I saw this one on my way home last night and was captured by it's simplicity. Heinz has brought out a new and improved microwaveable version of their famous tomato soup. #YUM.

Ensuring the busy passerby knows what the ad is all about and who it’s from, the ad is smothered in recognisable properties. The infamous Heinz red and all those KBAs (Key Brand Assets) are clearly visible. But for me, the use of the sound, a microwave makes when your food is ready, is what made me smile. It's such a simple yet eloquent way to communicate that this is a new variant, the key point of difference and how to easy it is the make. All this encapsulated in the use one word. Ping in this context is imbued with so much meaning, and is an apt example of how sometimes less is more in advertising. We see here the weight that words carry, so make sure you are purposeful and deliberate with yours!

Love it or hate it, the new ad for Mcdonald's monolopy game is infectious.

That piffy, catchy phrase is a clever way to get people talking about a brand property that is no longer new news. To borrow a phrase from the Adlandian dictionary, this campaign was about "evolution not revolution" (yes, it made me cringe too). The golden arches took a common behaviour (how we all take off that sticker) and made it virtuous. I love me a likkle behavioural economics and this one uses social herding in a clever and humorous way. But can 'peely, peely' become a thing , and by 'a thing', I mean can 'peely peely' become part of our cultural parlance.

One brand that has been able to embed a brand-out phrase in culture is Nando's with 'cheeky nando's'. The phrase is so ubiquitous that when someone says they are going to grab a bite from these chicken connoisseurs and they don't put "cheeky" in front of the brand name, it somehow seems less appealing. I guess the addition of  the word makes it more naughty and therefore makes getting one even more desirable.

So can ' peely, peely' get to that status?

Sadly, I don't think so. Cheeky Nando's refers to eating at the establishment at any time throughout the year and isn't product specific. Monopoly isn't evergreen and will be gone again soon so people won't have a need to use the phrase once the promotion is finished. However, it can own a similar space in our vernacular to Meerkat's "simples". Now, we don't often use "simples" in our day to day lives but when someone does say it you instantaneously recognise it and the brand is once again top of mind.  "Simples" success was partly due to media spend and the heavy use of the phrase in all of Compare The Market's ads gave us time to overboard the catch phrase. This campaign will not get the same run time but due to the warm sentiment around it, if someone does use the phrase it is likely to evoke similar warm brand feelings.

Let's watch this space!

Spotify are one of the most culturally relevant brands out there. They killed it last year with their clever use of data to talk about their various playlists and this year they are again speaking with a human voice. They are one of the rare people to talk like a consumer and do it right.

Love it.