Best ad so far this year

Failing the 'so what' test

I saw one of the new British Airways posters today. It reads:

"In 2012 we'll fit enough cable on board to lap an Olympic track 80 times"

So they're jumping on the Olympic bandwagon. Fair enough. But what's in it for me, the potential passenger?

• What is all that cable for? Is it to make the plane work? I'd hope so – that's the minimum standard that customers expect. 
• Is it to make the entertainment system work? Then tell me, so I know I'll have a better in-flight experience. 
• Is it just to say 'BA is big'? I think I knew that. But I'd want to know how much cable is in everyone else's planes too, to make an informed judgement (although I don't care that much about cables, to be honest).

Anyway, does bigger necessarily mean better?

And so it came to pass

Back in March 2009 I predicted that a TV comedy show about advertising that I'd seen on a flight across Australia would eventually be launched in the UK. And it has been (sort of).

Watch the Mad Bad Ad Show on Friday nights.

Going viral

Advertisers dream of producing an ad that's so creative, so compelling, that their friends, fans and followers pass it around amongst themselves (at no further cost to the advertiser) so they reach a wider audience and ultimately, sell more stuff.

However, those that try to 'go viral' rarely do. 

After much research and analysis (well, a little bit of common sense and thought), here are my 5 components of an effective viral ad:

1. Creativity
2. Humour
3. Fit with brand
4. Music
5. Cats (optional)

As I've banged on about time and time again in this blog, advertising these days boils down to providing entertainment as well as, or instead of, just information.

Here's a great example of a viral ad that works:

 

Now that's what I call customer service!

With thanks to Nikki Pilkington on Facebook.

Perfect casting

Actimel's latest ad campaign is about "the little bottle with a lot inside". I recognised the voiceover as Ronnie Corbett. Perfect casting!

This post could save your life!

It was great to see Vinnie Jones in this BHF ad demonstrating resuscitation with humour.

When I was taught first aid years ago in the Girl Guides, the ratio was 15 chest compressions to 2 rescue breaths. It was the same when I trained years later as an Emergency First Responder as part of my PADI scuba diving qualifications.

But the advice has been amended due to modern research findings.

These days, I produce manuals for a client who trains paramedics. Through that, I found that the European Resuscitation Council (ERC) and American Heart Association (AHA) changed the guidelines in 2010. 

Once someone's heart has stopped beating, they are, in effect, already dead (so don't worry about hurting them when you compress their chest).

You don't need to breathe into their lungs via mouth-to-mouth because there is still some oxygen in their bloodstream. You just need to keep the blood flowing round the body, so oxygen reaches their brain until the paramedics get there. You do that by 'pumping' their heart for them, through their chest. Do not delay or interrupt chest compressions. Stop only if/when they show signs of regaining consciousness.

Like Vinnie says, it's not hard.

BTW, if you don't like Stayin' Alive, then the rhythm of Nellie the Elephant works just as well!

P.S. Trained rescuers who are willing and able are advised to do 30 compressions and 2 rescue breaths for a better outcome.