Ad of the Day – May 24 (Sao Paulo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Almap BBDO
  • Location: Sao Paulo
  • Client: Getty Images
  • Name: “From love to bingo in 873 images”

Why I like it: The good: “A good story, well told”, is one of the simplest attempts at defining good advertising. Well, this one fits the bill: a lovely, fully textured story told in a very unique, arresting, lovingly crafted, almost incredible-that-they-made-it-work manner. Best of all, it so clearly illustrates the product/brand benefit! This is a great example of the theory that great creativity lowers your mental filters and opens your mind to receiving a marketing message. And major extra points for giving this the flair of being “from love to bingo”…a mediocre approach would have been a generic “from birth to death”, or “from first sight to last kiss”, etc.  Simply superb, and honestly Almap BBDO has us used to this by now! Now…the bad: I really hesitated in including this truly fantastic ad… Why? I’m so sorry, but this sets off my “Scamocity scale” in a big way. I suspect it’s what I call a “Mother Teresa” scam, whereby flower shops, dog pounds, abuse shelters, and yes even stock photo companies around the world are gifted these fantastic ideas (and even finished executions) by top creative shops. Does it diminish the end result? You decide… but look for a post on this topic very soon!

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