Ad of the Day – May 9 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBDO
  • Location: Toronto
  • Client:  Canadian Paralympic Committee
  • Name: “Unstoppable”

Why I like it: I try not to feature the same city two days in a row, but in this case I couldn’t resist – this one is pretty cool. The visuals, the music and sound effects, the crescendo, the eerie night-time location, and finally the message of overcoming adversity – all add up to a powerful package. I admit it had me a bit confused (was this the end of the world? was this how he lost his own leg?) but, in a cinematic kind of way, this ambiguity made it work even better than the typical in-your-face message. Really good stuff, once again, coming at us from Canada!

 

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Ad of the Day – May 8 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Draftfcb
  • Location: Toronto
  • Client: Jigsaw Casting (a casting agency)
  • Name: “Angus Tucker”

Why I like it: When this kind of “stunt” advertising goes right, it goes very right. I love the candid camera premise and it would have been funny even if it had been performed by total strangers. But what is really fantastic, and so ballsy, is that this casting agency put their target (a famous creative director) at the very center of the stunt! And better yet, the whole purpose of the stunt was to prove their value proposition: that they can provide actors so real that not even the pros can tell what’s what. Bravo. Fantastic. Creativity closely bound with a believable and extremely interesting product selling proposition – that’s what it’s all about in this great piece from our friends in Toronto.

Bonus: Here’s the second spot in the series – not quite as good, but still awesome.

Ad of the Day – March 13 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: John St.
  • Location: Toronto
  • Client: ReThink Breast Cancer (a public service campaign)
  • Name: “Your man reminder”

Why I like it: This one has been around for a while, but it popped on my screen the other day and I thought it was very good, and very much in line with the recent trend of spokesmen-that-don’t-take-themselves-too-seriously. It’s interesting to think of different ways in which this assignment could have been approached: heavy emotion, scaring you into action, shaming you into action, scientific lesson, etc. Yet here the tone is lighthearted, even sexy, but the message comes across, (I think..!). There is a lessons here about having the courage to do things differently. I’d love to hear from our female readers, but it seems to me there are better ways to spend 2 minutes than being reminded about breast self-exams, but…than staring at a hot guy show you how it’s done on himself? That’s a different story. This is the second Ad of the Day from Toronto agency John St. in less than a week, so my hat is off to them (if I had a hat).

Ad of the Day – March 9 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: John St.
  • Location: Toronto
  • Client: Zellers (a clothing retailer)
  • Name: “Festive Finale, a mega important message from the AMD…”

Why I like it: It’s funny in a boderline-crazy-Will-Ferrell style that gets me every time. Are ads with irreverent,  senior management spokespersons “saying it like it is” the future of viral video? The previous Ad of the Day from K-Swiss is a great example, as is this one from Dollarshaveclub.com, which was in contention for the “honor” today. Throw in the Old Spice ads of late, and you have the makings of a trend.  What do they all share in common? A larger than life personality. A brand that definitely does not take itself too seriously. “WTF?” type of humor. And a brand/product message woven in without sacrificing the authenticity vibe. And best of all, they are great candidates to go viral because they’ve got replayability, brandability, and sharability! And for you on Friday, it’s a nice, light, chuckle-y way to end the week. Cheers!

Ad of the Day – February 14 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Cossette
  • Location: Toronto
  • Client: McDonald’s
  • Name: “Flashback”

Why I like it: I just loved every teensy bit of this ad! Fom the casting, to the acting, to the stories, to the setting, to the subtle showcasing of the product, to the great nostalgic soundtrack. Just a real gem that totally surprised me and stayed with me. A few things are also at play which I find very interesting: a) Some brands are truly woven into the fabric of our lives, both from a cultural and historical standpoint, yet this can often be taken for granted. So when a brand makes a bold statement and shows that “they are us”, it can really resonate. A recent example of course is the Budweiser “Eternal Optimism” ad from the Superbowl. b) Some industries take a constant PR beating, fast food being on of the main victims. But instead of hunkering down and retreating in shame, McDonald’s is turning it around on us, as if saying “you know what? You love us. Deep inside you really love us”. And it’s true. We do. c) This ad would probably be completely void of impact to anyone under 30, because they just don’t have the life perspective to appreciate it. But it resonates heavily with people my age, who are looking at “old” down the road, but yet still very much remember and feel “young”. It’s interesting for McDonald’s to aim a little higher in their targeting than normal, and I totally loved them for it. A really inspired piece by Canadian agency Cossette (that’s 2 Canada related Ads of the Day this week so far! Can they keep up the streak?)

Ad of the Day – November 18 (Toronto)

Every morning I scour the web and look at the latest 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!

Today’s pick:

  • Agency: Blammo Worldwide
  • Location: Toronto, Canada
  • Client: Fallsview Casino Resort
  • Name: “Coconut”
  • Why I like it: Yesterday the ad of the day was the Benetton “Unhate” campaign, and it generated a ton of traffic and some debate. Today, let’s bring the tone and complexity waaaay down. Sometimes simple humor does the trick. “Anyone can get lucky”. Nice insight. The ad made me smile and then chuckle, and the signoff had enough zing to make me notice the name of the Casino. This is not going to win a Gold Lion, but it did the job for me…and most times that is exactly enough! Brought to you by Blammo in Toronto.

Ad of the Day – Oct 31 (Toronto)

Every morning I scour the web and look at the latest 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!

Today’s pick:

  • Agency: TAXI
  • Location: Toronto, Canada
  • Client: Mini
  • Name: “Dress up”
  • Why I like it: I was looking for something apt for Halloween, and most of what is there is so overdone. Zombies, trick or treat jokes, more zombies…this one I thought was subtle, and very well done. But more than that, it’s based on a truthful insight about dressing up to be something you can’t be in your “real life”. These guys at TAXI are super skilled, keep an eye out for them!

If you love your country, you’ll buy this product!

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I want YOU to buy this productSometimes while sitting around with my creative colleagues, we joke around that if you need more impact in an idea, just insert puppies, or a cute baby. Hey…it works!

All joking aside, there certainly ARE some ingredients that, when leveraged with cleverness in a communication, have the potential to hypercharge the idea and make it huge. One of those elements is “country”. Continue reading

Crappy…good…or sublime advertising? How to tell the difference with 6 simple questions!

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It's as easy as this.

How do you know when an ad is good? Are there different levels of “goodness”?

Some would say that you can never totally know in such a subjective field. Others would say that it’s all related to how much the ad helps to sell. Yet others would measure it through quantitative testing that statistically measures the projected awareness and recall of an ad. Yadda, yadda, yadda.

This is a complicated issue, right? Well, it doesn’t have to be if you ask yourself 6 simple questions! Continue reading

Ad of the Day – August 8 (Canada)

Every morning I go to adsoftheworld.com 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 it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Ig2
  • Location: Quebec City, Canada
  • Client: Canac Hardware Store
  • Name: “Reindeer”
  • Why I like it: Attention grabbing. Simple to grasp (no words). Linked to the benefit offered by the store. Seasonally relevant.