Ad of the Day – December 6 (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: Del Campo Nazca Saatchi & Saatchi
  • Location: Buenos Aires, Argentina
  • Client: BGH Air Conditioners (BGH is an electronic appliances brand)
  • Name: “Dads wearing tightie whities” (tightie whities = slips = tight underwear)
  • Translation:

VO: Summer arrives, and with it, the terror of every family…dads wearing tightie whities
SUPER: Dress them up with a BGH silent air

  • Why I like it: Let’s face it, air conditioners are not the most exciting product around, and I can think of 1,000 boring briefs and 1,000 resulting boring ads. But this one starts with a strong insight (we can be defenseless against the heat in summer) , builds with a great, funny creative idea (what is a more horrible result than your dad walking around in tightie whities?), and caps it off with a nice execution, including an epic soundtrack and slick black&white cinematography. That’s a talented agency, folks. And, importantly, a client that is clearly willing to take chances.  If this brand and this agency rings a bell, it’s because they were featured last week in this great case study, this time for microwaves.

Normally I don’t include campaigns, but I couldn’t resist sharing the second ad in this campaign. The translation is “Is there something more humiliating that seeing your dad act like a cool dude in front of your friends? Yes. When he does it in his tightie whities. Fathers in slips. Dress them up with a BGH silent air.

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Ad of the Day – December 5 (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: Schweppes
  • Name: “Fruits…well kind of”
  • Why I like it: This series of print ads caught my eye because of their over-the-top use of color. Which works nicely if what you want to advertise if a series of exotic fruit flavored Schweppes drinks! Bordering on surreal (the page almost seems juicy, doesn’t it?), yet also with a very mature, sensual appeal. I dug it. Interestingly enough, the part that didn’t work for me is the use of Uma Thurman – what a wasted opportunity given that she’s styled to the point of being almost unrecognizable! They could have used and good-looking blonde. Either way (with Uma or without Uma), these print ads are Monday’s ad of the day, and the second  consecutive week with an entry from Fred & Farid!

 

Ad of the Day – December 2 (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: Bupa (A healthcare insurance provider)
  • Name: “The moment”
  • Why I like it: Wow. I’ve always believed that some categories are more “fertile ground” for creative ideas than others. Beer, for example, is towards the top. And I would have put health insurance towards the bottom of the pile. So man, did this one surprise me. A fantastic human insight, fueling a “you-know-it’s-good-as-soon-as-you hear-it” idea, brought to life flawlessly on-screen (and across other media as well, that’s the thing about great ideas, they travel). This, my friends, is what it’s all about. It’s such an inspired ad that it makes me happy to be in the ad business. Kudos to the folks at Clemenger BBDO, who have shown they know how to be creative on both ends of the spectrum. That’s talent!

Ad of the Day – November 25 (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: Publicis
  • Location: Milan, Italy
  • Client: Nestle Antica Gelateria del Corso
  • Name: “A small Holiday”
  • Translation: Take a small holiday
  • Why I like it: I’m intrigued by the idea of huge things coming in teeny packages. Like a hand-crafted piece of sushi, or the perfect last little bite of a grilled cheese sandwich. This ad for a small iced coffee drink I think captures the essence of vacation-in-a-small-package with a lot of elegance. It’s not only an art direction achievement, it’s about how it elevates the idea at the core: that a little tiny treat can truly contain a mental departure as big as that given to you by a vacation. It caught my eye and made me think. Nicely done! This is another one from Italy, so we’re 3/3 from Europe this week. What other region will show up tomorrow? Ciao, amici!