72andSunny new York and their client Bobble spoof every single hip ad cliché they can think of, cribbing the best stuff from the ad manifesto generator while putting it to good use. They're targeting the 14 to twenty something crowd with this ad, showing shiny happy people doing fun stuff while drinking water and carelessly throwing caution and bottles to the wind. Of course it's a jab to all single-use plastic water bottles - in favour for using Bobble. NY managing director James Townsend says the strategy took a page learned from the recent "Truths" campaigns, it's easier to make people stop doing something if you make it look uncool, rather than say "stop doing that".
"Our biggest creative challenge was to make the impact of single-use plastics more personal and inspire a generation to change their behaviour, without shaming them into it," said Guillermo Vega, Executive Creative Director at 72andSunny's New York office. "We thought the best way to do that was to expose single-use plastics as a fading trend and reveal bobble as a fashionable, reusable solution."
While all that is great, we're not differentiating Bobble from any other more-than-once-use plastic bottle with this ad. Bobble has a filter in it, with which you can insulate or infuse the water, and it's a shame strategy didn't hone in on the USP the brand actually has. This ad is expanding market, not expanding the brands market share, nor branding at all - so like the "Once" plastic bottles I suggest Bobble toss this and get serious about their marketing strategy.
Client: Bobble
Ad agency: 72andSunny New York
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Don't forget the obligatory hashtag no one will use. Also, since when is 72 or any other agency for that matter actually honing in on a unique selling proposition? I'm surprised this spot wasn't made up of youtube influencers no one will remember next month. That's how superficially trendy advertising is these days. Unlike Bobble, the advertising isn't meant to last.
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PermalinkAh yes, obligatory hashtag. The everything-is-shot-in-a-day-in-LA is appropriate for a spoof/parody, that's a nice touch that I'm not even sure they were aware of. It just really bothers me that a strategy department thought this was the strategy, to totally ignore what sets your product apart from all the others. That's idiotic.
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