Ad of the Day – January 28 (Amsterdam)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: W+K
  • Location: Amsterdam
  • Client: Booking.com
  • Name: “Booking.yeah”
  • Category: Film

Why I like it: Very strange, because I love…1/2 of this ad. “Less is more” or “More is more”? It depends. Think back to some of the great ads of late and you’ll see many of them are 1 minute or more. A narrative with a heavy emotional impact quite often benefits from just a little more time to truly develop. But that assumes you’ve got an amazing, crisply defined idea at the core! In this peculiar case for Bookings.com, I wish they’d cut the ad half way through, because the extra time allowed the idea to meander all over the place, effectively creating 2 separate ads, which we’ll call “The hold-your-breath moment” and “Booking awesome”. I loved the first one…the dramatic build-up to that hold-your-breath moment when the key goes into the door…that all-or-nothing feeling…it felt very real, very human, and it sets up the brand as the ace-up-your-sleeve in these pivotal moments. Excellent. Except that we then continue into the “second ad”, more irreverent and featuring a brand-centric play on words that could have been funny/memorable in a different setting – but here the shift in tone is so at odds with the first half that the whole thing comes off as just…a little strange. A reminder that “more is more” and also “less is more”…it’s all relative, and you’d better know the difference!

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