(Originally appeared at http://foxps.com/inside-knowledge/the-best-b2b-creative-campaigns-ever/ )
The best B2B ads don’t tend to look like B2B ads. In fact, just like the best B2C ads, they don’t tend to conform to any conventions. Which, of course, is exactly why they stand out. Literally, in some cases. Here’s my highly subjective “Wish I’d done those” list.
Ram Trucks ‘Farmer’
Turning small businessmen into legends. With still images and a voice. Mesmerising.
‘Mr W’
It’s a two-minute wait to the punchline, but well worth it. If I tell you the brand, it’ll ruin the joke.
Fedex campaign ‘When it absolutely, positively has to be there overnight’
We’ve all experienced deadline panic (my dentist aside), which is just one reason why this is the best B2B strapline ever. I must have watched this ad scores of times and still love every moment.
Cisco ‘The Perfect Gift for Valentine’s Day’
The joy of this ad is the utter inappropriateness of the retro B2C schmaltziness for such an extreme-B2B product. It’s obviously not going to get IT Directors impulse-buying network switches, but it’s a lovely piece of brand building.
Volvo ‘Epic Split’ with Jean-Claude Van Damme (and Enya)
It’s the contrast between insane ballsiness and transcendent calm that makes this so viscerally compelling.
IBM billboards
Three smart ideas for smarter cities. Absolutely convincing brand demonstrations. There are tons of really good IBM ads, but these have the wow factor.
IBM ‘He Ain’t Heavy/Elephants’
Wait, I’d forgotten this gem from Johannesburg, an incredibly charming repositioning of ‘Big Brother’. Wish there was a better copy on YouTube, but it still gives me tingles.
And one I hate…
Corning ‘A day made of glass’
Apparently a lot of people like this very addy ad. I just wish a toughened-glass Terminator would come crashing through one of the glass walls and lay waste to the whole ultra-smug family.
What’s your favourite B2B campaign ever?
The best B2B ads don’t tend to look like B2B ads. In fact, just like the best B2C ads, they don’t tend to conform to any conventions. Which, of course, is exactly why they stand out. Literally, in some cases. Here’s my highly subjective “Wish I’d done those” list.
Ram Trucks ‘Farmer’
Turning small businessmen into legends. With still images and a voice. Mesmerising.
‘Mr W’
It’s a two-minute wait to the punchline, but well worth it. If I tell you the brand, it’ll ruin the joke.
Fedex campaign ‘When it absolutely, positively has to be there overnight’
We’ve all experienced deadline panic (my dentist aside), which is just one reason why this is the best B2B strapline ever. I must have watched this ad scores of times and still love every moment.
Cisco ‘The Perfect Gift for Valentine’s Day’
The joy of this ad is the utter inappropriateness of the retro B2C schmaltziness for such an extreme-B2B product. It’s obviously not going to get IT Directors impulse-buying network switches, but it’s a lovely piece of brand building.
Volvo ‘Epic Split’ with Jean-Claude Van Damme (and Enya)
It’s the contrast between insane ballsiness and transcendent calm that makes this so viscerally compelling.
IBM billboards
Three smart ideas for smarter cities. Absolutely convincing brand demonstrations. There are tons of really good IBM ads, but these have the wow factor.
IBM ‘He Ain’t Heavy/Elephants’
Wait, I’d forgotten this gem from Johannesburg, an incredibly charming repositioning of ‘Big Brother’. Wish there was a better copy on YouTube, but it still gives me tingles.
And one I hate…
Corning ‘A day made of glass’
Apparently a lot of people like this very addy ad. I just wish a toughened-glass Terminator would come crashing through one of the glass walls and lay waste to the whole ultra-smug family.
What’s your favourite B2B campaign ever?
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