Love Letter to Ireland – Barry's Tea | Clapboard Ad Archive

KFC’s 2021 campaign for the reopening of French cinemas deploys a refreshingly inventive approach to align the brand with the cultural resurgence of the 7th Art, positioning its iconic Tenders, burgers, and Boxmasters as the very source of authentic cinematic sound effects. Crafted by Havas Paris, this film campaign centers on a professional film noisemaker who dubs legendary movie scenes using the crisp, unmistakable sounds of KFC’s food, thereby fusing culinary and cinematic sensory experiences in a way that feels both playful and genuine. From the martial arts intensity of Bruce Lee to the chaotic energy of urban crossings and even the prehistoric charm of a baby T-Rex, the campaign leverages humor and surprise through a parody format that taps into recognizable film tropes and cultural touchstones, celebrating cinema’s return with a tongue-in-cheek narrative that eschews conventional storytelling in favor of genre play. This FORMAT#12—Parody or Borrowed Format execution cleverly anthropomorphizes KFC’s products as integral to the filmic soundscape, reinforcing the brand’s promise of delivering heightened sensory pleasure that complements the immersive nature of movie-going. Strategically, the campaign capitalizes on post-pandemic consumer appetite for shared, out-of-home entertainment experiences, marrying nostalgia for authentic cinematic moments with the visceral appeal of KFC’s food, thereby deepening emotional connections with both cinema lovers and fast-food consumers. The production’s meticulous sound design and post-production work ensure the crunchy, tactile quality of the food translates into a vivid auditory experience that elevates the campaign beyond a mere promotional exercise into a celebration of sensory storytelling. Clapboard rates this campaign 66/100 in its global creative archive. This campaign matters to the industry because it demonstrates how food brands can authentically embed themselves in cultural moments by leveraging sensory storytelling and humor to forge meaningful connections beyond traditional product narratives.

Aperol – Together We Joy - Aperol | Clapboard Ad Archive — archive collection thumbnail

Aperol – Together We Joy - Aperol | Clapboard Ad Archive

Aperol’s 2019 campaign Together We Joy, created by JWT for the Italian market, offers a masterclass in lifestyle advertising within the Alcoholic Drinks category by centering the brand’s iconic Aperol Spritz as the emblem of social connection and collective celebration. This film-driven effort invites consumers to join the “orange community,” a vibrant collective defined by warmth, conviviality, and shared moments of joy, effectively positioning Aperol as more than a drink but as a social catalyst that transforms everyday gatherings into memorable experiences. The campaign’s visual language and tone adhere to what Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery—showcasing relatable, aspirational social settings where the target audience can see themselves participating in a spirited, inclusive culture. By focusing on the experiential and emotional benefits of togetherness rather than a conventional problem-solution narrative, JWT crafts a subtle but effective brand story that aligns perfectly with Aperol’s identity as a quintessential social aperitif. The campaign’s strategic deployment across Instagram, Facebook, and the brand’s official website ensures a seamless integration of on-screen storytelling with digital engagement, encouraging consumers to share their own joyful moments and thus amplifying brand visibility and fostering a dynamic online community. This multi-platform approach leverages the cultural resonance of Aperol Spritz as an emblem of Italian lifestyle and sociality, reinforcing the brand’s market position amid competitive pressures in the food and drink sector. The film itself evokes warmth and inclusivity through its inviting imagery and upbeat tone, eschewing celebrity endorsements or explicit storytelling arcs in favor of a straightforward but effective portrayal of collective enjoyment. Clapboard rates this campaign 60/100. Together We Joy matters to the industry because it demonstrates how alcohol brands can harness authentic social experiences to build community and emotional resonance without relying on conventional advertising tropes.

Campaign Proposition

Barry’s Tea’s “Love Letter to the Irish” campaign centers on the brand’s role as a unifying cultural symbol through the simple act of making tea. The campaign positions Barry’s Tea not just as a beverage choice, but as an emblem of care, connection, and shared moments unique to Irish life. By framing tea-drinking as an intimate gesture that conveys affection and community, the brand underscores its promise to be an integral part of everyday relationships and meaningful interactions. The market strategy leverages a culturally resonant insight: in Ireland, tea is more than a drink—it is a ritual that fosters connection and emotional warmth. The campaign’s narrative approach uses storytelling to evoke nostalgia and pride, tapping into the collective identity of the Irish audience. By portraying tea as a “love letter,” the creative angle humanizes the brand and positions it as a catalyst for bonding in both ordinary and significant moments. Targeting a broad demographic, the campaign speaks to consumers who value heritage and authenticity, reinforcing Barry’s Tea’s longstanding presence in Irish households. The use of film as the medium amplifies this emotional resonance through visual storytelling, emphasizing warmth and intimacy to deepen audience engagement. Overall, the campaign integrates cultural insight with a narrative-driven strategy to strengthen brand relevance and emotional connection in the competitive non-alcoholic drinks market.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign’s description and context center around familiar, universal moments—making a cup of tea for someone you care about—which closely aligns with how the act of sharing Barry’s Tea resonates throughout Irish life. The “love letter to Ireland” and references to #barrysteamoments suggest the ad focuses on everyday Irish people and relatable rituals, not on a strongly plot-driven story or symbolic device. There’s no evident problem–solution structure, nor an explicit product demonstration or testimonial. Instead, the creative execution most likely depicts authentic users and heartfelt scenarios meant to evoke recognition and emotional connection among target consumers, embodying the Associated User Imagery format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Twinings – Market Positioning Twinings leverages its long heritage and global reputation to position itself as a premium, trustworthy tea brand offering a wide range of high-quality blends. It emphasizes tradition, refinement, and a sophisticated flavor profile, appealing to discerning tea drinkers who seek both variety and authenticity.

Lyons Tea – Market Positioning Lyons Tea positions itself as a traditional Irish brand rooted in local heritage and family values. Its focus on delivering a strong, comforting everyday tea resonates with Irish consumers looking for familiarity, consistency, and a sense of national pride in a competitively priced product.

PG Tips – Market Positioning PG Tips uses a friendly, approachable brand personality with humor and British cultural references. It emphasizes strong, robust flavor and convenience, targeting mainstream tea drinkers who prioritize a reliable, classic cup for daily consumption at an affordable price point.

Bewley’s – Market Positioning Bewley’s positions itself as a premium Irish tea and coffee brand that offers an authentic, artisanal experience. It differentiates through a focus on quality sourcing, a rich history dating back to the 19th century, and a commitment to sustainability, appealing to socially conscious consumers.

Yorkshire Tea – Market Positioning Yorkshire Tea capitalizes on its robust, strong flavor and working-class British identity, positioning itself as a hearty, no-nonsense tea for everyday drinkers. It focuses on community spirit, authenticity, and quality, often communicating warmth and reliability to a broad demographic seeking a dependable brew.