Ad of the Day – March 7 (Athens)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Athens
  • Client: Lacta chocolate
  • Name: “Love in the end”
  • Category: Film (and I mean film as in a REAL film)

Why I like it: What the case study doesn’t say is that the full movie opened last February 14, and it was the highest grossing opening in Greece in the last 5 years, with over 75% of tickets being purchased (ie. not given away for free). Folks, something like this should not be done, or even attempted. Ever. It’s too complicated. It’s too expensive. We won’t get approval from global. It can’t be LINK-tested. it doesn’t directly lead to sales. It takes too long to develop. The client won’t pay for it. We don’t have the expertise. We won’t get the reach. It’s not in the scope of work. It doesn’t fit with the promotional calendar. It doesn’t travel. We won’t meet our required frequency. Our producers are over-stretched. The quali was inconclusive. The factory can’t print the special packs in time. It won’t match the point-of-sale material. The marketing director is leaving. There’s not enough branding. It doesn’t directly address the business problem. It’s not the right season. It’s not in our KPI. It won’t increase eating occasions. The GM doesn’t like movies. The logo is too small. It has never been done before. We’re in a recession. Hell…it’s just too risky. better to just do a proper TVC ad and key visual and move on with our lives, ok?…[SIGH..!] Go ahead, [sigh]….yet again, and draw your own conclusions. Well played, Mondelez & Ogilvy Greece, well played!!

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