Ad of the Day – October 14 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: SMFB
  • Location: Oslo
  • Client: Geox Amphibiox (a line of shoes)
  • Name: One man, 7 days in non-stop rain
  • Category: web film series
  • Why I like it: The “torture test” is as old as advertising itself. They’re normally quite good at dramatizing a product benefit:The more outlandish the torture test, the better. If it the product can survive the torture test, surely it can deliver for you, right? In this series of videos (above is the summary video, go to the site to view all of them) the line of shoes is certainly shown to be impervious to a rainy day. But what drew me to this is both the humor and the human touch. Humor is key: you see, torture test ads come off as a little cold, a little too scientific. This one injects little touches of humor for a light-hearted tone, which helps disarm the viewer (the scene of the little cloud raining on him is as absurd as it is funny.) And more unusual still, these videos create a sense of empathy with the protagonist. All of this is clearly staged, of course, but we start connecting with our wet hero and rooting for him – this engagement has nothing to do with the benefit being sold…but it helps lower the viewer’s defenses, and predisposes us to feel good towards the brand. After all, between a rational message, and a rational message wrapped in a story for a character that I care about, I’ll choose the latter anytime. Imaginative, clever work from Norway to start off the week!

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