It’s been a week already? Let’s catch up over a cuppa. I think that’s what Nescafé had in mind with this next advert. Perfectly accompanying our McVities biscuits ad from last week, Nescafé have turned their product-led advertisement into a purpose-led campaign that has a deeper impact on us as a brand.
These campaigns are very similar in terms of the idea that simple gestures, such as sharing a biscuit or cuppa with someone, promote real human connections away from the technology we surround ourselves with. The concept might be similar but these brands have gone for completely different styles, and for good reason too! The target audiences are quite different between the brands with McVities being a family favourite, so quite rightly using animation to reach the whole family in the way a good Pixar film does. Nescafé is a much more sophisticated brand aimed at adults with the Nescafé Gold product targeting the more elite, cosmopolitan adults, as shown by the actor choice in their advert here. Crafting the video to appeal to its audience more, Nescafé have gone for the use of live action and a much darker colour palette. The character in this advert also resembles a young career driven person who has become too busy to keep up with those human connections.
Publicis Worldwide were the brains behind this campaign, launching with the great, but simple, tagline “For The Moments That Matter” that just hits the spot. The opening line, read by a voiceover, “We meet nearly 80,000 people in our lives” is brilliant; just a straightforward fact that stops us in our tracks and wows us. It’s a fact that really makes you think, especially as our main character walks into an open auditorium full of people and we are given a pause while he takes a moment to think over what we’ve just heard.
This advert does a brilliant job of leaving you thinking about those people you haven’t seen or even spoken to in so long. It makes you want to pick up the phone and contact your old friends. Now I’m not a coffee drinker so it’s not so successful at getting me to go buy their product but then again I’m not exactly their target audience. It does, however encourage me to buy into their brand though due to their values.
I hope you have enjoyed my exploration into Nescafé’s Those Few People campaign. I would love to see your comments below and I’m always up for a discussion on any of my blog topics if you want to drop me a message via LinkedIn or Instagram.
Featured image courtesy of Publicis London.