Your daily dose of advertising awesomeness from around the world!
Today’s pick:
- Agency: David
- Location: Buenos Aires
- Client: Coca-Cola
- Name: Grandpa
- Category: Film
Why I like it: Ah, yes! Hats off. Standing ovation. I’m not worthy. This is the first of Coke’s “healthy lifestyle ads” in which I’ve think they’ve completely nailed it, and then some. In advertising, as in life, degree of difficulty matters. The harder the challenge, the more people notice when you rise to meet it. And I don’t think there are many harder challenges in advertising that Coke’s attempt at promoting healthy lifestyle choices. After all, we live in a snarky, cynical world where even good intentions are taken in the most suspicious, leery manner – the bar is set quite high! And yet, this ad dances through the minefield with uplifting style and grace. The strategy is unimpeachable (shift the messenger: from a self-interested corporation to….your very own grandpa, your very own nostalgic memories, your very own inner common sense). The message is not preachy at all, does not over-reach, and is accessible enough to be enticing (“Live like grandpa did. Move more, eat well, take it easy.) The product role is entirely credible (Coke WAS there for your grandpa, just as it is for you. This is obviously key, the whole thing collapses if it’s unthinkable that Grandpa would have a Coke…not so). There is the right touch of emotional (the reunion at the end, the real-life pictures with grandpa). And finally, the execution is top notch: A fantastically uplifting track, visually interesting use of the split-screen, and an excellent attention to craft in the little details of what they do, what they wear, their hair styles, the different-yet-alike nature of their days, etc. Top notch. I think the best advertising makes you not only think about the product, but also about your own life and human experience. The message here has Coke at the core…but is much more profound and has implications for all of your life, not just your choice of soft drink. Wow. Such a high level of difficulty, pulled off with such flair by my colleagues at David Argentina. Makes one proud. Los felicito, chicos!
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