Brand relevance

This article from the Marketing Daily newsletter discusses the marriage of entertainment and relevance in advertising.

This isn’t a groundbreaking idea, of course, but the article gives examples of some 2012 ads that, in the opinion of Nielsen analysts, connected brand to consumer in particularly creative ways.

One example (above) is the latest series of executions in Ocean Spray’s long-running “Straight from the Bog” campaign. Others include Dr. Scholl’s “Your Not My Dad” spot (a clever way of talking about Transformation) and  Smucker’s nostalgic “Hide and Seek” ad.