Ad of the Day – November 29 (Melbourne)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Whybin\TBWA
  • Location: Melbourne
  • Client: Nissan Navara
  • Name: “Boulder Dash”
  • Category: Film

Why I like it: For the second day in a road, here’s an automotive category ad that really catches the attention, yet this time in a very different way. Let’s dissect it: no narrative tricks here, it’s a linear story featuring two  “torture test” demonstrations of performance (the boulder dodging, and the boulder carrying).Throw in some nice special effects, some humor/surprise at the end and you’ve got a nice, decent car ad that probably delivers on the brief. But what really makes this ad special? The camaraderie, the realness, the warmth all brought to life by their silly singalong to a cheesy radio tune! It’s the story-behind-the-story that sets this ad apart – and I’d bet they didn’t feature this or test this in the original storyboard, it probably came about once they were already deep into production. The lesson here is that it’s never too late for that magical burst of inspiration to hit, that little detail that makes the difference. Even when you think you’ve taken care of the basics, one must keep pushing, picking, stretching. If you’re lucky the flash of genius comes early…or maybe it comes as late as the editing process…or maybe it never comes. But if you don’t push, it won’t happen. Can’t remember the last time I liked an ad about powerful pickup trucks, but this one makes the grade.

2 thoughts on “Ad of the Day – November 29 (Melbourne)

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