It is all about the Story
by Krishnan Menon

Marketing is all about telling a story. A story that resonates with the audience; moves them even. And, as we have evolved, so has marketing. It has evolved to appeal to the millennial attention span and still do justice in bringing to light the current world problems. So, doesn’t this warrant an exploration of what has happened in the marketing world this past year?

Apple: Earth (shot on Iphone):

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Apple has been nailing their marketing strategy since the time of Steve Jobs. They have truly mastered the art of subtle advertising. This June, they released an ad called ‘Earth-Shot on Iphone’. In this advert they combined the breathtaking visuals of our planet and the sagely voice of Carl Sagan.

It serves as a reminder about the fragility of our only home and why we need to protect it. But at the same time it is a showcase of the Iphone’s camera capabilities. Pretty neat if you ask us.

Heineken: World’s Apart

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There are 7 billion people with their own individual ideologies and principles. And obviously, not all of them are in tandem. There are wars being fought, riots popping up like mushrooms- all over a few differences in opinions. And this is exactly what Heineken decided to focus on.

For this advert Heineken conducted a social experiment. The purpose behind this test? To see if there is a difference of opinion so big that it can’t be solved with a conversation over a pint of beer.

The New York Times: The truth is hard to find.

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Journalism is hard. The path to discovering the truth and telling the tale of this truth is hard. The New York Times ran an advertisement showing us the stark reality of the world of journalism. The heart wrenching visuals punctuated with the sound of a camera shutter clicking; truly portrays the gruesome reality behind documenting the truth. A task that is not only difficult but also a harrowing experience. The commentary by Tyler Hicks, the man behind the camera for these images, works wonderfully in conveying the sobering actuality of the theme.

Audi: Daughter

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Equal Pay, a term that has been the centre of the fight for equality between sexes, is the focus of this ad that Audi released. And they have approached it as eloquently as you’d expect them to. It takes the masculine world of racing as its stage, with a father watching his daughter in a race. Over this imagery is the narration by the father, “What do I tell my daughter?” A somber start for the hopeful message at the end, Progress is for everyone. This is the message of hope and a better future Audi conveys.