8 of the Best Ads From 2014

The average consumer is exposed to an estimated average of 3,000 marketing messages on a daily basis. That's a lot of brands competing for attention. Advertisements now need to be more than explicit promotional communications, if they are to cut through the clutter and be heard above the noise. They need to shock, entertain, make people laugh, or cry. They need to connect with people emotionally. Here is my selection of ads that managed to do this better than the rest in 2014 (in no particular order).

1. Quit Smoking Message from Gerry Collins and the HSE

This has to be the hardest hitting ad from the last 12 months. In March, Gerry Collins died from terminal lung cancer, aged 57. Before he sadly passed away, he bravely agreed to leave behind a message. There was no need for clever imagery or catchy jingles with his one, the message was strong enough on its own. If you smoke, stop. And if you don’t smoke, don’t start.

2. An Opportune Tribute to a Legend by Target McConnells

This year, Ireland’s greatest ever professional rugby player decided to hang up his boots. On the 8^th March, Brian O’Driscoll played is 140^th and last match in an Irish jersey. There was only one word that felt appropriate; legend. Target McConnells decided to pay a tribute of their own to BOD in the lead up to the game, taking advantage of their close proximity to the Landsdowne Road venue that staged this momentous occasion.

3. Ireland Inspires Video by Fáilte Ireland

In celebrating St. Patrick’s Day, Fáilte Ireland released this beautiful, inspirational video, showcasing all that is great about Ireland. It was played for audiences gathering for Irish Embassy events celebrating around the globe. If this one didn’t make you feel proud to be Irish, nothing will.

4. A Little Bit of Humour From Energia

With downsizing, restructuring and cost reduction measures all being the order of the day, this ad was both timely and very clever. A clear message, with more than a touch of humour, this ad cut through the clutter. Well done to the boys and girls at, well, Boys and Girls (the ad agency behind it).

5. Three Little Words

Strictly speaking, this ad was first aired towards the end of 2013, but it ran throughout 2014. Beautifully shot, the script was based around three little words, therefore managing to repeat the brand name several times without being overly promotional.

6. Hunky Dorys in the Bath Anyone?

Largo Foods decided to live on the edge a little with another slightly dodgy Hunky Dorys ad that was more than a little naughty. It did get noticed though. And if eating chocolate in the bath can make young ladies climax (as with the old Cadburys Flake ad), why could a bag of crisps not do the same for us blokes?

7. EBS Do Not Clock Off at Five O'Clock

A clever use of humour was the appeal used in this entertaining ad by EBS. Sometimes the use of humour can overpower the message - you think it's funny but can't remember what the ad is really about. Not so with this ad, the message from the humour was clear. EBS is flexible and will arrange mortgage appointments around your schedule, because real life is not nine to five. 

8. Let Them Know - An Post 

Considering my current role, I could be accused of being a little biased with this one. However, if I wasn’t working for An Post, I would probably have picked this ad as being the best new Christmas ad this year. A really beautifully shot ad enhancing the emotional connection of sending a card at Christmas – For all the ones you love and all the ones you miss, let them know. And aided by the gorgeous voice of Lisa Hannigan, I think this one will be an enduring classic.

Trend Spotting - Is the Beginning Near?

'Tis the season to be jolly. And also to get that crystal ball back out and try to predict what the next year or so might have in store for us. I recently started a new role as Market Engagement Manager at An Post. Things have been a bit hectic, hence the sound of silence on the blogger line. Part of my new role is organising business conferences and briefings for the wider business audience. Our most recent breakfast event, Smart Trends 2015, provided some unique and interesting insights into the direction we are headed and how things might play out for Irish business in 2015. Our speakers were Gillian Nelis, Managing Editor of the Sunday Business Post and Gerard O'Neill, Chairman of Amárach Research. Here are some of the highlights.

Thankfully, consumer confidence has been steadily on the rise over the last 12 months and this trend is set to continue. The ordinary, everyday Joe may not necessarily feel the effects of the recovery in their pocket yet, but they are optimistic they will in the near future and are starting to loosen up a little.

Consumer spending is set to increase from about €85 billion in 2014 to an estimated €87.6 billion in 2015. This represents a 3% increase and, as a welcomed changed, is a step in the right direction. Over the next 6 months in particular, 14% of Irish consumers intend to borrow, 11% intend to buy a new home, 19% a new car, and 56% plan to spend on a foreign holiday. Whether or not they do it is another story, but the intention is there which is a start.

And, it would appear, we are set to become even more health conscious. 51% of Irish consumers say they intend on exercising more and 53% plan to eat more healthily. This will result in an estimated €5.1 billion in health spending (I wonder how much of this will happen in January with us all joining gyms in an effort to fight the Christmas bulge?).

The trend towards online shopping is set to continue in the year ahead too. Currently 9 in 10 Irish consumers order online once a month, with the average spend per month being €91. 77% of us use comparison websites, like Trip Advisor or Trivago and this seems to be influencing our purchase decisions. Based on reading a positive online review, 69% of Irish consumers have bought electronic goods, 63% have bought a car (a little strange I thought), and 58% have bought clothes.

So, is the beginning near? At face value, it would appear so. And hopefully the beginning will last a little longer than the end did, if you know what I mean.

(All figures from Amárach Research; Gerard O'Neill's presentation at An Post's Smart Trends 2015, 3rd December 2014.)