Over the last couple days I’ve been looking at two brand campaigns…two with very different approaches, both using celebrities. I know who wins for me, what do you think?
First we have Acer, that Taiwan computer maker. They’ve shot an epic with Kiefer Sutherland playing Jack Bauer…rogue cupcake baker. Funny for sure, excitement galore. Did I really learn anything about their new Aspire ultrabook? Is there any other supporting marketing? All I know is that Acer spent a lot on an ad which slightly smells of desperation. They’ve got 93k views on YouTube in the last week which might be something they particularly needed in the US. But I have the feeling it’s just drawing Jack fans not Acer lovers. By the way, I am an Acer Aspire user myself so not biased against these guys.
Then we have Alfred Dunhill‘s current Voice campaign. Their tagline is “a British luxury brand for men with elegance and intelligence at its core.” And I know it because I feel it and see it expressed in every ounce of their campaign. Riding the bus the other day I saw their visual merchandising at the store in Central and then started to follow the trail of their multi-channel marketing campaign and loved every bit of it…interesting interviews with men of distinction but with a range of interests, all wearing the clothes, exuding elegance and intelligence…captivating. And all driving toward one location: Facebook. No confusion, no lost messaging. The audience they attract are going to have a built in afinity to the brand and will aspire and convert easier.