In each of our “Get to Know” CMO-profile interviews, we always ask, “Outside of your company’s efforts, what video ad campaign caught your eye recently?”
As expected, the CMOs we interviewed this year offered a stellar round up of ads, from the popular, heartfelt campaigns like Dove’s “Beauty Sketches” to classics like Dos Equis “World’s Most Interesting Man.”
RetailMeNot CMO Marissa Tarleton favored GE’s latest spots, pointing out how the brand continually reinvents itself, while Prudential’s Mark Hug was a fan of Google’s Android campaign.
“The music and graphics and constantly changing and almost absurd flow caught my attention,” says Hug.
Here’s the full list of video ads that caught the eye of CMOs from Marketing Land’s Get to Know series, along with comments on why the ads appealed to them.
10 CMOs Name Their Favorite Video Ads
1. Marissa Tarleton @ RetailMeNot, Inc.
GE just came out with a new ad that has given me pause lately. The reason I like it is because this brand continues to reinvent itself to stay current with customers and potential prospects.
They clearly identified one group of people they wanted to attract, and they built a high-profile series of ads to appeal to them that break through because it is so unexpected from this brand. Given it is my father’s company, it also hit home for me.
2. Michelle Ferguson @ Clif Bar
The Dove “Real Beauty” campaign. They did a phenomenal job challenging the beauty industry and how individual women perceive themselves and their beauty.
3. Alan Alroy @ Bizzabo
The ad campaign strategy that caught my eye was Always “Like a Girl” campaign, which first aired surrounding the Super Bowl.
I thought it sent a pretty powerful message, and served as a symbol of the shift brands are taking from selling an idealized version of the person they’re marketing to, and instead driving their ads toward the goal of “how can we make a difference?”
4. Mark Hug @ Prudential
I like Android’s recent campaign. It really doesn’t say a word, but the music and graphics and constantly changing and almost absurd flow caught my attention.
I said to myself, “Now the Gen Y’s will love this. This reflects exactly what is going on in their heads.”
5. Michelle Denogean @ Edmunds.com
One that we talk about a lot at Edmunds.com is the latest TripAdvisor campaign.
Not only are they clearly communicating the emotional experience of booking through them, but also cleverly driving search engine activity for their brand by showing a keyword search for TripAdvisor Hawaii.
6. David Leavy @ The Discovery Channel
There are a few. I think most video game companies are doing a great job right now. Using Kevin Spacey for the “Call of Duty” campaign was really smart.
Everything Geico does is brilliant, and I can’t get enough of Dos Equis’ world’s most interesting man.
7. Aaron Carpenter @ North Face
Vans did an awesome video with the launch of their Star Wars line that showed Chewbaca winning a skate competition that was hilarious.
8. Roel de Vries @ Nissan
I really like how companies can create engagement or movements. Red Bull does amazing stuff in this field, but also companies like Proctor & Gamble who are creating emotional binds around soap or detergents. Some very clever stuff there.
9. Dani Nadel @ Scholastic
Hefty has been doing some great work. I thought their “Cool Moms” campaign was hilarious.
I first saw these videos this summer and was stopped in my tracks. Relatable moms break into Millennial/Gen-Y slang, talking about their evenings — and the Hefty’s Red Cups fit right in.
10. Vincent Errico @ Trusted Media Brands, Inc.
One ad campaign that recently caught my eye was the Fios “Half Fast” campaign.
Part of what caught my attention was the way “half fast” was pronounced — if you pronounce it quickly, it sounds like something else! I appreciated the humor of it.
But more importantly, as an ad, it did a good job expressing the overall feeling that the general public has about internet speed and quality.
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