Why I like it: Come on now, this is hilarious:) It’s the advertising equivalent of someone slipping on a banana peel, or a video of a skateboarder crash-landing on his crotch. This is a joke right out of a 7-year-old at recess, yet it’s amazing how well it holds up once taken to the “big leagues”. It’s so…silly…but it gets at the heart of a certain type of funny: mixing the unexpected with the obvious in a delightfully fresh way. I also marvel at its simplicity. We were talking about this at the office last week, how hard it can be to just be simple enough, especially in today’s world of over-think and razor-thin margins of error. Yet…every once in a while you come across one of these ideas, and you need to pounce on them. The folks at LB Taiwan sure did, to their credit (first Ad of the Day ever from Taiwan!). And they produced it expertly, with atmospherics, suspense, cultural resonance, and expert timing. Really well done, with a smile. I’m lovin’ it!
Why I like it: Sometimes, seemingly against all odds, an ad just grabs you. Too much copy, who has time! Ugh, I hate junk food! What a boring visual style, how old-fashioned! etc. etc. Still…this one grabbed my attention, and left me with a smile on my face. Visually it’s very elegant, unusually so for this category (it looks kind of like an Apple ad, doesn’t it?). The headline is made to grab you: people may or may not like burgers…but most folks tend to like cheese, and for quite a few people it’s a passion. By setting this all up as a defense of cheese – having cheese be the stand-in for the burger…the underdog that is asking for some respect, I think it’s clever, and it works. And the copy, well if you read it you likely come away with a smile, it’s written with wit and style – tongue-in-cheek yet a bit serious, and it’s endearingly European in some bits (“discotheque”!) All in all, a damn fine print ad coming at us from Sweden to end the week in style.
Why I like it: To mark the 150th anniversary of the newspaper, this film tells a story in a way that has never been done before. Extremely cool in two ways 1) Innovation in execution is sometimes overlooked, but it is a surefire way to generate major attention. This is not about about having a great idea, or even executing it in a great way…it’s about executing your idea in a way that is incredibly unique. It creates a shortcut in your brain that equates this uniqueness with greatness. Of course, the benchmark is high: you pretty much have to do something that has never been done before, otherwise it won’t pass the test. But if you do, you get rewarded with positive perceptions even before taking the idea into account – almost as a “reward for extra merit” solely on originality. 2) If you accomplish all of that, good for you. But the real holy grail is if you accomplish it in a way that is uniquely wedded to the brand/product. That’s the home run, the golden ticket! This same executional device, used to advertising a car or an airline, would have been…pretty neat. The uniqueness makes it stand out. But…used to commemorate the anniversary of a newspaper, and done in the newspaper’s own printing press…well that’s just magic.
Translation: (If you don’t understand Chinese it won’t make any sense unless you read this first…)
NEON SUPERS MARKING THE “STEPS”
Bite it VOICEOVER
Choclairs, three steps to enjoy an Eclair.
Swirl it gently wait for the toffee to slowly melt…
rich chocolate sauce bursting out..mmmm
Eclairs Toffee candy – enjoy the delicious anticipation LYRICS TO SOUNDTRACK, ACCOMPANYING THE ACTION
Slow it slow it
Want it…Wait it…wait it…
Bite it love it!!
Bite it love it!!
Why I like it: The last time I shared a piece from Ogilvy Shanghai, it went on to win the Cannes OOH Grand Prix:)This one may not win any outdoor awards, but I’m very proud to present to you the latest work we’ve done for Cadbury’s Eclairs. Like many good ads, this one perfectly interconnects the rational and the artistic, so as to draw the viewer in and keep them there long enough to deliver a message strongly linked to your brand: On one side, it’s hard to be more product centric than this ad, as it’s basically an instructional video for how to best enjoy eating this candy, one key step at a time. On the other hand, stylistically this is such a breakthrough approach for a category filled with cliches of romantic indulgence and escape – we’ve got these cheeky techno-girls warming up their tongues and shaking their hips to a techno track that’s sure to stick in your mind. It’s modern, young, filled with attitude, campaignable, and completely connected to the product experience. Often I speculate about how the development process must have been on this ad or that…on this one I know for sure – and I can promise you that there was a lot of risk taking, courage and leaps of faith on both the client and agency sides. It’s the only way to end up with anything worthwhile!
Why I like it: I love everything about this case study! Let me list the ways: It’s faithful to the brand’s truly Irish character and subtly appeals to this national bond. It takes a direct-yet-subtly-humorous dig at the competition’s lack of local insight by taking the exact opposite approach, the app is simple to use and promises something (free pint!) with undisputable consumer appeal, the geo-location feature gets the pubs involved as active participants… Just fantastic. From web video, to the phone in your hand to you being at a pub having a free Guiness, and then likely paying for another one. Everybody wins! We all know that stuff like this: outwardly simple, tight, timely, on-brand…is really hard to pull off. So it’s always inspiring when you see how it can be done, and it can be done well. A toast to the folks at Publicis Dublin for this one, the first-ever Ad of the Day from Ireland!
Why I like it: A bank heist film compressed expertly into 60 seconds. Wow! A couple of weeks ago I wrote about the theory that, in categories where “everything has already been said before”, your execution becomes your idea…meaning that how you tell it starts taking an even greater role in whether people are going to notice what you’re saying. Take this ad, for example: The tagline is quite cool: “Heighten your senses”. But this could so easily be a tagline for 20 different car models – this idea is not original or special enough on its own. So here, the execution becomes the idea, it’s what carries the ad. So expertly scripted, paced, shot, edited that it hooks you in immediately, and then draws you closer and closer, with all the building suspense of a great film. Your brain opens up, your anti-advertising barriers drop, and when the ad finishes you “reward” the brand for the entertainment by thinking “Hmmm! Pretty cool, Audi!” and noticing the nice lines of the car. Next time it comes on, you’ll perk up right away, and in the end this will be much more lasting in its impact than the ad with the windy hillside curves or the salt flats racing. Nicely done, nicely crafted – I’m a fan!
Why I like it: It’s best to watch this ad fresh, just like a viewer would at home. If found this one pretty charming: it dramatizes the benefit in a very simple, almost obvious manner – and yet despite the simplicity it manages to surprise. Clear proof that something seemingly as dull as anti-theft insurance programs can be given a fresh spin, if you’re good, if you execute well, and if you have a little good luck along the way. One can never have enough “clever simplicity in advertising”. We’re happy to end the week with our first-ever Ad of the Day from Indonesia!
Why I like it: VW has been on somewhat of a virtuoso streak in the last couple of years, particularly in film. One inspired ad (say for example “The Force”) can be attributed in part to some good luck – after all, if there was a formula we’d all be doing it more often. But when you start seeing multiple great ads like this one, this one, this one, this one, this one or this one…from different agencies, from different countries around the world, and for different models…well then you know that something is going on…perhaps there actually is a formula! More likely it’s a philosophy about creativity that stems from one or two very talented people at the top of VW. I’d like to know more, because whatever it is, it’s working for me! This one above is one more in a line of really good ads. Simple as hell, focused on an interesting benefit that might seem small…but hooks you in (without this nothing else matters!) and leaves you with a warm feeling for the brand, crisply shot and expertly produced (the soundtrack is once again a difference-maker, as is the casting of the dog). Sometimes I fear we over-complicate things: deeply debating the human insight, the broad strategy, the maslow’s pyramid, this paradigm here and that global learning there…ultimately getting so invested in our own brilliance that we then feel it must ALL appear in the 30s ad…when all people want when they get back from work is to sit in front of a couch…not think too hard…and maybe crack a smile. Well done, once again for VW, who clearly gets this and makes it look easy!
Why I like it: Sure, it’s a little “scammy”…but I think it’s well worth sharing because there’s something about it that is pretty unique. It seems like a pretty simple print ad, with a central image paid off by a small tagline in the bottom right. Certainly the image stops you on your tracks, the kinetic motion of the milk coming out of the mouth like vomit is not something I’ve ever seen (in a print ad..), and once you’re hooked you’re drawn in to notice the person, the bleak surroundings…and a question starts building in your mind about what this is all about. Very cool. But what really sets this ad apart is that it’s a sort of “double negative” approach to selling a product: The milk is shown in a negative way (spewing out of someone’s mouth in disgust)…but…this comes from a negative person (whale killer, child exploiter…). So, a negative times a negative equals…a positive! It’s just like math! The tagline helps you understand that this is all actually a good thing…it’s happening because milk is wholesome! The entire logic thing actually clicks in your brain much faster than I just described it, and it’s just intriguing because it’s such a logical contortion…which somehow…works. Wow. Second interesting print ad in a row from the same agency in Cape Town, I want whatever they’re drinking!