The Kleber Critique
Advertisements permeate our lives – from television and radio (and streaming services, if you don’t happen to be a subscriber) to web pages, eblasts and billboards (yes, they still exist). However, not all advertising is created equal. The following articles share K&As take on the good, the bad and the “uncomfortable” when it comes to ads related to home and building products. All opinions are our own.
How To Make Your Product The Hero. And How Not To.
It seems strange, but inanimate objects can sometimes make for compelling characters. Then again, sometimes they can’t. To illustrate this, we have two ads — one from Sherwin Williams, one from IKEA — that have recently released ads in which their products play a central role. Each achieved different results.
What Can We Learn From 84 Lumber’s Super Bowl Ad?
Every year, the marketing world goes bananas over the Super Bowl ads, and every year, the game is punctuated by a slew of over-the-top, creative-for-creativity’s-sake commercials with dubious marketing value. But there are always at least a couple that cut through the...
The Kleber Ad of the Year IKEA Gets Real, Emotional
If there’s one thing we love, it’s a good story based on human emotions. In the sentence above, the word “we” doesn’t just refer to us at Kleber & Associates. It refers to all of us as human beings. Real, emotional stories are what tie us together, help us...
Nest Gets Men
We’ve said it before and we’ll say it again. Having a deep understanding of the consumer mindset is a surefire way to create winning advertising. And when you do that, you form a connection with the consumer, and they know you understand them. The latest example comes...
Plumbing Giants Vie for Consumer Attention
The plumbing category is a bit of a conundrum. On one hand, brands in this space are fairly reliant on contractors and designers to influence consumers because, let’s be honest, homeowners don’t buy toilets or faucets very often. On the other hand, the plumbing...
The Kleber Critique: Skipping the Middle Man… Lowe’s Becomes Their Own Media Channel
In this era of content marketing, brands are increasingly being presented with a challenge — and an opportunity — to reach audiences in new ways. That is requiring some new approaches that would have been unthinkable just a few years ago.
One of those new approaches is for brands to become their own media channels, instead of (or in addition to) relying on third-party print, broadcast and digital media to carry their messages.