Ad of the Day – October 11 (Los Angeles)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: TBWA/Media Arts Lab
  • Location: Los Angeles
  • Client: Apple iPhone 5
  • Name: “Cheese”
  • Category: Film

Why I like it: Apple advertising has been analyzed and praised to death, but here is an additional thought after seeing this latest ad for the iPhone 5: We often obsess about communicating that one key product benefit…we demand to narrow it all down to the key most important thing about this product!…but miss the point that this one key master benefit may not be interesting, or new, or differentiating. And if you don’t hook them here, you never will. This particular ad is entirely a demo of a specific sub-function that you’ll maybe use once a year, within one of many sub-component of the device. But guess what, it’s interesting. It catches your attention makes you say “ahh…yes…cool…I want this…I’ve got to have this phone”. The people involved in making this ad dug down, and kept on digging until they found something truly worthwhile to speak about! We’ve seen a lot of advertisers take this approach in categories where “all has been said” (such as automotive) with quite a bit of success. Granted, if you’re yearly media budget is one 30 second ad, maybe it’s riskier to go this route – and it might be easier to explain to management how you made an ad about smiling people making phone calls to smiling friends…but in the end, safe and mediocre is a road to nowhere great. If you build attention, they will come. If you don’t, your ad will pass like a ship in the night. Get noticed!

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