But, I must say, I'm quite impressed, for the first time in a very long time, that there is an advert that communicates the multiple intricacies of a brand and its products, its blueprint, objectives, uses, benefits, single-minded proposition, the mission and vision of the company and its product.
That's' what I call brand-building and creating awareness of a brand and its product with its benefit.
Has really got it
The latest PPC Cement ad has really got it. It did not take me 3-4 adverts to be played to get the message. The second time was enough and the objective was reached (the first time I was distracted and not paying attention).
For the first time, in a long time, my heart warmed immediately towards an advert. I sat thinking: "What's wrong with other agencies calling themselves brand-building agencies, brand communication, brand innovation and brand-what-have-yous [sic] in achieving the same?"
For me, the PPC ad should be used as a yardstick of how to execute an ad that's supposed to build a brand, communicate its product benefits or uses, and create awareness of both. To top it all, it did not even look outside for inspiration; it was found in the company's logo. Now, that's what I call creativity at its best and simplest form.
In partnership
You can tell that the agency and the company are in partnership and that there is a clear and in-depth understanding of what the brand stands for from the agency's side. I'm not too sure whether the brief was clear from client to the agency, or the agency has what it takes or both but, whatever it is, they have a good thing going.
Maybe there's a part that's a bit of an exaggeration, where it shows the entire City of Joburg landscape, suggesting that it's the product (PPC Cement) that was used for all the buildings in the city. Maybe it isn't entirely true, but it drives the point home and that's the idea. I can't wrong PPC for wanting to claim it because no one else is. Use the opportunity while the competition sleeps.
I wish all brand-building agencies could do the same. In case you are an agency and still groping in the dark, trying hard to find solutions to a client's problem: keep it straight and simple, look within the mission, the vision and the logo of your clients for inspiration and answers. It shouldn't be that difficult.
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