Ad of the Day – September 24 (Brussels)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: n/a
  • Location: Brussels
  • Client: Coca-Cola
  • Name: Special Olympics
  • Category: Film
  • Why I like it: (watch the ad first) One of my favorite quotes about creativity comes from an old BBH Levi’s ad, which reads “When the world zigs, zag.” It brilliantly encapsulates the critical importance (the imperative, even) of going against the grain if you hope to get noticed and make an impact. We’ve seen many messages for Special Olympics – from the forgettable to the epic. And yet this one takes an approach I’ve never seen before, to dramatic effect: it pulls the rug out from under you so brilliantly that it forces you to backtrack and reconsider your feelings on the subject, much more so than even a well-made “celebration” ad. Simple and very effective.

Ad of the Day – April 22 (Antwerp)

Your daily dose of advertising awesomeness from around the world!

tnthospital_aotw

Sumo

tntelevator_aotw

tntgarden_aotw

Today’s pick:

  • Agency: Duval Guillaume
  • Location: Antwerp, Belgium
  • Client: TNT (channel)
  • Name: Hospital, Sumo, Elevator, Eden
  • Category: Print
  • Why I like it: Advertising campaigns have a life span. A big percentage of campaigns are in their fragile beginning stage, like the first season of a tv series. Still trying to find out what they’re about, trying to establish the solid footing and groove that will give them the chance at a long life. A smaller percentage are the veteran campaigns, slowly fading away, still benefiting from familiarity and occasionally cranking out a great “episode”, but clearly on a gentle and well-earned downward glide. In the middle are those campaigns that are in the sweet spot. Self assured, clear in what they are about, effective, well liked, and incisive…all seemingly with little effort. They are in the zone. Such is the case with this TNT campaign from Guillaume Duval, making us “…imagine how life becomes more interesting when you add some drama to it.” I loved these ads. Simple, sweet and self-assured. More, please!

 

Ad of the Day – March 15 (Antwerp)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Duval Guillaume
  • Location: Antwerp, Belgium
  • Client: Carlsberg
  • Name: “Putting Friends to the test”
  • Category: Viral Film

Why I like it: Duval Guillaume is quickly becoming mega-famous for their viral “stunt” videos. Their track record of late is simply stunning: From the TNT “surprise in a quiet square“, to its TNT follow-up “a dramatic surprise on an ice-cold day“, to the Carlsberg “Bikers in a movie theater“, to the Coke Zero’s “007 in the train station“, and a few others…all in the last year or so! I am in awe. I mean…come on!! I would be happy with just one of these, and these guys are pumping them out every couple of months, for major brands, racking up millions of views! Clearly there’s something in the water in Antwerp that is just…right. I want some of it. The latest installment for Carlsberg has many of the ingredients that has made the others so successful: Amazing production values. International appeal. Fun “reality tv” type core idea that is easy to relate to. And a credible association with the brand (although I think the role of the brand could/should be stronger.) Either way, it will bring a smile to your face, and it might inspire you to share with a friend. Carlsberg thanks you for it. Happy Friday!

Ad of the Day – April 16 (Brussels)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Duval Guillame Modem
  • Location: Brussels, Belgium
  • Client: Stop the Traffik (public service announcement against women trafficking)
  • Name: “Girls going wild in red light district”
  • Why I like it: Last time this agency was featured as an Ad of the Day was back in October, for a lovely little stunt for Carlsberg featuring bikers in a movie theater. Now they’re back with another similar stunt, and it’s worth sharing. I’m a little torn, folks. On the one hand, these types of messages feel a little gratuitous. They’re easy hits on the emotional meter, and most of them are scam ads for organizations that don’t really exist and/or advertise. Plus, I always wonder how much of these stunts is in the acting and how much is spontaneous. So, I’m going into it with a big heap of skepticism. So, after totally being a downer on this idea, let me just say that…they took it and made it different. Interesting to watch and making the point without hitting you over the head with a “guilt-hammer”, and just very well executed. If you’re going to do this kind of thing, this is the way to do it.

Ad of the Day – Oct 3 (Brussels)

Every morning I scour the web and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

I tweeted this link almost two weeks ago, but it’s gotten so much attention since on the web that I thought it was worth giving it a turn as the Ad of the Day. (I’m aware that some of you have not yet signed on to my twitter feed – for shame, man, get on with it!)Some advice: just watch the video, don’t read any other description or title. Just watch it first.

Today’s pick:

  • Agency: Duval Guillame Modem
  • Location: Brussels, Belgium
  • Client: Carlsberg
  • Name: “Bikers”
  • Why I like it: Simple, funny, and well linked to the tagline “That calls for a Carlsberg”. I like it because it from the person who had the thought, to the team that refined it, to the ECD that approved it, to the client that signed off on it, to the production house that made it happen, everyone along the way just had the guts to take a chance and push forward to see what happens. Maybe it becomes a big viral hit…maybe the footage just doesn’t have the magic…or maybe you even get sued! But you take a chance, and you learn from failure, (or as in this case, enjoy the reward.) We should be doing more of stunts such as these: aligned with the soul of the brand, original, and inexpensive. Cheers to Duval Guillaume Modem, for our first Ad of the Day from Belgium!