Product design in the hands of creatives? Hilarity ensues

In a previous post I wrote about how agencies should keep their eye on the ball and realize that everything they do should be geared towards developing great ideas that grow the client’s business.

The post stemmed from a quote about that more or less said “if the product isn’t good enough, we should help the client in creating a better product” – which I thought was bogus.

Well, looking through Publilog.com (a good Spanish language blog on advertising, by the way), I came across a very entertaining case study for BGH Microwaves in Argentina:

Faced with a request from a client to make an ad for a boring product with no differentiation, the creatives at Del Campo Nazca Saatchi & Saatchi took it upon themselves to first “improve” the product, and then produce some very kitschy-licious ads! Continue reading

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Ad of the Day – November 30 (Paris)

Every morning I scour the web and look at the latest 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: Fred & Farid
  • Location: Paris, France
  • Client: Martini
  • Name: “Luck is an attitude”
  • Why I like it: I know, it’s a little crazy that yesterday’s Ad of the Day was for Campari and today’s is for Martini. But I thought this was too entertaining and classy to not share. A little overly long, perhaps, but the dual screen execution was inspired, the music was very atmospheric, and the whole thing has a very retro, young, hip, and Dolce Vita Italian-ness about it this fits perfectly with the brand. Luck is an attitude is a nice summary of what this brand can aspire to stand for, and it’s illustrated very clearly in this double film – which one are you? Which one would you want to be? The choice is clear. Funny enough, this very Italian film is out of France, not Italy. But I think they nailed it! Bravissimo!

 

via http://www.great-ads.blogspot.com/

Ad of the Day – November 29 (Milan)

Every morning I scour the web and look at the latest 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: Bcube
  • Location: Milan, Italy
  • Client: Campari
  • Name: “L’attesa” (“the wait”)
  • Why I like it: Wow. This ad is a feast for the senses! It’s rich, like a dark chocolate truffle cake, it’s lascivious without being sexy, it’s titillating without showing too much, it’s clever without showing off, and it’s driven by a fantastically sensual insight: “the expectation of pleasure is itself a pleasure”. It’s wildly colorful, imaginative and baroque…but still feels very modern.  I just loved, loved it, and it made me want to try a Campari for the first time…ever. I noticed almost by chance that it was directed by Joel Schumacher, talk about experienced talent behind the camera! This is from a small agency in Milan, and it should get them noticed on the international stage. Well done!

Ad of the Day – November 28 (Buenos Aires)

Every morning I scour the web and look at the latest 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: DDB Argentina
  • Location: Buenos Aires, Argentina
  • Client: VW Tiguan
  • Name: “Duel”
  • Why I like it: The Western shooter standoff is very familiar ground in advertising, perhaps too familiar. But the “I give up” hands-up gesture is a great new twist, and this is where the ad becomes great: This creative hook is well-acted, surprising and memorable…and of course it is completely connected to the benefit! (this, my friends, is a clear sign of a good ad). Total integration of creative idea with the product benefit. So obvious, yet so hard to do right. Loved this one. A great way to start of the week from the super talented folks at DDB in Buenos Aires (among them is my brother-in-law Hernan Jauregui!)

PS – What a joy it is when you have a great client, with a great brand, with an appealing brand/product benefit. In this case we have VW: just check the Ad of the day Archives, or even the awards show results for 2011 and you’ll see a lot of excellent work from them around the world and with different agencies and car models – clearly there is an overriding philosophy that is helping to push great work forward. Then you have the VW Tiguan, which has a hands-free auto parking feature which is very cool, and very different. A gift for a creative, really. You can go at it in so many different ways: Almap BBDO did so like this and won a Cannes Lion for it. This time it was DDB Argentina’s turn (who by the way also won big in Cannes for a print campaign for VW).

Ad of the Day – November 25 (Melbourne)

Every morning I scour the web and look at the latest 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: Clemenger BBDO
  • Location: Melbourne, Australia
  • Client: Carlton MID (beer)
  • Name: “Redheads”
  • Why I like it: A neat insight (not terribly original, but I’m starting to think that nothing in the beer category will ever be…), but with great copywriting, and great art direction (from the casting, to the typography, to the warmth of the layout). It’s looks simple when it works, but oh is it hard to get there! I enjoyed this, I’d be happy to have it on my reel. It’s also a reminder that it’s Friday…so go out and get yourselves a beer! Brought to you by Clemenger BBDO in Australia, so you can thank them for it:)

Ad of the Day – November 24 (New York)

Every morning I scour the web and look at the latest 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!

Happy Thanksgiving to all our US readers. And happy shopping. Here’s one for the occasion:

Today’s pick:

  • Agency: JWT
  • Location: New York, NY
  • Client: Macy’s
  • Name: “Black Friday”
  • Why I like it: “Black Friday” is one of the highest selling days of the year for retail in the US. All major stores are busting with anticipation, and they actually open their doors at midnight on Thursday. Pretty crazy, I know. Anyway, this had all the ingredients to be a lame ad: Bieber+Macy’s+shopping+Thanksgiving. But with a little bit of creativity, and with really good execution, they turned it around, I think. I smiled with the limo driver, and my smile kept expanding as the others kept upping the ante. Lighthearted and fun, with major celebrity sprinkled in for impact. Overall,my favorite seasonal ad for the week. Happy Thanksgiving!

Ask Adboardingpass – your advertising questions answered!

Let’s try something new. Every so often I get advertising questions from you, dear readers – and some of them are so interesting that instead of answering them personally I thought I’d make an occasional post out of them. So do keep the questions and video clips coming, and maybe we can all learn something new!

1. Phil from Austin, Texas sent me the ad below and asks “Is Samsung making a critical error in making fun of the very people it hopes will buy their phone?” Continue reading

Ad of the Day – November 23 (Helsinki)

Every morning I scour the web and look at the latest 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: DDB Helsinki
  • Location: Helsinki, Finland
  • Client: McDonald’s
  • Name: “Large Coffee”
  • Why I like it: This is very elegant ad. Its visual beauty draws you in…makes you look a little closer and then all of a sudden…click…you get it. Not much more to say about this one except that I think they really nailed it. Inspired work, and our first Finnish Ad of the Day.(PS – Check out my twitter stream for another inspired McDonald’s outdoor execution from Chicago)

Ad of the Day – November 22 (Dallas)

Every morning I scour the web and look at the latest 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 was made in the US, but it’s great, and it’s in Italian – so I’m allowing the exception:)

Today’s pick:

  • Agency: The Richards Group
  • Location: Dallas, TX
  • Client: Fiat 500 Abarth (a high performance model)
  • Name: “Seduction”
  • Translation
    • What are you looking at?!?
    • What are you looking at!?! [slap!]
    • You’re undressing me with your eyes?
    • Poor guy…you can’t help it
    • Your heart is pumping,
    • Your head feels light [whispering]
    • You’re feeling lost…thinking I could be forever yours
  • Why I like it: In a previous post I made a reference to the atrocity that is the Jennifer Lopez campaign for the Fiat 500 launch in the US. Just mediocre, aimless stuff. In a previous “Ad of the day” I showed you an example from Brazil that starts to get it right – this car is a real looker, you haven’t seen anything like it and you just want to stare at it. Well today we have a new one, and THIS is much more like it! It gets to the heart of the matter in a way that is funny, memorable, and oh-so-true. This car is sexy…and so is the ad. It captures our hero’s first “gasp” perfectly. It very clearly delivers the message that this car is Italian. And best of all, the mirage section doesn’t hijack the car section of ad…it only serves to elevate it because when we see the car and everything clicks in our brain, we project the sexiness of the woman right onto the car. Good stuff. So far it’s only viral because the latte cream stuff is a bit too much for the networks in the US, we’ll see what happens. In the meantime, I have renewed hopes that this cool little car will get the attention in deserves. Well done by the crew in The Richards Group to nail this one.

Ad of the Day – November 21 (Berlin)

Every morning I scour the web and look at the latest 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: TBWA\Berlin
  • Location: Berlin
  • Client: Adidas
  • Name: “Faster into the Jersey”
  • Why I like it: Damn. This is just cool. The idea at the core is solid (if not entirely original): that Adidas will help you play at your best. Hence the tagline “Run faster. Play faster. Faster into the jersey [team]”. The execution here is what really elevates the whole thing: from the crisp action, to how the product is seamlessly woven through the entire commercial, to the celebrity impact of the German soccer superstars at the beginning. But, of course, what really shines here is the decision to play it backwards. Your brain thinks that it’s not going to be able to follow…until you just let yourself go for the ride, and in the end it all does connect together. It really keeps you on the edge of your chair mentally. It forces you to pay attention! Very inspired. Everything comes out smelling like roses: Adidas, the different products, the German team, the sport itself, the love of the game, etc. Not an easy feat! We start the week with our first Ad of the Day from Berlin.