Two companies. Perrier. Badoit. Both
sell sparkling water. Both are French. Both have new campaigns out. Both are
very different. And both are very strong.
Perrier (with Ogilvy Paris) created
a fantastical, Gilliam-esque film, which reimagines the bubbles of its water as
hot air balloons, packed with personality and wild adventures. It’s an engaging
idea, playing upon the defining feature of fizzy water – its bubbles – and
giving it a sense of fun and human energy.
More to the point, it’s a
straight-up beautiful ad, a piece that looks and sounds great, and sweeps you
up with its momentum.
(Admittedly
they use “Hall of the Mountain King” which is about as done to death as any
piece of music in advertising.)
But even that is a good choice for
the spot, giving it a building power and tempo that suits the feel the creators
were aiming for. It’s a fun way to talk about fizz.
BETC’s spot for Badoit takes a very
different approach – still light-hearted, but now playing around with the
history of the brand, centring on two young lovers running around a maze, their
appearances transforming into those of different time periods as the film
progresses.
Like Ogilvy’s work, it’s attractive
and playful. But where the Perrier spot goes for the fantastical with CGI and
madcap imagery, the Badoit film instead injects a fun contrast between the
history of the brand, and the energetic youthfulness of its present.
So which is better?
I honestly couldn’t say.
The Perrier film certainly has more
power (and let’s be honest, money) behind it – and it does show in the beauty
of that ad. It's complex. It's vibrant. It's an eye-full.
But the work for Badoit has its own charm, both in its
stripped-back simplicity and in the pure energy of its two characters.
Here’s the point. The truth is, I
don’t want to choose between these ads. They both take on a similar problem, and
similar products, and yet both give very different answers – both of which are
hugely appealing.
Life gets boring when we start to
think that there’s one formula for everything. And having different voices,
even for similar products, is what grows the market, sparks the imagination –
and makes people care.
You might have noticed this
phenomenon when you were at university. In the sciences there is generally only
one right answer to any given question. But in the humanities there is an
infinite number of right answers to any given question – the challenge is in
the execution.
So it’s promising when two similar brands
come out with very different ads within weeks of each other. It means that
there’s life in the market.
And it means that they care more
about coming up with their own ideas than imitating the ideas of others.
It’s a good way to shake things up,
and let them fizz.
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