For this edition of Reel Reviews, we picked the most recent TV AND Digital ads across the last 12 months.
We asked reviewers to score the ads out of five in ten different categories, from call to action’s (CTA), branding, use of talent, use of emotion and more, plus an extra box where respondents could leave comments. For Digital, we used a different set of questions, and rather than focusing as much on ranking from 1-5, we focused more on questions like ‘Does the ad make sense without sound’ or ‘Is the ad clear on a small screen’, tailored more around viewing on a smartphone.
Throughout the analysis, we’ll be mentioning terms like ‘Ad Recall’, ‘Memorability’,. Our latest Whitepaper dives deep into how brands can cut through the noise and reach consumers’ at their optimum mind state where they’re more likely to be open to advertising with the Work.Rest.Play approach. Read the full paper below.
Vans TV
The Vans advert brilliantly showcases the brand’s identity with its prominent logo and classic colour scheme. “Vans” is repeated often, ensuring it sticks in viewers’ minds. Featuring the skateboarding and creative communities, the ad resonates perfectly with its target audience. Though the ad had no ‘voiceover’ per-se, the music complements the visuals, with an energetic soundtrack that will likely appeal to the brand’s youthful audience. Vans’ message of creativity, self-expression, and authenticity shines through, aligning with their “Off The Wall” ethos, which is further exemplified by the visuals. While the ad doesn’t focus on a specific offer, it effectively highlights Vans’ values and lifestyle. The lack of a call to action is noted but doesn’t detract from the ad’s impact. Visually striking and memorable, the ad evokes inspiration and excitement, reinforcing Vans as a champion of creativity and self-expression. Viewers found it fun, engaging, and nostalgic, with many willing to recommend the product. No doubt this ad would likely be recalled thanks to it’s unique visuals and strong soundtrack choice.
4.4/5
Vans Digital
The Vans digital ad received mixed feedback. On small screens, the ad was generally clear, with most viewers recognising the brand within the first five seconds and by the end of the video. However, the ad’s effectiveness varied significantly depending on whether the sound was on or off. With sound, the ad made sense and aligned well with the visuals, but without sound, it lost some of its relevance and impact according to the majority of viewers.
Attention retention was another area of concern. While some viewers found the ad engaging throughout, others did not, resulting in an average memorability score of 2.6 out of 5. The ad’s ability to prompt action was also low, with an average score of 1.6 out of 5.
In terms of emotional response, the ad elicited a range of feelings. Some viewers felt happy and informed, appreciating the nostalgic vibe and alignment with Vans’ brand values. Others found the ad confusing, particularly when the sound was off.
Overall, the ad was seen as visually clear and brand-consistent but struggled with engagement and clarity without sound. It effectively communicated Vans’ values to some viewers, evoking nostalgia and a positive emotional response, but failed to maintain attention and drive action for the majority.
Skechers TV
The Skechers TV ad effectively showcases the brand’s assets, with the logo clearly visible at the end and a consistent blue and white colour scheme. The brand name “Skechers” is mentioned a few times, ensuring it sticks in viewers’ minds. Featuring well-known personalities like Harry Kane and Snoop Dogg, the ad attracts attention and adds credibility. The voice-over is clear and effectively communicates the key messages, highlighting the unique selling point of the Skechers Hands-Free Slip-Ins, which emphasises convenience and comfort. The upbeat background music complements the energetic vibe of the ad and featuring aliens is a humorous touch which will certainly help improve memorability and enhance ad-recall. While the ad highlights the product’s features, it does not focus on a specific promotional offer. What the ad does do very well though, is it reinforces Skechers as a brand that values innovation and convenience, enhancing its appeal and effectively piquing interest in the product.
However, the ad did lose marks in some areas. Whilst the choice of talent was praised, the content and green screen effects were criticised for looking low quality, though that may have been a deliberate choice.
4.1/5
Skechers Digital
The Skechers digital ad was seen as generally clear on small screens, with most viewers recognising the brand by the end of the video. However, the brand’s identity wasn’t always clear within the first five seconds. The ad made sense with the sound on, but without sound, it lost some clarity and impact.
Attention retention was mixed, with some viewers finding the ad engaging throughout, while others struggling to follow despite the short duration. The ad’s memorability scored an average of 2 out of 5, and its ability to prompt action was low, with an average score of 1.4 out of 5.
Emotionally, the ad elicited different responses. Some viewers felt informed, appreciating the scientific explanation of the product’s supportiveness and its demonstration in a football environment. Others found the ad ‘uninteresting and too technical’.
Overall, the ad was seen as clear and brand-consistent but struggled with engagement and clarity without sound. It effectively communicated the product’s benefits to some viewers, evoking a positive emotional response, but failed to maintain attention and drive action for the majority of respondents. The use of talent was appreciated, but the ad’s execution left room for improvement.
Fitflop TV
The FitFlop TV ad has the logo prominently displayed at the start and at the end, ensuring brand recall, while the consistent colour scheme reinforces brand identity. Featuring relatable and diverse individuals, the ad captures attention and adds a layer of authenticity, whilst highlighting the product features alongside visual images of the shoes.
Interestingly, the ad foregoes a voice-over, relying solely on visuals and text to convey its message. This choice underscores the clarity of FitFlop’s proposition: comfort and style. The upbeat background music enhances the ad’s energetic vibe, making it both engaging and memorable. While the ad highlights the product’s features, it doesn’t push a specific promotional offer, focusing instead on brand values and lifestyle.
However, the absence of a call to action is a slight misstep, potentially missing an opportunity for immediate engagement. Our research shows in most cases, ads do benefit from a voiceover, even if it’s to engage with what is becoming a more fragmented attention landscape. Despite this, the ad’s engaging visuals and diverse cast make it memorable, evoking a sense of excitement and comfort.
There was some confusion about the trademarked technology names like “wobbleboard,” with some respondents finding them a bit unrelated to shoes. Nonetheless, the ad was well-received, with many viewers willing to recommend the product.
In summary, the FitFlop TV ad is a well-crafted piece of advertising that effectively communicates the brand’s core values and product benefits, despite a few minor shortcomings.
3.9/5
FitFlop Digital
The FitFlop digital ad is a solid example of effective brand communication in a digital space. It is clear on small screens, with the brand easily recognisable by the end of the video. While the brand isn’t always clear within the first five seconds, the ad makes sense both with and without sound, maintaining viewer attention throughout.
The ad’s memorability scored an average of 2.6 out of 5, and its ability to prompt action was slightly lower, with an average score of 2.4 out of 5. Viewers generally found the ad fun and engaging, appreciating the choice of content. However, some felt it was less informative than the TV version and did not stand out as much.
Emotionally, the ad elicited a mixture of responses. Some viewers felt informed and interested, noting that it fit well in the digital space and showcased the product and brand effectively. Others felt ‘a lack of distinctiveness and a weak call to action’. Despite this, the ad aligned with the brand’s values of comfort and style.
Overall, the FitFlop digital ad is clear and engaging, effectively communicating the brand’s message and product benefits. However, it could benefit from a stronger call to action and more distinctive elements to enhance memorability and drive viewer action.
Crocs TV
The Crocs TV ad is a standout example of effective brand communication. The Crocs logo is prominently displayed at the end, ensuring brand recognition, while the consistent colour scheme reinforces brand identity. The brand name “Crocs” is mentioned multiple times, both visually and textually, ensuring it sticks in viewers’ minds and reinforces brand recall.
Featuring XIN Liu, a well-known singer, music producer, and dancer, the ad leverages her popularity to attract attention and create a positive association with the brand. This strategic use of talent appeals particularly to younger audiences and fans of her work. The ad relies solely on visuals and text to convey its message, effectively highlighting the unique selling points of Crocs—comfort, versatility, and style. The visuals show XIN Liu wearing Crocs in various settings, emphasising their adaptability and comfort.
The upbeat and energetic background music complements the ad’s vibrant visuals, creating an engaging and lively atmosphere that aligns well with the brand’s image. While the ad focuses on showcasing the product’s features and benefits, it does not push a specific promotional offer, which helps build brand value but might miss out on driving immediate sales.
Nonetheless the ad is memorable due to its engaging visuals, the use of a well-known personality, and the vibrant energetic atmosphere it creates. These elements help the ad stand out and be easily recalled by viewers. It evokes a sense of excitement and fun, making the product seem highly desirable and creating a strong emotional connection with the audience.
However, some respondents noted that while the ad was interesting and distinctive, it was not very informative and felt a bit long. Despite this, many viewers expressed a willingness to recommend the product, appreciating the humour and fun design of the shoes. Overall, the ad was seen as well-made, effectively using talent and showcasing multiple products.
4.1/5
Crocs Digital
The Crocs digital ad is another strong example of effective digital marketing. It is clear on small screens, with the brand easily recognisable within the first five seconds and by the end of the video. The ad makes sense both with and without sound, maintaining viewer attention throughout.
The ad’s memorability scored an average of 3.6 out of 5, and its ability to prompt action was slightly lower, with an average score of 3.4 out of 5. Viewers generally found the ad clear and concise, appreciating the choice of talent and imagery. It was described as very memorable and aesthetically pleasing, effectively showcasing the products.
Emotionally, the ad elicited positive responses. Some viewers felt happy and informed, noting that it featured more summer products, indicating a seasonal focus. They felt the ad aligned with the brand’s values and expressed a willingness to recommend the product. There was also mention of Hallie & Chloe Ski – Crocs new brand ambassadors, which no doubt is a move to encourage crocs usage amongst younger viewers and Gen Z.
Overall, the Crocs digital ad is clear and engaging, effectively communicating the brand’s message and product benefits. It successfully maintains viewer attention and creates a positive emotional response, although it could benefit from more distinctive elements to enhance engagement and drive action. The use of talent and the clear presentation of products were particularly well-received, making the ad a solid piece of digital marketing.
Converse TV
The Converse TV starts with an image of the converse shoe followed by the Converse logo, which is also prominently displayed at the end (ensuring brand recognition) while the consistent colour scheme reinforces brand identity. The brand name “Converse” is mentioned a few times, both visually and textually, ensuring it sticks in viewers’ minds and reinforces brand recall.
The ad features a diverse group of young individuals, including skateboarders and artists (like Tyler, The Creator) which helps attract attention and add credibility. This use of relatable talent resonates well with Converse’s target audience. The clear voice-over effectively communicates the key messages of the ad, complementing the visuals and guiding the narrative, making the ad more engaging.
The ad clearly communicates the unique selling points of Converse, emphasising creativity, individuality, and self-expression. The visuals show various individuals engaging in creative activities, highlighting the brand’s alignment with youth culture and artistic expression. The energetic background music complements the dynamic visuals, creating an engaging and lively atmosphere that aligns well with the brand’s image.
Just like most of the TV ads on this list, the ad focuses on showcasing the brand’s values and lifestyle rather than a specific promotional offer. However, the ad is memorable due to its engaging visuals and the energetic atmosphere it creates. These elements help the ad stand out and be easily recalled by viewers.
4.2/5
Converse Digital
The Converse digital ad is clear on small screens, with the brand easily recognisable by the end of the video. However, the brand isn’t always clear within the first five seconds. Given that there isn’t a voiceover or any vocals at all, the ad makes sense both with and without sound, maintaining viewer attention throughout.
The ad’s memorability scored an average of 3.8 out of 5, and its ability to prompt action was slightly lower, with an average score of 3.6 out of 5. Viewers generally found the ad clear and concise, appreciating the choice of talent and imagery. It was described as memorable and distinctive, effectively showcasing the products.
Emotionally, the ad elicited positive responses. Some viewers felt informed, noting that it featured more summer products, indicating potentially a seasonal focus. They felt the ad aligned with the brand’s values and expressed a willingness to recommend the product.
Overall, the Converse digital ad is clear and engaging, effectively communicating the brand’s message and product benefits. It successfully maintains viewer attention and creates a positive emotional response, although it could benefit from more distinctive elements to enhance engagement and drive action. The use of talent and the clear presentation of products were particularly well-received, making the ad a solid piece of digital marketing.
