Here’s one for the Scottish among us. Or the Johnnie Walker enthusiasts. Or in fact anyone that appreciates a well-executed piece of content.

Not that I’m a fan of whiskey, but this held my attention for the full six minutes.

Created as a story, confidently told by Scottish actor Robert Carlyle, (Trainspotting, The Full Monty, Angela’s Ashes), this is a brilliant example of how a long-standing brand continues to demonstrate strength and confidence.

Thanks to: Johnnie Walker, BBH London, Adverblog, Adland.tv

Looking for a way to engage women in a man’s game? The Rugby Football Union in England (RFU) has employed some new game tactics, forming an unlikely partnership with publisher Mills & Boon.

The RFU plans to align rugby with romance with a set of rugby-themed novels, in the hope they will inspire women to flock to the rugby.

Subtly and self-assured, the RFU is taking a brave step in its quest to widen its female audience. And for any avid Mills & Boon fans out there, The Prince’s Waitress Wife has just been released in time for the Six Nations.

Thanks to: Mills & Boon, Rugby Football Union, Brand Republic

Animation in the production of advertising is growing in popularity. It has practical benefits for advertisers (the ability to show how products work, to capture aspects film never could) but my bet is this growing trend is more about brands evolving their advertising approach and using animation as a foray into a more emotive space.

And, with over 3 million views on You Tube and a four star rating, Wilkinson’s Blades have proved that a category traditionally built on rational advertising can evolve, with their ‘Fight for Kisses’ campaign. Although, personally I’d question the dark nature of the story line: men can now take revenge and win back their wives, it’s an engaging way to take the audience on a journey.

Thanks to: www.ffk-wilkinson.com/fr/

It can be contested that niche brands such as Vision Street Wear have it easy when speaking with their audience because the segment is narrow and well defined, but much can still be taken from how they interact with their consumer.

A big challenge with brands online is integrating product information with the themes they have created in order to engage their audience. Here Vision have done a masterful job of treating the product in the same entertaining and commonly consumed format that skaters are used to as with the rest of the site. Instead of product shots each of the shoe models are displayed in looping video pieces in which the shoes are being worn by a skater actually skating! Seems intuitive really but actually putting the product in a situation that it would be used in is very effective and rarely done online.

The use of video as the background of the page is also brilliant as this is the most common content consumed by skaters online so by creating the site around this they have immediately engaged with their audience.

Thanks to: visionstreetwear.com

Here’s one you can wallow away some time on - vaio-john.com. Sony have managed to enlist John Malkovich to share his stories, while mentoring aspiring script writers.

It takes some time to understand what’s happening but it’s well worth the wait. I became so entrenched in John’s stories, I hardly noticed, and barely cared when the Sony’s ‘be like. no. other’ appeared at the start of each clip. I was hooked, moving through the months learning about his music collection, his thoughts on religion, his childhood nightmares. This is a voyeurs dream.

The campaign includes a promotion where you can submit a story which John will then comment on personally.

Thanks to: vaio-john.com

Financial Services Company Goldfish have successfully become the fastest growing credit card in the UK. They pride themselves for having a jargon free approach to banking.

A fresh approach to advertising also happens to be part of their style. And so enters meandmygoldfish.com a collection of celebrity written, animated stories with a Tropfest like feel - the theme being ‘me & my goldfish’.

My feeling for what it’s worth - Irreverent. 10/10. Amusing 6/10. Bite size 7/10. Relevant 0/10. I can’t help but wonder if Goldfish have fallen for the trap of soulless innovation?

Understanding the vast communication offerings to choose from is one thing. Marrying this with brand values and the needs of our customers is quite another.

What do you think?

Thanks to: Goldfish.co.uk