Ad of the Day – October 18 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH
  • Location: New York
  • Client: Playstation 4
  • Name: Perfect Day
  • Category: Film
  • Why I like it: This ad is awesome, when it so easily good have been just…”pretty cool.” Follow me on a thought experiment: close your eyes and picture this ad, exactly as you just saw it, except that the soundtrack is “Back in Black”, by AC/DC. Powerful guitar riffs, screaming vocals, crescendo drums! Great fight scenes and explosions, rocking energy, lyrics which reference the product…a cocktail of visual bravado, testosterone, adrenaline, and badass tunes! And this new ad, we would have seen it and thought “hey, pretty cool!” And then…we would have forgotten it. So what have we here? I’d like to think the creators got as far as “pretty cool”, got to where they knew they had ticked all the boxes, passed all the tests, and had everything logically held together. And then, someone said…”you know what? Let’s turn this completely upside-down and see what happens.” So they pick the diametrically opposite song…a slow, mournful ballad from 1972(!), well before the target audience was even born. It’s so random that it jolts these young viewers to attention and brings everything into sharp focus. Just like a touch of salt makes a sweet cookie’s flavor come to life, this out-of-place ballad makes the brain struggle to process the crossed signals it is receiving…and in doing so, it elevates everything that is happening on-screen. Wow! Folks, let’s not be afraid to tinker. Let’s not be afraid to ruin a pretty good thing. Let’s have a little courage. That is how you get to awesome.

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