Why I like it: Despite all the eye-popping breakthroughs of today’s audiovisual technology, we are often reminded that simple, old-fashioned, analog nature is a thing of unique wonder and fearsome power. And when you’re given a brief to sell a “product” as unique as nature itself, sometimes there’s no need to elevate it, or present it in abstract manner, or get very technical, or innovative, or fancy…just show it. That’s how special it is…just show it. It’s great that the creative team behind this was able to recognize that less can indeed be more. The clever writing is a nice complement and gives the ad texture, but really from the initial shot of the sandstorm, the viewer is hooked. A gripping start, great images and writing to sustain the attention, and the point is driven home decisively as our brave cameraman stumbles around in the storm. Elegant, understated, but very powerful. Just like the product.
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.