Ad of the Day – September 30 (London)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: BBH
  • Location: London, UK
  • Client: Audi A6 Avant
  • Name: “Hummingbird”
  • Why I like it: Wow. Very nice. Normally I tend to dislike (or just be very indifferent to) car advertising. It’s tough to break the the mold, but I think they’ve done it for this Audi ad. The key here is fabulous execution not to show off, but rather in the service of communicating an appealing and credible product benefit. Love the concept of the mechanic hummingbird…because when you see it interact with the mechanic flying “truck bugs” and then zip nimbly away, you suddenly get the benefit with great clarity…even though you haven’t even seen a car yet! Moreover the great soundtrack injects an element of unbridled joy and freedom into the driving experience (the track it reminded me a lot of the track in this great Honda ad by W+K). All in all, it’s attention-getting, it’s persuasive, it’s sufficiently linked to the product, and it made me feel good. A great effort from the guys at BBH, who have been cranking out some really great work of late (check out their British Airways ad if you haven’t already!). Hats off, this is the Ad of the Day!
via @adfreak
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Ad of the Day – September 29 (Paris)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

[Update Dec 3: two more ads in the same campaign, below]

 

Today’s pick:

  • Agency: Euro RSCG 360
  • Location: Paris, France
  • Client: Athena (the leading French men’s underwear brand)
  • Name: “Team”
  • Why I like it: This is one of two print ads and a viral video that were done to promote Athena’s partnership with the French Athletics team. Featuring real athletes, the print work gives a dynamic, unusual take on athletic events while featuring the underwear in a memorable manner. It comes across as funny, young, athletic, and somewhat hip. What really closed the deal for me was the viral video that you can view here. I’ll just say there’s lots of humor, and tons pixelated nudity. Not a bad combo. For injecting a boring category with an interesting twist and  cool graphical identity, the folks from Euro RSCG Paris earn my “Ad of the Day”!

Ad of the Day – September 28 (Chicago)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Today as an exception we have an ad from the US. But it’s our very first Outdoor media “Ad of the Day”, so it’s worth an exception.

Today’s pick:

  • Agency: Draftfcb
  • Location: Chicago
  • Client: DOW
  • Name: “Solutionism. The new optimism”
  • Why I like it: This is proof of why there is no better time than today to be working in advertising! In my dad’s day, hell, even 10-15 years ago, an outdoor board in SOHO, New York would be some paint making a picture/message for passers by to maybe glimpse. How can OOH work today? Picture a huge wall, being filled live over a few days with an intriguing formula. A tagline leads to a website with clues, and a twitter feed gets people involved and guessing. This effort for Dow Chemical company was finally revealed as a symbol of the company’s new positioning. So rich, so engaging, so…much more than just a painting on a wall. We MUST force ourselves to think in this way, or we’re short-changing our brands. For full details go here. In the meantime, a big hats off to my colleagues at Draftfcb Chicago!

Ad of the Day – September 27 (Stockholm)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

This is a promotional web video for a language center…this is one of 7, the others feature Paris, Vancouver, London, Beijing, Los Angeles and Sydney. Check them out by clicking here.

Today’s pick:

  • Director: Albin Holmqvist,  Production house: Camp David
  • Location: Stockholm, Sweden
  • Client: EF International Language Center
  • Name: “Barcelona”
  • Why I like it: “I like these a lot! It’s almost like I’m there, and I’m 23 years old:) There are a lot of layers at play here: the insight of “live the language” is appealing, fresh and aspirational for a language center. The mini-movies are nicely shot and offer a very romantic and young “slice of life” that makes you just want to get on a plane. The interspersed words add a touch of the didactic, keep the pace going, and give you a true a sense of how living the language makes it easy to learn the language…almost without trying. And to top it all off…let’s talk for a second about the typography! What a delight! It would have worked almost as well if it were all in Helvetica…but the difference between that and this is where you find greatness. I don’t know enough about typography to speak about it, but I do know how to appreciate it…and this vibrant touch is helps take it to another level. Do check out the other examples, each of them offers something new. This reminded me of the “A Glass of Sicily” video in the way it made me feel, hear, see, smell and touch, all through my computer screen. A big GRACIAS to Albin Holmqvist and the folks at Camp David!
via Sophie Janssens – check out her excellent blog by clicking here.

Ad of the Day – September 26 (somewhere in the US?)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: ? I searched and I couldn’t find it. Anyone know? Tell me and I’ll update the post.
  • Location: ?
  • Client: American Dairy Council
  • Name: “Ooh La Latte!”
  • Why I like it: As brilliant and long lasting as the “Got Milk?” campaign is, to me it has been feeling a little tired of late. Linking it to the booming coffee craze is one of those “Duh! Why didn’t anyone think of that before!” moments. You take milk and you make it modern, trendy, urban, aspirational. All with a clever twist on a well-known idea. And the execution of it, from the casting of Gyllenhaal (famous, pretty but accessible), to the tagline (exotic yet familiar) to the photo itself…well it all just really works for me, and gives this whole milk think a whole new avenue to explore. Well done!

Ad of the Day – September 23 (Rio)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Here are two 15 second ads, they’re part of a campaign of 4 ads that are now up on the web.

Today’s pick:

  • Agency: Giovanni+Draftfcb
  • Location: Rio de Janeiro, Brazil
  • Client: Hope Lingerie
  • Name: “A crashed your car” & “Mom’s coming to stay”
  • Translation:
  • HOPE TEACHES
    • …Love, I crashed your car…[WRONG!]
    • …Love, I need to tell you something…I crashed your car…again…[RIGHT!]
    • You’re Brazilian…use your charm! Hope, naturally beautiful
  • MOM’S COMING TO STAY
    • …Love, mom’s coming to live with us!…[WRONG!]
    • …Love, you know who’s coming to live with us? My mom!…[RIGHT!]
    • You’re Brazilian…use your charm! Hope, naturally beautiful
  • Why I like it: What’s not to like, right? All joking aside, consider that many of the “Ads of the day” are in longer formats (30,60 or more seconds), which allows you to explore a wide range of variables. I like these because they are very well made 15 second ads…and it’s really very hard to make these! They’re the ultimate exercise into distilling the message down to short bursts of memorable info. Just the right amount of humor, good acting, a huge celebrity…it’s the recipe for an impactful ad, in only 15 seconds. A big congrats to Adilson and my colleagues at Giovanni+Draftfcb in Brazil, although I’m a little upset that they didn’t invite me to the shoot!

Blog news – September 23

Dear readers:

1. Upcoming posts: An interview with a top account manager from Shanghai, some thoughts on advertising inspired by lost cat posters, and an overview of shared bike programs and their branding potential. Plus…

2. On October 3-4 I will be attending the IAB Mixx conference in New York. The conference topic is “Building narrative in the digital age”, and the keynote speakers are senior leaders from Google, Twitter, Facebook, Linkedin, The Martin Agency and Wieden & Kennedy. And the key note speaker is sport journalist and web content creator Bill Simmons, of whom I’m a huge fan. Pretty friggin’ impressive! I’ll be tweeting live and posting some reports and video interviews – so stay tuned! And if any of you will be in attendance, send me an email and let’s get together for a beer!

3. If you’d like to get an email notice every time an awesome new post goes up, please sign up by clicking on the button at the bottom left. Or if you follow my Twitter stream, you can receive the notice there. (link is on the left).

4. Views the last 2 weeks have gone up, so thank you for coming back! The interesting thing is that whereas before daily traffic was mostly to the most recent new post, in the last days people have been hopping around quite a bit, checking out a lot of the past post. Cool! In the graph below, the spike at the left was the day I posted the “Copywriting is dead” post. The following Monday Sept 19 I posted the “If you love your country…” post, and curiously the spike came the day after. There is a lot to be learned from watching these trends, so thank you, thank you, thank you for coming back!

Ad of the Day – September 22 (Palermo, Italy)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Not an ad, but rather a promotional video for Tasca d’Almerita, an Italian winery.

Today’s pick:

  • Agency: Mosaicoon
  • Location: Palermo, Italy
  • Client: Tasca d’Almerita
  • Name: “A Glass of Sicily”
  • Why I like it: I’m intrigued by communications pieces that successfully “mix” the senses: making you experience taste with your eyes, smell with your hearing, etc. It’s hard to do. In this video, I think it’s extremely well done…sight and sound coming together to make you somehow taste the richness of Sicily and it’s wine. Very interesting, and very effective – why isn’t every wine/travel ad like this? Great job from the folks at this small “viral media company”!

Via @adrants

Ad of the Day – September 21 (Paris)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: W Atjust
  • Location: Paris, France
  • Client: RFF (French railway network)
  • Name: “Tilt Shift”
  • Why I like it: The visuals on this ad caught my eye: it’s seemingly a detailed miniature, but it has a very lifelike feel to it. Then I read this post by the excellent Rob Schwartz and learned that with this “tilt shift” filming technique, it’s actually real life being made to look like a miniature! Very cool, and an example of how sometimes excellent execution alone is enough to get you over the hump (because the rest of the ad didn’t really make an impact with me). If you’re interested in how this was made, here is the making of video. Well done, that’s the second ad from Paris in the last 3 days!

Ad of the Day – September 20 (Oslo)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo, Norway
  • Client: DnB NOR (a Norwegian bank)
  • Name: “Lucky in life”
  • Translation: “Some people are lucky in life”
  • “For the rest of us, saving up can be smart”
    “S for Saving Plan”
    “DnB NOR – Bank from A to Z”
  • Why I like it: This ad doesn’t take itself too seriously, and Clooney is as charming as always, and pretty much ensures the impact and memorability. Furthermore, it was well executed – the devil is always in the details, and here they are just right; the horse mask, the disheveled room, her raging hangover…in fact it all had a funny “The Hangover” vibe about it. Overall, this really worked for me!

Via @copyranter