Ad of the Day – May 13 (Bangkok)

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Today’s pick:

  • Agency: Saatchi & Saatchi
  • Location: Bangkok
  • Client: Huawei
  • Name: Selfie Mania
  • Category: Film
  • Why I like it: So simple, so silly…and yet so ruthlessly effective at communicating the killer product feature (in this case, a high def forward facing camera.) It’s uncomplicated, unpretentious advertising, leaning heavily on the funny-bone to tell a simple product story in an interesting way, and expertly produced (all very much in the Thai style.) A little over the top? Totally. And that’s why it stands out. Loved it – big congrats to my ex-colleague Golf on this one!
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Ad of the Day – May 12 (Ankara)

Your daily dose of advertising awesomeness from around the world!

(click image to enlarge)

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Today’s pick:

  • Agency: Cosmic Creative
  • Location: Ankara, Turkey
  • Client: AXA Insurance
  • Name: Art Insurance
  • Category: Print
  • Why I like it: It’s rare and always a bit delightful to come across a good “double-take” ad. The kind where they don’t give it away immediately: they hook you in, you think you’ve got it, you’re about to turn the page, and then something goes “click”, and then at last you really get it. This approach is rare because you risk people missing the “aha moment” entirely, and in fact many do. And so you have ads that are extremely clear…and in many cases so equally clear and indistinct from the rest that you…miss the “aha moment” entirely:) The ad above, in addition to being subtle,  uses creativity to deliver a credible message about what the brand offers you, and manages to do so with grace and beauty. Well done!

*If you’re thinking that this is the typical awards-season, developing-market, semi-scammy, one-off print ad…you’d be wrong. This ad is part of a broader campaign featuring different types of insurance services, and the above happens to be the best of the lot.

 

Ad of the Day – May 8 (Mexico City)

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Today’s pick:

  • Agency: BBDO
  • Location: Mexico CIty
  • Client: Pedigree (pet food)
  • Name: Who saves who?
  • Category: Print
  • Why I like it: I’m far from being pet lover, and yet this campaign for pet adoption managed to strike a nerve. At its core is a wonderfully strong insight of “who really ‘saves’ who?” The art direction and photography perfectly matches the contemplative mood of the piece. And the copywriting is lovely, it’s not afraid to go into detail and build a complex story, yet it remains ambiguous enough so as to be true to work in both directions and deliver on the insight. Subtle, nuanced, emotional work from Mexico.

 

Ad of the Day – May 8 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: CP+B
  • Location: London
  • Client: Turkish Airlines
  • Name: Euroleague epic pool dunk
  • Category: Film
  • Why I like it: I love this one, it’s impossible to watch the end without smiling. The film does a wonderful job of weaving in some of the elements that make the Euroleague (European professional basketball) so exciting to fans: skills, players and camaraderie. But where it really shines? Conveying Joy. It manages to capture true, spontaneous, unrestrained, infectious joy at the very end when the ball goes through the hoop. Think about how rare this is in advertising. You see plenty of other emotions, from negative ones to sad ones to happy ones. Often they are acted or manufactured…and very rarely do we see real joy like this – it’s a wonderful gift. The back-story is that they finally captured this in one take, after 20+ tries, at the very end of the long shoot day. It feels real because it is real, and I’m glad they were able to bring it to the screen.

Ad of the Day – May 7 (Singapore)

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Today’s pick:

  • Agency: Ogilvy
  • Location: Singapore
  • Client: Coca-Cola & Singapore Kindness Movement
  • Name: CokeDrones
  • Category: Activation/Film
  • Why I like it: In recent years, an increasing number of brands have realized that “helping to make the world a better place” is not only inherently satisfying, but it also helps to build the brand. And yet, even doing good has to be done just right, or you risk a backlash of cynicism, inaction, or simply being ignored. This lovely initiative by Coca-Cola Singapore manages to strike just the right note through a careful blend of variables: 1) Topic: the plight of immigrant workers is top of mind in Singaporean society, especially following a riot in Little India a few months ago. 2)Tone: They don’t set out to “fix” things, or to alter the course of these workers’ life. By providing a bridge to relay feelings of support and appreciation, they bring a smile to a face, brighten up an afternoon, and leave it at that – which is the right level of ambition for such a thorny subject. 3)Creative hook: the drones provide a striking visual and allow the brand to reach workers that are out of normally out reach (and thus invisible) on a high construction site. 4)Brand’s role: Ever-present yet tastefully subdued, putting the focus squarely on the human interest story that drives the emotional punch. In summary, it’s a lovely, nuanced activation idea that brings a smile to the face, raises respectful awareness of a social tension, and supports Coca-Cola’s role as a purveyor of little moments of happiness. Congratulations to the team in Singapore (and a big thanks – I was privileged to have been a part of this project!)

Ad of the Day – May 6 (Hamburg)

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Today’s pick:

  • Agency: Thjnk AG
  • Location: Hamburg
  • Client: IKEA
  • Name: Family Tree
  • Category: Print/OOH
  • Why I like it: What a wonderful set of ads, combining 4 pillars of great print advertising: 1) Idea: A captivating way of telling a story about the ubiquitous role IKEA has played in our lives for years, decades, and in some cases generations. 2) Art direction: this is the kind of visual hook that is almost impossible not to fall for, and the structure is such that there is a clear beginning point at the top…leading inexorably to a delightful twist at the bottom. 3)Copywriting: in our very visual era, most good advertising is capped by a solid line, and the double meaning in those one (both deep and cheeky) doesn’t disappoint. 4) Last but definitely not least, Product: It’s not an ad unless the product is credible integrated in some form. In this case, the product if front and center, amplifying and building the story, not competing with it. So simple to describe, so hard to pull off!

Ad of the Day – May 5 (Melbourne)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: Whybin\TBWA
  • Location: Melbourne
  • Client: Nissan GT-R
  • Name: Quick
  • Category: Print
  • Why I like it: A huge challenge in advertising is figuring out what is the one thing you want to say. The more specific, singular and precise, the better. And then comes creativity…the “how” you’re going to say it which grabs your attention, speaks with clarity, and imprints upon your mind that key nugget. In this case Nissan wanted to communicate just how quick its car goes from 0 to 100. And they did this with impactful simplicity…by eschewing all the tropes of car advertising and opting instead for a visualization that even a child could understand. Wonderful stuff.