Ad of the Day – July 2 (Los Angeles)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Biscuit Filmworks
  • Location: Los Angeles
  • Client: Dodge Dart
  • Name: How to change cars for ever
  • Category: Film

Why I like it: This ad is thoroughly enjoyable, and ninja-efficient at getting the desired message across. Why “ninja”? Because the frenetic pace doesn’t give your brain time to really processes that the ad is for Dodge Dart…until it’s too late, and you’re utterly charmed and impressed and you’re “forced” to put this car in your consideration set! That’s really why it works! Here’s a dirty little secret – you know how in briefs one often reads of a marketing hurdle such as “Consumers are not aware of X brand and what it can do for them?” Alas, very often the sad truth would read like this: “Consumers ARE aware of X brand, but have decided it sucks, and thus mentally filter out all of brand X’s content even if they see it.” At least for me, that’s where Dodge exists. Until today. The ad is a gem: standard “car” information is all neatly conveyed: performance, design, mileage, price…But the trick is in how it’s done: a kinetic, machine-gun like pace that is instantly gripping, an us-against-them conspiratorial approach (you and us, viewer, versus the bean-counters from finance that said it couldn’t be done!) and a wry, hipster sense of humor that will resonate perfectly with the desired target. Considering the standard benefits, and the standard brand that it’s for, many would choose to stay away from this brief. What happens in the space between “this boring brief” and “this great ad”…that’s creativity.

Cannes Bronze Film Lion winner

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