Ad of the Day: November 5 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: W+K
  • Location: New York
  • Client: GAP
  • Name: Mistletoe
  • Category: Film
  • Why I like it: “Nice” is so comfortable. It’s easier to get approved. Nobody in a focus group will tell you anything bad about “nice”. So you end up with a holiday ad about smiles, and family, and good looking, comfy Gap clothing. Which nobody remembers or cares about. OR…you can insert just a little bit of edge. Edge make life interesting. It makes you lean forward. Edge stands out. We’re talking “just the right amount” of edge, not “scorched earth” edge – this ad is a great example: It’s joyous, it’s festive, it shows the clothes, it’s about family reunion, it’s kindhearted, it’s very true to the brand, etc. And it’s also extremely interesting. you can’t completely figure it out. And that’s what makes it stick. Can you imagine what people would say about it in a focus group? These naysayers are the same people who will be hopelessly drawn in when Gap has the courage to run the ad on TV. A very classy, quirky series of ads directed by Sofia Coppola

 

(PS – for you non-Americans who are completely puzzled: it’s Christmas tradition in the US that if you’re both standing under a sprig of mistletoe, you’re supposed to kiss. That’s where the tension is coming from in this film)

 

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