Nescafe

What you’re about to see is perhaps Nescafe’s best ad, ever made

#AnAdvertADay #Day86

We’re in a phase in advertising where the medium is not only influential, but also highly inspirational. People want to be moved by what they see. They want brands to tell stories and not just convey jargon filled, superficially packaged product features with mindless portrayal of the same. Some examples of inspirational ads with a great story-build, would be the bournvita ad, KBC’s ‘loudspeaker‘ commercial, PepsiCo’s ‘Back to school’ ad and Under Armour’s amazing Misty Copeland commercial, among others.

Such ads, naturally, get talked about more and shared more.

Jumping on the bandwagon, is Nescafe, whose strategy so far was focused on highlighting moments that seamlessly relate to coffee. With this commercial, they’ve put in a lot of thought to create magic around their brand and enhance the connect with audiences.

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This moving commercial features an odd story of a stand-up comedian who stammers. It begins with him performing in front of a crowd while telling the story of how his stammer had earlier affected his choice of career. He tells it with subtle humour weaved in, with prominent self-criticism. This is what hooks you onto the story. At no point does he indulge in self-pity even though there are slight glimpses of it. The treatment of this story is where the real appeal lies.

The story proceeds to show how he decided to turn things around and use the stammering as a strength instead of being pulled down by it. Perfectly timed, the product is first shown at just about this exact moment. Association to victory – simply perfect. As the story proceeds with a subtle background score of a piano, you can’t help but place yourself in his shoes and fall in love with his beautiful story.

With a generous amount of adorably funny moments, he goes on to thank coffee (doesn’t name the brand) for giving him the strength to go on. This is quickly followed by humour to dampen any forced product placement. Quoting him, ‘Thank God for coffee. It kept me going and kept you awake’. Perfect again, isn’t it?

After this, the video charges forward to a victorious tone where he enthusiastically breaks into ‘Let’s get started’. With this, Nescafe flawlessly leads us to their tagline ‘It all starts with a Nescafe’.

All I want to do is meet the script-writer and give him a pat on his back for this beautiful piece of monologue. I don’t think I’ve seen such a seamless brand tie-in before, where the brand takes the limelight without compromising the story.

All in all, one might easily be moved to tears with this.

Watch the video here:

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Wake up every morning with the Nescafé Alarm cap

#AnAdvertADay #Day32

What is coffee’s biggest functionality? What does it represent? It’s everybody’s daily wake-up drink. Many of us wouldn’t be able to go through the day without our steaming mugs of caffeine. The world’s top coffee retail giant, Nescafe, decided that it was time to own the space with an added dash of technology in the mix.

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It has created an Alarm Cap that is designed to encourage people to get up from bed and immediately pour a cup of coffee to turn off the alarm. The alarm only shuts off when the lid is twisted and removed from the container – a move that should prompt the newly-woken up person to scoop up some of that coffee into a cup.

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The Nescafé Alarm Cap runs on a custom-built Arduino Platform and is entirely 3D-printed and assembled in California. The coffee jar lid has an LED interface on its underside and comes with seven different alarm tones that are synchronized with small pulsing lights. The tones were specially designed to gently wake and stimulate the mind and would only turn off when the lid is twisted open.

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This campaign is based on a great insight and Nescafe explores the need-gap in a very efficient manner. The whiff of their coffee that escapes the jar when the cap is twisted can get addictive in a good way. It may sub-consciously train our minds to crave for the scent each morning in this manner, which in turn, may lead to brand loyalists.

Not only is this campaign insightful but it’s a great proposition for the brand to pursue.

Here’s the video of the product –