As we find ourselves at the end of 2019, we also find ourselves at the end of a decade that is characterized by a rapid velocity of change in our daily lives. Technology and society evolve at unprecedented speeds, and so does the professional world. The world of advertising has had a very influential and sometimes even controversial year, and so we wanted to round up three of the most influential marketing campaigns of 2019, and the SHIFTS in the marketing industry they represent, that we foresee will continue into 2020.

Burger King ‘A Day Without A Whooper’ and the Rise of Cause Marketing

2019 was a huge year for Burger King. Sure, they took some hits and made a few misses, but when your same-store sales have surpassed Wall Street predictions, you know you’ve done something right. Of their more popular marketing campaigns, their “Day Without A Whopper” resonated the loudest with consumers around the globe, and the Argentina-based campaign gained international and online coverage.

The campaign enlisted the help of Whopper lovers on November 10th and consisted of Burger King sending their potential customers across the street to McDonald’s, to help support “McHappy Day” in Argentina. That is the day that McDonald’s donates all the revenue from Big Mac sales to a known charity.

Burger King showed that there is a lot to gain from helping a good cause, even if it comes at the expense of the bottom line. With more consumers every day becoming more socially conscious of the consequences of their purchases, Burger King took a step in the right direction by striving to be seen as a more socially responsible company, and made the right choice to prioritize authentic marketing over profits. They are not the first company, and will not be the last, to incorporate CSR into their marketing. The trend towards being a self-aware company and being a company that uses cause marketing is rising. More companies every year try their hand at cause marketing, seeking to “increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising”.

Social responsibility in marketing is used to attract consumers who seek to create a positive difference with their purchases and benefits both parties. Consumers can contribute to positive change and be satisfied with their purchase, and companies can increase brand attractiveness, public relations, and forge stronger customer relations.

Ryan Reynolds and Breaking Barriers and Rules in Advertising

Ryan Reynolds — a Canadian icon and national treasure — sits on the board of the American craft distiller Aviation Gin and is the creative director for the company. Since he purchased his large stake in the company, he has released some of the more viral and talked-about marketing campaigns for the company. I speak in reference to — of course — the response that Aviation Gin released online this Christmas season to the Peloton ad.

In November of 2019, the adman released a collaborative ad with Samsung for their QLED TV, and used sneaky humour to switch focus halfway to advertise his own product; aviation gin. Using that same positive and smart snark, the Aviation American Gin brand created a response ad to the Pelaron ad this Christmas, with the impressively quick turnaround of just a few days.

Published: January 3rd, 2020

Written by: Marzia Abdulla, Annie Limbana

Edited by: Jenny Bang

Sitting at the heart of this ad, featuring the actor from the Peloton ad, is the tongue-in-cheek humour that Ryan Reynolds has become known to exhibit. He brings a fresh perspective to the brand and the online platform of advertising, and has proved to be a rule-breaker, as well as a creative that likes to break traditional norms in the advertising industry.

This ad took what most consumers were thinking and represented the average person’s thoughts in a well-crafted ad, then took it one step further and spun it to authentically and seamlessly represent the Aviation brand. This might prove that some rule-breaking in advertising can result in a fresh outcome, and create some massive success.

Gillette’s ‘The Best A Man Can Be’ Campaign and a Call To Action

The first quarter of 2019 was turbulent for the razor and personal care brand Gillette, following the launch of their controversial “The Best Men Can Be” advertising campaign. In light of the #MeToo movement, the commercial’s purpose was aiming to address negative behaviours that had become recently prevalent in culture and among men — including sexism, bullying, sexual misconduct and toxic masculinity — and encourage men to step up, do better, and hold each other accountable.

Within a day of the ad going live, it amassed more than 13 million views, and unfortunately with a largely negative sentiment prevailing. Many viewers were against the campaign as they felt it portrayed a generalization of men and ultimately tarnished their image. However, on the other side of the spectrum, the campaign garnered positive feedback from viewers who supported the brand’s efforts to increase men’s self-awareness and urge the practice of accountability. As time went on and the ad caught attention on social media, the positive response began to overshadow the negative responses that the Gillette ad received. Viewers began to draw the connection between current events and the need for an immediate change in behavior.

Despite the ups and downs of the reactions, the brand rose in the eyes of many consumers, who applauded the efforts the brand was taking, and its use of large icons in Hollywood and sports, such as Terry Crews, to be the face of the campaign and spread further awareness. Many public figures and influencers began to echo the sentiments from the ad, and extend the call to action to as many people as possible.

The brand now distributes $1 million every year and will continue to do so for another 2 years, to non-profit organizations that create and execute impactful programs designed to help men of all ages achieve their personal best, in a variety of areas.

A brand’s call to action through a marketing campaign can go sideways very quickly, as we’ve seen in the past, but can also create huge, long term success for them, as we’ve seen with Gillette.

Brush up on your marketing knowledge and expertise with these shifts in the marketing industry, and get ready for RMA’s upcoming SHIF T in January 2020!

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From the RMA to you, see you in the new year, and at SHIF T!