Ad of the Day – November 16 (Stockholm)

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!

(watch the video before you read my comments below)

Today’s pick:

  • Agency: Forsman & Bodenfors
  • Location: Gothenburg, Sweden
  • Client: IQ (an organization against alcohol abuse)
  • Name: “Smoothness”
  • Why I like it: Misdirection is a powerful tool when applied properly. In this case, I think they totally nail it…because they totally nail the conventional cliches in liquor advertising, so when the switch comes, it’s both impactful and crisp in its message. You’ll note they manage to stay away from becoming overly-preachy, which would go against the intended effect. (this same approach worked on an anti-drunk driving ad from New Zealand that we featured recently). Lingering, effective (at least for me), and very well executed work from Sweden. Skål!

1 thought on “Ad of the Day – November 16 (Stockholm)

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