0 Advertising Archives - Mr Wolf - The Challenger Agency
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Deceive your intuition

When an ad is direct enough to tell you to ‘pay attention’, there's no doubt some ad-trickery at play.  And in this clever piece of content from Skoda, there most certainly is.   https://www.youtube.com/watch?v=qpPYdMs97eE The simple act of directing the viewer's concentration solely to to the car, effectively forces System 1 to activate System 2. As a result, System 1 completely misses a whole raft of relevant context that ordinarily it would have picked up. Of course, this technique isn't new. Transport for London adopted a similar technique for cyclist awareness some years ago. And this, in itself, was based on research into intuition deception by Simons and Chabris. https://www.youtube.com/watch?v=pTv4yD6BKlA However, the success of this content idea spawned a sequel that was equally successful - in terms of shares, likes and message takeout: https://www.youtube.com/watch?v=ubNF9QNEQLA The key learning here is that System 1 largely manages to tune out from advertising - unless something happens that truly engages, or trips System 2 into action - which is exactly what's happening here. Advertising that truly makes you think. Genius stuff....

Is your System 1 telling you stories?

Can I borrow 1 mins 24sec of your life? – don’t worry all you have to do is click and watch a youtube video (and it’s kinda work, so you don’t even have to feel guilty about it!) [embed]https://www.youtube.com/watch?v=8FIEZXMUM2I[/embed] So, can you tell me what you saw happening? Apparently I’m like the vast majority of people (and I mean I’m like virtually everyone apart from unfortunate souls suffering from autism). I saw a rather aggressive large triangle who was being a bit of a bully. He was picking on a smaller triangle and circle, chasing them around. The smaller triangle and circle are friends. They’re a little intimidated but eventually help each other out so they can escape from the ‘bad’ triangle who ends up angrily smashing everything up when they have escaped. Did you see something like this? The interesting part of this is that it’s a brilliant demonstration of the amazing story telling ability of everyone’s System 1 thinking (I’m channeling my inner Daniel Kahneman here). But look again.  What I actually saw was just 2 triangles, a circle and a few lines moving around a page. But somehow I managed to imbue in these simple shapes characteristics we would normally only associate with people – bullying, fear, friendship, desire, anger (I even managed to decide the large triangle was male presumably because of an associative link I have between bullying and males!) The amazing part of this is once my System 1 had brought this narrative to my System 2 - and it accepted it - I didn't stop to consider an alternative narrative - one where all I was really seeing was (in)animate objects. This is the root of one of my favourite TV ads of all time – Ikea Lamp. Brilliant, simple story telling with a really rewarding end. So ask yourself, are you harnessing your audience’s System 1 to help you tell better stories? Tony [embed]https://www.youtube.com/watch?v=dBqhIVyfsRg[/embed]...

Mr. Wolf wins Taylors Wines

Mr. Wolf wins Taylors Wines Leading Australian winery, Taylors Wines has appointed Mr. Wolf as it's lead creative partner following a competitive pitch against a number of undisclosed agencies. This marks an important step for the family-owned Clare Valley winery, which has a growing range of premium wines and more planned for the coming months and years. “It is our mission to become one of Australia’s favourite premium wine brands, so finding the right creative agency partner is obviously critical,” said Cameron Crowley, Chief Marketing Officer Taylors Wines. “After seeing some great presentations, the team at Mr. Wolf just stood out – they really got our brand and delivered exciting and fresh creative thinking. Their ideas went well beyond the brief and it was great to see an agency thinking about our whole business and not just our communications,” Crowley said. “We were looking for a creative partner that could analyse the challenges our brand faces and present interesting creative solutions to these. Mr. Wolf presented some really thought-provoking work,” added Miles Omodei, Senior Brand Manager Taylors Wines. Managing Partners of Mr. Wolf Richard Carr and Tony Singleton said they believed their alternative approach and bespoke senior team were the reasons behind the business win. “Taylors Wines is a progressive and ambitious business. We’re honoured to have the opportunity to partner with such an iconic Australian brand,” said Carr. “Finding out we were up against some agencies that we really respect was a little unsettling at first, but it just makes the win more meaningful,” added Singleton, also Head of Strategy at Mr. Wolf. Winning the Taylors Wines account tops off a great few months for Mr. Wolf, being the fifth new business win for the fledgling agency since it opened its doors mid-May....

Amazeballs (literally).

There's not much to say about the awesome new campaign from Nike Football.  Other than it's an amazing commercial.  One point worth noting though, no where does is there any mention of the World Cup tournament.  And this is deliberate. Nike are not an official sponsor, Adidas are.  Not that it matters though, as Nike will no doubt be perceived to be the/a sponsor off the back of this campaign. Head to Nike.com to see how they've taken the grassroots, 'winner-stays-on' insight into an activation idea for the global stage.  Epic.  ...

The greatest football ad of all time?

How's that for a controversial headline?  In all seriousness, we're now less than eight weeks away from the biggest sporting spectacle on the planet.  And we can't wait.  However, before all the 2014 football-themed campaigns 'kick-off', we thought we'd remind ourselves of some of the best ones todate. Clearly everyone has their favourite.  And its naturally a fairly subjective matter at that.  However, for what it's worth, here's mine.  It's Nike's 1997 celebration of grassroots  footy.  Set in the infamous Hackney marshes against Blur's seminal 'Park Life' track, this spot really captured the Zeitgeist of the time.  Pepper a group of Sunday League hacks against some of best of British (Seaman, Fowler, Wright) oh.. and er.. Eric Cantona too, with some great insights into amateur footy and the end result is magic . As the voiceover says “Football, football, football. We get nothing but football morning, noon and night.”  Bring it on.   Footnote: Apologies for the video quality, but this commercial aired almost a decade before Youtube launched and sadly no one had the foresight (nor the technical ability then) to store a high-resolution digital file.  ...

Pay ID launch 30″

[video poster="http://www.mrwolfinc.com.au/wp-content/uploads/2018/02/PayID-Goldfish-Man-e1574138455104.jpg" width="1920" height="1080" mp4="http://www.mrwolfinc.com.au/wp-content/uploads/2020/04/30PAYID_graded_wip180130.mp4"][/video]...