MAGnet #32 07/01/22

Magnet #32

Happy New Year! We hope you’re all rested and ready for the new year ahead. It seems the industry is kicking off 2022 with brand new campaigns, so grab a drink and sink into the first Magnet of 2022.

 Enjoy.

Campaigns: On the Beach

Now that it’s 2022, more of us are hopeful about booking a holiday that won’t be postponed, and in the spirit of the January sales, On The Beach launched its new summer 2022 campaign early- on Christmas Day.

It’s the first since the Manchester beach holiday specialist appointed Quiet Storm as its new creative agency.

 The television adverts are soundtracked by Andy Williams’ The Most Wonderful Time of the Year and are supported by out-of-home, video-on-demand, radio, digital and social adverts.

They debuted on ITV, ITV2, Channel 4 and Channel 5 at 9.15pm with a voiceover from Sir Trevor McDonald saying: “And now an update from On the Beach. The most wonderful time of the year is actually just around the corner. So stay tuned, and happy holidaying.” 

 Campaigns for good: Rowse Honey

Rowse Honey has launched it’s  ‘The Squeeze that protects the bees,’-  a brand campaign focused on the importance of bees to the environment.

Rowse Honey describes the integrated campaign as it’s most comprehensive marketing project in  history. The campaign is scheduled to reach more than 20 million UK households on TV channels including Sky, ITV and Channel 4 with a 30-second TV ad, supported by two shorter ads and a feature in BBC Good Food. In addition, a point-of-purchase promotion will see 100,000 seed packs given away to help grow more bee-friendly flowers.

The campaign also highlights the versatility of honey as an ingredient and the work that Rowse does to protect honeybees and bee farming and the ads see apprentice beekeeper Jim Bliss, at the Lowther Estate in the Lake District, examining the importance of bees.

Campaigns- Apple Watch emergency:

Showing in America, a new advert Entitled “911”, uses audio from three, real-life emergency calls. From fitness tracking to Siri commands, Apple Watches are designed to house helpful features, including the ability to save a  life.

At least, this is message that Apple has placed at the centre of the dramatic advert , promoting the Apple Watch Series 7 with LTE.

In one emergency 911 call featured, Another call features a paddleboarder who has drifted out to sea, due to hard wind.

In another, the audio of a woman is heard after she flipped her car. She desperately tells the emergency line that her car is starting to fill with water, up to her neck. The final emergency features a farmer who fell from a ladder and broke their leg. Each of these callers is unable to reach their mobile phone, but as the ad progresses, it's soon revealed they were able to call for help using their Apple Watch- highlighting the importance of the device.  As the ad uses real-life trauma to advertise the product, it has naturally divided opinions online. Some call it chilling, whilst others are applauding it for using real-life emergencies to show the Watch’s uses.