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- Agency: Ogilvy
- Location: Dusseldorf
- Client: LG Optimus G
- Name: “Hard times for old smartphones”
- Category: Film
Why I like it: The first 44 seconds were not only quite cinematic and well produced – they were completely compelling. Once you start watching it’s impossible to pull away: the all-too-familiar vibrating “bzzzz”, the sleek lines of the kitchen, the suspenseful and deliberate movement punctuated by the falling salt shakers, the sudden realization of the doom that lies ahead, and finally the graceful, tragic plunge over the edge and onto the waiting blades. As the tagline comes in (“hard times for old smartphones”) we are treated to a visual reminder of just how hard those times are. Fantastic! In the back of my mind I was thinking “great…but where’s the brand or product? What is being offered in exchange of the old phones? how are they going to introduce it?” And then…we enter a different commercial altogether, with a jarring dub step soundtrack laid over flashing neon and angular shots of the new phone. It’s such a disconcerting departure…so violent, so awkward, and yet…it kind of works! I’m a little confused, a little jarred, but I’m sure not indifferent – and this matters. The creators really went for it in the first part…and really went for it in the second (albeit in a totally unexpected way). Nicely done – both times(!) for our first ever Ad of the Day from Dusseldorf!