Why I like it:A couple of days ago I wrote about this two-tiered approach to print advertising, and here’s another nice example. You hook them with a wonderful visual, but you don’t give it all away. You make the reader work for it…and then you deliver the goods, with clarity and simplicity. It’s a risky approach, and it needs to be executed flawlessly: The hook must really hook, and the payoff has to reward the extra effort. This campaign from Argentina brought a smile to my face. The visual is familiar and yet very interesting in its use of detail, color and shape. And the payoff? I admit to some doubts about the logic behind it…but it closes the loop well enough, (and with admirable restraint and simplicity – being classy counts!). Congrats to the crew at DDB Argentina for pulling this one-off.
Why I like it: Over the years, this sports network (and their agency Y&R) have acquired a deserved notoriety for magnificent ads extolling the virtue of sport, primarily soccer (such as this absolute gem from 2010.) Here is another in a long line of institutional ads that manage to nail the transcendence of sport, and to do so in a different way than what we’ve seen before (ah! that’s the hard part!) Really well written with each of the vignettes in perfect opposition, nicely shot (notice the color vs. black and white contrast, or the use of slow motion,) with a great accompanying track. If you love soccer (hopefully not quite as much as “Fede”!) then you’ll love this ad.
Yesterday’s gone Tomorrow is not yet here
You only have today
So enjoy it
Enjoy it a lot
Live more freely
Enjoy the after office…
…and the office
Have the best Saturday night…
…and a great Wednesday, 3:38pm
Think of a great tomorrow
And a great today
Remove drama from your life
Waste time with friends…or win time.
Drink up life, like you drink up a Brahma
Why I like it: I love manifesto advertising, a great many of my favorite ads ever are manifestos. Many of us may look at this beer ad and think “It’s too generic. It doesn’t say anything about the product. It doesn’t give you a reason to choose it versus the competition. It’s a bunch of cliches that don’t really connect with the beer, etc.”. But I really believe 22 year old guys and girls in Paraguay (the target of this ad) will look at it and say “hell yeah!” A manifesto is a statement of belief by a brand, and this can be so powerful because, when you’re in a commoditized category like beer, beliefs are infinitely more important than functional benefits. Trust me, for a 22 year old, beer is basically beer. It’s all pretty much the same. Nobody cares about your hops, or your brewing process, or even your refreshing quality. But if you’re talking to the heart, if you’re talking at a deeper level, if you’re saying something that others aren’t…and you mange to connect?…this will make a huge difference.
Why I like it: It’s the first time I see a brand use Vines effectively. We’re lucky to work in a time where the number of means to get the message out seems to increase every day. There’s always the “new thing”, and since Vines popped up months ago one felt it had potential, but it would be hard to pull off given the format. (Vines is an app that allows you to make 6 second looping videos that can easily be shared over social media.) Here it works because all the variables align perfectly: The idea (mixing great drinks with Ballantine’s is easy), the format (looping 6 seconds make for looping, quick instruction manuals that can be posted and shared) and the brand (a whisky targeting a younger crowd) all mix into a lovely little cocktail: tasty, balanced, and unpretentious.
Why I like it: Ah, yes! Hats off. Standing ovation. I’m not worthy. This is the first of Coke’s “healthy lifestyle ads” in which I’ve think they’ve completely nailed it, and then some. In advertising, as in life, degree of difficulty matters. The harder the challenge, the more people notice when you rise to meet it. And I don’t think there are many harder challenges in advertising that Coke’s attempt at promoting healthy lifestyle choices. After all, we live in a snarky, cynical world where even good intentions are taken in the most suspicious, leery manner – the bar is set quite high! And yet, this ad dances through the minefield with uplifting style and grace. The strategy is unimpeachable (shift the messenger: from a self-interested corporation to….your very own grandpa, your very own nostalgic memories, your very own inner common sense). The message is not preachy at all, does not over-reach, and is accessible enough to be enticing (“Live like grandpa did. Move more, eat well, take it easy.) The product role is entirely credible (Coke WAS there for your grandpa, just as it is for you. This is obviously key, the whole thing collapses if it’s unthinkable that Grandpa would have a Coke…not so). There is the right touch of emotional (the reunion at the end, the real-life pictures with grandpa). And finally, the execution is top notch: A fantastically uplifting track, visually interesting use of the split-screen, and an excellent attention to craft in the little details of what they do, what they wear, their hair styles, the different-yet-alike nature of their days, etc. Top notch. I think the best advertising makes you not only think about the product, but also about your own life and human experience. The message here has Coke at the core…but is much more profound and has implications for all of your life, not just your choice of soft drink. Wow. Such a high level of difficulty, pulled off with such flair by my colleagues at David Argentina. Makes one proud. Los felicito, chicos!
Why I like it: This ad is cheeky, fun, engaging, and a little unusual. Why unusual? It’s rare to come across a print ad where the joke/gag is revealed immediately, and you also quickly grasp the uniqueness of how it’s executed…and yet you still feel compelled to go on the visual journey and follow the narrative through from start to finish. When the ad ends, you’ve engaged with it for much longer than the standard print ad, and done so willingly! A great example of “a good story, well told” in print format, and yet it’s rare in that it doesn’t hide the reveal until the end, or attempt to entertain you into thinking it’s something other than an ad. This one announces right away what it’s all about, and because of its subject matter and its unique construction, you can’t turn the page. Risky, but it works. A very neat trick pulled off just in time for awards show season;)
Why I like it: I’m a huge fan of good print ads that give more than they take: they take your attention and time, but then give you in exchange a thought to ponder, a new perspective on an old topic, a burst of emotion or reckoning, etc. This campaign from my friends at at Ogilvy Buenos Aires hits those notes exactly. There’s an interesting story about ideas and some celebrated men and women that shaped the world with them. Mental images and memories of John Lennon and Martin Luther King leap off the page with little prodding. There’s the credible role of TEDx as a catalyst of this powerful idea sharing. And of course …the way in which these stories are presented is so different that it catches your eye and then pulls you in…the copper bust with figurines going in and out, the odd miniature factory assembly-line, the stark background, it all looks like it came from someone’s very interesting dream! It’s quite simple really: “a great story, well told”. Well…it’s simple to put in a quote but it’s really quite hard to do – that’s why this one stands out. Los felicito, chicos!
Why I like it: So bloody simple…and so bloody brilliant. No further explanation or comment is necessary.
OK…I can’t resist. I just love this ad to death, one viewing was enough and I was really touched, but I could watch it on TV repeatedly. It totally gives me that “I’m not worthy” envy as I watch it because it’s so obvious, so simple – yet so original, so pitch-perfect and so expertly executed. I totally didn’t expect this given the category, and the agency (I know the guys at La Comu and they are magnificent, but normally much more quirky in style, less emotional). So I was blown away. The insight and the way it’s executed is so vastly universal that this could work anywhere in the world. There is a bit of elegantly written copy at the end, but it’s almost not necessary, so strong is the idea communicated from the very start. What can I say…I just loved it. They totally nailed it. Los felicito, chicos!
Secretary: “excuse me…that alarm that is ringing…isn’t it yours?” PANIC ENSUES, MAD DASH THROUGH THE OFFICE LATER…SURVEYING THE NEAR-LOSS OF HIS “MILANESA” (classic Argentine breaded steak) Secretary: “What happened????” Man (indignant): “They tried to swipe my milanesa..!” Woman (indignant): “Son of a bi…!!” VO: win a special Tuppeware Alarm by sharing our cooking tips on FB VO: BGH Quickchef: meals that require an alarm
Why I like it:This one comes with a pedigree worth noting: from the makers of the great “Dads in Briefs” campaign for air conditioners, the imaginative “Quick Chef Music” special edition Microwave, and the ambitious-but-not-quite-right “Summer Hater” follow-up for air conditioners. The folks at BGH and Del Campo Nazca S&S are committed to ballsy thinking, and as a result you get quirky gems like this one. The premise is that these microwaves are so good at cooking (not just re-heating), that they make “Meals that require an alarm”. You make food, and you have to put an alarm on your Tupperware when you take it to the office, because people will try to steal it. Best of all, they actually joined up with Tupperware to make an alarmed version…and they’re using it as a give-away promo piece! How they get from the brief (good for food, not just re-heating) to the creative idea (food that requires an alarm) is a pretty inspired leap, normally that would be enough. But the genius is that they went all-in with the Tupperware concept, going as far as to produce it and make it the centerpiece of their communications push (2 other tvcs, social media, etc.) Consider also that there probably hasn’t been anything interesting to say about microwaves for about 25 years, product-wise. So to put a spin on things and come up with attention grabbing advertising not one, but two years in a row…wow. Para sacarse el sombrero, senores!
Translation: With eggs (a wordplay also meaning “with guts”), with veal, with friends, with family, get together…rock it. Matarazzo…people want to get together.
Why I like it:Wow, for a commercial about pasta this is really pretty bad-ass! Almost a rock music video/mood film rather than a typical pasta ad about wholesome ingredients and your sweet Italian grandmother’s recipe. Cool editing, camera tricks and of course the rocking sound track really grab your attention…and then, subtly, the message of group bonding and getting together over Matarazzo pasta is delivered. One can debate the relative merits of this ad at communicating the brand, or specific product attributes, etc., but what is not for debate is that this ad is different, while still being delicious and showing off the food quite nicely. And if you’re a low involvement product like “pasta”, being different is just about the only way you’ll be given a chance to be first noticed, then heard, and perhaps even remembered, and hopefully then…purchased. Dare to be different – it’s not just good creativity, it’s good business. Great work from Madre BA to close out the week!