This was a tough one. The rise of streaming entertainment has helped knock back the number of eyes on TV advertising (but not its effectiveness apparently.), so thinking of clear, winning campaigns is not as straightforward as one might imagine.
There are one or two campaign messages that cross platforms quite well however, and they take advantage of the 5 seconds that YouTube gives you to get inside our heads.
One that really has done well is the campaign set for the new Trainspotting film, 'T2 Trainspotting'. They have used a quick and memorable quote from the movie to introduce the concept of the film, and somewhat get us straight into the plot.
"What have you been up to?............................ for 20 years" A simple yet brilliant message that resonates with the audience too. We think back to (if we are old enough) when we watched the film when it was released, and what we have been up to for 20 years. And what about Spud and co? What the hell have those guys been up to!?
It really works, the music reminds us of the original, the faces remain the same if not a bit older (and oddly healthier) and the media translates well from TV, to streaming, to giant billboards, to social timelines. It is a strong repetitive message that gets you interested in the movie, which is pretty hard to do.