Hails & Fails – October 25th 2024
We’ve been warned to brace for snow. But we’re not holding our breath…at least until we’ve heard confirmation from weather legend Michael Fish. Despite the meteorological predictions, the world of PR has remained steadfast with some seriously cool campaigns this week (and without the benefit of a single snowshoe).
Guinness took us back to 1994 with a ‘Dancing Can’, tech giant Lenovo gave us an innovative AI tool to support people with Alzheimer’s and dementia, and Movember installed moustache-shaped benches to kickstart conversation. It wasn’t a great week for outdoor fashion brand Berghaus though, after their Liam Gallagher collaboration was widely mocked.
HAILS
THE DANCING CAN SURGES IN POPULARITY
Guinness has released a brand new creative which pays homage to its own 1994 “Dancing Man” advert of 1994.
Designed to promote its Nitrosurge device, “Dancing Can” shows how Guinness fans can have the perfect pint at home. The original Dancing Man advert showed a man shaking his stuff while a pint of Guinness was being poured.
“Dancing Can” uses stop-motion to recreate the nod to the original ad and features a dancing Nitrosurge can and device.
It’s already getting plaudits from industry experts.
Barnaby Kellaway – Account Director: “The Guinness marketing team rarely make a misstep, and with this gloriously nostalgic ad they’ve knocked it out of the park once again. The jaunty stop-motion update on the brand’s iconic 90s ad successfully spotlights Guinness’ Nitrosurge can and device –bringing the brand into the 21st century in every sense.”
LENOVO GOES AI FOR DEMENTIA
Lenovo has collaborated with Innovations in Dementia to create a new AI tool designed to support people living with Alzheimer’s and dementia.
Named “Liv,” the photorealistic 3D avatar is a comforting, conversational companion for those diagnosed.
The initiative will provide support to newly diagnosed sufferers, helping them address everyday challenges, discuss the disease with loved ones, and explore new activities.
Brilliant!
Daisy Bradbury – Account Manager: “At a time when AI often faces criticism, it’s a breath of fresh air to see Lenovo use it in an empathetic yet effective way to address a significant global issue like dementia. The people-first approach of ‘Liv’, which offers personal and accessible support for newly diagnosed people, feels like a real step towards, revolutionising dementia support and aiding people with the everyday challenges it brings.”
MOVEMBER LAUNCHES POP-UP MOUSTACHE BENCH
Mental health charity Movember has created a bench shaped like a moustache to encourage men to have more conversations with each other.
The bench was unveiled this week in London’s Borough Yards and functions like a seesaw and can’t balance on its own, needing two people to sit on it to make it balance properly.
The initiative taps into the importance of men having conversations with each other about mental health (around two out of every three deaths by suicide are men).
Steven Narloch – Newsroom Writer: “The Movember moustache-shaped bench campaign is effective because it clearly visually reinforces the charity’s brand while also symbolising the need for men to support each other through important conversation. This altogether highlights how mental health requires balance and mutual support, public engagement and awareness about the high rates of suicide among men.”
FAIL
BERGHAUS BLUES FOR LIAM
Fans brutally ribbed Liam Gallagher and outdoor fashion brand Berghaus this week for a £400 ‘Lidl jacket’ launched as part of a new collection online.
Liam’s followers reacted to the photo of the Oasis singer wearing the new Berghaus jacket, pointing out that the red, blue and yellow number looked a little familiar, in a vaguely Lidl style.
Berghaus used similar colours to those made famous by the budget supermarket chain for their big collab. They toasted the partnership by ‘celebrating iconic reunions in 2024’ with Liam saying he owned one of their jackets before he found fame back in the 90s.
Social media wasn’t particularly kind about the cost of what they deemed was effectively a Lidl coat…
Hilarious!
Isobel Wragg – Account Executive: “This is a FAIL. This undermined the campaign’s premium positioning and shifted the focus from being a high-end fashion item to a meme-worthy comparison with a budget supermarket, diluting both the brand’s message and the product’s perceived value.”
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