Ad of the Day – October 8 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH
  • Location: New York
  • Client: Google Chrome
  • Name: “Jess Time”
  • Category: Film

Why I like it: Many people, especially in a young and creative industry like advertising, aspire to be cool. We’re drawn to that which is a little edgy, different, non-conformist, ahead of the curve. And that’s perfectly fine as an aspiration, because many breakthroughs come from pushing that envelope. But there’s a big trap there, and that is to live exclusively within a progressive bubble that looks down upon the “masses”, upon the familiar, the traditional, the every-day. In our quest for coolness we sometimes forget about the “real” world that we’re advertising to, filled with real people who don’t live in Manhattan, London or Shanghai. Big mistake. This lovely ad for Google Chrome takes something with high “cheesy potential” (dad and daughter apart, loss of mom, family bonds, etc.), and delivers it with such understated power. Not too over the top with emotion, not too flashy… just right, and with the product at the very core, actually making all of the action possible. When I see an ad like this it makes me smile, not just because the ad itself touches me and gives me a warm glow for Google Chrome…but because I know how hard it is to get the elements just right. Dozens of ways to screw this one up, to make it too sentimental or too cool, and they just nailed it. A great way to start off the week after a Chinese Mid-Autumn Festival break! 

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