Be The Standout Swift ad shines at Kantar Creative Effectiveness Awards 2022
Evaluated out of 13,000 digital, TV and outdoor ads in 75 markets, Be The Standout Swift has ranked number two amongst the Top 10 TV ads at the Kantar Creative Effectiveness Awards 2022 with winners spanning across nine markets and eight categories.
The TV ad was championed by Martell Cognac campaign, a Pernod Ricard Nigeria brand – the local affiliate of Pernod Ricard.
The winning ads were selected based on the most impactful in building brands, driving sales and increasing long-term equity.
Be The Standout Swift ad, created by BBH London features popular singer-songwriter and music producer, ‘Davido’ in an emotive video describing what it means to be audacious and daring; to create one’s own path while uplifting others along the way with eye-catching visuals and dramatic shots.
Commenting on this feat, Creative Content Manager, Martell, Lanre Odutola said: “This execution was specifically created for the Nigerian market; it is deeply anchored in local culture, featuring Davido, an Afrobeats Icon & humanitarian whose own ethos; “we rise by lifting others” mirrors Martell’s ‘audacity shapes legacy’. This ad brings to life Martell’s brand purpose – standing out from the crowd by redefining the status quo; and we believe Davido and what he represents is the very definition of a Standout Swift.”
Managing Director, Pernod Ricard Western Africa, Sola Oke said: “Kantar assesses the best creative content presented by advertisers and their agencies, so this is a particularly high accolade given that the TV commercial is rated strongly amongst consumers globally. This award reflects the creativity and innovation that sits at the core of our business and showcases our commitment to creating emotionally relevant consumer stories, deeply anchored in local culture and nuance.”
Be The Standout Swift ad was also one of the thousands rated highly amongst several advertisements created in countries as diverse as the United States of America, Mexico, the United Kingdom, Italy, India, and Brazil, among others.
Kantar is the world’s leading data-driven insights and consulting company. For the past three years, through the Kantar Creative Effectiveness Awards, the company continues to recognise the most impactful ads as judged by consumers.