thus making the article more visually appealing:
The advertising campaign must be--
1. noticeable (Diamond Shreddies campaign)
3. memorable (1984 Apple's Macintosh)
4. branded (Dove Evolution)
5. 'campaignable' (Nescafe)
negative example: Molson Canada - rant
6. differentiated (Dockers' Nice Pants campaign)
7. motivating (Got Milk/Deprivation campaign of the California Milk Processor Board)
8. ethical (Benetton's 'shock' campaign)
Since the 'shock' campaign was forced to end because of its unethicity, I coul only find this new controvertial 'unhate' campaign which features kissing of world learder.
9. financially sustainable (Talk to Chuck campaign by Charles Schwab)
10. integrated (Doritos' 2009 Become the Doritos Guru campaign)
In the Doritos Guru campaign, consumers could win a prize of $25,000 by naming a new flavor for Doritos and making a commercial of it by themselfves. Apart from a YouTube channel, they also built a Facebook Fan page and devoted to other online advertising including display ads.
Scream Cheese - Doritos Guru Winner:
--These 10 qualities above would provide us "a systematic way of thinking" about ad campaigns, thus helping us evaluate whether the advertising is effective and worthwhile.
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