Ad of the Day – August 26 (Frankfurt)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Leo Burnett
  • Location: Frankfurt
  • Client: Goodyear
  • Name: Efficient Grip on wet
  • Category: Ambient
  • Why I like it: Very cool. So obvious, and yet someone has to be the first to think of it and actually do it…so good for them! These types of ambient ideas, (where you “borrow” something in the environment and re-purpose it to convey your message in an eye-catching manner,) tend to be quite effective when done right. But rarely have I seen such a perfect fit…the image on second 54 is a priceless home run at conveying “great grip on wet roads”! On the negative side – this idea is so crisp and simple, that to take one and a half minutes is a bit much, when 15 seconds would have sufficed. And while we’re at it, let’s declare a moratorium on the following when it comes to case study videos: a)”Construction shots”, where we show guys with drills erecting the structure; b)”They love it! shots”, where we show by-standers taking a picture with their phone; c) and the part where, after mentioning some initial results, they transition into “but most importantly…”, “and even better…”, “but most of all…” etc. These have become case study clichés that detract from the overall effect.

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