Marketing Whimsicality

Consumers respond to brands that bring fantasy to life

Implications - Today's hyper-digital world has made advertising feel like a constant bombardment; as a result, many brands have adopted a humorous, self-aware approach to marketing. However, consumers still want to be surprised and delighted. Brands that use their influence to enchant audiences by turning fantasy into reality are able to engage consumers with collective feelings of wonderment. This approach disassociates advertising from the act of "selling," and instead positions brands as benevolent superpowers.
SCORE: 4.8
This Year and Untested Top 4 Examples: 617 Total Clicks Jul 15 - Aug 16
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Consumer Insight Topics: MarketingAutosBranding
Revolutionary Art Commercials - Toshiba Teams Up with a Japanese Artist to Challenge the Impossible
SCORE: 4.5
Untested 198 Clicks Pub: Jul 23, 15
Revolutionary Art Commercials
Toshiba Teams Up with a Japanese Artist to Challenge the Impossible
Advertising agency Clemenger BBDO of Sydney, Australia teams up with Toshiba for a revolutionary art project that defies the impossible. The electronics brand recently joined forces with Japanese... [More]
Childhood Imagination Commericials - This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality
SCORE: 3.9
Untested 200 Clicks Pub: Jul 3, 15
Childhood Imagination Commericials
This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality
Amsterdam-based creative agency Wieden + Kennedy Amsterdam partnered up with S7 Airlines for this heartwarming ad, featuring everyone’s favorite: children. Much like a Dove ad might in North... [More]
Kid-Driven Car Ads - BMW Korea Got Little Kids to Drive a Car Around a Race Track
SCORE: 4
This Year and Untested 106 Clicks Pub: Aug 8, 16
Kid-Driven Car Ads
BMW Korea Got Little Kids to Drive a Car Around a Race Track
BMW Korea and ad agency INNORED released a heartwarming ad featuring three young boys getting to drive for the first time. The boys are first seen speaking about their love for cars and their dream... [More]
Dream-Encouraging Auto Ads - This Honda CR-V Commercial Encourages One to Make Dreams a Reality
SCORE: 3.3
Untested 113 Clicks Pub: Jul 23, 15
Dream-Encouraging Auto Ads
This Honda CR-V Commercial Encourages One to Make Dreams a Reality
Conceived by the creative team at Leo Burnett Melbourne, this Honda CRV-commercial proves that anything is possible if you’re just willing to believe it. The auto ad celebrates conceptual... [More]
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