Ad of the Day – June 6 (Paris)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Paris
  • Client: Perrier
  • Name: “The Drop”

(note: watch this in full screen with the volume up. You’ll get a little more of the cinematic feel that way)

Why I like it: Wow. What a gem of an ad. I can imagine that some of you may be thinking “meh…this is amazing, but it’s more film than actual advertising”. Well, certainly this has very cinematic aspirations, but that doesn’t mean that the basics aren’t very well taken care of. Let’s do a quick review according to our standard criteria: it’s tremendously interesting and atmospheric (storytelling!) It’s well branded, with Perrier heroically (and every-so-stylishly) at the core of the climactic moment. I give it just an “ok” on persuasion – the refreshment message is obviously there, but purposely amplified to make it less truly persuasive and more of a narrative device. Is it campaignable? Could be, but this is clearly a one-off. And finally, I think it does hit some very interesting emotional notes for a mineral water ad: bravery, hope, suspense, despair, and a subtle undertone of melancholia. Overall, a very rich treat, with many flavors at play! So yes, it is an ad…and a very good one.

But let’s talk for a second about the courage and drive that it must have taken to get this made. This doesn’t look like it was cheap. And it doesn’t look like it came from a specific creative brief. this looks like a labor of love. In between all the mediocre work that we will inevitably churn out in our life, we’re lucky if we get to work on one of these even a few times in our career. But that “luck” is earned through blood, sweat and tears! So hats off to the folks at Ogilvy Paris and Perrier who made it happen!

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