Ad of the Day – October 10 (Chicago)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Leo Burnett
  • Location: Chicago
  • Client: Samsung
  • Name: The Developer
  • Category: Film
  • Why I like it: Look, this ad isn’t perfect. But it’s worth sharing as an example of the amazing power of music. In the projects that I’ve been involved with in the last 5 years, I would say music took up roughly 5% of the conversation and the thinking, and that’s being generous. Yet it has been said, by those who know, that music can be 50%, or in some cases even more of the effect of an ad. Clearly there is a gap that is not being exploited enough. In this Samsung ad, I’d say music is 90% of the ad, and perhaps that is its flaw as it completely drowns out the product demo, and even a cameo by the greatest football player in the world, perhaps the greatest ever (Leo Messi, from Argentina.) But boy, does it drown it out beautifully! It’s almost a music video, with the haunting lyrics from Lorde’s “Royals” taking center stage in a highly stylized, urban dystopia storyline. Does the ad break through? To me, absolutely: it’s an imperfect but beautiful piece. They could have, should have done more with that breakthrough power, yes. But give Samsung credit, they’re swinging for the fences here, and that’s what it takes to get to the top. They’ve been doing this for well over a year now – their messaging is popping up with breakthrough all over the world, coming from different agencies. This is the markings of a company that knows what it’s doing with their marketing, and upward trajectory normally follows. Nice, dreamy ad from the folks at LB Chicago.

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