2 hits and 1 miss from The Whole Truth's latest campaign

This morning the internet woke up to a new campaign from The Whole Truth and as expected, they did not disappoint.

Hit #1: Authenticity

The Whole Truth is a rare brand that consistently manages to retain its brand positioning while finding new and creative ways to to say it. The latest video uses the power of humour and relatability to strengthen the brand positioning in it's audaciously long (for an ad) 7 minuter.

Hit #2: This Beautiful Post Copy

Read complete post here.

Shashank's click-baity post copy reminded me of Myntra's recent 'Don't Shop on Myntra's EORS' campaign and the not-so-recent Patagonia campaign.

It's self referential nature also gave Oatly vibes.

Having post copy that's as buzzworthy as the actual video itself is a great way to get people talking. 10/10 to the writer.

Miss: Attention to detail

The ad's only CTA leads to https://kachraawards.com/ which seems to leave a lot to desire. This is the only bit of the campaign that feels amateur and last minute. From the site design to the font selection - it doesn't give the right finishing touch to an otherwise lovely campaign. I'd love to see these actually result in UCG, but will it?

(Pet peeve: Inconsistent colour grading will be the death of me.)