Brand Tracker

Welcome to the automated Brand Tracker diaries.

Austria

Stand on Hands as a Lesson in Confidence in Erste’s Ad

Brand: Erste

Campaign: Believe in Yourself

Source: https://www.media-marketing.com/vijesti/stoj-na-rukama-kao-lekcija-iz-samopouzdanja-u-ersteovoj-reklami/

Goal: Encourage people to actively shape their financial future

Claim: Believe in Yourself

Media: Television

Summary: The campaign features a girl trying to master a handstand, symbolizing how confidence grows through perseverance. It connects personal goals with financial planning, emphasizing that starting is just the first step, and progress requires patience and commitment. The narrative is enhanced by the song 'I Am What I Am' from the musical La Cage aux Folles, underscoring self-confidence and the courage to follow one's own path. The ad initially targeted Erste Bank Polska and is now being shown in Austria and the Czech Republic, with plans to expand to additional markets by 2027.

Argentina

Preview: Shell Reinforces Its Bet on Scaloni with Don by Havas

Brand: Shell

Campaign: You Have What It Takes

Source: https://www.adlatina.com/publicidad/preestreno-shell-vuelve-a-apostar-por-scaloni-de-la-mano-de-don-by-havas

Goal: To emphasize confidence and empowerment for consumers

Claim: You Have What It Takes

Media: Television and digital platforms

Summary: Shell and Don by Havas have launched the new campaign for Shell V-Power titled 'You Have What It Takes'. Lionel Scaloni returns as the protagonist, highlighting the importance of confidence, power, and the attitude required to face challenges. The campaign aims to inspire self-trust through Scaloni's unique authority and authenticity.

advertising confidence empowerment sports

Ireland

Boots ads mark life’s ‘brutiful’ moments

Brand: Boots

Campaign: Give it Some Boots

Source: https://marketing.ie/boots-ads-mark-lifes-brutiful-moments/

Goal: Encouraging consumers to have confidence in navigating life's moments

Claim: Celebrate life's 'brutiful' moments

Media: cinema, digital OOH, social, in-store, online, TV

Summary: Boots has launched a new campaign called 'Give it Some Boots', which aims to encourage consumers to confidently experience life's beautiful and brutal moments with Boots' expertise. The campaign includes various media channels and features a series of films depicting different life stages and challenges, concluding with a dance sequence set to a classic song.

beauty confidence life moments wellness

Greece

Dove Celebrates the Greek National Female Soccer Players and Their Stereotype-Free Beauty

Brand: Dove

Campaign: Celebrating Greek National Women’s Soccer Team and Stereotype-Free Beauty

Source: https://brand-news.it/brand/persona/cura-persona/dove-celebra-le-calciatrici-della-nazionale-greca-e-la-loro-bellezza-senza-stereotipi/

Goal: Promote beauty free from stereotypes and enhance girls' confidence

Claim: Redefine what beauty truly means

Media: Digital platforms and social media channels

Summary: Dove supports the Greek women's national soccer team with a campaign focused on stereotype-free beauty and girls' confidence. An ad by Ogilvy features real national team players expressing their commitment and passion through playful faces, accompanied by 'Oh, Pretty Woman', encouraging a redefinition of beauty. Inspired by a study indicating beauty standards affect girls' self-perception and sports participation, the campaign highlights that one in two girls would quit sports due to appearance concerns.

advertising beauty confidence women's sports