It was the end of Wimbledon, end of the Euros, end of David Cameron’s time at 10 Downing Street and the possible end to British summer this week.
But with all ends comes a degree of reflection. In Westminster, the turmoil of British politics is beginning to get some grounding and gain some perspective over the catastrophe that has been the last month. In the brand and communication world, brands are reflecting on the progress made on specific work made for the Euros and Wimbledon alike but for a consumer, there was work that shone and others that disappeared.
Mars, for me, was a curious highlight. Their armada of British supporters, making the travelled ancient journey across the channel from Britain to France was joined by a number of familiar faces including Danny Welbeck, Harry Kane and Jamie Vardy. It was a toast to the English supporter; draped in stash; corgis running at the heels of knights; dinner ladies galore and the inevitable poor spoken French accent that can only be given by an Englishman. Although all of this is going on, the spirit of what the English support encompasses is produced just magnificently.
With Wimbledon advertising, the two brands which were apparent in their relation to the historic tournament were Lavazza and Evian. Both addressed their sponsorship with the tennis tournament with the aim of brand awareness. Each where noticeably in line with current campaigns – Evian had Tennis umpires as toddlers and Lavazza had supporters sipping espresso. However, neither was ground-breaking in their approach. Wimbledon is rooted in tradition and perhaps because of this brands find it hard to latch onto this event and advertise it in a unique way.
Overall, memorable tactical adverts are hard to come by. The gems do shine, but some do get lost in the frenzy to stand out. In essence, it comes down to the raw creative prowess of the agency and the bravery of the client. But with reflection, whether the risk was taken or not, lessons can always be learnt and steps always taken.