Interesting advertisements for the first half of 2024

In an era where all kinds of advertising and marketing are almost overwhelming, all kinds of marketing emerge in an endless stream, but creative and interesting advertisements are rare. 2024 is already halfway through, today we will take stock of those interesting brand ideas in the first half of 2024. Recommended for friends in brand marketing.

1. Xiaomi mobile phone: Life is like a rolling stone, an interesting topic

In today's society, the younger generation often falls into the trend of "involution" and "lying flat", while the "grandpa" and "mother" groups are jumping on the Internet with an "unruly" and "unique" attitude. The popularity of "diving grandpa" and "relaxed Tianjin aunt" and other elderly Internet celebrities are a vivid portrayal of this phenomenon. Xiaomi mobile phone keenly captures this point and carefully creates a mixed-cut short film focusing on the fun of life for the elderly, which is full of endless life tension and spiritual comfort.

Faced with the passage of time, most people inevitably fear aging. Those wrinkles that cannot be concealed, the gradually bent spine, and the staggering figure often become the source of anxiety and uneasiness. However, the Xiaomi 14 Pro lens shows a completely different picture - a group of elderly people full of personality and vitality are welcoming the second spring of their lives in their own unique way. Watching such an advertisement can make people have a new understanding and expectation of aging and life.

Perhaps seeing the theme of "Life is like a rolling stone", you would mistakenly think it is just an ordinary bowl of "chicken soup for the soul". However, as the rhythm of the short film progresses, the clever integration of multiple musical elements such as jazz, dance music, and natural sound effects, we seem to travel through time and space, witnessing the real fragments of the elderly from youth to maturity, from confusion to calmness, and still maintaining a colorful life after years of baptism. These scenes not only touch the soul, but also inspire infinite positive energy and courage.

They dress casually, showing their individuality; they challenge difficult sports, and they are still as energetic as they were in the past; they organize parties, sing and dance, and let the breath of youth never end. Those dreams that were not realized when they were young, they have enough time to realize them after retirement. As long as we have passion and the courage to try, age is no longer a constraint, and youth will always accompany us forward.

This short film advertisement for Xiaomi mobile phone not only unlocks a new perspective of "not afraid of aging, life is a rolling stone", but also encourages every audience, no matter what age they are, to be like a rolling stone and move forward courageously.

2. Kiehl’s CGI advertisement, interesting scenes

During this year's Spring Festival, Harbin, the northern ice city, unexpectedly became popular in the tourism industry and successfully attracted the attention of brands. For example, in order to promote its new star product, the highly moisturizing water light stick, Kiehl's ingeniously planned a series of creative virtual outdoor advertisements, putting Harbin side by side with international metropolises such as New York and Seoul, and jointly building a Frozen-like advertising world.

Kiehl's cleverly used CGI technology to weave a warm and humorous story for Harbin's iconic snowman. The snowman, who originally warmed the whole winter with his cute smile, suddenly encountered the severe challenge of the cold wind, and his face was frozen red. But all this was solved under the magic of Kiehl's highly moisturizing water light stick, and the snowman regained his smile...

Similarly, in the distant Times Square in New York, the classic image of Mona Lisa also encountered the test of winter, and her skin was dry and cracked due to the severe cold. During the emergency rescue operation, the fire truck not only brought hope, but also Kiehl's super moisturizing water light stick, which gently covered this artistic treasure with a moisturizing protective coat, restoring the delicateness and luster of her skin...

On the New York skyline, a 100-meter-high building was also "injured". The scene of broken glass was as frightening as the damage to the skin barrier. At the critical moment, Kiehl's stepped forward and repaired the "skin" of this city with the power of its highly moisturizing water light stick...

Moving to the streets of Seoul, a unique "face cream showdown" was launched, which was even more hilarious. The accidental collision of two highly moisturizing face creams caused a small "accident", but the moment when Kiehl's highly moisturizing water light stick was scattered all over the ground was a bit shocking...

CGI advertisements have been popular in the past two years, but Kiehl's is one of the companies that can make fake CGI advertisements so interesting and vivid that people can remember them and applaud.

3. Meituan Takeaway’s “Itch-Free Movement”: Interesting Insights

During the transition from spring to summer, when allergies and itching symptoms occur frequently, Meituan Medicine launched a humorous short film "Itch-Free Movement".

The film is introduced with a series of creative scenes that open up the mind, such as "a sneeze turns into a power engine to drive a tractor" and "the unbearable itchiness of the body turns people into masters of sawing", etc. It cleverly captures the sudden itchy moments in daily life, directly hitting the audience's pain points, and also shows in a humorous way the rapid response ability of Meituan's drug purchase platform in alleviating this problem.

In the short film, the streets in the early morning become a creative stage and allergy symptoms are exaggerated: the sneeze is strong enough to start heavy machinery, the body exhibits incredible "functions" due to itching, and even in the office, the leader with itchy feet ingeniously cuts holes in his shoes to relieve the pain. These seemingly absurd plots are actually artistic processing of embarrassing moments in real life, which makes people resonate with the content of the advertisement while laughing.

The nonsensical yet hilarious advertisement not only shows the embarrassment and unbearableness of allergic itching, but also highlights the core value of the platform - whether it is instant online consultation, 24-hour uninterrupted service, or even the convenience of fast door-to-door delivery of medicines, all are powerfully conveyed in a relaxed and pleasant atmosphere.

This series of creative scene designs, accompanied by funny background music and eye-catching copy, effectively deepened the brand impression of "If you feel itchy, use Meituan to buy medicine", and achieved a perfect combination of function and fun. It subtly strengthened the brand image of Meituan as a fast and reliable partner for solving skin itching problems. Although the creativity is simple, it is very interesting.

IKEA, an interesting protagonist

The younger generation has shown extraordinary execution in frugality: turning milk tea bags into commuter bags, turning empty water buckets into trash cans, and even giving up takeout and bringing their own lunch boxes... Pursuing cost-effectiveness is a "life creed" that must be implemented to the end. Young people also love to keep pets, and being a pet owner is the most important title... Based on this insight, many brands have formulated marketing strategies to showcase the high cost-effectiveness of their products.

IKEA has used a new ad that is both direct and powerful to further deepen its brand image of "affordable and low-priced". This ad takes the daily life of pet owners as the starting point, cleverly capturing the complex psychology of pet owners who feel sorry for their wallets but have no choice but to spoil their pets when they occasionally get into trouble and break things at home, especially valuable items.

IKEA took advantage of this situation to cleverly incorporate the price advantage of its own products, emphasizing that even if the pet accidentally destroys the product, the owner can easily afford the cost of buying it again without worrying too much. At the same time, with the simple slogan "Don't Worry, You Can Afford It.", it directly conveyed to consumers the price friendliness of IKEA products, making people feel at ease and calm.

This short advertisement not only shows IKEA's accurate grasp of the psychology of its target consumer groups, but also further conveys its market position as a cost-effective home furnishing brand.

5. Lenovo: The survival rules of a good father, interesting thoughts

Compared to the enthusiastic marketing atmosphere of Mother's Day, the stage of Father's Day seems a little deserted. In recent years, the advertising industry has generally tended to weave stories of small happiness and tenderness with warmth and healing as the keynote. But Father's Day, a seemingly joyous holiday, actually contains deep social issues: every father seems to be given the halo of "good father", but behind this glory are countless unspeakable challenges and struggles. The road to being a real good father is full of thorns of dilemma.

Based on this thinking, Lenovo has chosen an unusual path. It is not only satisfied with delivering the warmth of the festival, but also has the courage to explore the social value of advertising and launched a thought-provoking festival short film "Good Dad Survival Rules". Through a Father's Day advertisement full of black humor, it deeply reveals the complexity and contradictions of the role of "good dad" in society, aiming to awaken the public to a deeper understanding and empathy for fathers.

The short film uses irony as a weapon to cut through the society's stereotypes and high expectations of fathers. Through a series of seemingly humorous but actually profound texts and pictures, it reveals the difficult balance that modern fathers have to strike between career and family, strength and affinity, social breadth and family core. These straightforward and sharp statements point directly to the real dilemma faced by fathers, and trigger people's deep thinking about the definition of "good father": In the process of pursuing gender equality, are we also inadvertently exerting too much social pressure on men?

Lenovo used this short film as a medium to appeal: On Father's Day, let us not only celebrate the greatness of fathers, but also give them the understanding and support they deserve. Let us realize that every father who strives to find a balance between multiple social standards is a hero worthy of respect and care.

Whether it is fancy memes, novel ideas or innovative media, all brands and project operation teams rack their brains to attract current mainstream consumers in an interesting way. As young people become the new generation of consumers, they always pay attention to more interesting brands.

After all, whether it is for people or brand owners: "Beautiful appearances are all alike, but interesting souls are one in a million."

Author: Brainburner

Source: WeChat official account: "Brain-burning advertisement (ID: shukewenzhai)"