We can’t all afford big TV campaigns like Optus, but even if you’re just creating a brochure or looking for a stock library photo for your website, it’s important to make sure the people you choose to represent your brand are a good fit.
The first thing to work out is the personality of your business. Is it conservative and upmarket? Is it cheap and cheerful? Is it mumsy? Child-like? Maybe a bloke talking to other blokes, like the Farmer’s Union Iced Coffee ads? Or a mature female speaking candidly, woman-to-woman?
I’m not the target audience but I reckon Optus gets it right with their most recent series of ads featuring young Aussie comic, Josh Thomas. Now, personally, I can’t stand his stand-up comedy but I reckon he’s hysterically funny in these ads. Which I reckon will work gangbusters. Check ’em out and see what you think.
On another note, it may not be obvious at first glance but if you look closely at all 3 of the Optus TV ads, the subtle use of the Optus colours for clothing, interiors, scenery etc is a great example of good branding. Here’s a link for the first ad.