Ad of the Day – May 13 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Adam&EveDDB
  • Location: London
  • Client: VW
  • Name: “Baby”
  • Category: Film

Why I like it: Terrific. In world filled with mediocre ads, this high standard is actually becoming the norm for VW, which is truly amazing because it’s so hard to do even one time. This one is the latest in a long string of ads that feel incredibly human: both accessible and completely universal. They are well-branded. They are expertly crafted with little details made to count (for me it was the zombie-like opening of the eyes…and you know the crying comes one second later…or the haggard and resigned expression of the dad, or the “brothers-in-arms” knowing look between the two dads…all the little things that matter so much!) They often show a minor product feature as a way into the heart (while getting the branding job done), instead of featuring the cliché car talking points that lead to a cliché ad. They have a light, happy vibe about them, always going for the heart-warming smile instead of the burst of laughter. Above all, they generate brand love for VW. If you’ve had kids, chances are this ad will work for you, some little detail will trigger a smile and a memory…and in the midst of that, “VW” will register. And that’s a lot to ask for in the automotive industry, where ads tend to blend into one another.

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