TV advertising embraces digital in Kantar’s Creative Effectiveness Awards 2022

Ad breaks go social as TV ads infuse references to digital platforms.

Mumbai: Advertisers increased their advertising and media investments in 2021, as lockdown restrictions in many markets started to ease, with further investment in digital platforms. Digital ad spend saw a growth of 30.5 per cent, compared with 19.2 per cent overall, and more media channels became digitalised, according to data-driven insights and consulting company Kantar. The company revealed the results of its Creative Effectiveness Awards, recognising the most impactful ads of last year, as judged by consumers.

Throughout 2021, Kantar’s Link creative testing platform was used to evaluate more than 13,000 TV, digital, print and outdoor ads in 75 markets. The awards celebrate those which were most impactful in building brands, driving sales and increasing long-term equity. As well as recognising the best creative work of the year, the awards showcase the 'creative sparks' – the common themes which set apart the most effective ads, and underline some of the key market trends influencing advertising in 2021.

An accelerated shift to digital

“These dynamic trends create significant opportunities for new types of creative expression in advertising, both online and offline. Channel fragmentation means a greater need to understand ad effectiveness than ever. The integration of Behavioural Science techniques, better automation, and faster, more granular insights mean creative testing should be part of every team’s development cycle,” commented Kantar EVP creative and media solutions Jane Ostler. “And of course, the universal principles still hold true; when you combine clear marketing objectives with brilliantly executed creative, we see effectiveness in action.”

Winning ads reveal the 'creative sparks' to ignite effectiveness

Across the 13,000+ adverts analysed using link, Kantar’s validated ad testing solution, Kantar identified five ‘creative sparks’ that set the most effective executions apart:

Ad breaks go social:

The winning TV ads in this year’s awards demonstrate a clear move towards infusing direct references to digital environments and themes. This could be a deliberate attempt to acknowledge the existence of online platforms, which many of us are immersed in for hours each day. Including visual cues from the digital world undoubtedly makes TV ads more compelling and more absorbing to watch.

In eighth place in the top 10 TV ads of the year, Chupa Chups XXL Flavour Playlist TV spot is one example of this trend in action. “We are delighted to have our work recognised by Kantar. Our goal was to use the launch of our new product as an opportunity to extend the brand’s reach and relevance among young adults," Perfetti Van Melle senior brand manager Jordi Rosell said. "One of the key things we wanted to capture was the independence, assertiveness, and rebellious spirit of young people. The creative approach was designed to break with tradition, using references to TikTok, gaming and other cultural touchpoints in a way that reflects their lives, while giving prominence to the unique features of the product.”

Every second counts:

With winning ads ranging from six to 136 seconds long, the awards show you can effectively tell a story at any ad length. While digital ads are often short to reflect our online attention span, one of the winners in the digital category is a two minutes and 15 seconds long ad for Colombian beer brand BBC, which uses an unusual and distinct graphic style soundtracked by a jazz track that draws viewers in.

Global campaigns, local heroes:

Many brands want to build a consistent perception amongst viewers globally, but local understanding is key to creative choices that are effective and support the global brand vision. Diageo brand Johnnie Walker scooped awards for ads in the UK, Mexico and Thailand with effective local executions which contribute to a consistent global strategy.

Show, don’t tell:

Even with the myriad of new developments and sophisticated ways to stretch creative boundaries with advancements in visual and audio techniques, our winning ads show that the product demo is still as effective as ever.

In first place in the TV category, Mitre 10’s “With you all the way” spot is a stand-out example of a product demo that is natural and maintains the flow of the ad. “‘With you all the way’ is a promise of partnership. We’re there to help our customers build confidence in their ability to get the job done right," Mitre 10 chief marketing officer Jules Lloyd-Jones commented. "With a touch of humour thrown in, the ad creative reflects that promise and centres on our greatest asset – our people. Leaning into that differentiator, the aim was to take us from retailer to trusted project partner for our customers, really inspiring them to love where they live, work and play. We’re so pleased the ad has landed so well with Kiwi customers and we’re honoured to see the campaign recognised internationally in the Creative Effectiveness Awards.”

Make them smile:

Laughter has long been a staple in advertising. But the last twenty years have seen a steady decline in the use of humour as a result of the purpose-based marketing boom, and as brands looked to communicate sensitively during the pandemic. Recent analysis from Kantar shows that humour is a powerful tool in creating ads which are expressive, involving and distinct. Award winners from Rappi, Zespri, Amazon and Chromebook show that bringing humour back into advertising pays off.

On Wed, Apr 27, 2022 at 7:37 PM Anupama Sajeet <> wrote:

Latest Reads
Zomato to acquire Blinkit, board approves the deal for Rs 4,447 crore

The board of online food delivery firm Zomato has approved the purchase of quick commerce company Blinkit, which was earlier known as Grofers. This deal has been done for Rs 4,447.48 crore.

MAM Marketing Brands
Cannes Lions ’22: India’s best ever haul of 47 Lions; Dentsu Creative India bags ‘Agency Of the Year’

India concluded its Cannes Lions campaign on a historic high with its best ever haul of 47 metals, which includes five Grand Prix and two Titanium Lions, in another first for the country. Dentsu Creative walked away with ‘Agency Of the Year’ trophy with an unprecedented three Grand Prix wins in a...

MAM Marketing MAM
HUL is working towards building brands with a purpose: Nitin Paranjpe

Hindustan Unilever Limited (HUL) brands are transforming to serve the India of tomorrow. Speaking at the 89th annual general meeting recently, the company’s chairman Nitin Paranjpe said that the India growth journey, which began prior to the pandemic, continues to be strong.

MAM Media and Advertising People
McDonald’s India announces partnership with 'Minions: The Rise of Gru'

Ahead of the theatrical release of the new Illumination film, 'Minions: The Rise of Gru' (in theatres 1 July 2022), fast food chain McDonald’s India West and South – owned and operated by Westlife Development — has just introduced new Minion-themed banana desserts and milkshake that fans of the...

MAM Marketing MAM
Pocket FM introduces ad solutions to increase revenue growth

Pocket FM, a personalized audio streaming service, has launched ad solutions on the app to accelerate its revenue growth. In order to discover the best audio innovations, the company has conducted numerous experimental campaigns with more than 100 brands.

MAM Marketing MAM
Upstox extends its partnership with Tamil Nadu Premier League 2022 as associate partner

Mumbai : Upstox extends its partnership with Tamil Nadu Premier League 2022 as associate partner Sub: The aim of this year’s partnership is to further strengthen its position in the state. Tags: Upstox, Tamil Nadu Premier League, Shrini Viswanath, K. Shivakumar, Associate partner, partnership,...

MAM Marketing MAM
Cannes Lions Day 4: India wins 19 more Lions, Dentsu Creative scores third Grand Prix

India continued its winning spree at the ongoing Cannes Lions Festival of Creativity, earning 19 more Lions that took its total tally to 39- including four Grand Prix- in one of the country’s best performances at the fest yet. The Lions were won across Creative Data, Direct, Media, PR, Social...

MAM Marketing MAM
Blink Digital onboards Kalvi, introduces new tagline 'Get Engineered Differently'

The globally acclaimed digital agency, Blink Digital, has united with Kalvi to flawlessly encapsulate what sets it apart and ties back seamlessly to the target audience and helps them curate a quirky tagline. The brand also partnered with Rithvik Dhanjani.

MAM Marketing MAM
Power League Gaming names Langoor as new digital transformation agency partner

Mumbai: Langoor has been selected by Power League Gaming as its new digital, creative, and strategic agency partner. To help the most innovative gaming, content, and esports activation firm in the MENA region reach new gaming audiences, Langoor will be in charge of creating cutting-edge, immersive...

MAM Marketing MAM