Ad of the Day – August 17 (Sweden)

Every morning I go to adsoftheworld.com and other sites and look at 10 random ads (in any medium) from around the non-US world*. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Volt
  • Location: Stockholm, Sweden
  • Client: Peugeot
  • Name: Take the Car
  • Why I like it: The opening line of this video sets it up quite nicely: “How can you get people to sit in front of their computers, staring at a car for up to 15 hours straight?”. The answer, was a digital tactic that, I found, had that magical mix of  “why didn’t I think of that before” creativity, a great business payoff (can you image how much “selling” you can do to a consumer over such a period of time?), and all-around simplicity. Check it out!

Ad of the Day – August 16 (Portland, OR)

Every morning I go to adsoftheworld.com and other sites and look at 10 random ads (in any medium) from around the non-US world*. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Wieden & Kennedy
  • Location: Portland, Oregon, US (*I’m making an exception because I think this rocks)
  • Client: Levi’s
  • Name: “Go Forth”
  • Why I like it: The words from Charles Bukowski’s poem “The Laughing Heart” provide the backdrop for this somewhat-haunting-yet-tremendously-inspiring celebration of youth, desire, life. This one I think will be somewhat polarizing: many will find it a big bunch of BS. Because, for one, this is  advertising is 100% emotion, 0% product. Yet…for an iconic brand like Levi’s, in this context, I think it so works. It really resonated within me at age 39…if was an 18-year-old kid…man I’d be ready to go and take on the world after watching this. Two side notes: these ads were pulled in England given the riots, what bad luck. Today is Charles Bukowski’s birthday, so it’s a fitting exception to my non-US rule!

Introducing… Auro Trini Castelli – A Milanese Strategic Planner at the intersection between advertising and design.

A weekly series of “9 smart questions + 1 stupid one” with talented industry people…all with an international twist, of course!

Advertising and design is serious business, people!

1. Tell me briefly about your background. How did you get to where you are today?

I was born in London, but spent most of my life in Milan, Italy. I studied marketing business and economics at Bocconi university. But I was pretty much immersed in the world of design from an early age. My father is a designer, and my mother is a fashion designer. So I started doing a Masters in car design, and worked as Strategic Designer for four years. It’s similar to what I’m doing now in advertising, but in a design context: defining the physical premises for a product, knowing what the “brand” stands for, what the audience is, etc. One day I had the chance to meet the CEO of DDB Italy at a seminar of automotive design, and later on he offered me a job as a Planning Director for Audi. So that was my start, it was somewhat of a natural jump into strategic planning.

2. Both of your parents were designers. What impact did that have on you, and how did you carry over that sensitivity onto your professional life? Continue reading

Ad of the Day – August 15 (Australia)

Every morning I go to adsoftheworld.com and other sites and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Three Drunk Monkeys (now that’s a name!)
  • Location: Sydney, Australia
  • Client: IKEA
  • Name: “Have a gö”
  • Why I like it: What’s not to like? Fantastic cinematography, fabulous use of humor, superb brand integration (I spotted like 5 furnishings that are actually in my house, including the white chair wielded by the yelling woman!) and a really great way to deliver the insight. To quote the three drunk monkeys themselves: “HAVE A GÖ, it encourages consumers to take a risk, fight against boring interiors and experiment with their home furnishings. Think Braveheart with furniture. And IKEA instead of Freedom.” Classic!

Ad of the Day – August 12 (Brazil)

Every morning I go to adsoftheworld.com and other sites and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Casa Darwin
  • Location: Sao Paulo, Brazil
  • Client: Galeria Melissa (a shopping mall)
  • Name: “Melissa Power of Love” line
  • Why I like it: See, this is when advertising transcends its medium, and becomes something greater. The execution is brilliant, it took 25 designers 5 months to do the full stop-motion, using 350 thousand post-its to raise awareness for a new line being launched by this mall. But here is where it gets good: There was a spontaneous action by the consumers, who started writing their OWN dedications of love on the notes! Over 30 thousand spontaneous gifts of love were written down on the wall. What a great association for the brand to acquire, and now the potential to keep this going (videos, social media initiatives, etc. is limitless). Brilliant.

Ad of the Day – August 11 (London/New York)

Every morning I go to adsoftheworld.com and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Anomaly
  • Location: New York, London
  • Client: Umbro
  • Name: “Blackout”
  • Why I like it: I found this story instantly charming, and it made me feel positive towards a brand that to me is a total after thought. It hooked me even in this day of 10 second attention spans. It was partly the Brazilian accent of the narrator, partly the animation style, and partly the New York City historical element (the late 70s were a fascinating time in New York…not that I was there).

The 3 components of the Argentine Advertising Aesthetic (part 2 of 2)

CLICK HERE TO READ PART 1

3.      Retro Cinematography

Everything comes back. And thus emerges a retro visual style that is distinctive and occasionally polarizing. Now, I’m a little out of my depth here because I’m not a designer or a cinematographer so  I lack the vocabulary to describe this well, but let me try in everyday terms:  Washed out colors. Nontraditional color palettes and hues. Muted lighting. Minimalist set design. Unconventional camera angles.  And then of course the wardrobe and the casting mentioned above, which plays into the whole effect as well.

The earlier examples should also help illustrate (check out the very beginning of the Sprite ad), but here are three more examples by a small independent agency, La Comunidad, which for years has been one of the clearest and most successful proponents of this type of visual and storytelling style: Continue reading

Ad of the Day – August 10 (Auckland)

Every morning I go to adsoftheworld.com and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Find your pet with a microchip - SPCA

Today’s pick:

  • Agency: Colenso BBDO
  • Location: Auckland, New Zealand
  • Client: SPCA
  • Name: “Find your pet – Cat”
  • Why I like it: I’m so not the target here, yet I can’t help to be stopped on my tracks by the sheer visual cleverness. It draws you in, it’s expertly executed, and the idea IS the benefit. Click on the image to view it at a larger size. Very nice!

The 3 components of the Argentine Advertising Aesthetic (part 1 of 2)

So much heartache of late…but hey the advertising here is great!

Argentina is not a large country in terms of population, and its local advertising market is quite minuscule in terms of billings.

But this country; long known for soccer, tango and a perennial state economic crisis; has scratched and clawed its way to a seat at the small VIP table of worldwide creativity, alongside other “big fish” like the US, the UK and Brazil.

This has been going on for decades and has really taken hold in the last 10 or so years. Take for example two nuggets from 2011:

  • At Cannes 2011 in the “film” category, Argentina placed 2nd worldwide in the awards ranking, behind the juggernaut US, but ahead of Brazil (who placed third with almost 20 times the number of entries), and the UK.
  • The AdAge 2011 International Agency of the Year award went to Del Campo Nazca Saatchi & Saatchi. This is the second consecutive year this award is taken by an Argentine shop, as last year the winner was Santo. Continue reading

Ad of the Day – August 9 (Australia)

Every morning I go to adsoftheworld.com and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Euro RSCG
  • Location: Australia
  • Client: Vanish NapiSan Cleaner
  • Name: “Barack Obama pitch”
  • Why I like it: Super charming and well executed. Great sense of humor. Very current. Ripe for generating free media/buzz. A powerful core idea that can then be brough to life through multiple channels (tv being only one of them). Check out the other videos on youtube if you’re interested.