Ad of the Day – October 9 (Oslo)

Your daily dose of advertising awesomeness from around the world! Sorry for the unintended break last week. Ad of the Day is back!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo, Norway
  • Client: Tine Yoghurt
  • Name: “I’m you”
  • Category: Film

Why I like it: A simple, charming little film! It leaves you with a smile because everything works: the casting, the Norwegian, the imagery, the chemistry, the soundtrack…just right. In addition, it’s interesting to speculate how the process unfolded and how it could have gone in so many other directions. You have a product that has been around for a long time, often that is a problem because people want innovation…yet they chose to play this up as the key benefit. There are many ways to play up “heritage”, including appeal to tradition, craftsmanship, old values…they chose to focus it around taste (very product-centric!) and your experience with it since you were a child. There are many ways to execute this strategy creatively…and they chose the complex-yet-simple device of having you hang out with an imaginary version of your younger self. At every step of the way (strategy, ideation, execution), they made an interesting choice…and that is what made all the difference. It might be cold now in Norway, but this one warmed my heart.

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